Soup sees the highest retail value sales growth in cooking ingredients and meals during 2021 as a result of consumers’ changing eating habits as a result of the drastic impact of COVID-19 on their lifestyles. In particular, consumers are eating more meals at home, and soup is a good option for an interim meal or snack that is not considered unhealthy.
The Turkish economy has not fully recovered from the onslaught of the pandemic resulting in production costs of dehydrated soup increasing steeply, leading to higher unit prices in 2021. Additionally, to combat the effect of price increases and keep consumers loyal, dehydrated soup players generally launch new products every year.
Soup manufacturers started investing in shelf stable soup approximately six years ago. This led to many shelf stable soup brands withdrawing or being liquidated, while others continued launching new shelf stable soup variants.
New product launches of shelf stable soup during the review period is expected to both fuel constant retail value sales growth and encourage small brands to enter the competitive landscape during the forecast period. Indeed shelf stable soup is anticipated to be the most dynamic category during the entire forecast period.
The relatively small shelf stable soup category is expected to continue demonstrating particularly strong volume growth throughout the forecast period as an increasingly diverse offering continues to attract customers. Soup is generally considered to be a convenient, healthy meal in Turkey which is traditionally consumed during Ramadan.
Instant soup is expected to see a fall in constant retail value sales growth in the forecast period, with gradually declining consumer interest not providing much hope of recovery. Instant soup is mostly consumed by singles and students that do not have time to cook.
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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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