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Positioning options for soup

Soup – provides numerous positioning opportunities

Soups have always had a central place in kitchens around the world owing to their ability to comfort, nourish and heal. They are understood by many consumers as a healthy and satisfying meal replacement option, however concerns over high sodium content and additives are a challenge to growth.

No additives/preservatives is the leading health claim

Consumer concern over preservatives is stimulating soup manufacturers to launch reformulated products featuring organic, natural, GMO free ingredients and lower salt content. Furthermore, premium claims, ethnic flavors, immune boosting and protein rich ingredients are gaining traction.

Top 5 health claims on soups launched globally from 2016-2020 (Innova Market Insights, 2020)

Top 5 health claims on soups launched globally from 2016-2020 (Innova Market Insights, 2020)

Apart from the top 5 health claims on soups, other positionings growing in popularity are: high/source of protein, immune health, weight management, lactose free, indulgent and premium, vegan, traditional, digestive/gut health and low cholesterol.

Soups and bone broths cater to both the nutritional needs and diversified tastes of consumers. Furthermore, the introduction of value-added gluten-free and organic variants of dried soup is expected to increase product demand (Innova Market Insights, 2020).

Greater number of launches featuring clean label and freshly prepared claims, sodium reduction, flavors inspired by global cuisines (Indian, Sri Lankan, Moroccan, Korean), vegan friendly ingredients, green soups (seaweed, spirulina), bone broth soups, personalized health centric soups (detoxification, beautifying, adaptogens, fermented) and innovative packaging (re-heatable bottles, grab-and-go packaging) are trending in 2019/2020 (Innova Market Insights, 2020).

Convenience is still driving growth

People are catching on to this centuries-old appreciation of bone and vegetable-based broths. In modern terms, soups are available in a lot of ready-to-eat formats with great appeal to busy consumers with a hectic lifestyle and little time, experience and desire for cooking. Consequently, the demand for convenience and ready-to-eat foods is experiencing a significant increase across the globe. For soup products launched globally over the last five years Easy-to-prepare is topping the list when it comes to convenience claims and it is followed by Time saving, Ready prepared, Microwavable and Convenient packaging.

Top 5 convenience claims on soups launched over the last 5 years globally (Innova Market Insights, 2020)

Top 5 convenience claims on soups launched over the last 5 years globally (Innova Market Insights, 2020)

Soup for all occasions

There are so many occasions when soup is just the right dish. Soup is consumed all over the world as a nutritious lunch, as an on-the-go meal replacer, as a starter or even as a meal in itself. It is an easily digestible, balanced and nutritious meal that fills the functional role of sating hunger and thirst. Because of the many nutrients released when cooking a soup base and the strong satiating effect of soup, it often makes up a substantial part of different weight management diets. There are still plenty of opportunities for soup producers to find a favorable positioning for their soup range.

Let authentic stocks and broth form the base of your soup product

Stocks and broth cooked from bones or bones and meat form an important part of many soups rooted in ancient tradition. Stocks and broth are still the foundation of professional cooking as they are added to many types of soups, stews, gravies and sauces in order to provide the desired base, flavor and mouthfeel.

Picking the right stock or broth for your soup brand is essential and it can help you pursue the desired trending claims. Consumers are looking for authentic, natural and nutritious choices. A proof of this is the true resurgence of bone broth soups as a comfort food and for nutrition purposes. Product launches within the bone broth category has grown by 93.6 % from 2015 to 2019.

Chicken is the most prominent flavor

Despite the ever-increasing excitement around vegetable-based foods, chicken is still – and by far – the most prominent flavor across most regions when it comes to soups.

Top 5 flavors used in product launches of soups across differenct regions (Innova Market Insights, 2020)

Top 5 flavors used in product launches of soups across differenct regions (Innova Market Insights, 2020)

If you want to know more about how you can pursue different market opportunities using our stocks, broths and fats please contact your local Essentia sales representative or use our ingredient guide.

Keen to find out more?

Discover ingredients and recipes for use in your savory application or read more trends stories

Soups and stock cubes

Essentia’s series of stocks, broths and specialty fats offer basic flavor direction and natural umami to your soup brand. Get inspiration with our recipies

Tasty soup stocks

Our savory ingredient range is traditionally made by cooking natural raw materials of animal origin. These tasty soup stocks come as concentrated pastes and powders making them highly versatile and convenient. 

Bone broth - still on trend

Innova Market Insights has reported over six times as many products marketed as containing “bone broth” in 2017 as in 2015, with a CAGR of 147%.