Soup is in declines in 2021, following the boost seen in 2020 due to consumers spending more time at home and seeking convenient meal solutions in addition to the home-cooking trend. For example, shelf stable soup lent itself well to stockpiling and saw both innovations and the strongest retail value growth in 2020, whilst it is in the steepest decline in 2021 due to consumers continuing to use up their stockpiled products.
Chilled soup is notable as showing healthy performance in 2021, compared to other sub-categories which have fallen into negative figures (bar instant soup, which maintains small growth). This is because chilled soup better fits the health and wellness trends and consumers’ desire for fresh and flavourful products.
Whilst the ubiquitous Orkla Foods Norge AS maintains its notable lead in soup in 2021, competition is heating up from private labels – particularly in shelf stable soup and chilled soup. Norgesgruppen ASA offers the Meny and Fersk & Ferdig brands within chilled soup; and Rema 1000 Norge AS is expanding its own namesake range of chilled and shelf stable soup.
Sales in soup are expected to remain relatively suppressed over the forecast period, somewhat attributed to the negative performance of dehydrated soup, which is the largest sub-category in size. The sub-category leader, Orkla Foods Norge AS with its Toro brand, remains very popular but struggles with its products being perceived as less healthy than fresh options – particularly in the light of the growing health and wellness trends.
Competition is expected to remain strong in chilled soup, driven by innovation from private labels which offer high quality at lower prices, alongside an increasing range of exotic flavours. It is also noted that some brands have already withdrawn from chilled soup in the review period, namely Toro Chunky Suppe and Lofoten.
Foodservice volume sales in soup are set to be more dynamic until 2022, following the bounce-back in 2021 after steep declines seen in 2020. However, foodservice sales are then set to flatline and fall into declines over the remainder of the forecast period.
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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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