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International Soup Market
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Oct 1, 1996
255 Pages - Pub ID: LA433
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- Executive Summary
The U.S. Market—The Products
- Innovation Leads to Growth, Despite Age and Maturity of Market
- Easy Preparation Leads the Modern Market
- Three Categories Organize Market
The Market
- Soup Market's 1996 Retail Value Estimated at $4 Billion
- Market to Reach Almost $5 Billion by 2001
- Table 1-1: Estimated Size and Growth of the U.S. Soup
Market: By Category, 1992-2001 (dollars and percent);
Categories: Canned, Dehydrated, and Broth/Bouillon
- Cannibalization Impedes Market Growth
- The Canned Soup Category Leads the Market
- Mixes Still Supply over Half of Dehydrated Soup Sales
- Broths and Bouillons are Fastest-Growing Category
The Marketers
- Soup Marketers Fall into Three Classes
- Campbell Soup in a Class By Itself
- Multinational Food Giants
- Niche Marketers
- Campbell Remains King of Canned Soup Market
- Three International Marketers Dominate Dehydrated Soups
- Three American Giants Lead Broths and Bouillons
- Competition Stresses Quality
- Print Media Favored for Advertising
Distribution and Retail
- Campbell Restructures Its Distribution System
- Supermarkets Are the Chief Retailers
- Soup Displays Are Growing
The Consumer
- Affluence Promotes Variety in Market
- Campbell Benefits from Heavy Users of Canned Soups
- Nissin Strongest Marketer with Heavy Dry Soup Users
- Ethnic Minorities Indicate Room for Market Growth
Scope and Methodology
The European and Japanese Markets
- Product Categories
- Product Trends
- Soup Sales Cross $3.7 Billion in Europe
- Sluggish Growth Expected into Next Century
- Table 1-2: Estimated Size and Growth of the
Soup Market in Europe and Japan, 1991-2001 (U.S. dollars)
- Germany Is Largest European Market
- Market Composition by Product Type
- International Companies Are Market Leaders
- Many Small Companies Active in Local Markets
- Local Tastes Remain Important Factor
- The Important Role of Research and Development
- Health Concerns
- Consumer Price Consciousness
- Consolidating Manufacturing
- Mergers and Acquisitions, Disposals
- Manufacturers See Private-Label Opportunities
- Supermarkets and Groceries Are Major Outlets
- Demand and Demographics—Age Most Telling
- Methodology for Sales Estimates
The U.S. Market For Soup
- The Products
Scope of the Report
The Products
- A Brief History of Soup
- Quotations About Soup
- Classic Styles of Soup
- Soup Uses
- Most Soups Are Easy To Prepare
Product Categories and Segments
- Three Major Categories Treated in This Report
- Canned Soups
- Dry Soups
- Bouillon/Broth
- Frozen and Refrigerated Soups Receive Only Limited Discussion
- Newer, Marketing Classifications Are Included in
- Traditional Categories
Manufacturing Soup
- Secret Is in Removing Water
- Soup Stock Comes First
- Chemical Ingredients Added to Stock
Packaging
- Canned Soups
- Dry Soups
- Broth and Bouillon
Government Labeling Regulations
- One Soup Serving = 245 Grams
- Claims Are Sharply Defined
- Table 2-1: "Low" Levels of Selected Ingredients in Soup
Servings, 1994; Ingredients: Calories, Fat, Saturated Fat, Cholesterol, and Sodium
- The Market
Market Size and Growth
- Total Retail Sales Are Almost $4 Billion
- Table 2-2: Growth of U.S. Soup Market: By Category,
1992-1996 (retail dollars); Categories: Canned, Dehydrated,
and Bouillon and Broth
- Market Has Grown By 20% Since 1992
- Growth in Pounds of Soup Sold Was Only 9%
- Table 2-3: Size and Growth of U.S. Soup Market:
By Category, 1992-1996 (pounds); Categories:
Canned, Dehydrated, and Bouillon and Broth
- Canned Soup Sales Up 21% Since 1992
- Figure 2-1: Growth of U.S. Canned Soup Category:
Dollars vs. Pounds, 1992-1996
- Dehydrated Soup Category Reaches $700 Million
- Figure 2-2: Growth of U.S. Dehydrated Soup Category:
Dollars vs. Pounds, 1992-1996
Bouillon and Broth Shows Strongest Growth of All
- Figure 2-3: Growth of U.S. Broth and Bouillon Soup
Category: Dollars vs. Pounds, 1992-1996
Factors in Future Market Growth
- Maturity of Market Is Major Factor
- Effects of Cannibalization Are Ambiguous
- Soup Growth Is Economy-Proof
- Cold Weather Helps Market
- Contemporary Life-styles Favor Soup
- Soup-As-Ingredient Is Growing
- Competition Within Categories Has Contradictory Effects
