December 12, 2025 – In the European food and beverage industry, soup is a staple that continues to provide convenient, indulgent, and culturally inspired offerings to consumers. From light appetizers to hearty meal substitutes, soups trends are continuously evolving alongside consumers’ lifestyle needs and preferences. Innova’s “Overview in Soup in Europe” report examines the latest trends in the soup category and how brands are responding.
Showcase Variety & the Role of Soups
In the European market, soups with diverse product bases boost consumer appeal. From light broths to richer creams, different bases cater to various dining contexts. In addition, bases are important to consumers, as they can reflect local flavor palates and values. Therefore, brands are capitalizing on these to offer a range of flavors, while also boosting convenience. This balance sets the stage for innovative offerings that resonate with consumers of all backgrounds. For example, in the European market, the top five product bases and key areas of opportunity include cream, broth, gazpacho, goulash, and borscht.
Emphasizing the versatility of soups and their role across occasions is another avenue for innovation. Whether they are portrayed as a light starter, filling main, or a way to combat the cold in winter months, emphasizing versatility can promote brand relevance and position soup as a solution to a variety of consumers’ needs.
Encourage Shared Moments
Global consumer trends reflect how consumers are increasingly seeking relaxed social occasions and shared moments. Communal meals help build feelings of identity and belonging, making food a powerful tool for connection. Brands can leverage this trend and create accessible soup formats. Designing gourmet or premium soup experiences also builds on the preference for shared meal experiences, as it enables consumers to indulge in elevated flavors and high-quality ingredients together with one another and from the comfort of their own homes. In the European market, restaurant-style options resonate, as more than 1 in 3 consumers communicate their preference for premium quality food and beverage when spending time at home.
Addressing the Health-Conscious Consumer
Innova’s research indicates that 32% of European consumers believe that the light versions of products, such as those with reduced salt, sugar, or fat, are healthier than the original product. To target these health-conscious consumers, brands are formulating light alternatives of existing soup options. For example, in France, Jardin Bio Etic’s Organic Detox Artichoke Soup promotes 40% less salt compared to average soups on the market.
Manufacturers can also innovate with nutrition-forward soups. By adding ingredients like meat, legumes, herbs, and vegetables, brands can easily boost protein, fiber, and immune support, catering to consumers seeking functional and wholesome benefits in a convenient format.
Quality Ingredients, Conscious Practices
More than 50% of consumers in the European market point to freshness as a key quality marker when assessing food and beverage products. Underscoring natural components, fresh ingredients, no additives, and clean label features reinforces trust with consumers. Climate concern is also top of mind in the European market, so responsibly sourced ingredients and sustainable agriculture practices are another way to foster trust and respond to consumers’ demands for eco-conscious choices. For instance, Knorr’s Tomato Supreme Soup features tomatoes from sustainable agricultural practices, while Ainsley Harriott’s Tangy Tomato and Red Pepper Cup Soup underscores “responsibly sourced palm oil.”
Soups That Simplify Mealtime Routines
Tapping into the convenience soup trend, brands can maximize packaging to help consumers simplify their mealtime routines. Easy-to-use packaging options can include microwaveable packs, compartments for toppings, single-serve packs, and built-in spoons. Packaging can also be thoughtfully crafted to address consumers’ preferences and lifestyle needs to create lasting value. Freshness, accessibility, and the ability to reseal are some of the leading elements that European consumers value. User-friendly guidance, in the form of visual images or aids, can also enhance ease of use and help brands stand out in the market.
Furthermore, brands are offering hearty soups that can stand alone as meal-worthy choices, offering consumers convenient yet satisfying consumption experiences. Particularly, soup with inclusions, such as meatballs, beans, rice, noodles, and dumplings, serve as examples of wholesome choices that consumers can turn to for convenient and filling meals.
How to Satisfy Consumers’ Cravings
According to Innova’s consumer research, 45% of European consumers report that familiar flavors influence their food and beverage choices the most. Offering beloved staples or classic flavors appeals to consumers seeking comfort from trusted tastes. In addition, a quarter of consumers also look for umami flavors in soups, from mushrooms to beef broth, demonstrating another opportunity to satisfy consumers through addressing savory cravings. Finally, ethnic flavors, inspired by global and local cuisines, address consumers interested in authentic and cross-cultural food experiences, highlighting a strategy for brands to resonate with diverse tastes.
What’s Next for Soup Trends in the European Market?
Looking to the future of soup trends, brands can expect a few key opportunities to engage with European consumers. As consumers value functional ingredients and holistic health benefits, brands can offer soups enriched with gut-friendly electrolytes as a wellness-driven upgrade. Chef-crafted recipes are another way to bring restaurant quality products into the homes of consumers, positioning innovation as premium upgrades to consumers, elevating the overall consumption experience.
This article is based on Innova’s Overview in Soup in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more