After several years of modest gains, soup sales turned negative in 2009 and 2010. Increasing concern over the health risks of sodium and growing awareness of soup’s generally high sodium content have robbed the category of its positive momentum and tarnished soup’s longstanding reputation as hearty and wholesome “good food.” Marketers’ significant efforts to reduce sodium levels and to promote the category heavily have so far failed to reinvigorate the category.

After several years of modest gains, soup sales turned negative in 2009 and 2010. Increasing concern over the health risks of sodium and growing awareness of soup’s generally high sodium content have robbed the category of its positive momentum and tarnished soup’s longstanding reputation as hearty and wholesome “good food.” Marketers’ significant efforts to reduce sodium levels and to promote the category heavily have so far failed to reinvigorate the category.

This report provides an in-depth view of recent developments and trends in the soup category, including:

Analysis of sales and market share results for the total soup category and all its segments, plus sales forecasts through 2015

An examination of the increasing influence of private-label soup

An assessment of Campbell’s and Progresso’s recent substantial advertising and marketing initiatives intended to put the category back on a growth track

Insights and ideas for what else marketers and retailers could be doing to boost sales

Analysis of recent soup category new product activity and trends, and examples from innovators in the areas of natural/organic, health, and new flavor experiences

Mintel’s exclusive consumer research into the attitudes and behaviors of soup consumers and shoppers