Soup is simmering again. Last year The Grocer reported soup was in value and volume decline, but over the past 12 months it’s warmed up. Value growth across the category has risen 1.5% to £610.4m [Kantar Worldpanel 52 w/e 19 July 2015].
Fresh soup, in particular, is being ladled into bowls at an ever-increasing rate, with value increasing 8.6% and volumes up 14.8% [Kantar]. But not all categories have seen a similar resurgence, with dried soup sales falling in value by 1.4% [Kantar].
So overall, what has caused the category to heat up? Why are some rising and some sinking? And is the soup bubble sustainable?
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