Projected Market Growth
- Total Soup Market Projected To Be Almost $5 Billion In 2001
- Table 2-4: Projected Growth of U.S. Soup Market:
By Category, 1996-2001 (retail dollars); Categories:
- Canned, Dehydrated, and Bouillon and Broth
- Table 2-5: Projected Growth of U.S. Soup Market:
By Category, 1996-2001 (pounds); Categories:
Canned, Dehydrated, and Bouillon and Broth
Canned Soup Sales To Reach $3.6 Billion
- Dry Soup Sales To Reach $844 Million
- Bouillon and Broth Continues To Enjoy Strong Growth
Market Composition
- Canned Soup Dominates with Almost Three-Quarters
- of Dollar Volume
- Figure 2-4: Share of U.S. Soup Market Dollar Sales:
By Category, 1996 (percent); Categories: Canned Soup,
Dry Soup, Broth and Bouillon
- Canned Soup Even More Dominant When Measured by Volume
- Figure 2-5: Share of U.S. Soup Market by Category:
Pound vs. Dollar Sales, 1995 (percent); Categories:
Canned, Dry, Broth/Bouillon
- Condensed Soups Remain Strong Among Canned Soups
- Figure 2-6: Share of U.S. Dollars Sales vs. Volume Sales:
Canned Soup Styles, 1995 (percent); Styles: Condensed
vs. Ready Made
- Chicken Noodle Is Best-Selling Flavor
- Soup Mixes Lead Sales in Dry Soup Category
- Figure 2-7: Share of U.S. Retail Dollar Sales of Dry Soup:
By Segment, 1995 (percent); Segments: Soup Mixes,
Ramens, and Soup Starters
- Ramens Lead Dry Soups When Measured in Volume
- Figure 2-8: Share of U.S. Dry Soup Dollar vs. Volume
Sales: By Segment, 1995 (percent); Segments: Soup
Mixes, Ramens, and Soup Starters
- Canned Broth Dominates in Broth/Bouillon Category
- Winter Is the Soup Season
- The South Has the Largest Number of Soup Consumers
- Table 2-6: Principal Shoppers Who Buy Soup: By Category,
By Region, 1994 (numbers); Categories: Canned Soups
and Broths and Dry Soups; Regions: Northeast, Midwest,
- South, and West
- The Marketers
The Marketers
- Hundreds of Firms Market Soup
- Canned Soups Have Most Powerful Marketers
- Dry Soups Draw Largest Number of Marketers
- Broths, Bouillons, and Soup Starters Have Lively Competition
- Frozen/Refrigerated Soups Attract Relatively Few Marketers
- Most Major Marketers Are Large International Food Sellers
- Independent Firms Are Important Marketers
- Most Marketers Compete in Only One Category
- Major Marketers Generally Offer More Than One Brand
- Private-Label Marketers Are Active
- Table 2-7: Soup Marketers and Their Brands: By Product Type, 1996 (listing); Marketers: AM Look Canning, Acemark , Advance Food Brokers, Ajinomoto USA, Alberto Culver, Allen & Associates, American Imports, American Home Food Products, American Marketing Team, Andy Boy, Andre Prost, Arrow Industries, Arrowhead Mills, Astra Importing Co., Atlantic Foods, Barziza Brothers, Baxter's of Speyside, Bayou Magic, Bear Creek Country Dips , Benham & Co., Bison Canning, Blue Bayou Kitchen, Blue Surf Foods, Boardson's, Bob Evans Farms, Bob's Red Mill Natural Foods, Bookbinder Foods, Borden, Brinkman Turkey Farms, Brittigan's, Broughton Cannery, Bruce Foods, Bruno Duluth, Bryan Foods, Buckeye Beans & Herbs, Bunker Hill Packing Corp., Burns-Philp & Co., C & H Food Distr., Cajun Fry, Campbell Soup, Campside Foods, Cascade Continental Foods, CB Holdings, Ce De Candy, Centro Fine Foods, Chalet Suzanne Foods, Chef Hans' Gourmet Foods, Chef Piero Products, Cherchies, Choteague Seafood, Colonial Williamsburg, ConAgra, Concord Foods, Conrad Rice Mill, Cook-in-the-Kitchen, Cosmos International, CPC International, D'Alterio Foods, Dan'l Webster, Daniel Hilger , Davis Lay , Delallo Packing, Delaune's Cajun Foods, Desert Gardens Chili & Spice, The Dial Corporation, Dismat Corp., Double J Mushrooms, Douglas Food, Downey Foods, Dudek Delicatessen Foods, Ebro Foods, Edward & Sons, Efco Importers, Emes Kosher Products, Epicurean International, Erasco, Estee Corp., Euroo-Direct, E.B. Malign Corp. Fair Exchange, Fantastic Foods, Fern International, Flaming Companies, Foster Poultry Farms, Four C Foods, Fairways Restaurant, Frontier Soups, G & H International Traders, Gracie Canning, Geneva Food Products, Gibes Wild Rice, Gingerbear House, Gold Pure Food Products, Golden Dipt, Gonzales Products, Goodman's Matzoh Products, Gorton, Gourmet Award Foods, Goya Foods, Grand Imperial, Grandma Brown's Beans, Grand Metropolitan, Hanover Foods, Harmon's Gourmet, Harry Soup & Chowder, Hawaii Associates Wholesale, HBR, Health House, [cont.]
