Synopsis
This report provides the results for the Soup market in Italy from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.
Scope
Consumer survey data for the following specific categories: Canned/Ambient Soup, Chilled Soup, Dried Soup (mixes), Frozen Soup and UHT Soup.
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Summary
Why was the report written?
Marketers in the Soup market in Italy face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting are to know just how valuable specific consumer groups are, and to be able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Soup market they account for and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
In troubled economic times and pressures on household budgets what products make it into the weekly shop are being increasingly scrutinized. Soups can offer filling, healthy and relatively low cost meals and potentially well placed. However, marketers will need to re-establish these credentials with consumers in order to maximize the opportunities available.
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Soup Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Canned/Ambient Soup
2.2.2 Chilled Soup
2.2.3 Dried Soup (mixes)
2.2.4 Frozen Soup
2.2.5 UHT Soup
2.3 Behavioral Trends and Market Value
2.3.1 Canned/Ambient Soup
2.3.2 Chilled Soup
2.3.3 Dried Soup (mixes)
2.3.4 Frozen Soup
2.3.5 UHT Soup
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Canned/Ambient Soup
3.1.2 Chilled Soup
3.1.3 Dried Soup (mixes)
3.1.4 Frozen Soup
3.1.5 UHT Soup
3.2 Consumer Profiles by Product Category
3.2.1 Canned/Ambient Soup
3.2.2 Chilled Soup
3.2.3 Dried Soup (mixes)
3.2.4 Frozen Soup
3.2.5 UHT Soup
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Soup Brand Choice and Private Label Shares
4.2.1 Canned/Ambient Soup
4.2.2 Chilled Soup
4.2.3 Dried Soup (mixes)
4.2.4 Frozen Soup
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Soup
5.1.2 Canned/Ambient Soup
5.1.3 Chilled Soup
5.1.4 Dried Soup (mixes)
5.1.5 Frozen Soup
5.1.6 UHT Soup
6 Consumption Impact: Market Valuation
6.1 Soup Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Soup Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Soup Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share
7.1.1 Retailer Volume Share in Soup
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Canned/Ambient Soup
7.2.2 Retail Share by Volume - Chilled Soup
7.2.3 Retail Share by Volume - Dried Soup (mixes)
7.2.4 Retail Share by Volume - Frozen Soup
7.2.5 Retail Share by Volume - UHT Soup
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Auchan Switching Analysis
7.3.3 Carrefour Switching Analysis
7.3.4 Conad Switching Analysis
7.3.5 Coop Italia Switching Analysis
7.3.6 Despar Servizi Switching Analysis
7.3.7 Esselunga Switching Analysis
7.3.8 Eurospin Switching Analysis
7.3.9 Interdis Switching Analysis
7.3.10 Selex Switching Analysis
7.3.11 Sisa Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Soup, by Retailer Used
7.4.1 Auchan
7.4.2 Carrefour
7.4.3 Conad
7.4.4 Coop Italia
7.4.5 Despar Servizi
7.4.6 Esselunga
7.4.7 Eurospin
7.4.8 PAM
7.4.9 Selex
7.4.10 Sisa
7.4.11 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of Table
Table 1: Volume Units for the Soup Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Italy Survey Respondent Profile (weighted), 2011
Table 4: Italy Soup Value Share (%), by Age Groups, 2011
Table 5: Italy Soup Value Share (%), by Gender, 2011
Table 6: Italy Soup Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Italy Soup Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Italy Soup Value Share (%) by Wealth Groups, 2011
Table 9: Italy Soup Value Share (%) by Busy Lives Groups, 2011
Table 10: Italy Canned/Ambient Soup Consumer Group Share (% market value), 2011
Table 11: Italy Chilled Soup Consumer Group Share (% market value), 2011
Table 12: Italy Dried Soup (mixes) Consumer Group Share (% market value), 2011
Table 13: Italy Frozen Soup Consumer Group Share (% market value), 2011
Table 14: Italy UHT Soup Consumer Group Share (% market value), 2011
Table 15: Italy Total Canned/Ambient Soup Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: Italy Total Chilled Soup Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Italy Total Dried Soup (mixes) Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Italy Total Frozen Soup Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Italy Total UHT Soup Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Italy Canned/Ambient Soup Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: Italy Canned/Ambient Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: Italy Chilled Soup Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Italy Chilled Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Italy Dried Soup (mixes) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Italy Dried Soup (mixes) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Italy Frozen Soup Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Italy Frozen Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Italy UHT Soup Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Italy UHT Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Italy Canned/Ambient Soup Consumer Profiles (% consumers by sub-group), 2011
Table 31: Italy Chilled Soup Consumer Profiles (% consumers by sub-group), 2011
Table 32: Italy Dried Soup (mixes) Consumer Profiles (% consumers by sub-group), 2011
Table 33: Italy Frozen Soup Consumer Profiles (% consumers by sub-group), 2011
Table 34: Italy UHT Soup Consumer Profiles (% consumers by sub-group), 2011
Table 35: Italy Soup Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 36: Italy Canned/Ambient Soup Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 37: Italy Chilled Soup Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 38: Italy Dried Soup (mixes) Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 39: Italy Frozen Soup Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 40: Italy, Overall Soup Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 41: Italy, Canned/Ambient Soup Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 42: Italy, Chilled Soup Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 43: Italy, Dried Soup (mixes): Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 44: Italy, Frozen Soup Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 45: Italy, UHT Soup Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 46: Italy Soup Market Value (Euro million), by Category, 2011
