Retail volume sales of soup declined annually throughout the review period. The main reason behind this sustained decline is the migration of consumers to other more convenient options, such as noodles and ready meals.
The health and wellness trend negatively affected the category over the review period due to consumers' perception that packaged soup is high in sodium, colourants and preservatives. According to the food labelling law, most soups are labelled “high in sodium”, which has reaffirmed the concerns of consumers regarding the high sodium content of these products.
To try to reverse the adverse situation that currently permeates the category, some manufacturers are launching new varieties of soup, such as frozen vegetable soups and cream varieties. Although they have enjoyed a good reception by consumers, considering them less artificial options than dehydrated soups, they still represent a negligible sales volume with respect to total category sales.
Nestlé Chile maintained its leadership in soup in Chile in 2018, largely due to its long-standing presence, with the company offering popular flavours that suit Chilean palates, as well as to its brands being highly visible on retailers' shelves. The Vivebien line has been its main response to the food labelling law that went into effect in 2016.
Over the review period new launches related to health and wellness were not successful. For example, Nestlé Chile launched a new line under its Maggi brand, called Vivebien, which is low in sodium and fat.
During the review period, the successful strategies in the category included the launch of gourmet products with a premium positioning, which appeal to consumers' interest in better-quality products in terms of flavours and ingredients that contribute to good nutrition. The labelling law affected the category transversely, whereby the launch of low-sodium soups was not the solution to the low demand witnessed towards the end of the review period.
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This industry report originates from Passport, our Packaged Food market research database.