- Table 2-7: Soup Marketers and Their Brands: By Product Type, 1996 (listing); Marketers [cont.]: Health Valley Nature Foods, Heartline Foods, Hershey Pasta Group, Hilton Seafood, H.J. Heinz, HAS Marketing, Hobo Soup, Hong Kong, Hormel Foods, Indo-European Foods, Interclass, SSMC's Blintzes, Ivories, JCL Brooke Corp., Jade Isle, Jake's Products, James Green, JFC International, John Zidian Brokerage, Juanita's Foods, Just Delicious Gourmet Foods, Kary's Roux, Kedem Fruit Products, Kellogg, Kennebec Bean, Kennedy Grace & Co., Kikkoman International, Kirby Foods, Kleen-Pak Foods, Kona Coast Products, Kooperativa Forbundet, Kosher Desserts, LJ Minor Corp., Legumes Plus, Lieber Chocolate & Food Products, Little Bear Bearitos, Log House Foods, Louisiana Gourmet Enterprise, Little Bear & Westbrae National Foods, Lucca Packing, Lynder Foods, Magic Valley Growers, Mahler Sucesores & Companies, Manischewitz Food Products, Mars, Martha White Foods, Marukai Trading, Mary Brown Enterprises, Mayacamas Fine Foods, MCC Foods America, McCormick & Co., McQuaid International, Mitchell Lane Kitchens, Mitsubishi, Modern Products, Moonlite BBQ Inn, Morgan Food, Mouse Oftsang, Mrs. Adler's Foods, Mutual Trading, Myojo Foods of America, M.P. Keelin & Association, Nagatanien-Honpo, Nalleys Fine Foods, Natural Value, Nestle, New Atlantic Foods, New West Baking, Next Generation Foods, Nile Hunter, Nishimoto Trading, Nissin Foods USA, Nong Shim, Now Natural Foods, N.K. Hurst, Oak Grove Smokehouse, Olde Cape Cod Products, Organic Foods, Orient Trading, Osem International, Outerbridge Peppers, PT Indofood International, Pacific Foods of Oregon, Packing & Preservation, Panola Pepper, Pastene, Paterson Soupworks, Petrofsky's Bakery Products, Philip Morris Companies, Phillips, Plantain Products, Polfoods Corp., Produce Partners, Pro-Fac Cooperative, Provimi Veal, Purely American, Quaker Oats, Ragin' Cajun Foods, Reese's Finer Foods, Richmaid Ice Cream, Rienzi & Sons, RJR Nabisco Holdings, Ruthies Foods, R.M.K., R.S. Porter & Co., Sadaf Foods, Sahara Natural Foods, Salad Time Farms, Sam Yang Foods, San Francisco Spice, San Jirushi International, Sandoz Holding, Sara Lee, Sea Watch International, Secret Garden, Sherwood Group, Sierra Spice, Silverado Foods, Slim Fast Foods, Smithfield Companies, Soparind, Souperior Bean & Spice, Southern Foods, Southern Seasonings, Spice Hunter, Spice Time Foods, St. Ours & Company, Stegner Food Products, Stockmeyer, Stockpot Soups, SWB Distribution, Sysco Corp, Take Stock, Tanimura & Antle, Tone Brothers, Toyo Suisan Kaisha, Tradition Foods, Tres Classique, Uncle John's Foods, Unilever, Union, Uwajimaya, Venice Maid Foods, Vienna Sausage Mfg., Vitarroz, Vitasoy International, Vogue Cuisine, Wegman's, WJ Clark & Company, Wessex Fare, West Grocers, Westfield Foods, Westlam Foods, Williams West & Witt's, Will-Pak Foods, Wine & Schulz, Winter Garden Salad, Worthmore Food Products, Yaohan Japan, Zatarain's /E-II Holdings
Marketer Shares
- Top Three Marketers Have Almost Three-Quarters of the Market
- Table 2-8: Share of U.S. Soup Market Sales: Top Ten Marketers, 1995 (percent); Marketers: Campbell Soup, Grand Metropolitan/Pillsbury, Private Label, Unilever/Thomas J. Lipton, ConAgra/Hunt-Wesson, Nissin Foods USA, Toyo Suisan Kaisha/
Maruchan, CPC International/Various, Borden, RJR Nabisco Holdings/Nabisco Foods Group, Other
- Campbell Soup Is Largest Marketer
- Grand Metropolitan Has Second Place
- Private Label Stands Third Among Soup Market Sales
- Unilever Is in Fourth Place
- ConAgra Is Fifth Among Soup Marketers
- Japan's Nissin Foods Occupies Sixth Place
- Toyo Suisan Kaisha Is Seventh
- CPC International Has Eighth Place
- Borden Holds Ninth Spot
- RJR Nabisco's Broth Puts Company in 10th Place
- Campbell Sells Three-Quarters of Canned Soup
- Table 2-9: Share of U.S. Canned Soup Market: Top 10 Marketers, 1994-1995 (percent); Marketers: Campbell Soup, Grand Metropolitan, ConAgra, Health Valley Nature Foods, Hormel Foods, Manischewitz Food, Quaker Oats, Soparind, Baxters of Speyside, Private Label
- Grand Metropolitan Second Canned Soup Marketer
- Private Label Stands Third
- ConAgra Has Fourth Position
- Health Valley Nature Foods Holds Fifth Place
- Hormel Foods in Sixth Place
- Manischewitz and Quaker Oats Tied for Seventh Place
- Soparind and Baxter's Tied for Ninth Place
