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Consumer Trends in the Soup Market in the US

  • Published:
  • 82 Pages
  • Canadean

Abstract

Summary

Why was the report written?

Marketers in the Soup market in the US face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting are to know just how valuable specific consumer groups are, and to be able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Soup market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009, the retail market has been characterized by an increased amount of discount and own-brand products. Higher market volumes in future would depend upon effective marketing campaigns aimed at increasing consumption frequency in Medium and Heavy frequency ranges.

What are the key drivers behind recent market changes?

Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups - providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Scope

  • Consumer survey data for the following specific categories: Canned/Ambient Soup, Chilled Soup, Dried Soup (mixes), Frozen Soup and UHT Soup.
  • Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
  • Volume shares in 2011 for brands and private label sales tracked by the survey.
  • Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy

  • Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
  • Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the "size of the prize" when targeting these consumer trends in each category covered.

Key Highlights

  • Canned/Ambient Soup dominates the Soup market in the US with a value share of more than three-quarters. Any campaigns to increase consumption rates or appeal to new consumers will have the largest affect in this category. This category will also be most attractive to new entrants.
  • Not only do a large proportion of US consumers, in certain categories at least, highlight that specific consumer trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumers are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.
  • Private label share in the Soup market in the US is the highest in the Chilled Soup category at just over 10% by volume. The Private Label market in the US is not yet well established, however national brands in the Chilled Soup category should act now to prevent further loss to Private Label versions before they become a serious threat.

Table of Contents

1. Introduction

  • 1.1 What is this Report About?
  • 1.2 Definitions
    • 1.2.1 Consumer Trends
    • 1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
    • 1.2.3 End Consumers
    • 1.2.4 Volume Units and Aggregations
    • 1.2.5 Population Profiles (for interpretation of tables and charts)
  • 1.3 Methodology
    • 1.3.1 Introduction
    • 1.3.2 Large scale, international, program of online consumer surveys
    • 1.3.3 Nationally Representative results (age, gender)
    • 1.3.4 Parents answered on their children's behalf
    • 1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
    • 1.3.6 Integrated with industry calling and secondary research

2. Consumer Segmentation, Group Value and Trend Influence

  • 2.1 Cohort Groups and Soup Market Value
    • 2.1.1 Age Groups
    • 2.1.2 Gender Groups
    • 2.1.3 Location Groups
    • 2.1.4 Education Achieved Groups
    • 2.1.5 Wealth Groups
    • 2.1.6 Busy Lives Groups
  • 2.2 Cohort Groups and Market Value by Category
    • 2.2.1 Canned/Ambient Soup
    • 2.2.2 Chilled Soup
    • 2.2.3 Dried Soup (mixes)
    • 2.2.4 Frozen Soup
    • 2.2.5 UHT Soup
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Canned/Ambient Soup
    • 2.3.2 Chilled Soup
    • 2.3.3 Dried Soup (mixes)
    • 2.3.4 Frozen Soup
    • 2.3.5 UHT Soup

3. Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Canned/Ambient Soup
    • 3.1.2 Chilled Soup
    • 3.1.3 Dried Soup (mixes)
    • 3.1.4 Frozen Soup
    • 3.1.5 UHT Soup
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Canned/Ambient Soup
    • 3.2.2 Chilled Soup
    • 3.2.3 Dried Soup (mixes)
    • 3.2.4 Frozen Soup
    • 3.2.5 UHT Soup

4. Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Soup Brand Choice and Private Label Shares
    • 4.2.1 Canned/Ambient Soup
    • 4.2.2 Chilled Soup
    • 4.2.3 Dried Soup (mixes)
    • 4.2.4 Frozen Soup

5. The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Soup
    • 5.1.2 Canned/Ambient Soup
    • 5.1.3 Chilled Soup
    • 5.1.4 Dried Soup (mixes)
    • 5.1.5 Frozen Soup
    • 5.1.6 UHT Soup

