Dehydrated soup is set to be the best performing category in 2021, although as in other parts of soup, the relaxation of lockdown and the return of many workers to the workplace has seen negative growth in both volume and value. The spike in demand in 2020 is flattening, and in fact total soup sales in 2021 are set to outperform sales in 2019.
Chilled soup is the smallest part of the category in volume terms, and is set to see sales improve slightly on 2019. These products have strong growth potential, thanks to a growing choice of flavours and varieties, consumer perception that chilled soup is a healthy lunch option, and its relative convenience.
In 2021, soup remains dominated by international manufacturers Unilever Schweiz GmbH and Nestlé Suisse SA, who rely on regular new product launches and the visibility of their respective brands Knorr and Maggi in Switzerland. Domestic players such as Migros Genossenschaftsbund eG and Coop Genossenschaft have seen their share increasing over the review period thanks to their private label products ranging from economy to premium segments, targeting consumers with different income levels, but the category remains highly concentrated.
The two key trends in soup over the forecast period will continue to be consumer demand for convenience, and strongly emerging health trends, and producers that can target this intersection should see the strongest growth over the forecast period. There are a number of ways to address these needs other than the product itself.
Discounters are growing share in Swiss grocery retail, and Lidl and Aldi will become even more of a competitive threat to longstanding domestic retail operators Migros Genossenschaftsbund eG and Coop Genossenschaft over the forecast period. Swiss consumers are growing more comfortable with the discount channel, which is now perceived as a credible alternative to supermarkets.
Unit prices movements of soup are set to pull in different directions over the forecast period There is clearly a shift towards more premium products commanding a higher price point, driven by consumer demand for healthier products with high quality ingredients. The rise in health awareness as a result of the pandemic is seeing many consumers trade up, and the development of better-quality products is seeing enthusiastic consumer response to them.
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Understand the latest market trends and future growth opportunities for the Soup industry in Switzerland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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