- Unilever Leads Among Dry Soup Marketers
- Table 2-10: Share of U.S. Dry Soup Market: Top 10 Marketers, 1994-1995 (percent); Marketers: Unilever, Nissin Foods
USA, Toyo Suisan Kaisha, CPC International, Campbell Soup, Quaker Oats, Borden, N.K. Hurst, Union, Private Label
Nissin Foods Is Second-Leading Dry Soup Seller
- Toyo Suisan Kaisha Holds Third Place on Dry Soup Ladder
- CPC Has the Fourth Position
- Campbell Soup Holds Fifth Spot
- Private Label Is Sixth-Largest of the Dry Soup Marketers
- Quaker Oats Uses Nile Spice To Climb into Seventh Place
- Borden In Eighth Spot, Thanks to Mrs. Grass
- N.K. Hurst Is in Ninth Position
- Union Is in 10th Place
- Campbell Leads Among Broths, Bouillons, and Soup Starters
- Table 2-11: Share of U.S. Market for Broths, Bouillons, and Soup Starters: Top 10 Marketers, 1994-1995 (percent); Marketers: Campbell Soup, Borden, RJR Nabisco, CPC International,
Hormel Foods, Sara Lee, Nestle, Grand Metropolitan, Goya
- Foods, Private Label
- Borden Is in Second Place
- RJR Nabisco Holds Third Place
- CPC International Stands Fourth
- Private-Label Broths and Bouillons Are in Fifth Place
- Hormel in Sixth Place
- Sara Lee's Sweet Sue Kitchens Is Seventh
- Nestlé Garners Eighth Spot with Maggi Bouillon
- Grand Metropolitan and Goya's Latino Broth Tie for Ninth Place
- Private Label Leads Among Frozen/Refrigerated Soups
- Table 2-12: Share of U.S. Market for Frozen/Refrigerated
Soups: Top 10 Marketers, 1994-1995 (percent); Marketers:
Bob Evans Farms, Ivories, Stockpot Soups, Winter Garden
Salad, Yaohan Japan, Moonlite BBQ Inn, Hanover Foods,
Vitasoy International, Paterson Soupworks, Private Label
- Fast-Growing Bob Evans Is Number Two Frozen/Refrigerated
- Soup Marketer
- Ivories in Third Position for Frozen/Refrigerated Soups
- Stockpot Soups Drops to Fourth Place
- Winter Garden Salad Leapfrogs to the Fifth Rung
- Yaohan Japan Is Sixth Among Frozen/Refrigerated Soup Marketers
- Moonlite BBQ Inn Holds Seventh Place
- Hanover Foods Jumps to Eighth Place
- Vitasoy International Holds Ninth Place
- Paterson Soupworks Stands 10th
Brand Shares
- Three Campbell Brands Top the Canned Soup Hit Parade
- Table 2-13: Share of U.S. Canned Soup Market: Top 10 Brands, 1994—1995 (percent); Brands: Campbell Original, Campbell Chunky, Campbell Healthy Request, Progresso, Campbell
Home Cookin', Healthy Choice Thick and Hearty, Progresso Healthy Classics, Healthy Choice, Health Valley, Healthy
Choice Traditional
- Progresso Brands Hold Fourth and Seventh Slots
- Healthy Choice Brands Rank Sixth, Eighth, and 10th
- Among Canned Soups
- Health Valley Brand Is in Ninth Place
- Lipton Recipe Secrets Leads Among Dry Soup Brands
- Table 2-14: Share of U.S. Dry Soup Market: Top 10 Brands,
1994-1995 (percent); Brands: Lipton Recipe Secrets,
Maruchan, Nissin Cup O Noodles, Nissin Top Ramen,
Knorr, Maruchan Instant Lunch, Lipton Soup Secrets,
Lipton Cup-A-Soup, Lipton Kettle Creations, Campbell's
Maruchan Gets Second Place to Itself
- Nissin Brands Hold Third and Fourth Slots
- Knorr Climbs into Fifth Slot
- Troubled Campbell's Brand Slips to 10th Spot
- Swanson Is the Leading Broth Brand
- Table 2-15: Share of U.S. Market for Broths, Bouillons,
and Soup Starters: Top 10 Brands, 1994-1995 (percent);
Brands: Swanson, College Inn, Wylers, Campbell, Knorr, Swanson Natural Goodness, Herb-Ox, Borden Soup Starters, Sweet Sue, Steero
College Inn Is Second-Best-Selling Broth Brand
- Borden Brands Are Third, Eighth, and 10th
- Knorr Bouillon Stands Fifth in Its Category
- Herb-Ox Is Seventh
- Sweet Sue Is Ninth
Competitive Situation
- Campbell Complicates the Competitive Basics
- Campbell Seeks Ways To Maintain Its Strength
- Campbell Focuses on Its Core Business
- Promote the Soup Category
- Breakthrough in Canned Soup
- Stepping Lively Among Dry Soups
- Quality and Price Are Chief Factors for Other Canned Soup Marketers
- Figure 2-9: Price Competition Among Selected Brands of Canned Soup, 1995 (dollars); Brands: Pritikin, Baxter's, Healthy Choice, Campbell's Chunky, Progresso, Campbell's Condensed
Progresso Relaunches Soup and Quality Image
- ConAgra Fights Progresso for Quality-Minded Niche
- Dry Soup Competition Rests on Strong Flavor and Consumer Ease
- Figure 2-10: Price Competition Among Selected Brands of
Dry Soup, 1995 (dollars); Brands: Knorr, Lipton Cup-A-Soup, Lipton Soup Secrets, Nissin Cup O' Noodles, Campbell's, Nissin Top Ramen Oodles of Noodles
