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Germany soup market: Maggi GmbH dominates
Soup in Germany - a new market research report on 2014-03-10 12:57:01
The key player in the Germany soup market for 2011 remained Maggi GmbH with a 22% value share in soup. It was followed by Unilever Deutschland GmbH with a 20% share. The key players are mostly active in instant soup and dehydrated soup, which are the largest soup categories. This explains the high value share of the above players.

In 2012 soup saw a stronger performance than the review period average. After a significant decrease for chilled soup and instant soup, with 3% current value terms declines in 2011, both categories saw increases in 2012, rising by 4% and 1%. The improved performance for chilled soup was mainly because manufacturers expanded distribution into major retail outlets such as supermarkets. Value-added line extensions of instant soup became increasingly important within the competitive environment. As a result, overall sales of soup rose by 1% in current value terms in 2012.

The soup performance outlook for the forecast period is limited. Soup is expected to decline by a constant value CAGR of 1% to €429 million in 2017. Volume sales are likely to decrease by a CAGR of 1%. The main reason for this is that soup is characterised by a high level of saturation and therefore offers few growth opportunities.

Key Headlines

- In 2012 soup registers 1% increase in current value terms while volume sees slight decline
- Innovative packaging extends established products into new area
- Chilled soup sees best performance, with strong current value growth of 4%
- Average unit price increases from €4.62 per kilo in 2011 to €4.68 per kilo in 2012
- Rigid competition persists, with Maggi GmbH and Unilever Deutschland GmbH leading the market
- Over the forecast period soup expected to see constant value CAGR of -1%

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Mike King
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