Sector Trends Growth within the market has not been driven by the premium sectors as we have seen in the past, but more by the mainstream canned soup sectors such as standard, chunky and low calorie. Standard soup dominates the market with a 34% value share and is among the strongest growing sectors (up 9% value). Heinz standard continues to be the market leader, although growth within the standard sector has come from NPD. Consumer demand for convenience has driven new packaging formats and so we have seen the launch of Heinz Micro Pot soup and soup in a bottle' (from both Heinz and Campbell). Heinz Kids soup has also added interest to its traditional tomato variety. Chunky sector growth (up 12% value) has been driven by the launch of Heinz Baked Potato Big Soup which has already become the second largest chunky soup brand. WeightWatchers soup is now the 10th largest soup brand and, supported by a successful advertising campaign, it continues to drive growth within the low calorie sector (up 11% value). At the premium end of the market both fresh soup and premium canned are declining in volume. They have, however, maintained their value through price increases from premium own label brands such as Tesco Finest and Sainsbury Taste the Difference. Retailer Trends Tesco, Morrisons and Waitrose outperformed the other major retailers and have over traded in soup in the latest year. Asda's performance is in line with total grocery while Safeway had 2% growth. {{FOCUS SPECIALS }}