This month, SalesOut’s category helath check focuses on soup, which has recorded 15% year-on-year growth in the independent sector.

“The soup category continues to be dominated by the big brands – Heinz, Baxters and Batchelors – which account for 96% of total sales,” says SalesOut commercial director Steve Collins. “Heinz is performing particularly well, and has experienced phenomenal growth of 24%.

“Canned soup continues to dominate the market, accounting for almost 80% of total sales, but significant growth is also occurring in pouched products. This is likely to be the result of their ease of preparation, which consumers have found attractive. Low calorie and healthy soups have significantly underperformed as mainstream products have reduced fat and salt contents.”

Given these strong growth credentials in the soup category, it is important that stores offer a range that covers every sub-category, namely canned, dry, pouched, regular, condensed and low calorie/healthy. Based on the top-selling products in this category, SalesOut recommends 34 lines, which between them account for 60% of total soup sales in the independent sector, as a minimum range.
The independent sector continues to be buoyant with a growth in sales of 5.7% in September according to SalesOut, which has analysed purchasing data from 5,000 independent stores, including 3,000 in symbol groups.

This strong performance was particularly driven by sales of tobacco, wines & spirits, soft drinks and pet care, all of which achieved above-average growth. SalesOut also reports 6.35% growth in annual sales in the independent sector, outperforming the total market.

Collins adds: “Traditional categories in which SalesOut has previously reported strong growth – such as canned goods, home baking and biscuits – continue to perform well. This underlines the propensity for consumers to shop locally and more regularly in the recession, and to widen their range of purchases in the independent sector. Conversely, beer continues to significantly underperform, due to continued pricing pressure from the multiples.”

SalesOut Category Health Check: Soup

HEINZ CLASSIC TOMATO 400g
HEINZ CLASSIC TOMATO (4xPACK) 4X400g
HEINZ CLASSIC CHICKEN 400g
HEINZ CLASSIC VEGETABLE 400g
HEINZ CLASSIC OXTAIL 400g
HEINZ CLASSIC MUSHROOM 400g
HEINZ CLASSIC MINESTRONE 400g
HEINZ CLASSIC SCOTCH BROTH 400g
HEINZ CLASSIC LENTIL 400g
HEINZ CLASSIC BEEF BROTH 400g
HEINZ BIG SOUP CHICK & VEG 400g
HEINZ BIG SOUP BEEF & VEG 400g
HEINZ BIG SOUP CHUNKY VEG 400g
BAXTERS FAV CREAM OF TOMATO 415g
BAXTERS FAV CHICKEN BROTH 415g
BAXTERS FAV SCOTCH BROTH 415g
BAXTERS FAV MINESTRONE 415g
HEINZ W/W SOUP TOMATO 295g
BATCHELORS CONDENSED CHICKEN 295g
BATCHELORS CONDENSED MUSHROOM 295g
BATCHELORS CONDENSED TOMATO 295g
BATCHELORS CUP A SOUP GRAN MINESTRONE 99g
BATCHELORS CUP A SOUP GRAN CHICKEN & VEG 115g
BATCHELORS CUP A SOUP GRAN VEGETABLE 126g
BATCHELORS ORIG CUP A SOUP CHICKEN 107g
BATCHELORS ORIG CUP A SOUP GOLDEN VEGETABLE 109g
BATCHELORS ORIG CUP A SOUP TOMATO 123g
BATCHELORS ORIG CUP A SOUP VARIETY 128g
BATCHELORS SLIM A SOUP GRAN MINESTRONE 61g
BATCHELORS SLIM A SOUP GRAN CHICK NOODLE 60g
KNORR CHICK NOODLE PACKET 55g
KNORR GOLDEN VEGETABLE PACKET 78g
HEINZ TASTE OF HOME BEEF STEW & DUMPLING 430g
HEINZ TASTE OF HOME CHICKEN & VEGETABLE 430g

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