- Table 2-16: Prices of Selected Brands of Dry Soup: Per Pound,
Per Package, and Per Serving, 1996 (dollars); Product: Health Valley Soup In A Cup, Nissin Cup Noodles, Knorr Swiss,
Lipton Cup-A-Soup, Lipton Recipe Secrets, Lipton Soup
- Secrets, Campbell, Nissin Top Ramen
- Lipton Increases Its Lead With Focus On Recipes
- West Coast Marketers Aim at High Flavor and Low Sodium
Marketing Trends
- Use Soup as Seasoning
- Microwaveable Makes a Come Back
- Health Trend Continues and Now Includes Reformulations
- Exotic Flavors Support Health Trend
Product Trends
- Flavor Still Inspires Products
- Beans Add Fiber and Bulk
- Couscous Replacing Rice in Some Soups
- Regional Flavors Are Popular
- Standards Being Reformulated
- Table 2-17: Selected New Soup Products, 1995-1996 (description); Marketer: Andy Boy, Arrowhead Mills, Blue Bayou Kitchen, Borden, Bryan Foods, Campbell Soup, Colonial Williamsburg, ConAgra, Cook-In-The-Kitchen, D'Alterio Foods, Dan'l Webster, Desert Gardens Chili & Spice, Epicurean International, Euroo-Direct, Fair Exchange, Fantastic Foods, Frontier Soups, Gingerbear House, Goodman's Matzoh Products, Grand Metropolitan, Harmon's Gourmet, Health Valley Nature Foods, H.J. Heinz,
HAS Marketing, Hormel Foods, Kosher Desserts, Legumes Plus, Manischewitz Foods, Natural Value, New Atlantic Foods, Next Generation Foods, Now Natural Foods, N.K. Hurst, Organic Foods, Outerbridge Peppers, Pacific Foods of Oregon, Provimi Veal, Purely American, Quaker Oats, R.S. Porter & Co., Ruthies Foods, Sadaf Foods, Sahara Natural Foods, San Francisco Spice, Slim Fast Foods, Southern Foods, Southern Seasonings, Spice Hunter, SWB Distribution, Take Stock, Tanimura & Antle, Tres Classique, Uncle John's Foods, Unilever, Vienna Sausage Mfg., Wegman's Food Market, W.J. Clark & Co.
Advertising Activity
- Largest Marketers Use Television
- Print Media Are Preferred by Most Advertisers
- Some Radio Advertising Is also Used
- Biggest Soups on the World Wide Web
- Campbell Reorganizes Its Advertising
- M'm! M'm! Good! Replaced
- Chunky Advertising Increases by a Third
- Swanson Is Positioned as Butter Replacement
- Celebrity Endorsements Teamed with Soup Season
- Campbell Print Ads Feature Recipes
- Campbell's TV Commercials Use Good Food Images
- Lipton Stresses Recipes in Both Print and Television
- Progresso Advertising Uses "Totally Delicious, Totally
- Progresso" Line
Consumer Promotions
- Coupons Are Most Popular Promotions
- Coupon Promotions Take Advantage of Computers
- Most Coupons Are for Relatively Small Sums
- Coupons for Items That Go with Soup
- Recipe Books Make a Popular Promotion
- Sporting Events Sponsored
Packaging and Labeling
- Basics of Labeling Use Bright Colors and Enticing Photos
- Campbell Revised Its Label
- Progresso Relaunch Includes Labeling Upgrade
- Cup Packages Becoming Strong
- Nutrition Facts Panel Reinforces Health Labeling
- Distribution and Retail
Distribution
- Most Distribution Is Standard
- Campbell Restructures Its Distribution System
- Small Outlets Use Local Distributors
Retail Outlets
- Supermarkets Account for 74% of Sales
- Figure 2-11: Share of U.S. Soup Market Dollar Sales:
By Outlet Type, 1994 (percent); Outlets: Supermarkets,
Other Grocery, and Other Stores
- Outlet Shares Remain Stable over Many Years
- Table 2-18: Stability of Retail Outlet Shares of U.S. Soup
Market, 1994 vs. 1990 (percentage points); Outlets:
Supermarkets, Other Grocery, and Other Stores; Soups:
All, Canned, Dry Mixes, and Bouillon
- Non-Grocery Outlets Remain Small
- Warehouse Clubs Blocked by Soup's Variety
- Drugstore Soups Have Not Grown
- Discounters Barely Present in Market
- Gourmet Outlets Hold a Few Percentage Points
- Prices and Margins Vary Among Stores
- Canned Soup Margins Average About 27%
- Margins Higher on Healthy Lines of Canned Soup
- Soup Aisles Are Standard Sight in Supermarkets
- Condensed Canned Soups Dominate Displays
- Figure 2-12: Layout of Typical U.S. Supermarket
Canned Soup Display
- Dry Soup Displays Vary from Store to Store
- Soup Section Has Been Growing
- Cross-Merchandising Makes Soups More Visible
- The Consumer
Consumer Use: General
- General Market Appeals to All Consumer Types
- All Age Groups Buy Soup
- Figure 2-13: Distribution of Soup Shoppers by Age Group:
