Following several years of decline in both retail volume and current value terms, soup saw rising sales in 2020. This was primarily thanks to sales during the COVID-19 lockdown period, with soup proving especially popular thanks to its convenience factor.
Players have been looking for ways to maintain consumer demand in a mature and not particularly popular category. For instance, the bio trend is strengthening amongst local brands.
Continental Foods Belgium is expected to maintain its strong lead in soup in retail value terms in 2021, with its Royco Minute Soup and Liebig brands. However, second-placed Unilever Belgium has only one brand, Knorr, which leads in brand terms.
In the forecast period, soup is likely to revert to retail volume decline throughout the forecast period, although slow retail current value growth will be seen due to price rises. The image of soup, notably dehydrated, instant, shelf-stable and frozen soup, is likely to remain negative overall, whilst more consumers will return to foodservice, and ready meals will also pose a challenge to potential demand for soup.
Bigger packaging has been in higher demand due to higher at-home consumption. There were already soups on the market in cardboard briquettes packed in 2 x 350ml (Liebig).
The vegetarian trend is expected to remain strong in soup in the forecast period and was certainly still relevant in the latest new soup release. Potager! is a Belgian brand which produces vegetable collections of artisanal and organic fresh soups.
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Understand the latest market trends and future growth opportunities for the Soup industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Soup industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Soups is the aggregation of dried (dehydrated formats), shelf stable and chilled and frozen soups. Includes: Ready-made, pre-packaged soup, regardless of format. Excludes: Liquid stocks and or stock/bouillon cubes. These are tracked in sauces, dressings and condiments, under cooking ingredients. Herbal soup mixes common in Asia are also excluded.
See All of Our DefinitionsThis report originates from Passport, our Soup research and analysis database.
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