SYS-CON MEDIA Authors: Carmen Gonzalez, Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel

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The US Soup Market: What Consumers Eat and Why?

LONDON, Jan. 29, 2014 /PRNewswire/ -- Reportbuyer.com just published a new market research report:

The US Soup Market: What Consumers Eat and Why?

Product Synopsis

This report provides the results for the Soup market in the US from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Soup market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and to be able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups and, market data that shows the exact size of consumer groups, how much of the Soup market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009, the retail market has been characterized by an increase in the amount of discounted and own-brand products. Higher market volumes in the future will depend on effective marketing campaigns aimed at increasing consumption frequency in Medium and Heavy frequency ranges.

What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Canned/Ambient Soup, Chilled Soup, Dried Soup (mixes), Frozen Soup, and UHT Soup.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

The population of the US is fairly evenly split between Males and Females; however, Males represent a larger value share of the Soup market. The category showing the largest share in favor of Males is Frozen Soup where they consume almost two-thirds. The only category where Females consume a higher share than Males is UHT Soup. Marketers in these categories may find that gender based campaigns would be beneficial.

Two-thirds of the US population describes itself as Urban; however, Urban Dwellers represent over three-quarters of the Chilled Soup market. In general, the Soup market sees higher consumption in Urban areas, which indicates that Rural Dwellers either don't consume much Soup or prefer to make their own. Marketers should target Urban populations with their campaigns.

In proportion to their share of the population, Tweens and Early Teens are the largest group of Soup consumers in the US. This result is driven by their higher average frequency of consumption compared to other age groups. However, in terms of total market value, Older Consumers account for the single largest share of market value and are a prime target for marketers.

Key Highlights

Canned/Ambient Soup dominates the Soup market in the US with a value share of more than three-quarters. Any campaigns to increase consumption rates or appeal to new consumers will have the largest affect in this category. This category will also be most attractive to new entrants.

Not only do a large proportion of US consumers, in certain categories at least, highlight that specific consumer trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumers are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.

Private label penetration in the US Soup market is highest in the Chilled Soup category at just over 25% by volume. The Private Label market in the US is not yet well established; however, national brands in the Chilled Soup category should act now to prevent further loss to Private Label versions before they become a serious threat.