By Soup Category, 1994 (percent); Categories: Principal Shoppers, Canned Soup & Broth Users, Dried Soup and
Bouillon Users; Age Group: 18-24, 25-34, 35-44, 45-54,
- 55-64, 65+
- 18- to 24-Year-Olds Do Not Like Adding Water
- 25- to 34-Year-Olds Are Typical Soup Consumers
- 35- to 44-Year-Olds Show Different Habits
- 45- to 54-Year Olds Turn to Broth
- 55- to 64-Year Olds Want Quick Soups
- Soup Consumers over 65 Like Their Broth
- Table 2-19: Incidence of Soup Use by Product Category: By Age
of Principal Shopper, 1994 (percent); Category: Canned Soup
and Broth, Dry Soup and Bouillon; Age Group: 18-24, 25-34,
35-44, 45-54, 55-64, 65+
- Education Makes a Difference in Brand Choice
- Table 2-20: Incidence of Use of Selected Dry Soup Brands:
By Level of Education of Principal Shopper, 1994 (percent); Brands: Lipton's Soup Mix, All Knorr, Lipton's Cup-A-Soup, Nissin, Campbell's Cup Instant Soup, and Herb Ox; Education Levels: Graduated College, Attended College, Graduated
High School, and Did Not Graduate High School
Unemployed Are Broth Consumers
- Table 2-21: Incidence of Use of Selected Soup Types:
By Employment Status of Principal Shopper, 1994 (percent); Factor: Use Broth Only, College Inn Broth, Swanson's Broth, Dried Soup, Heavy Dried Soup Use, and Lunch Soup Mix; Employment: Full Time, Part Time, and Not Employed
Wealth Widens a Shopper's Soup Tastes
- Table 2-22: Incidence of Use of Selected Soups: By Household Income of Principal Shopper, 1994 (percent); Soup: Canned
(Non-Campbell's), Non-Condensed, Progresso, Campbell's
Home Cookin', Broth (Campbell's Condensed, College Inn, Swanson's), Dry (Bouillon Cubes, Instant Mix, Soup Mix,
Knorr Brand, Herb Ox, Campbell's Cup of Soup, Non-Camp-
bell's Instant, Non-Lipton's Cup-A-Soup, Nissin Dry Soup); Income Levels: Less than $10,000, $10,000-$20,000, $20,000-$30,000, $30,000-$40,000, More than $40,000
Higher-Income Households Have Their Own Brands
- High-Income Households Like Dry Soup
- Table 2-23: Incidence of Use of Dry Soup Forms: By Occupation
of Principal Shopper, 1994 (percent); Occupation: Professional/
Managerial, Technical/Clerical/Sales, Precision/Craft; Other;
Soup Forms: Dried Soup, Dried Bouillon or Broth, Instant Soup Mix, Soup Mix, Lunch Mix
- The Midwest Is Soup Country
- Table 2-24: Incidence of Use of Selected Soup Forms:
By Region, 1994 (percent); Region: Northeast, Midwest,
South, and West; Soup Forms: Canned Products and Dried Products
Soup in the Middle, Broth on the Coasts
- Dry Soups Do Well in Midwest
- The More the Soupier
- Table 2-25: Incidence of Use of Selected Soups: By Family Life-style, 1994 (percent); Soup: Canned (Condensed, Broth Only)
and Dry (Cubes, Instant, Soup Mix); Lifestyle: Parental Status, Number in Home, and Ages of Children
- Families Make Heavy Soup Users
- Families with Children Like Condensed Soup
- Singles Like Broth
- Dry Soups Are Strong with Families
- African-American Consumers Have Their Own Tastes in Soup
Use by Category: Canned Soup
- Over Three-Quarters of Principal Shoppers Use Canned Soup or Broth
- Heavy Users Account for over Half of Cans Consumed
- Figure 2-14: Users and Usage of Canned Soup and Broth:
By Level of Consumption, 1994 (percent); Level: Heavy, Medium, and Light
- Ethnic Minorities Present Contradictory Picture
- Table 2-26: Incidence of Use of Selected Canned Soup:
By Ethnic Background, 1994 (percent); Ethnicity: White,
- African-American, and Others; Soup: Heavy Canned, Non-Condensed, Campbell's Chunky, Campbell's Home Cookin', Broth
- Table 2-27: Demographic Characteristics Favoring Canned Soup Use: By Soup Category, 1994; Users: Heavy Soup/Broth, Soup, Soup Only (No Broth), Ready-to Serve, Condensed Soup; Factor: Age, Education, Employment, Occupation, Family Status, Race, Region, Locality, Household Income, Household Size, Children in Household
Campbell's Condensed Soup Has Largest and Most Loyal Following
- Table 2-28: Consumption and Loyalty of Selected Soup Brands, 1994 (percent); Users: Sole Brand, Primary, Secondary, and
Loyalty Factor; Brand: Campbell's Condensed, Campbell's Chunky, Campbell's Home Cookin', Progresso, Campbell's Healthy Request, Healthy Choice Soup, Snow's, Swanson
Soup, Other Brands
- Campbell's Strength Is in Its Universality
- Table 2-29: Demographic Characteristics Favoring Use of
Selected Campbell's Canned Soup Products, 1994; Brand: Campbell's Chunky, Campbell's Condensed, Campbell's
