Report: Soup - US - September 2008 TOC

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Executive Summary
Market performance
Market landscape
Retail channels
Campbell' s continues to dominate the market
Progresso courts weight-watching consumers
Canned soup has high household penetration but there are consumer gaps
What are consumers looking for when they select soup?
Soup usage and taste preferences vary by region
Market Size and Forecast
Key points
Innovation is the key to navigating mixed market
- Figure 1: Total U.S. retail sales of soup, at current prices, 2003-13
- Figure 2: Total U.S. retail sales of soup, at inflation-adjusted prices, 2003-13
Wal-Mart sales
Competitive Context
Key points
Campbell moves upscale and green
Sea salt pays off
Progresso strengthens nutritional credentials
Private label holding its own
The value of soup
Restaurants sharpen their soup offerings
Overall Segment Performance
Key points
Broth and refrigerated soups will continue to drive market
- Figure 3: FDMx sales of soup, segmented by type, 2006 and 2008
Segment Performance--Ready-to-serve Wet Soups
Key points
Continued innovation drives steady growth
Sales and forecast--ready-to-serve wet soup
- Figure 4: FDMx sales of ready-to-serve wet soup, at current prices 2003-13
- Figure 5: FDMx sales of ready-to-serve wet soup, at inflation-adjusted prices, 2003-13
Segment Performance--Condensed Wet Soup
Key points
Growing smaller but still important
Condensed wet soup does have some loyal fans
Sales and forecast--condensed wet soup
- Figure 6: FDMx sales of condensed wet soup, at current prices, 2003-13
Segment Performance--Dry Soup
Key points
More than just soup
Sales and forecast--dry soup
- Figure 7: FDMx sales of dry soup, at current prices, 2003-13
Segment Performance--Ready-to-serve Broth
Key points
Still leveraging its new package
Sales and forecast--ready-to-serve broth
- Figure 8: FDMx sales of rts broth, at current prices, 2003-13
Segment Performance--Refrigerated Fresh Soup
Key points
Fertile ground for innovation
Sales and forecast--refrigerated fresh soup
- Figure 9: FDMx sales of refrigerated fresh soup, at current prices, 2003-13
Segment Performance--Frozen Soup
Key points
Potential for optimism
Sales and forecast--frozen soup
- Figure 10: FDMx sales of frozen soup, at current prices, 2003-13
Retail Channels
Key points
Growth of the mass merchandisers impacts soup sales
- Figure 11: U.S. FDMx sales of soup, by retail channel, 2006 and 2008
Retail Channels--Supermarkets
Key points
Slowing down, but still growing
- Figure 12: Supermarket sales of soup, 2003-08
Retail Channels--Drug Stores
Key points
Shelf-stable = a good fit
- Figure 13: Drug store sales of soup, 2003-08
Retail Channels--Other Stores
Key points
Mass merchandisers leverage their private labels
- Figure 14: Sales in other* stores of soup, 2003-08
Retail Channels--Natural Channel
Key points
- Figure 15: Natural supermarket retail sales of soup, at current prices, 2006-08
- Figure 16: Natural supermarket retail sales of soup, at inflation-adjusted prices, 2006-08
Natural channel sales by segment
- Figure 17: Natural supermarket retail sales of packaged soup, by segment, 2006 and 2008
Wet soup
- Figure 18: Natural product supermarket retail sales of wet soup, at current prices, *2006-08
- Figure 19: Natural Supermarket retail sales of wet soup, at inflation-adjusted prices, *2006-08
Ready-to-serve broth
- Figure 20: Natural supermarket retail sales of ready-to-serve broth, at current prices, *2006-08
