Souper wholesome!

Chilled soup is projected to remain the fastest-growing soup category in Ireland in both retail volume and current value terms, according to Euromonitor. Read on to find out more about the brands that are continuing to innovate and successfully meeting the latest consumer trends within this most heartwarming of meal occasions

Brand Central

19 October 2022

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The ultimate winter warmer, it’s hard to beat soup when looking for a nutritious, convenient meal. The chilled format is the one to watch, according to a 2021 Euromonitor report, which said that chilled soup would remain the fastest-growing soup category in Ireland, thanks to its perception as a healthy, convenient, fresh, tasty food choice. Meanwhile, the uptick in workers returning to the office is also expected to positively impact chilled soup sales.

Published in December 2021, Euromonitor’s latest report is aptly titled ‘Soup in Ireland’. This found that in general, soup categories are expected to see improved retail volume and current value growth performances, compared with the early-to-mid-review period, albeit that a slowdown is anticipated compared with the highs of 2020 due to a robust home-cooking trend.

Convenience drives sales

Euromonitor notes that convenience continues to drive sales of soup as some consumers tire of cooking. According to the analyst, while a preference for home-made soup has consolidated, a return to more hectic lifestyles as the pandemic eases has increased or renewed interest in the purchasing of ready-to-eat products. Moreover, some consumers became fatigued with home cooking and experiments in the kitchen, as lockdowns and home seclusion remained a factor during 2021.

Chilled soup is projected to remain the fastest-growing soup category in Ireland in both retail volume and current value terms in 2021, Euromonitor adds. The chilled format is perceived to combine health and wellness, with freshness (chilled soup usually has a very short expiry period), flavour and the convenience of consuming already prepared, low calorie products.

Local players

Euromonitor also reports that smaller and local players are expected to invest in unique solutions and innovations to compete with transnational leaders. The competitive landscape may see smaller and local players and brands make some gains at the expense of the largest multinational/international players and brands, Euromonitor reports. Smaller and local players are expected to invest in their brands to widen their range and appeal through unique solutions and innovations. According to Euromonitor, local players are also likely to increase their focus on e-commerce due to strong results via the channel at the end of the review period

Supermarkets are expected to remain the leading distribution channel for soup in Ireland over the forecast five-year period. Economies of scale, extensive portfolios of available brands and strong logistics allow supermarkets to remain highly competitive, Euromonitor writes.

Below, we outline bestselling products and trends impacting the category.

Innovation souper stars!

Cully & Sully offers a range of three tempting Risottos

Ireland’s number one soup maker, Cully & Sully now has a range of delicious Risottos, perfect for that filling lunch or evening dinner. There are three flavours in the range: Tempting Tomato & Roast Red Pepper Risotto which is gluten-free and suitable for vegans, Moreish Mushroom Risotto, also gluten-free and suitable for vegans and Charming Chicken & Leek Risotto, also gluten free. The range is stocked in all good retailers, with a RRP of only €3.49.

Check out www.cullyandsully.com/rockingrisottos for more information.

The feel-good factor!

The Avonmore Feel Good Soup range is available in a range of three flavours; Feel Good Tomato & Basil, Feel Good Mediterranean Vegetable and Feel Good Garden Vegetable.

The Feel Good range does not contain any dairy or animal produce, making each soup suitable for the growing vegan market. Each 400g carton also contains less than 100 calories and uses fully recyclable packaging.

The Feel Good range will be supported in-store with POS this winter, as well as extensive digital advertising. Avonmore Soups are showing the highest growth of the category, at +27% volume MAT YOY*. A sure reason to stock up on Avonmore Soups this winter!

*(Source: Nielsen Scantrack MAT 52 w/e 14^th August 2022)

Sustainable packaging champions

Award-winning broth company, Sadie’s Kitchen which is stocked in multiples and independents nationwide, is making changes to its packaging.

2022/2023 will see the young health food brand enter into the chilled ready meal and sauces categories in new more sustainable packaging.

Founder Sarah Kiely of Sadie’s Kitchen, which is entering into the chilled ready meal and sauces categories in new more sustainable packaging

Sadie’s Kitchen will continue with its outer sleeve packaging which is 100% recyclable and made with cardboard from sustainably sourced forests but will now have a recyclable tub format, departing from single use plastic pouches. The move will coincide with the brand’s Tesco rollout later this month.

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