The UK Soup Market: What Consumers Eat and Why?

The UK Soup Market: What Consumers Eat and Why?

Product Synopsis

This report provides the results for the Soup market in UK 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 being 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?
Low consumer confidence in the UK has affected consumption of most CPG products, including Soup. 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. However, the improving economy may tempt consumers who reduced their consumption while times were tough back to brands. This makes it essential to know where the pockets of growth may be and the trends that shape consumption patterns.

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), 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

Chilled Soup consumption is highest among Older Young Adults, who value the quality and easy preparation of these products and have the disposable income to afford them. Within the age group, 7% of consumers recorded Heavy frequency consumption, 15% Medium frequency consumption, and 28% Light frequency consumption.

The Soup market in the UK is dominated by the Canned/Ambient Soup category, which constitutes56% of the overall market by value. Frozen Soup is the least valuable category, with a market share of 0%, only marginally lower than the UHT Soup category.

A significant “attitude-behavior” gap exists between the share of consumers citing that a trend affects their consumption and the actual share of the market value these trends influence. For instance, 21% of Canned/Ambient Soup consumers claim that Busy Lives is a trend that influences their consumption, yet this trend only affects 12% of the market value. This is because consumers don’t always act on these trends – the result is that overall trend influence is limited, but has the potential to grow.

Key Highlights

Older Consumers have a 31% value share of the total Soup market in the UK. This market leading position is achieved through sheer weight of numbers as Older Consumers account for 29% of the population. The fact no age group consumes disproportionately to its size means marketers need to differentiate their products to target different consumer groups in order to maximize their revenues.

The three largest retailers in the UK dominate the Soup market with combined volume share of 75%. It is therefore essential for new entrants to establish strong relationships with these three retailers.

Private label penetration is over twice as high in Frozen Soup as in other categories, where penetration ranges between 20% and 30% of the volume of products distributed. These other markets are relatively fragmented apart from the market leaders in a couple of categories, and therefore retailers should be able to grow their market share by targeting the weaker brands.

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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 Exchange Rates
1.2.6 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 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 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 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 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 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 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 - Uht Soup
8.3 Profiles of End-Consumers of Soup, by Retailer Used
8.3.1 Asda
8.3.2 Iceland
8.3.3 Lidl
8.3.4 Morrisons
8.3.5 Sainsbury's
8.3.6 Tesco
8.3.7 Waitrose
8.3.8 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

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

Companies Mentioned

Asda, Iceland, Lidl, Morrisons, Waitrose ,Tesco ,Sainsbury's.
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