Home Cookin', Campbell's Healthy Request; Factor: Age, Education, Employment, Occupation, Family Status, Race, Region, Locality, Household Income, Household Size,
- Children in Household
- Progresso Consumers Tend To Be Upscale
- Figure 2-15: Relation of Progresso Consumption to Household Income, 1994 (percent)
- Table 2-30: Demographic Characteristics Favoring Use of
Selected Canned Soup Brands, 1994; Brand: Healthy Choice, Progresso, Snow's; Factor: Age, Education, Employment, Occupation, Family Status, Race, Region, Locality, House-
hold Income, Household Size, Children in Household
- Healthy Choice Does Well with Professionals
- Snow's Brand Is Strongest on Coasts
Use by Category: Canned Broth
- Over a Quarter of Consumers Use Broth
- Table 2-31: Demographic Characteristics Favoring Broth Use,
1994; Users: All Broth, Broth Only, Both Soup and Broth;
Factor: Age, Education, Employment, Occupation, Family
Status, Race, Region, Locality, Household Income, Household Size, Children in Household
- Brand Loyalty Is Not Strong Among Broth Users
- Table 2-32: Broth Brands and Consumer Loyalty, 1994
(percent); Users: Sole Brand, Primary, Secondary, and Total; Brand: Swanson's Broth, Campbell's Condensed Broth, and College Inn
Broth Brands Competing for Same Consumers
- Table 2-33: Demographic Characteristics Favoring Use of
Selected Broth Brands, 1994; Brand: Campbell's Condensed Broth, College Inn, Swanson's Broth; Factor: Age, Education, Employment, Occupation, Family Status, Race, Region,
Locality, Household Income, Household Size, Children in Household
Use by Category: Dry Soup
- Two-Fifths of Consumers Use Dry Soup
- Table 2-34: Incidence of Dry Soup Use: By Product Form,
1994 (percent); Factor: Bouillon/Broth Cubes/Powder,
Instant Soup Mix, Cooking Soup Mix, Instant Lunch Mix,
All and Heavy Use
- Table 2-35: Demographic Characteristics Favoring Dry Soup Consumption, 1994; Factor: Age, Education, Employment, Occupation, Family Status, Race, Region, Locality, House-
hold Income, Household Size, Children in Household
Heavy Users Responsible for 61% of Consumption
- Figure 2-16: Users and Usage of Dry Soup and Bouillon:
By Level of Consumption, 1994 (percent); Level: Heavy, Medium, and Light
Bouillon Brands Command Greatest Loyalty
- Table 2-36: Consumption and Loyalty of Selected Brands of
Dry Soup and Bouillon, 1994 (percent); Users: Sole Brand, Primary, Secondary, and Loyalty Factor; Brand: Lipton Soup
Mix, Lipton Cup-A-Soup, Lipton Recipe Secrets, Herb Ox, Campbell's Cup Instant, Wyler's, Knorr Bouillon, Campbell's
Dry Soup Mix, Campbell's Ramen, Lipton Soup & Recipe,
Mrs. Grass, Knorr Soup & Recipe, Campbell's Soup & Recipe, Nissin Top Ramen, Campbell's Cup in a Cup, Maruchan
Instant Lunch, Nissin Oodles of Noodles, Nissin Cup O'
Noodles, Lipton Lots-A-Noodles, Campbell's Cup A Ramen, MBT, Gourmet Pride, Maggi, Nissin Pride, Nissin Supreme
Lunch Mix Has Unusual Consumers
- Table 2-37: Demographic Characteristics Favoring Use of
Different Forms of Dry Soup, 1994; Form: Bouillon/Broth/
Cubes/Powder, Instant Soup Mix, Cooking Soup Mix, Instant Lunch Mix; Factor: Age, Education, Employment, Occupation, Family Status, Race, Region, Locality, Household Income, Household Size, Children in Household
Brand Preferences Change with Consumer's Ethnicity
- Table 2-38: Demographic Characteristics Favoring Use of
Selected Brands, 1994; Brands: Campbell's Cup Instant, Herb
Ox, All Knorr, Lipton Cup-A-Soup, Lipton Soup Mix, All
Nissin; Factor: Age, Education, Employment, Occupation,
Family Status, Race, Region, Locality, Household Income, Household Size, Children in Household
- Middle America Likes Lipton
- Knorr and Herb-Ox Aim at Same Niche
- Campbell's Cup Instant Is Strong with Working Class
- Nissin Consumers Are Young
Use by Category: Frozen Soup
- Few Consumers Use Frozen Soup
The Market For Soup In Europe And Japan
- The Products
The Products
- Introduction
- Most European Soups Fall into One of Two Distinct Price Categories
- Seafood-Based Soups Important in Europe and Japan
- Ethnic Soups Gain Favor
- Global Scope with Local Preferences
- Convenience Important Element of Packaging
- Food and Beverage Regulations
- Simplifying Regulations
- The Market
- Note
- Methodology for Sales Estimates
- Figures Reported in U.S. Dollars
- Table 3-1: Exchange Rates to the U.S. Dollar: For Selected
