Executive Summary

Nov 2018
PROSPECTS
High levels of maturity and saturation mean a rather bleak outlook for soup in Germany

Overall, soup is set to record a negative performance over the forecast period, both in volume terms and at constant 2018 prices. The last year that soup posted current value growth was in 2009.

Future growth only for more modern and convenient formats, with chilled soup set to perform the best

There are two categories within soup that are set to post growth at constant 2018 prices over the forecast period, namely frozen soup and chilled soup. Both will continue to profit from a greater supply (as, for example, virtually all modern grocery retailers have invested quite heavily in display refrigerators/deep cooling appliances or are about to do so).

Manufacturers expected to intensify efforts to promote new consumption occasions

Overall, soup products are seen by many consumers as rather old-fashioned (especially when being sold in shelf stable, instant or dehydrated formats). In addition, soup also suffers from the fact that it is considered to be a seasonal product with a clear focus on cold winter days.

COMPETITIVE LANDSCAPE
Top category players to continue to profit from their overall size

The three largest players within soup, which together accounted for over half of all value sales in 2018, are Maggi, Unilever Deutschland and Continental Foods Germany. They owe their positions to the fact that their products and brands have a long tradition in Germany and therefore enjoy a rather higher level of awareness and likeability.

Players specialised in frozen products to post above-average development

In line with the positive outlook for frozen soup, the top players within the category are set to record positive development over the forecast period as well. These are Bofrost Dienstleistungs and Eismann Tiefkühl-Heimservice.

Very difficult to achieve new product development with sustainable success

Overall, product changes are usually in the form of line extensions and relaunches with slightly changed ingredients and recipes, while real innovation is rather hard to achieve and especially hard to sustain. The reasons for this, according to industry experts, are the limited overall size of the category of soup, the rather high levels of loyalty Germans show products they have known for a long time, as well as the considerably higher prices charged by new products in order to cover their development.

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Soup in Germany

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Overview

Discover the latest market trends and uncover sources of future market growth for the Soup industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Soup industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Soup in Germany market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Soup in Germany?
  • What are the major brands in Germany?
  • Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than eating at home?
  • Are consumers moving from traditionally canned and dehydrated variants to more innovative chilled, frozen and UHT formats?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Soup in Germany - Category analysis

HEADLINES

PROSPECTS

High levels of maturity and saturation mean a rather bleak outlook for soup in Germany
Future growth only for more modern and convenient formats, with chilled soup set to perform the best
Manufacturers expected to intensify efforts to promote new consumption occasions

COMPETITIVE LANDSCAPE

Top category players to continue to profit from their overall size
Players specialised in frozen products to post above-average development
Very difficult to achieve new product development with sustainable success

CATEGORY DATA

Table 1 Sales of Soup by Category: Volume 2013-2018
Table 2 Sales of Soup by Category: Value 2013-2018
Table 3 Sales of Soup by Category: % Volume Growth 2013-2018
Table 4 Sales of Soup by Category: % Value Growth 2013-2018
Table 5 Sales of Soup by by Leading Flavours: Rankings 2013-2018
Table 6 NBO Company Shares of Soup: % Value 2014-2018
Table 7 LBN Brand Shares of Soup: % Value 2015-2018
Table 8 Distribution of Soup by Format: % Value 2013-2018
Table 9 Forecast Sales of Soup by Category: Volume 2018-2023
Table 10 Forecast Sales of Soup by Category: Value 2018-2023
Table 11 Forecast Sales of Soup by Category: % Volume Growth 2018-2023
Table 12 Forecast Sales of Soup by Category: % Value Growth 2018-2023

Packaged Food in Germany - Industry Overview

EXECUTIVE SUMMARY

Packaged food continues to perform well in 2018
Higher consumer confidence promotes interest in added-value products
Strong competition, with a wide range of different players
Modern grocery retailers continue to dominate distribution
Further low annual growth expected

FOODSERVICE

Sales to Foodservice
Sales to foodservice expected to continue rising
Performance varies significantly by area
Growing number of large players with own foodservice departments
Consumer Foodservice
Continued consumer foodservice growth
Strong competition, with independent operators standing ground against chained players
Positive outlook but fears of eventual rise in price sensitivity
Category Data
Table 13 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2013-2018
Table 18 Sales of Packaged Food by Category: Value 2013-2018
Table 19 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 20 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 21 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 22 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 23 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 24 Penetration of Private Label by Category: % Value 2013-2018
Table 25 Distribution of Packaged Food by Format: % Value 2013-2018
Table 26 Distribution of Packaged Food by Format and Category: % Value 2018
Table 27 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources