Soup continued its stable and moderate volume growth in 2018, where the most significant contributor was the convenience trend. Most types of soup are considered to be a healthy part of a diet and at the same time, easy and convenient to prepare for consumption.
Frozen soup is traditionally very popular in Denmark. It creates a warm atmosphere during the family dinner when the weather is cold and wet outside.
Chilled soup registered strong current value growth in 2018. The product is easy to prepare for consumption, which was gaining further importance towards the end of the review period.
Tulip’s Mou brand is the most popular frozen soup in Denmark with a strong value share. It gains visibility through television advertisements when the weather starts to turn cold after the summer, trying to gain Danes’ interest in a warm bowl of soup.
Domestic dairy giant Arla Foods continued to dominate shelf stable soup with its Arla Karolines Køkken brand. It has built a marketing strategy based on convenience, highlighting that its soup can be eaten as it is, or can be as a base for a semi-homemade meal.
Dehydrated soup in Denmark has not traditionally been among the most popular types of soup, as other variants are viewed as healthier. The convenience trend has, however, generated marginal category growth.
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This industry report originates from Passport, our Packaged Food market research database.