Linda Cullen, Food and Beverages Division, Bord Bia – Irish Food Board

Fresh soup provides an easy, convenient meal option for consumption at home or at work according to a recent Technomic US report on soups.  40% of consumers eat soup at home at least once a week with consumption highest among the 25-34 and 45-54 age groups. Soup is now considered an appropriate option for a main meal with three in five consumers stating that soup makes a good meal at lunchtime.

According to the report one of the main trends in the soup category is the development of ethnic and spicy flavours and an ongoing exposure to global flavours and ingredients linked to today’s increasingly sophisticated and well-travelled consumer and the current trend for street food and global cuisine. Health is also an important driver in the category with health claims outlining the positive nutritional benefits of soup such as ‘high in protein’, ‘low in fat’  resonating strongly with consumers.

Soups containing one of the recommended ‘five a day’ vegetables and all-natural, seasonal or local ingredients appeal most to consumers looking for rich flavour and comfort. The marketing of soups by the origin of their specific ingredients from around the globe and the highlighting of local ingredients continues to have a strong marketing impact.  

NPD and packaging developments have helped stimulate soup sales with shelf-stable packaging, microwavable bowls and tubs, clear containers and even ‘frozen soup cubes’ which preserve colour and flavour broadening the appeal of the category. Innovative flavour combinations are appealing avenues for differentiation.  Pasta is the most preferred grain to add to soups although other grains such as brown or wild rice are also used by manufacturers to position soup as healthy or premium.

According to Kantar Worldpanel shopper pulse data for Ireland the fresh soup category was identified as a mid – market growth category for 2013 and is currently valued at €19.9m and is projected to grow by 26% in 2013.