Although the second year of the pandemic was less marked by hoarding purchases and empty shelves than the first weeks after the appearance of COVID-19 in Germany, the extraordinary situation naturally also continued to determine the purchasing behaviour of Germans in 2021. Due to the above-average number of hours spent at home in 2021, for example working in a home office or because schools were only partially open and some education was online, Germans had more opportunities to consume snacks and meals at home, from which soups was able to profit.
The two major players Unilever and Maggi are expected to remain the leaders in soup in value terms in 2021, with particularly strong positions in dehydrated soup. However, private label lines also remain popular amongst Germans, as price is still often the decisive factor in the convenience segment.
Supermarket and discount chains in particular have continued to benefit from the increasing sales of soup. Aldi, Lidl, Rewe and others have continued to record high sales figures due to the adapted shopping behaviour of Germans.
After the pandemic eases, the lives of Germans are expected to change again. Nevertheless, not everything will return to the same as in 2019, as the pandemic period is likely to have shaped Germans’ behaviour in the longer term.
Classic flavours within soup include chicken, cream of tomato, vegetable, goulash and cream of asparagus, amongst others, and these are expected to remain popular in the coming years. However, in addition to the established classics, there are also new superfoods or other ingredients that are experiencing a resurgence.
With convenience products, much depends on the ingredients. While the price is of course the main criterion for consumers in the case of very low-priced soups, soups in the mid-priced or higher-priced segments also have to convince with their ingredients.
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Understand the latest market trends and future growth opportunities for the Soup industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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