Sales of canned soups fall as Britain fans out of love with liquid lunch
CANNED soup is losing its traditional mealtime appeal with Britain's families as sales are plummeting, according to a new report.
UK canned soup market slumped in value by 8.2 per cent last year
For the latest research shows that the UK canned soup market slumped in value by 8.2 per cent last year meaning that a massive £28.7million was wiped off sales.
Market leader Heinz took the biggest hit with a hefty £27.4million in losses as the study showed that the category is seen as having an ageing demographic with younger people turning their backs on soup in a can.
Instead young Britons are increasingly choosing chilled soups which are enjoying growth as they have a wide variety of exotic flavours and are viewed as healthier and more nutritious.
Trade magazine The Grocer said: "Canned soup is on a sinking ship.
"A staggering £28.7million have been wiped off sales while chilled has climbed aboard the lifeboats and is steaming ahead.
"But Brits splashing out an additional £6.9million on chilled is not enough to float the overall category.
Market leader Heinz took the biggest hit with a hefty £27.4million in losses
Canned soup is on a sinking ship
"After all, canned accounts for more than half of value and three quarters of volume."
Shane Shorten, the senior brand manager with the Heinz soup team, said: "Penetration is relatively flat - it's down 1 per cent - so we aren't losing people from the category.
"It is actually the average weight of purchase that is down as you have got people buying less and less often."
Canned soup is losing its traditional mealtime appeal as sales are plummeting
Barney Mauleverer, the co-founder of Iam Souper Foods offers a range of high-protein ambient pouched soups.
He said: "The big boys have seemingly failed the target the burgeoning millennial, younger consumer group who are demanding more and leaving the ambient soup space in search for interesting flavours, better nutrition, improved taste, wrapped in more appealing modern brands that speak to them.
"In short, it seems that the young are bored and not being inspired."