- Figure 21: Natural supermarket retail sales of ready-to-serve broth, at inflation-adjusted prices, *2006-08
Organic and non-organic soup sales in the natural channel
- Figure 22: Natural product supermarket retail sales of soup, organic/non-organic/organic ingredients, 2006 and 2008
Natural channel soup sales by manufacturer and brand
- Figure 23: Natural supermarket sales of soup, by manufacturer and brand, 2006 and 2008
Market Drivers
Key points
Consumers pursue holistic health through food and beverages
- Figure 24: Trended household consumption of soup, by type/form and amount of soup eaten, 2002-08
- Figure 25: Attitude towards healthy eating, 2003 and 2008
Obesity rates remain high
- Figure 26: Incidence of being overweight or obese, 1988-2004
- Figure 27: Incidence of diabetes and hypertension, 1988-2004
Aging Boomers, other health-conscious consumers want healthier soups
Leading Companies
Key points
Campbell Soup Co. and General Mills dominate the soup landscape
- Figure 28: FDMx sales of soup, by manufacturer, 2007 and 2008
Brand Share--Ready-to-serve Wet Soup
Key points
Consumers are shifting to healthy and organic brands
- Figure 29: FDMx sales of ready-to-serve wet soup, by manufacturer and brand, 2007 and 2008
Brand Share--Condensed Wet Soup
Key points
Category trends manifest themselves
- Figure 30: FDMx sales of condensed wet soup, by manufacturer and brand, 2007 and 2008
Brand Share--Dry Soup
Key points
Maruchan reasserts itself
- Figure 31: FDMx sales of dry soup, by manufacturer and brand, 2007 and 2008
Brand Share--Ready-to-serve Broth
Key points
Swanson clear favorite
- Figure 32: FDMx sales of ready-to-serve broth, by manufacturer and brand, 2007 and 2008
Brand Share--Refrigerated Fresh Soup
Key points
Retailers leverage fresh soup to entice consumers
- Figure 33: FDMx sales of refrigerated fresh soup, by manufacturer and brand, 2007 and 2008
Brand Share--Frozen Soup
Key points
Sales are down; what should manufacturers do?
- Figure 34: FDMx sales of frozen soup, by manufacturer and brand, 2007 and 2008
Brand Qualities
Campbell Soup built its brand on moms and kids
Campbell shifts focus to men
Campbell leverages sea salt for health and high quality
Progresso
Innovation and Innovators
General Mills' Worldwide Innovation Network
On Tech Operations introduces soup that heats itself
Advertising and Promotion
Overview
Healthy alternatives
- Figure 35: Campbell' s soup chef ad, 2008
- Figure 36: Campbell' s soup select gold label soup ad, 2008
- Figure 37: ConAgra executive chefs healthy choice ad, 2008
- Figure 38: Progresso diet ads, 2008
Out of home
- Figure 39: Campbell' s good to go ad, #1, 2008
- Figure 40: Campbell' s good to go ad, #2, 2008
- Figure 41: Campbell' s good to go ad, #3, 2008
Household Soup Usage
Key points
Trended soup consumption
- Figure 42: Trended household consumption of soup, by type/form and amount of soup eaten, 2002-08
Adult soup consumers
- Figure 43: Household soup usage, by type/form, by age, February 2007-March 2008
Soup consumption by household size
- Figure 44: Household soup usage, by type/form, by household size, February 2007-March 2008
Teen and child soup consumers
- Figure 45: Trended teen consumption of canned soup, 2003-07
- Figure 46: Trended kids consumption of soup, 2003-07
Fresh, Refrigerated Soup Consumption
Key points
Refrigerated soup is still new to consumers
- Figure 47: Consumption of fresh, refrigerated soup, by age, July 2008
- Figure 48: Consumption of fresh, refrigerated soup, by household income, July 2008
Meal Occasions for Soup Consumption
Key point
When do consumers eat soup?
