Sales of packaged soup in Singapore are mainly driven by demand for convenience. In comparison to instant and dehydrated soups, shelf stable soup is viewed as the most convenient, while also offering the widest product range.
Almost all the soups available in Singapore in 2018 were Western-style products, with cream of mushroom being the most common flavour, along with broths from Swanson and Campbell’s in poultry and meat variants. These are mainly targeted at consumers which prepare Western-style meals at home, with many influenced by the offerings of the various Western foodservice outlets present in Singapore.
In 2018, soup continued to be dominated by the international manufacturer Campbell Soup, thanks largely to its longstanding presence in Singapore. With Campbell accounting for a large proportion of shelf space, the company’s products are well-known to local consumers.
Packaged soup manufacturers are facing greater competition from the foodservice channel, with Singapore seeing more soup specialists, both Western and Asian. Additionally, other foodservice operators are offering a wide range of soups which are perceived as fresher and hence healthier than packaged variants.
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This industry report originates from Passport, our Packaged Food market research database.