Soup-AMERICAN EATING TRENDS REPORT 2012

CONSUMPTION DEMOGRAPHICS

In 2011, soup in the United States (U.S.) had a market size of US$4.3 billion. Soup is forecast to have a compound annual growth rate (CAGR) of 1%, reaching approximately US$4.6 billion in 2016 (Euromonitor International, July 2011).

While canned/preserved soup has the largest market size, chilled soup experienced the largest value sales growth, at 7% in 2011. This is likely because chilled soup is perceived to be fresher and healthier than canned varieties (Euromonitor International, November 2011).
Retail volume sales of soup have slowly decreased since 2008. In 2011, soup had a market size of around 1.3 million tonnes. This is expected to drop to 1.2 million tonnes by 2016, largely as a result of decreases in the canned/preserved and frozen soup categories (Euromonitor International, July 2011).

Around 91% of participants in a Mintel consumer survey indicated that they perceived soup to be a good item to keep in the home in case they need it, and 80% of participants indicated that they purchase soup. Wet soup was consumed by 78% of participants, compared to 48% who consumed dry soup. The average number of cans consumed per week by survey participants was 3.8 (Mintel, April 2012).