Shelf Strategy Saves Time In Soup

March 1, 2004
/ Print / Reprints /
/ Text Size+

Shelf Strategy Saves Time In Soup

While soup is a "staple" category, consumers find that few categories in the store are harder to shop.
Research from says the typical consumer requires 35 seconds to select soup from the store shelf. That compares with 33.6 seconds for the most complex food choices in a grocery store.
The research determined that consumers find only health and personal care items more difficult to shop for than soup. Why? The dizzying array of choices makes it difficult to distinguish between brands and wet and dry soup.
Campbell's is attempting to make the category more consumer-friendly. At Campbell's, the wet soup category leader, seven principles guide its shelf-management program:
1. Arrange condensed soup according to flavor.
2. Shelve vertical brand blocks.
3. Install signage to improve set organization.
4. Set condensed icon brands, such as chicken noodle and tomato, on the bottom shelf with large cans just above them.
5. Make broth a bridge between wet and dry soup.
6. Set healthful products in a discrete section.
7. Install a dedicated section for on-the-go soup.
Packaging changes help drive this strategy and they appear to be a major factor propelling Campbell's Soup At Hand to the No. 6 spot in wet soup. According to scanner data from Information Resources Inc. (IRI), dollar sales volume surged 241 percent during a recent 52-week period, to $73.6 million.

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

Brand Packaging Magazine

brand packaging september 2014

September 2014

 The September 2014 issue features the latest on Standing out from the Crowd.  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products



facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus