By Denise Purcell

According to Mintel Internation-al’s “U.S. Soup Market” report, sales have remained relatively flat in the nearly $4-billion soup category, decreasing about 1.6 percent in constant dollars between 1998 and 2003. An additional 2 percent decline is predicted by 2008.

A mature category, soup has mass-market appeal, is universally popular and is generally considered nutritious, though its high sodium content has detracted from that notion. Market indicators show that higher-quality soups in new ethnic flavors as well as traditional varieties, plus health-conscious low-salt and low-fat products, will spark consumer excitement in this lackluster category.

Convenience is a growing factor as the population moves toward grab-and-go items. Ready-to-serve soups are predicted to increase 32.2 percent at constant prices between 2003 and 2008, far above condensed or dry soups. However, soup by its nature is not technically ready-to-serve since it requires heating. It is still largely considered a traditional sit-down food and suppliers will need to further innovations in packaging, such as resealable containers, single-serve portions and no-spoon-needed varieties.

Soup’s global appeal has spurred 2,067 new product introductions worldwide in 2003 and the first five months of 2004, according to Mintel’s Global New Products Database (GNPD). The U.S leads with 505 new soup products, with Germany and the U.K. following. Trends in flavor, convenience and nutrition have been noticed internationally.

NEW PRODUCT TRENDS
Ethnic Flavors
Canned and instant soups are being rolled out in new ethnic flavors to augment the more traditional varieties regarded by many as comfort food. Recent new products:
• U.K.: Safeway Thai Chicken & Coconut Soup
• U.S.: StockPot Soups’ Jamaican-Inspired Soups, such as Jammin’ Jerk Chicken Soup
• Greece: Bofrosh’s Bihunsuppe, an Indon-esian soup

Convenience and Portability
Manufacturers are working to increase soups convenience with value-added features, microwaveable containers with resealable lids and single-serve packages. Many new items eliminate the need for can openers, bowls and even spoons—as with Campbell’s Soup at Hand line, which can be sipped from a coffee-cup-shaped container. Recent new products:
• Campbell’s Select and Chunky soups in microwaveable bowls
• Sabrita’s TostiLUNCH Sopa de Tortilla—add water and heat in microwave
• WinterGardens Quality Foods Zoop! Line packaged in resealable glass jars

Organic
The growing demand for organic and natural foods extends to soup, where small niche brands dominate. Recent new products:
• Ireland’s Garryvoe Foods Harvest Organic Fresh Soup line
• Fantastic Food’s Vegetarian Chicken Noodle Soup
• Canada’s Imagine Foods Organic Creamy Tomato Soup

Health and Nutrition
Soup’s high sodium levels have led to a proliferation of low-salt varieties, as well as vitamin-fortified products and reduced-fat lines. Recent new products:
• Switzerland: Nestle’s Maggi Wellness Soup’s Creamy Tomato Soup with Fiber
• France: Carrefour’s microwaveable tomato and vegetable soups enriched with vitamins
• Germany: Penny Markt tomato soups fortified with B vitamins

Grazing
The grazing trend that has led people away from formal, three-meal-a-day schedules has been beneficial in growing soups as a snack. Recent new products:
• Sweden: Arla Foods’ smaller versions of Sagolika Classic Rosehip and Blabar Blueberry soups
• U.S.: Unilever Bestfoods’ Royco Roast Chicken & Onion Cup-a-Snack.

Denise Purcell is managing editor of Specialty Food Magazine.