Christmas Essentials
Christmas Drinks
Soft Drinks
Home Baking
Soup
62 CATEGORY FOCUS Soup
A hug in a bowl
On a chilly day – nothing beats the cosiness factor instantly provided by a steaming hot bowl of soup. The Scandinavian trend ‘hygge’ – which roughly translates as ‘embracing the art of cosiness’ – has become hugely on trend in recent years and soup perfectly aligns with this mindset, writes Gillian Hamill
A
t this time of year, when the dark evenings are drawing in and there’s a distinct nip in the air, soup is a natural choice for many consumers due to its inherent restorative, comforting nature and high nutritional value. In its latest report on Ireland’s soup sector, Euromonitor reported that chilled soup gained from consumers’ switch to lockdown lifestyles. According to the analyst, “foodservice outlet closures in 2020 had a positive impact on
shelf stable, chilled and instant soup, as they provide an easy to prepare alternative to a home-made meal”. “Chilled soup is anticipated to compete strongly with ready meals and other quick-toprepare meals during the forecast period,” Euromonitor added, “as it is perceived as a fresh, nutritious meal. Chilled soup is also anticipated to receive a boost in the shortterm from office workers returning to work.” Another key trend observed by Mintel was
that stockpiling drove retail sales of shelf stable and instant soup. According to its 2020 market report, shelf stable and instant soup showed stronger current value growth in 2020, thanks to their generally low price and long expiry dates, both factors which continue to make them sought-after products for stockpiling during the colder months. As in many other sectors, plant-based options are also increasingly making their mark within the soup category.
Heart-warming and healthy
Soups - bursting with real, plant-powered goodness including vibrant veggies and protein-packed legumes - it’s now quicker and easier than ever to enjoy a healthy and tasty plant-based meal. Each can of Heinz Plant Proteinz Soup is packed with a whopping 14-15 grams of protein, is a source of fibre and provides two of an individual’s five-a-day, providing a delicious, nutritious, and affordable meal in minutes. Just open the can, heat, and eat!
What’s more, they’re sustainably packaged in infinitely recyclable cans – another thing to feel good about. New Heinz Plant Proteinz Soups are available now in two tasty and exciting flavours, with an additional flavour available from early 2022, all suitable for vegans, vegetarians, and flexitarians. The range includes the following options:
New Cully & Sully Risottos are perfect for a quick and tasty supper
Now that the weather is getting colder, soup is the perfect healthy and natural fast lunch. All Cully & Sully soups are made in Ireland. What’s more, the entire range is gluten free and made with the finest fresh ingredients. And for consumers on the hunt for a supper quick tasty supper, Cully & Sully’s new Risottos are an ideal option. Check out www.cullyandsully.com/rocking-risotto for recipe ideas. All Cully & Sully soups are gluten free and made in Ireland with the finest fresh ingredients
• Mediterranean Tomato & Bean A mouth-watering Mediterranean style tomato
Shopper behaviour shows marked differences between chilled and packet/ can soup segments You might think that shopper behaviour is similar in chilled soup and packet & can soup. However, Shopper Intelligence’s survey data reveals key differences between the two types. Chilled soup is more often bought on a top-up shop than packet/can soup, and it’s also a stronger loyalty driver to retailers. Find out more differences and what actions you can take, in the below infographic:
How do we buy Chilled vs Packet Soup? Key differences in Irish shopper behaviour Importance of premium choices (1-5 scale average) 3.3 3.0
% bought on a Top Up shopping mission (not a main shop) 40% 30%
% Loyalty driver to retailer 26% 2%
Soup-er tasty plant-powered protein Consumers’ search for that elusive plant-based meal that’s quick, easy, healthy, and delicious is finally over, thanks to new Heinz Plant Proteinz Soups. In a recent Twitter poll, 68% of consumers said that they struggle to get enough plantbased protein. But with Heinz Plant Proteinz
ShelfLife November 2021 | www.shelflife.ie
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Chilled Soup
Packet/Can
Chilled Soup is more often purchased n a Top Up shopping mission (rather than a main shop) than Packet/Can Soup. Disrupt in-store for Chilled Soup, remind of the occasion.
Chilled Soup
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Packet/Can
Shoppers rate the importance of Premium tier higher in Chilled Soup (ranked 16 out of 127 categories) than in Packet/Canned Soup.
Put more focus on premium range in Chilled Soup.
Data from survey of 22,852 Irish shoppers, Aug 2020-March 2021. Shopper insights available for 127 FMCG categories in 2021
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Chilled Soup
Packet/Can
Good performance on Chilled Soup is more likely to drive loyalty to the retailer than Packet/Can. Stand out on Chilled Soup to use it as a shopper magnet. Colm Rooney, Country Manager Ireland colm.rooney@shopperintelligence.com