6. Consumption Impact: Market Valuation

  • 6.1 Soup Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Soup Value Analysis by Category
    • 6.2.1 Share by Category
    • 6.2.2 Expenditure per Capita by Category
    • 6.2.3 Expenditure per Household by Category
  • 6.3 Soup Volume Impact of Consumer Behavior Trends
    • 6.3.1 Share by Category
    • 6.3.2 Consumption per Capita by Category
    • 6.3.3 Consumption per Household by Category

7. Retailer Choice, Switching and Category Share

  • 7.1 Retailer Volume Share
    • 7.1.1 Retailer Volume Share in Soup
  • 7.2 Retailer Volume Share by Category
    • 7.2.1 Retail Share by Volume - Canned/Ambient Soup
    • 7.2.2 Retail Share by Volume - Chilled Soup
    • 7.2.3 Retail Share by Volume - Dried Soup (mixes)
    • 7.2.4 Retail Share by Volume - Frozen Soup
    • 7.2.5 Retail Share by Volume - UHT Soup
  • 7.3 Levels of Retailer Switching in the Last Six Months
    • 7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
    • 7.3.2 Costco Switching Analysis
    • 7.3.3 Kroger Switching Analysis
    • 7.3.4 Publix Switching Analysis
    • 7.3.5 Safeway Switching Analysis
    • 7.3.6 Supervalu Switching Analysis
    • 7.3.7 Wal-Mart Switching Analysis
    • 7.3.8 Other Switching Analysis
  • 7.4 Profiles of End-Consumers of Soup, by Retailer Used
    • 7.4.1 Costco
    • 7.4.2 Kroger
    • 7.4.3 Publix
    • 7.4.4 Safeway
    • 7.4.5 Wal-Mart
    • 7.4.6 Other

