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