Home Ideas Ripe For The Picking Soup’s On, Says Anne-Marie Roerink: Marketing Ideas Ripe For The Picking

Soup’s On, Says Anne-Marie Roerink: Marketing Ideas Ripe For The Picking

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Industry analyst and consultant Anne-Marie Roerink of 210 Analytics is an expert on marketing produce from farm to retail. Her travels take her to stores around the world. Every week in SPW, Anne-Marie shares one of her favorite retail displays or grower marketing success stories with a photo and her thoughts on why these are Ideas Ripe For The Picking.

 

 

Anne-Marie Roer
 

WHAT I LOVE ABOUT THIS:

Soup and stews are in its busy season as consumer favorites during the cold winter months. And social media giant, and trend analyzer, Pinterest is calling “souping” the new “juicing.”

It is soup season, but consumers are looking beyond the soup aisle. A Mintel report found that nearly half of all consumers agree that restaurant soup is more exciting than retail packaged soup.

Consumers are looking for an experience and seeking higher flavor soups and preferences are changing. While old favorites such as chicken noodle and tomato make up the lion share of sales, dollars are flat while growth is seen in rich bisques and ethnic varieties. Mintel noted that soup-similar items, notably pho and ramen, have exploded in availability and sales.

This provides a great opening for the produce department. Driven by Millennials, soups and stews are becoming spicier, more flavorful and feature lots of natural ingredients, particularly vegetables. As a mature category, souping is a great additional consumption occasion for produce to bring experience and flavor to an old classic. Just like these soup meal kits at Albert Heijn in the Netherlands? The word “souping” will need to grow on me, but the concept is a great one.

Anne-Marie Roerink specializes in quantitative and qualitative market research. Prior to launching 210 Analytics, she served as the Director of Research for the Food Marketing Institute (FMI).

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