During the pandemic, soup was seen as a favoured comfort food, particularly when the weather was cold and wet. It also benefited from being quick and easy to prepare.
Knorr is moving out from dehydrated soup and is instead expanding in shelf stable soups. The overall limited selection in dehydrated soup continues to push sales down in the category.
New product launches from local producers such as Wooden Spoon are elevating a traditionally stagnant category. The inclusion of ingredients such as Jerusalem artichoke and pumpkin, local mushrooms or clams are helping the category to achieve some level of premiumisation, as are vegetarian options and traditional local soup flavours.
The rising demand for ready meals has also benefitted soups with chilled soups increasingly seen as a “quick lunch” or a snack to grab on the go. Additions of fresh elements through herbs, vegetables or raw fish to elevate chilled soups are also helping industry players to justify a rise in unit prices.
Local brand Mou by Tulip Food has a strong lead in frozen soup. The company is not present in chilled soup as Danes have favoured this local brand and therefore frozen soup.
Once the pandemic recedes around the world, the Danish economy is expected to return to positive growth, giving consumers greater disposable income. This will enable them to opt for higher quality soups, with these expected to be seen within the chilled soup and shelf stable soup categories as these are perceived to be fresher.
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Understand the latest market trends and future growth opportunities for the Soup industry in Denmark 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 Denmark, 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 Definitions
This report originates from Passport, our Soup research and analysis database.
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