SOUP’S ON
Soup is a comfort food, particularly popular in the fall and winter months. Americans are estimated to consume over 10 billion bowls of soup annually. Innova Market Insights’ data revealed that globally, 1 in 3 consumers who feel stressed enjoy soup as a source of comfort. Tastewise’s research echoed this sentiment. Social conversations about Soup have increased by 9.65% year-over-year, and the top consumer need driving soup consumption today is comfort. According to Renub Research, the soup market is projected to grow from $19.48 billion in 2024 to $25.96 billion by 2033, with a CAGR of 3.24%. Savory flavors, convenient formats, and the ramen influence are trending in soup innovation.
FULL OF FLAVOR
Consumers enjoy savory flavors in a variety of foods and beverages, including soups. Innova’s research showed consumers look for depth and complexity in savory flavors, moving beyond simple saltiness to richer, layered, umami-forward profiles. Furthermore, 29% of global consumers are willing to experiment with new soup flavors. The top flavors they seek include salty/savory, fresh, spicy-hot/chili, and spicy-pungent. Soup brands are mixing it up with unique flavors and collaborations. For example, last year, in response to the younger demographics’ interest in all things spicy, Campbell’s released a line of Spicy soups. The line features Spicy Buffalo-Style Cream of Chicken Soup, Spicy Chicken Noodle Soup, Spicy Nacho Cheese Soup and Spicy Tomato Soup. Campbell’s and Pabst Blue Ribbon partnered on two beer-flavored soups. The Chunky soups come in two flavors: Beer Cheese with Potatoes and Chorizo, and Beef, Bacon, and Beer Chili with Beans, sold exclusively at Walmart. Consumers are encouraged to eat the soup from the can or use it as a topping on a hot dog or nachos. Progresso debuted a BBQ-inspired Pitmaster line of soups that contain a range of meats, roasted vegetables, and about 14 g of protein or more per can. The “backyard cookout flavors” are available in five varieties: BBQ-Style: Grilled Chicken & Fire Roasted Corn, Hearty Smokehouse-Style: Steak & Potatoes with Roasted Vegetables, Sausage & Beer Cheese with Potatoes, Smokehouse-Style: Grilled Chicken & Potato with Roasted Vegetables, and Steakhouse-Style: Steak & Bean. In conjunction with the launch, Progresso created the Pitmaster Deodorant Pit Kit featuring a deodorant with the “signature smell of the BBQ” paired with a can of Pitmaster BBQ-Style Grilled Chicken & Fire Roasted Corn Soup. On October 2nd, Pit Kit launched as an online exclusive for a limited time. On October 16, the second drop of a “pit-approved” soup and scent will launch. Manischewitz added a ready-to-serve soup line in 24-ounce glass jars to its portfolio. There are seven flavors: Bubby’s Vegetable Soup, Chicken Noodle Soup, Chicken Matzo Ball Soup, Clear Chicken Broth, Mushroom Barley Soup, Split Pea Soup, and Tomato and Rice Soup.
CONVENIENCE & FORMAT
Consumers are busy and seek easy-to-prepare soups in convenient formats. Dry soup leads in product launches, while wet soup dominates with convenient on-the-go formats, according to Innova. Tastewise identified Bone Broth & Sippable Soups as a top trend in 2025. From shelf-stable microwaveable soups to ready-to-drink formats, brands are addressing this need with a range of soup launches. Stop & Shop’s store brand Nature’s Promise introduced a range of prepared soups in Classic Chicken Noodle, Cozy Tomato Basil, Rich Butternut Squash, and Savory Minestrone varieties. Proper Good is a line of shelf-stable microwaveable meals that takes 90 seconds to prepare. The brand offers a soup line. The latest and unusual soup flavors include Cheeseburger, Jamaican Jerk Chicken, Pepperoni Pizza, and Thai Red Curry. Long Weekend launched premium instant soups “to provide an easy, comforting way to enjoy nourishment when time or energy is limited.” The soups only need water and are offered in four flavors: Carrot Ginger, Minestrone, Thai Coconut Curry, and Tomato Bisque. The clean label, freeze-dried soups contain no artificial flavors, colors, or preservatives, and no added sugar. Knorr released premium flavor bases in Roasted Beef, Roasted Chicken, and Vegetable flavors. One jar is equal to 52 cups of stock. In the UK, Dozz dropped a line of chilled, ready-to-drink soups packaged in aluminum cans. The range is available in ten varieties, including meat-based and plant-based options. Flavors include Broccoli, Chicken, Chili Bean, Gazpacho, Lentil, Mixed Vegetable, Mushroom, Spinach, Tomato, and Yogurt & Mint. The product is designed to be consumed directly from the container and can be fully recycled. Campbell’s and The Pokémon Company collaborated on limited-edition Pokémon-themed soups. The collectable, canned condensed soup features eight different Pokémon characters, including Bulbasaur, Charmander, Eevee, Jigglypuff, Mew, Mewto, Pikachu, and Squirtle. Each can contains chicken noodle soup with Pokémon-shaped noodles, chicken, and broth.
THE RAMEN INFLUENCE
Ramen is trending for several reasons, including unique flavor profiles, convenience, and affordability. Market Research Community estimates that the North America Instant Noodles and Ramen market was worth $6.2 billion in 2024 and is projected to reach $9.5 billion by 2032, with a CAGR of 5.4%. Brands are launching ramen broths and new ramen soups. For example, Swanson expanded its broth portfolio with Ramen Chicken Broth. Globally inspired by the ramen trend, it “reflects the growing demand for convenient, umami-rich meal components that deliver on both taste and ease of use.” It is formulated with real chicken stock and infused with garlic, ginger, and soy, and is MSG-free. Mike’s Mighty Good introduced a Chicken Bone Broth Ramen Cup, “positioned as the first seed oil–free instant ramen made with antibiotic-free chicken, real bone broth, and organic noodles.” Samyang Foods, the manufacturer of the trendy Buldak, introduced MEP, a new brand of Ramyeon (Korea’s version of instant ramen noodle soup). There are three available flavors: Black Pepper & Beef Flavor Ramyeon, Garlic & Clam Flavor Ramyeon, and Red Pepper Chicken with Cilantro Flavor Ramyeon. In the UK, Bol Foods unveiled its latest product, Protein Thai Green Noodle Power Soup. The fresh soup features a creamy coconut base infused with lemongrass, chili, and ginger with rice noodles, green beans, and edamame. The soup contains 24 g of protein and 12 g of fiber.
Soup is a staple comfort food. “Universal, warm, convenient. [Soup] never really goes out of style,” states the Specialty Food Association. Consumers seek savory flavors inspired by global trends and ingredients, and soup is an accessible format. Ramen is a popular global soup with staying power. Time-crunched and busy, consumers look for convenient and ready-to-eat meals; soup meets this demand for convenience. Interestingly, the popularity of protein is spilling into soup, with brands calling out protein content. Between July 2023 and June 2025, soup launches with protein ingredients have increased 29% year-over-year, according to Innova. This fall, keep your eyes peeled for new soup launches in flavorful and global-inspired varieties, protein-rich ingredients, and convenient formats.
Soup’s on – get it while it’s hot. Let Trendincite LLC design a comforting trend excursion, a flavorful marketing presentation, a convenient blog post, or partner with Amy Marks-McGee as a guest speaker.
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