Soup is a versatile and delicious dish that can be enjoyed all year round. Whether it is a hot bowl of comfort on a cold winter day, or a refreshing chilled gazpacho on a summer afternoon, soup can satisfy any craving and mood. But how do soup manufacturers keep up with the changing consumer preferences throughout different seasons? How do they create products that appeal to the diverse tastes and needs of soup lovers? In this blog post, we will explore how soup manufacturers adapt to the seasonal trends in the soup market, and what strategies they use to attract and retain customers.
The global soup market size attained a value of USD 19.18 billion in 2023. The market is further expected to grow in the forecast period of 2024-2032 at a CAGR of 3.0% to reach USD 25.09 billion by 2032. This growth is driven by the increasing demand for convenience foods, the rising health awareness among consumers, and the innovation and variety in soup products. However, the soup market is also subject to seasonal fluctuations, as consumer preferences change according to the weather, holidays, and other factors. Therefore, soup manufacturers need to understand the seasonal trends in soup consumption, and adapt their products and marketing strategies accordingly.
Understanding Seasonal Trends in Soup Consumption
One of the main factors influencing soup consumption is the weather. Generally, soup consumption is higher during the colder months, as consumers seek warm and comforting foods that can help them cope with the low temperatures and boost their immune system. According to a study by Campbell Soup Company, soup consumption in the US is highest in January, followed by December and February. On the other hand, soup consumption is lowest in July, followed by August and June, as consumers opt for cooler and lighter foods during the summer season.
Another factor influencing soup consumption is the holidays and special occasions. For example, soup consumption spikes during Thanksgiving and Christmas, as soup is often served as a starter or a side dish for the festive meals. Additionally, some soups are associated with specific holidays or cultural traditions, such as matzo ball soup for Passover, turkey soup for Thanksgiving, or miso soup for New Year's Day in Japan. These soups have a symbolic and sentimental value for consumers and can evoke nostalgia and memories.
Winter Warmers: Comforting Soups for Cold Weather
During the winter season, consumers look for soups that can provide them with warmth, comfort, and nutrition. Some of the most popular soup varieties during this season are chicken noodle soup, tomato soup, beef stew, and cream of mushroom soup. These soups are typically rich, thick, and hearty, and can be paired with bread, crackers, or cheese for a satisfying meal. They can also help consumers fight off colds and flu, as they contain ingredients that have anti-inflammatory, antibacterial, and antioxidant properties, such as garlic, ginger, turmeric, and chicken broth.
Soup manufacturers cater to consumer preferences for comforting soups during the winter season by offering a range of products that feature classic and familiar flavors, as well as some new and innovative ones. For example, Campbell Soup Company launched a line of Well Yes! soups that are made with wholesome ingredients and no artificial flavors or preservatives. Some of the flavors include roasted chicken with wild rice, tomato carrot bisque, and minestrone with kale. Similarly, Progresso introduced a line of organic soups that are certified by the USDA and contain no GMOs, antibiotics, or artificial colors or flavors. Some of the flavors include chicken and wild rice, lentils, and tomato basil.
Springtime Freshness: Light and Refreshing Soup Offerings
As the weather gets warmer and the days get longer, consumers start to crave soups that are lighter, fresher, and more colorful. They also look for soups that incorporate seasonal ingredients that are in abundance during the spring season, such as asparagus, peas, leeks, and herbs. Some of the popular soup varieties during this season are vegetable soup, pea and mint soup, asparagus and lemon soup, and chicken and spring vegetable soup. These soups are typically clear, broth-based, or pureed, and can be served hot or cold. They can also be garnished with fresh herbs, yogurt, or cheese for extra flavor and texture.
Soup manufacturers respond to consumer preferences for light and refreshing soups during the spring season by offering a range of products that feature seasonal ingredients and flavors, as well as some exotic and adventurous ones. For example, Campbell Soup Company launched a line of Well Yes! Sipping Soups that are packaged in convenient and portable cups that can be microwaved and consumed on the go. Some of the flavors include sweet corn and roasted poblano, butternut squash and sweet potato, and tomato and sweet basil. Similarly, Progresso introduced a line of vegetable classics soups that are made with simple and natural ingredients and contain no artificial flavors or colors. Some of the flavors include garden vegetables, hearty tomatoes, lentils, and roasted vegetables.
Summer Chillers: Chilled Soups and Ready-to-Eat Options
During the summer season, consumers look for soups that are chilled, refreshing, and easy to prepare and consume. They also look for soups that feature summer fruits and vegetables, such as tomatoes, cucumbers, melons, and berries. Some of the popular soup varieties during this season are gazpacho, vichyssoise, watermelon and feta soup, and blueberry and yogurt soup. These soups are typically served cold or at room temperature, and can be blended, pureed, or chunky. They can also be topped with nuts, seeds, or herbs for extra crunch and flavor.
Soup manufacturers cater to the consumer preferences for chilled soups and ready-to-eat options during the summer season by offering a range of products that feature summer ingredients and flavors, as well as some innovative and trendy ones. For example, Campbell Soup Company launched a line of V8 Vegetable and Fruit Blends that are made with 75% juice and 25% puree, and contain no added sugar, artificial flavors, or preservatives. Some of the flavors include carrot mango, purple power, and healthy greens. Some of the flavors include chicken noodle, tomato basil, and minestrone.
Fall Favorites: Harvest-inspired Soups and Seasonal Flavors
During the fall season, consumers look for soups that are cozy, hearty, and flavorful. They also look for soups that incorporate autumnal ingredients and flavors, such as squash, pumpkin, apple, and cinnamon. Some of the popular soup varieties during this season are pumpkin soup, butternut squash soup, apple and onion soup, and chicken and dumpling soup. These soups are typically creamy, thick, and spiced, and can be served with bread, cheese, or nuts for a filling and satisfying meal. They can also help consumers celebrate the fall season and its festivities, such as Halloween, Thanksgiving, and Oktoberfest.
