Before COVID-19 became a health threat in the US, many Americans were shifting away from shelf-stable soup, especially those products in metal food cans, and towards options they perceived as fresher and healthier. The health and wellness trend was behind this decline in demand with many consumers believing canned food to contain artificial ingredients and preservatives.
COVID-19 has not only created widespread challenges relating to health and economy, but it has also created logistical challenges resulting in supply shortages of some products. As a result, many companies chose to redirect their attention to solving such unprecedented issues and some decided to put new product developments on hold.
Although some brands have cut their product offerings in 2020 due to COVID-19, that does not mean that consumer tastes have narrowed. On the contrary, even prior to COVID-19, there was an increasing interest in international cuisine among American consumers.
The health and wellness trend has been informing consumer purchasing decisions even more since the onset of COVID-19. The fear of contracting COVID-19 has led many consumers to become more concerned about maintaining a healthy immune system, and many are now trying to eat healthier to achieve this goal.
Chilled soup, in contrast to shelf-stable soup, cannot be stockpiled due to its shorter shelf life. Therefore, it is expected that until the US has contained COVID-19 shelf-stable soup will retain an advantage over shelf-stable soup.
Due to the ongoing risk of contracting COVID-19, many consumers feel safer ordering their groceries online, including soup. Sales of soup through e-commerce saw steady gains throughout the review period, with sales seeing a significant boost in 2020 due to COVID-19 and the measures taken to control it.
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This report originates from Passport, our Soup research and analysis database.
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