Soup continued to see strong retail volume and current value growth in 2019. However, growth was determined by each category’s level of compliance with the health trend.
The purpose of packaged soup in Poland is to prepare traditional dishes in an easier and quicker way. Although the most popular flavour variants remain those corresponding to the local cuisine, such as tomato, borsch and broth, producers are broadening their portfolios with flavour variants which are less familiar to customers.
The distribution of soup is seeing especially strong growth through convenience stores and discounters, due to the convenience trend, the high density of these outlets and changing demand for specific products. Chilled and frozen soup, which are leading growth, are product types that actually originated from these retail formats, and now discounters are harvesting the results of their own investment through offering private label products in these categories.
Although international players Nestlé and Unilever remained the undisputed leaders in soup in value terms in 2019, they both lost ground. Both companies support their brands with discount actions and marketing campaigns, and also leverage the fact that their brands are already very-well known to Polish consumers.
In the forecast period, the declining importance of international players, including the two leaders in soup, is expected to be gradual, whilst private label, which operates in more popular categories, such as chilled soup, is set to gain share. As instant and dehydrated soup remain dominated by Unilever and Nestlé, and private label is strong in chilled soup, local players will have to continue to focus on the remaining categories.
Due to the strength of Unilever and Nestlé brands and the already low prices of major products, private label traditionally held a low share within soup. However, discounters such as Lidl and Biedronka took advantage of the growing interest in chilled soup, adopting the format and successfully introducing such products in the still immature and developing category.
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This industry report originates from Passport, our Packaged Food market research database.