8. Appendix

  • 8.1 About Canadean
  • 8.2 Disclaimer

List of Tables

  • Table 1: Volume Units for the Soup Market
  • Table 2: United States Survey Respondent Profile (weighted), 2011
  • Table 3: United States Soup Value Share (%), by Age Groups, 2011
  • Table 4: United States Soup Value Share (%), by Gender, 2011
  • Table 5: United States Soup Value Share (%), by Urban and Rural Dwellers, 2011
  • Table 6: United States Soup Value Share (%) by Education Level Achieved Groups, 2011
  • Table 7: United States Soup Value Share (%) by Wealth Groups, 2011
  • Table 8: United States Soup Value Share (%) by Busy Lives Groups, 2011
  • Table 9: United States Canned/Ambient Soup Consumer Group Share (% market value), 2011
  • Table 10: United States Chilled Soup Consumer Group Share (% market value), 2011
  • Table 11: United States Dried Soup (mixes) Consumer Group Share (% market value), 2011
  • Table 12: United States Frozen Soup Consumer Group Share (% market value), 2011
  • Table 13: United States UHT Soup Consumer Group Share (% market value), 2011
  • Table 14: United States Total Canned/Ambient Soup Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 15: United States Total Chilled Soup Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 16: United States Total Dried Soup (mixes) Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 17: United States Total Frozen Soup Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 18: United States Total UHT Soup Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 19: United States Canned/Ambient Soup Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 20: United States Canned/Ambient Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 21: United States Chilled Soup Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 22: United States Chilled Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 23: United States Dried Soup (mixes) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 24: United States Dried Soup (mixes) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 25: United States Frozen Soup Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 26: United States Frozen Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 27: United States UHT Soup Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 28: United States UHT Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 29: United States Canned/Ambient Soup Consumer Profiles (% consumers by sub-group), 2011
  • Table 30: United States Chilled Soup Consumer Profiles (% consumers by sub-group), 2011
  • Table 31: United States Dried Soup (mixes) Consumer Profiles (% consumers by sub-group), 2011
  • Table 32: United States Frozen Soup Consumer Profiles (% consumers by sub-group), 2011
  • Table 33: United States UHT Soup Consumer Profiles (% consumers by sub-group), 2011
  • Table 34: United States Soup Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Table 35: United States Canned/Ambient Soup Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 36: United States Chilled Soup Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 37: United States Dried Soup (mixes) Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 38: United States Frozen Soup Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 39: United States, Overall Soup: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 40: United States, Canned/Ambient Soup: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 41: United States, Chilled Soup: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 42: United States, Dried Soup (mixes): Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 43: United States, Frozen Soup: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 44: United States, UHT Soup: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 45: United States Soup Market Value (US$ million), by Category, 2011
  • Table 46: United States Soup Market Volume (Kg m), by Category, 2011
  • Table 47: United States Soup Market Share (US$ million), by Category, 2011
  • Table 48: United States Soup Expenditure Per Capita (US$), by Category, 2011
  • Table 49: United States Soup Expenditure Per Household (US$), by Category, 2011
  • Table 50: United States Soup Market Volume Share (Kg m), by Category, 2011
  • Table 51: United States Soup Consumption Per Capita (Kg m / Population m), by Category, 2011
  • Table 52: United States Soup Consumption Per Household (Kg m / Households m), by Category, 2011
  • Table 53: United States Soup Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
  • Table 54: United States Canned/Ambient Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 55: United States Chilled Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 56: United States Dried Soup (mixes) Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 57: United States Frozen Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 58: United States UHT Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Table 59: United States: Switchers to Costco for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 60: United States: Switchers From Costco for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 61: United States: Switchers to Kroger for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 62: United States: Switchers From Kroger for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 63: United States: Switchers to Publix for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 64: United States: Switchers From Publix for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 65: United States: Switchers to Safeway for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 66: United States: Switchers From Safeway for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 67: United States: Switchers to Supervalu for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 68: United States: Switchers From Supervalu for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 69: United States: Switchers to Wal-Mart for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 70: United States: Switchers From Wal-Mart for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 71: United States: Switchers to Other for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 72: United States: Switchers From Other for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 73: United States: Profile of Soup Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2011
  • Table 74: United States: Profile of Soup Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2011
  • Table 75: United States: Profile of Soup Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2011
  • Table 76: United States: Profile of Soup Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2011
  • Table 77: United States: Profile of Soup Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
  • Table 78: United States: Profile of Soup Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011

List of Figures

  • Figure 1: Consumer Panel Report Methodology
  • Figure 2: United States Soup Value Share (%), by Age Groups, 2011
  • Figure 3: United States Soup Value Share (%), by Gender, 2011
  • Figure 4: United States Soup Value Share (%), by Urban and Rural Dwellers, 2011
  • Figure 5: United States Soup Value Share (%) by Education Level Achieved Groups, 2011
  • Figure 6: United States Soup Value Share (%) by Wealth Groups, 2011
  • Figure 7: United States Soup Value Share (%) by Busy Lives Groups, 2011
  • Figure 8: United States Canned/Ambient Soup Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 9: United States Canned/Ambient Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 10: United States Chilled Soup Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 11: United States Chilled Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 12: United States Dried Soup (mixes) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 13: United States Dried Soup (mixes) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 14: United States Frozen Soup Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 15: United States Frozen Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 16: United States UHT Soup Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 17: United States UHT Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 18: United States Soup Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Figure 19: United States Soup Market Share (US$ million), by Category, 2011
  • Figure 20: United States Soup Expenditure Per Capita (US$), by Category, 2011
  • Figure 21: United States Soup Expenditure Per Household (US$), by Category, 2011
  • Figure 22: United States Soup Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
  • Figure 23: United States Canned/Ambient Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 24: United States Chilled Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 25: United States Dried Soup (mixes) Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 26: United States Frozen Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 27: United States UHT Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
  • Figure 28: United States: People Who Have Switched Retailer for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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