TABLE OF CONTENT
SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Total U.S. retail sales and fan chart forecast of
soup, at current prices, 2007-17
Market segmentation
Figure 2: Total U.S. retail sales of soup, by segment
percent, at current prices, 2012
Figure 3: Total U.S. retail sales of soup, by segment, at
current prices, 2010 and 2012
Leading companies
Figure 4: MULO sales of soup, by leading companies, rolling
52 weeks 2012 and 2013
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Soup finds its largest draw among
consumers aged 45+. This is a strength of the category, given the hefty
purchasing power of Baby Boomers who make up a large percentage of this group.
However, growing consumption among young consumers will be important in
maximizing sales and nurturing a loyal user base.
Some questions answered in this
report include:
- How can the category overcome sales stagnation?
- How can the category combat a poor perception of health?
- How can the category grow sales among young consumers?
- How can the category grow participation among non-white consumers?
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