Soup saw volume sales falling in 2018 as merely modest increases were seen in value sales over the course of the year. One major reason is that instant soup and dehydrated soup have been available in Hungary for many years and there is already a wide selection of products available, leaving little space for further innovation and new launches.
Although sales of chilled soup remain negligible in Hungary, several companies have identified the category’s potential as demand is less mature than in other soup categories. Local firm EZ a Világ Kft has recently launched chilled soup, including savoury and sweet variants, under its Hmmmaster brand.
Within soup, instant soup and dehydrated soup continued to register modest volume sales growth in 2018, while sales in each of dehydrated soup and shelf stable soup contracted in retail volume terms. Demand for instant soup is highest among young people, primarily those living in single-occupancy households, the number of which is still on the rise.
Unilever Magyarország continued to dominate retail sales of soup in Hungary in 2018. The company offers a wide selection of products in instant soup and dehydrated soup under its very popular brand Knorr.
Unlike in many other packaged food categories, the share of private label remains quite low in soup and there are various factors behind this. First, as soup is usually sold in small packaging, the retail selling prices of these products is generally low and thus consumers are less price-sensitive when purchasing such products, to the benefit of the leading brands.
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This industry report originates from Passport, our Packaged Food market research database.