A comforting thought
Worth €49.9m annually in Ireland, soup is traditionally perceived as the ultimate in comfort food, and now sales are proving a comfort to retailers nationwide.
12 October 2010
At a glance: soups
- The soup market is worth €49.9m annually in Ireland (AC Nielsen Extended Scantrack – MAT to 8 August 2010)
Commanding 58.2% volume share of the total fresh soup category (MAT Aug 2010), Avonmore Fresh Soup is market leader within this segment
Avonmore Fresh Soup is a basket staple for 40% of Irish shoppers
Avonmore Fresh Soup is the leading manufacturer of soup in the country, with production taking place in Co. Kilkenny for almost 20 years
With an overall share of 37.4%, Knorr is the number one brand in overall soup market*
Knorr is market leader in both packet and instant soup with a market share leadership of both 81.7% in the packet sector and 59.1% in the instant sector*
Knorr’s Special Recipe Soup holds a 47.8% share of the pouch soup market*
*(Source: AC Nielsen Extended Scantrack – MAT to 8 August 2010)
Cully & Sully’s multi-award winning soups are gluten free and provide two of five recommended vegetables per day
Soup is enjoying a sales renaissance in the current economic climate. In a recent RTE programme entitled ‘Things That Went Boom In The Bust,’ soup reached first place in a list of products that have experienced soaring sales since the recession first struck Ireland.
Reflecting Irish statistics, market analyst Mintel found that since 2007, the UK market for soup has grown by 11% to reach £511 million (€621.6 million) in 2009. Soup is seen as a healthy and low calorie option by 19 million adults, and as the ultimate in comfort food. However Mintel also reported soup needed to be promoted all year round, and consumers need to be persuaded to experiment more as only five million adults try out a new soup flavour when they see it.
Unilever’s independent category advice programme, Partners For Growth, reports the total Irish ambient soup category market is currently worth €35.4 million and declining by 3%. However, total symbol group’s soup sales reached €9.25 million and are in growth of 10.3%. Partners For Growth states this clearly shows the scope of the opportunity the ambient soup category presents to convenience retailers to increase their soup sales.
The soup market is worth €49.9m annually in Ireland and with an overall share of 37.4%, Knorr is proud to be the number one brand in this market. Knorr benefits from a wide reach in the soup market where it operates within the packet, instant and wet ambient soup markets and is market leader in both packet and instant soup with a market share leadership of both 81.7%* in the packet sector and 59.1%* in the instant sector.
Knorr’s offering in pouch soup, Special Recipe Soup, now holds a 47.8%* share of the pouch soup market, due in part to the launch of an organic pouch soup range which helped deliver further growth this year. Knorr Organic Pouch soups are available in three flavours: Creamy Tomato, Creamy Mushroom and Vegetable.
Knorr is extremely proud of its continued growth trend in share despite of the economic climate. This autumn Knorr will look to continue to build on this success with new recipe innovation in pouch soups and an activation on the way with above the line support; helping to ensure Knorr remains front of mind for consumers this winter. In addition to this there will also be a wide range of recipe inspiration and family mealtime tips available to consumers through the www.knorrsoups.ie website. Knorr therefore advises retailers to maximise soup category sales this winter by stocking up with Ireland’s favourite – Knorr Soups.
For soup category advice please visit http://partnersforgrowth.unilever.com/ireland
*(Source: AC Nielsen Extended Scantrack – MAT to 8 August 2010)
The taste of homemade
Avonmore Fresh Soup is again proving why it is the fresh soup category leader by bringing brand innovation in the form of new pack sizes and designs to market. The new pack sizes are designed to fit individuals and families’ needs for tasty products at great value for money prices. Available in stores countrywide from 20 September, the new packs are 400g, for that convenient lunch for one, 660g, perfect for the kids’ snack after school and 1 kilo, which has Saturday lunch time for the whole family covered. This development is a direct response to changing consumer demand and provides Irish consumers with a tasty and convenient meal solution that fits with their lifestyle.
As market leader, commanding 58.2% volume share of the total fresh soup category, (MAT Aug 2010), Avonmore Fresh Soup is driving the category and is a basket staple for 40% of Irish shoppers – a figure that is set to continue to grow over the coming months. Avonmore Fresh Soup continues to develop the fresh soup category by investing heavily in advertising and promotions thereby attracting new consumers to the category as well as up-weighting loyal fresh soup consumers.
The new pack sizes are available in 12 family pleasing recipes and are packed fresh, to seal in the wholesome flavour and freshness. Avonmore Fresh Soup is the leading manufacturer of soup in the country, with production taking place in the heart of the country in Co. Kilkenny for almost 20 years. The brand is also proud to be a part of the independent food organisation, Love Irish Food, which continues to promote Irish manufactured food and drink brands to consumers in an effort to safeguard the future of Ireland’s largest indigenous industry.
A more substantial soup
Corkonian food group Cully & Sully reports it has found a lot of people are currently trading up within soups to hotpots, which are more filling and more convenient than a soup because they are designed to be eaten out of the container. The company adds more people are buying them when soup just isn’t substantial enough. Guys love them because they are more substantial and girls love them because some of them are so low in fat. The Irish stew is only 1.8g fat per 100g and the beef stew is 2.8g per 100g. The new Chili Con Carne and Chicken Tikka variants have also been solid favourites at the Ploughing Championships and Electric Picnic.
Cully & Sully has been getting bolder with its soups and new hotpots; recently releasing a Thai Chicken Soup, a Chili Con Carne Hotpot and a Chicken Tikka Hotpot. The multi-award winning soups are all smooth, gluten free and super healthy (two of five recommended vegetables per day).
The full range of hotpots are: Chili Con Carne (new), Chicken Tikka (new), Cheeky Chicken Curry, Chicken Casserole, Irish Stew and Beef Stew. The full range of soups are: Thai Chicken Soup (new), Chicken and Vegetable Soup, Vegetable Soup, White Winter Vegetable Soup, Honey Carrot & Coriander Soup, Creamy Tomato & Basil Soup, Mushroom Soup, and Pea & Mint Soup.
Contact Rena on 087 0668864 or email her at email@example.com for more details.
Heinz on their minds
The Heinz and Weight Watchers from Heinz soup ranges have long proven to be firm favourites with Irish consumers. Heinz remains ever relevant to its consumers though continual investment in its soup portfolio to drive incremental sales and satisfy consumer tastes and needs such as eating on the go, health and putting the pleasure back in soup.
The Heinz Classics range remains a firm family favourite with classic recipes such as Cream of Tomato and Cream of Chicken remaining as popular as ever.
Heinz Big Soup is a range of hearty, chunky soups which are ideal for a sustaining lunch or for a light dinner offering an extensive range of traditional varieties including Chicken & Vegetable and Beef and Vegetable.
Heinz remains ever responsive to consumer demands for healthy and convenient products that do not compromise on taste. Weight Watchers from Heinz, the number one healthy eating soup brand continues to offer favourites such as Chicken Noodle and new varieties such as Tuscan Minestrone and Tomato & Basil.
All Weight Watchers from Heinz varieties exclusively carry the Weight Watchers points value on pack.