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international, program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Soup Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Canned/Ambient Soup
3.2.2 Chilled Soup
3.2.3 Dried Soup (mixes)
3.2.4 Frozen Soup
3.2.5 Uht Soup
3.3 Behavioral Trends and Market Value
3.3.1 Canned/Ambient Soup
3.3.2 Chilled Soup
3.3.3 Dried Soup (mixes)
3.3.4 Frozen Soup
3.3.5 Uht Soup
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Canned/Ambient Soup
4.1.2 Chilled Soup
4.1.3 Dried Soup (mixes)
4.1.4 Frozen Soup
4.1.5 Uht Soup
4.2 Consumer Profiles by Product Category
4.2.1 Canned/Ambient Soup
4.2.2 Chilled Soup
4.2.3 Dried Soup (mixes)
4.2.4 Frozen Soup
4.2.5 Uht Soup
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Soup Brand Choice and Private Label Consumer Penetration
5.2.1 Canned/Ambient Soup
5.2.2 Chilled Soup
5.2.3 Dried Soup (mixes)
5.2.4 Frozen Soup
5.2.5 Uht Soup
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Soup
6.1.2 Canned/Ambient Soup
6.1.3 Chilled Soup
6.1.4 Dried Soup (mixes)
6.1.5 Frozen Soup
6.1.6 Uht Soup
7 Consumption Impact: Market Valuation
7.1 Soup Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Soup Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Soup Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Soup
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Canned/Ambient Soup
8.2.2 Retail Share by Volume - Chilled Soup
8.2.3 Retail Share by Volume - Dried Soup (mixes)
8.2.4 Retail Share by Volume - Frozen Soup
8.2.5 Retail Share by Volume - Uht Soup
8.3 Profiles of End-Consumers of Soup, by Retailer Used
8.3.1 Costco
8.3.2 Kroger
8.3.3 Publix
8.3.4 Safeway
8.3.5 Supervalu
8.3.6 Wal-Mart
8.3.7 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Soup Market
Table 2: United States Survey Respondent profile (weighted), 2012
Table 3: United States Soup Value Share (%), by Age Groups, 2012
Table 4: United States Soup Value Share (%), by Gender, 2012
Table 5: United States Soup Value Share (%), by Urban and Rural Dwellers, 2012
Table 6: United States Soup Value Share (%) by Education Level Achieved Groups, 2012
Table 7: United States Soup Value Share (%) by Wealth Groups, 2012
Table 8: United States Soup Value Share (%) by Busy Lives Groups, 2012
Table 9: United States Canned/Ambient Soup Consumer Group Share (% market value), 2012
Table 10: United States Chilled Soup Consumer Group Share (% market value), 2012
Table 11: United States Dried Soup (mixes) Consumer Group Share (% market value), 2012
Table 12: United States Frozen Soup Consumer Group Share (% market value), 2012
Table 13: United States Uht Soup Consumer Group Share (% market value), 2012
Table 14: United States Total Canned/Ambient Soup Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: United States Total Chilled Soup Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: United States Total Dried Soup (mixes) Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: United States Total Frozen Soup Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: United States Total Uht Soup Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: United States Canned/Ambient Soup Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 20: United States Canned/Ambient Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 21: United States Chilled Soup Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 22: United States Chilled Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 23: United States Dried Soup (mixes) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 24: United States Dried Soup (mixes) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 25: United States Frozen Soup Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 26: United States Frozen Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 27: United States Uht Soup Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 28: United States Uht Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 29: United States Canned/Ambient Soup Consumer Profiles (% consumers by sub-group), 2012
Table 30: United States Chilled Soup Consumer Profiles (% consumers by sub-group), 2012
Table 31: United States Dried Soup (mixes) Consumer Profiles (% consumers by sub-group), 2012
Table 32: United States Frozen Soup Consumer Profiles (% consumers by sub-group), 2012
Table 33: United States Uht Soup Consumer Profiles (% consumers by sub-group), 2012
Table 34: United States Soup Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 35: United States Canned/Ambient Soup Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 36: United States Chilled Soup Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 37: United States Dried Soup (mixes) Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 38: United States Frozen Soup Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 39: United States Uht Soup Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 40: United States Soup: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 41: United States, Canned/Ambient Soup: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 42: United States, Chilled Soup: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 43: United States, Dried Soup (mixes): Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 44: United States, Frozen Soup: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 45: United States, Uht Soup: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 46: United States Soup Market Value (US Dollar million), by Category, 2012
Table 47: United States Soup Market Volume (Kg m), by Category, 2012
Table 48: United States Soup Market Value (US$ million), by Category, 2012
Table 49: United States Soup Expenditure Per Capita (US Dollar), by Category, 2012
Table 50: United States Soup Expenditure Per Household (US Dollar), by Category
Table 51: United States Soup Market Volume (Kg m), by Category, 2012
Table 52: United States Soup Consumption Per Capita (Kg / Population), by Category, 2012
Table 53: United States Soup Consumption Per Household (Kg / Household), by Category, 2012
Table 54: United States Soup Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Table 55: United States Canned/Ambient Soup Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 56: United States Chilled Soup Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 57: United States Dried Soup (mixes) Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 58: United States Frozen Soup Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 59: United States Uht Soup Survey-tracked Retailer Shares by Volume (Kg m), 2012
Table 60: United States: Profile of Soup Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2012
Table 61: United States: Profile of Soup Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2012
Table 62: United States: Profile of Soup Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2012
Table 63: United States: Profile of Soup Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2012
Table 64: United States: Profile of Soup Consumers Whose Goods Mainly Come From Supervalu (% by Subgroup, as tracked by the Survey), 2012
Table 65: United States: Profile of Soup Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 66: United States: Profile of Soup Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: United States Soup Value Share (%), by Age Groups, 2012
Figure 3: United States Soup Value Share (%), by Gender, 2012
Figure 4: United States Soup Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: United States Soup Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: United States Soup Value Share (%) by Wealth Groups, 2012
Figure 7: United States Soup Value Share (%) by Busy Lives Groups, 2012
Figure 8: United States Canned/Ambient Soup Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: United States Canned/Ambient Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: United States Chilled Soup Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: United States Chilled Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: United States Dried Soup (mixes) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: United States Dried Soup (mixes) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: United States Frozen Soup Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: United States Frozen Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: United States Uht Soup Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: United States Uht Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: United States Soup Market Value (US$ million), by Category, 2012
Figure 19: United States Soup Expenditure Per Capita (US$), by Category, 2012
Figure 20: United States Soup Expenditure Per Household (US$), by Category
Figure 21: United States Soup Survey-tracked Retailer Shares by Volume (% of Kg m), 2012
Figure 22: United States Canned/Ambient Soup Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 23: United States Chilled Soup Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 24: United States Dried Soup (mixes) Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 25: United States Frozen Soup Survey-tracked Retailer Shares by Volume (Kg m), 2012
Figure 26: United States Uht Soup Survey-tracked Retailer Shares by Volume (Kg m), 2012

Companies Mentioned

Costco, Kroger, Publix, Safeway, Supervalu ,Walmart

Read the full report:
The US Soup Market: What Consumers Eat and Why?
http://www.reportbuyer.com/food_drink/fruit_vegetable/us_soup_market_consumers_eat_why_1.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Fruit_and_Vegetable

For more information:
Sarah Smith
Research Advisor at Reportbuyer.com
Email: [email protected]  
Tel: +44 208 816 85 48
Website: www.reportbuyer.com

SOURCE ReportBuyer

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