European Countries and Japan, December 30, 1995; Country: Belgium, Denmark, Finland, France, Germany, Italy, Nether-
lands, Norway, Portugal, Spain, Sweden, Switzerland, United Kingdom
Market Size and Growth
- Soup Sales Cross $3.7 Billion in Europe
- Japanese Soup Sales Show Little Growth
- Table 3-2: Size and Growth of the Soup Market in Europe and Japan, 1991—1996 (U.S. dollars)
Factors for Future Growth
- Demographic Factors
- Life-Styles
- At-Home and Healthy Niches
Market Projections
- European Market to Exceed $4.1 Billion
- Table 3-3: Market Size Projections of the Soup Market
in Europe and Japan, 1996-2001 (U.S. dollars)
Market Composition
- Germany Is Largest European Market
- Figure 3-1: Share of European Soup Market: By Country, 1995 (percent); Country: Germany, Italy, United Kingdom, France, Netherlands, Spain, Belgium, Other Europe
Market Composition by Product Type
- Table 3-4: Share of European Soup Market: By Category, 1995
vs. 2000 (percent); Category: Canned Soup and Bouillon,
Packet Soup, Chilled and UHT Soup
- Packet Dominates Japanese Soup Market
- Table 3-5: Share of Japanese Soup Market: By Category, 1995
vs. 2000 (percent); Category: Canned Soup and Bouillon,
Packet Soup, Chilled and UHT Soup
- Seasonal Swings
- The Marketers
The Marketers
- International Companies Are Market Leaders
- Japanese Joint Venture with Campbell
- Many Small Companies Active in Local Markets
- Marketer List by Category
- Table 3-6: Major Soup Marketers in Europe and Japan, 1995; Campbell Soup Company, CPC International/Knorr, Heinz, McCain, Nestlé, Unilever, Ajinomoto, Avonmore Soups,
Baxter's, Brand's, Hero, Ima Foods Industries, John West,
Leibig, Meica Ammerlander, Meiji Seika, Nissin Foods,
Patak's, Soup'Ideale, Telford Foods, The New Covent Garden Company, Zamek Nahrungsmittelfabriken
Competitive Environment
- Local Tastes Remain Important Factor
- The Important Role of Research and Development
- New Product Introductions Build Company/Brand Shares
Marketing and Product Trends
- Product Development
- Health Concerns
- Growing Clout of Retailers
- Consumer Price Consciousness
- Consolidating Manufacturing
- Restructuring Management
- Mergers and Acquisitions, Disposals
- Opportunities in New Asian Markets
- Looking East
- Concentration on Brands
- Future Outlook
- Manufacturers See Private-Label Opportunities
Advertising and Promotion
- Advertising Strategy
- Direct Marketing
- Promotional Activities
- DISTRIBUTION
Distribution
- Supermarkets and Groceries Are Major Outlets
- THE CONSUMER
- The Consumer
Shopping Habits
- Demand and Demographics—Age Most Telling
- Youth Market Also Promising
- Single Persons
- Women Reign
- Premium Soup Consumers
- The Global Consumer
Appendix I: Company Profiles
Borden, Inc.
- 100% of Borden Stock Is Sold
- Borden Sales Drop Below $6 Billion
- Borden Is A Highly Diversified Company
Campbell Soup Company
- Sales Reach $7.3 Billion
- The Corporation Has Three Divisions
- Major Brands
- Investments Important To Maintaining Leadership
ConAgra, Inc.
- 1996 Sales Reach $24.8 Billion
- ConAgra Has Highly Diversified Structure
- Table I-1: Companies Within ConAgra, 1996
- Refrigerated Foods Undergoing Extensive Restructuring
- Trading & Processing Deals In Marketable Commodities
- Agri-Business Provides Products To Make Foods Grow
- ConAgra Grocery Products Controls Many Leading
- Consumer Brands
- As Its Name Implies, ConAgra Diversified Products
- Does Many Things
Grand Metropolitan Plc
- Grand Metropolitan's Sales Exceed $5 Billion
- Food and Drinks Are the Company's Specialties
- Pillsbury Is Food Operations' Most Profitable Unit
Nissin Food Products Co., Ltd.
- Total Sales Approach $3 Billion
- Instant Noodle Division Is Largest
- Company Encourages Internal Competition
- Company's Presence Has Become Worldwide
Quaker Oats, Inc.
- Quaker Oats Sales AT $6.4 Billion
- Organization
- Quaker Has Many Famous Brands
Unilever Plc and Unilever N.V.
- Unilever's Worldwide Sales Almost $50 Billion
- An Unusual Structure
- Operations are Worldwide
- Principal Product Areas: Food, Detergents, Personal
- Products and Specialty Chemicals
- Major Brands
Appendix II: Examples Of Advertising
- Consumer Advertising
- Consumer Promotions
- Labels
Appendix III: Addresses Of Selected Marketers
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