TABLE OF CONTENT
SCOPE AND THEMES
What you need to know
Consumer survey data
Abbreviations and terms
Figure 1: Total U.S. retail sales and fan chart forecast of soup, at current prices, 2007-17
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
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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