- Figure 49: Soup meal consumption, by meal occasion and weekend/weekday, by gender, July 2008
- Figure 50: Soup meal consumption, by age, July 2008
Types of Canned Soup Used
Key points
Household usage of ready-to-serve versus condensed soup
- Figure 51: Types of canned soup used in the household, by age, February 2007-March 2008
- Figure 52: Types of canned soup used in the household, by region, February 2007-March 2008
Brand Preferences
Key points
Brand preference by region
- Figure 53: Brands of canned soup used in household, by region, February 2007-March 2008
Brand preferences by age
- Figure 54: Brands of canned soup used in household, by age, February 2007-March 2008
Brand preferences by household income
- Figure 55: Brands of canned soup used in household, by household income, February 2007-March 2008
Brands for dry soup mixes
- Figure 56: Brands of dry soup used in household, February 2007-March 2008
Packaging Preferences for Soup
Key points
Soup packaging
- Figure 57: Soup package preference, by age, July 2008
Flavor Preferences in Soup
Key points
Chicken and noodles remain the clear favorites in soup
- Figure 58: Soup flavor preference, by gender, July 2008
- Figure 59: Soup flavor preference, by region, July 2008
How Consumers Choose Soup
Key points
What are consumers looking for when they choose a soup
- Figure 60: Soup selection criteria, by gender, July 2008
- Figure 61: Soup selection criteria, by age, July 2008
- Figure 62: Soup selection criteria, by region, July 2008
Health Attributes Looked for in Soup
Key points
Health factors for soup
- Figure 63: Importance of specific health factors in choosing a soup, by gender, July 2008
- Figure 64: Importance of specific health factors in choosing a soup, by age, July 2008
- Figure 65: Importance of specific health factors in choosing a soup, by region, July 2008
Health Beliefs and Behaviors Specific to Soup
Key points
Reasons for eating and also limiting soup consumption
- Figure 66: Reasons for eating and limiting soup in one' s diet, by gender, July 2008
- Figure 67: Reasons for eating and limiting soup in one' s diet, by age, July 2008
Soup Use and Consumption at Home
Key points
Stocking and usage habits for soup
- Figure 68: Attitudes towards buying and using soup, by region, July 2008
Restaurant versus Home Soup Consumption
Key points
Soup is for comfort... at home
- Figure 69: Perceptions of soup as a comfort food, soup in restaurants vs at home, by gender, July 2008
- Figure 70: Perceptions of soup as a comfort food, soup in restaurants vs at home, by age, July 2008
Homemade soup is best
- Figure 71: Perceptions about packaged versus homemade soup, by gender, July 2008
- Figure 72: Perceptions about packaged versus homemade soup, by age, July 2008
- Figure 73: Perceptions about packaged versus homemade soup, by region, July 2008
Soup is for breakfast... maybe
- Figure 74: Interest in a breakfast soup, by gender, July 2008
- Figure 75: Interest in a breakfast soup, by age, July 2008
- Figure 76: Interest in a breakfast soup, by region, July 2008
Race and Hispanic Origin
Key points
Household soup consumption by race and Hispanic origin
Canned soup and broth
Dry soup mixes and broth
- Figure 77: Household soup consumption, by race/Hispanic origin, February 2007-March 2008
Canned soup brand preferences by race/Hispanic origin
- Figure 78: Brands of canned soup used in household, by race/Hispanic origin, February 2007-March 2008
Dried soup mixes/bouillon brand preferences by race/Hispanic origin
- Figure 79: Brands of dried soup mixes and bouillon used in household, by race/Hispanic origin, February 2007-March 2008
Refrigerated, fresh soup preferences by race and Hispanic origin
- Figure 80: Consumption of fresh, refrigerated soup, by race/Hispanic origin, February 2007-March 2008
Packaging preferences for soup by race/Hispanic origin
- Figure 81: Soup package preference, by race/Hispanic origin, July 2008
Flavor preferences in soup by race/Hispanic origin
- Figure 82: Soup flavor preference, by race/Hispanic origin, July 2008
Health attributes important to consumers when buying soup
- Figure 83: Importance of health factors in soup, by race/Hispanic origin, July 2008
Health beliefs and behaviors specific to soup by race/Hispanic origin
- Figure 84: Reasons for eating and limiting soup in one' s diet, by race/Hispanic origin, July 2008-09-09
Soup use and consumption at home by race/Hispanic origin
- Figure 85: Buying and using soup, by race/Hispanic origin, July 2008
Soup for breakfast... maybe
- Figure 86: Interest in a breakfast soup, by race/Hispanic origin, July 2008
Soup is comfort
- Figure 87: Buying and using soup, by race/Hispanic origin, July 2008
Appendix: Trade Associations

Soup - US - September 2008

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