Soup enjoys a 96 percent household penetration level in the United States-among the top 10 of more than 150 measured food categories. With a 69 percent share of the U.S. wet soup market, Campbell sells almost three billion cans of soup every year. Rising expectations and quests for new eating experiences create opportunity to deliver soup in a wide variety of new packaging. For eating at home or eating on the go, soup now comes in glass, plastic and microwaveable containers. The increasing interest in healthful and nutritious food creates significant growth opportunities for Campbell's soups.
Away from home, soup consumption is on the rise, with half of U.S. food dollars spent on food consumed outside the home. Today, Campbell has 5,000 self-service, branded kettles in high traffic venues such as college, healthcare and business cafeterias across the country. In the restaurant marketplace, co-branding with Campbell's is growing. In school lunch programs, the search for nutritious and appealing meals gives Campbell's a new place on the menu. Test concepts, such as soup kiosks in food courts and airports, provide highly welcomed alternatives to typical fare.
At home, at work, or at your local eating establishment, the future of soup is as robust as the product itself. Investing in our soups has never been more important. In 2002, we will continue to attract consumers with new products and new advertising and strive to delight taste buds of all ages.