Table 47: Italy Soup Market Value (US$ million), by Category, 2011
Table 48: Italy Soup Market Volume (Kg m), by Category, 2011
Table 49: Italy Soup Market Share (US$ million), by Category, 2011
Table 50: Italy Soup Expenditure Per Capita (Euro), by Category, 2011
Table 51: Italy Soup Expenditure Per Capita (US$), by Category, 2011
Table 52: Italy Soup Expenditure Per Household (Euro), by Category
Table 53: Italy Soup Expenditure Per Household (US$), by Category
Table 54: Italy Soup Market Volume Share (Kg m), by Category, 2011
Table 55: Italy Soup Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 56: Italy Soup Consumption Per Household (Kg m / Households m), by Category, 2011
Table 57: Italy Soup Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Table 58: Italy Canned/Ambient Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 59: Italy Chilled Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 60: Italy Dried Soup (mixes) Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 61: Italy Frozen Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 62: Italy UHT Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 63: Italy Switchers to Auchan for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 64: Italy Switchers From Auchan for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 65: Italy Switchers to Carrefour for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 66: Italy Switchers From Carrefour for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 67: Italy Switchers to Conad for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 68: Italy Switchers From Conad for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: Italy Switchers to Coop Italia for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: Italy Switchers From Coop Italia for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 71: Italy Switchers to Despar Servizi for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: Italy Switchers From Despar Servizi for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: Italy Switchers to Esselunga for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: Italy Switchers From Esselunga for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: Italy Switchers to Eurospin for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: Italy Switchers From Eurospin for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: Italy Switchers to Interdis for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: Italy Switchers From Interdis for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: Italy Switchers to Selex for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: Italy Switchers From Selex for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: Italy Switchers to Sisa for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: Italy Switchers to Other for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: Italy Switchers From Other for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: Italy Profile of Soup Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 85: Italy Profile of Soup Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 86: Italy Profile of Soup Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2011
Table 87: Italy Profile of Soup Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2011
Table 88: Italy Profile of Soup Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2011
Table 89: Italy Profile of Soup Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2011
Table 90: Italy Profile of Soup Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup, as tracked by the Survey), 2011
Table 91: Italy Profile of Soup Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2011
Table 92: Italy Profile of Soup Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2011
Table 93: Italy Profile of Soup Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2011
Table 94: Italy Profile of Soup Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
List Of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Italy Soup Value Share (%), by Age Groups, 2011
Figure 3: Italy Soup Value Share (%), by Gender, 2011
Figure 4: Italy Soup Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Italy Soup Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Italy Soup Value Share (%) by Wealth Groups, 2011
Figure 7: Italy Soup Value Share (%) by Busy Lives Groups, 2011
Figure 8: Italy Canned/Ambient Soup Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Italy Canned/Ambient Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Italy Chilled Soup Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Italy Chilled Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Italy Dried Soup (mixes) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Italy Dried Soup (mixes) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Italy Frozen Soup Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Italy Frozen Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Italy UHT Soup Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Italy UHT Soup Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Italy Soup Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 19: Italy Soup Market Share (US$ million), by Category, 2011
Figure 20: Italy Soup Expenditure Per Capita (US$), by Category, 2011
Figure 21: Italy Soup Expenditure Per Household (US$), by Category
Figure 22: Italy Soup Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 23: Italy Canned/Ambient Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 24: Italy Chilled Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 25: Italy Dried Soup (mixes) Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 26: Italy Frozen Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 27: Italy UHT Soup Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 28: Italy People Who Have Switched Retailer for their Soup Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
