With sales of packaged soups representing just a tiny fraction of that in Europe, the future growth of this category depends on whether or not manufacturers can convince consumers that their soups are as healthy and as convenient as the much more commonly used home-made variety.
Besides the Japanese market, consumption of package/branded soup in Asia Pacific is low, with retail sales expected to reach $1,810 million by the end of 2004, according to Euromonitor's
estimates. This figure represents a consumption per-capita of only $0.5 compared to $8.7 in Western Europe. The low level of sales for these products is a result of fierce competition from home made soup in most countries, perceived as far healthier and less expensive than their packaged counterparts.