Rising demand for convenience among Slovak consumers continues to boost soup sales. However, this trend also benefits home-delivery services and eating out, which is becoming a popular phenomenon among consumers.
Making soup at home from fresh ingredients has a very long tradition in Slovakia, with the majority of households cooking soup at least once per week. Consequently, despite the strengthening convenience trend, cooking at home is still a major limiting factor to soup growth.
Soup sales in Slovakia face saturation and strong competition from other industries and packaged food areas. Instant and dehydrated soup are the best-selling soup types, with sales of other formats, such as chilled or frozen soup, remaining limited.
Price promotions will remain an important marketing strategy throughout the forecast period, especially among small soup areas which lack stronger support (due to not being too profitable). The significance of price discounts will slowly decline due to overuse and changing retailer strategies, which focus on shorter and less attractive discounts.
A limited number of product innovations were visible within soup in 2018. Varying pack sizes were the most visible change, although this was not accompanied by limited pack editions or marketing support.
While traditional soup recipes such as chicken broth or goulash will remain key to sustaining sales, manufacturers are also expected to innovate in new areas. For example, quinoa and chickpea soup variations are set to attract more health conscious consumers over the coming years.
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This industry report originates from Passport, our Packaged Food market research database.