Packet Soup remains the largest soup sector followed by Instant, Pouched and Canned respectively. Knorr Soup is the market leader with 64% share of total ambient soup, followed by Erin Soup who have 27% value share3.
We’d recommend you use the advice below to ensure you have the optimum soup range and merchandising in your store and so help build your overall soup category sales.
To find out how other retailers have benefited from the advice click here
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| Suggested Planogram (various store sizes) |
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| Category DPS | Download | |
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3: AC Nielsen MAT Data up to April 20th
What do shoppers want?
Research by Sparkqaul (2008) shows that Irish soup shoppers are increasingly frustrated when it comes to finding their favourite soup products at the fixture.
Shopper Feedback included:
"I can never seem to find my favourite soup."
"I have never really seen pouched soup on shelf."
"Why are they always out of stock of oxtail?"
Before the shopper makes their soup purchase they will consider their usage needs and then select which soup sector they wish to buy into.
Shoppers are brand loyal within the soup category, and will leave the store if their favourite brand is not stocked. Sparkqaul (2008)
Secondary sitings and adjacencies are crucial. Locate soup in the ambient fixture close to stocks and sauces. Work carried out by Unilever Ireland has shown that placing an extra soup siting close to the bread fixture can lead to incremental soup sales purchases of upto 30%. Unilever/Superquinn (2008)
Soup crosses multiple consumption occasions. It can form part of a snack, lunch, or the starter of a main meal.
With Social and home entertaining growing by 14% last year the opportunity exists to use soup as part of a food 'meal deal'. TNS Worldpanel Usage (52 W/E 22/03/09)
