Millennials, Hispanics Conspire To Destroy The Soup Industry

Why do our young people hate soup? “Soup consumption by those under 25 is declining twice as fast as the under 25 demographic is declining relative to the total population. Between 2001 and 2010 the US population under the age of 25 declined as a percentage of the overall population by 60 bps while the percentage of soup consumers under the age of 24 (defined as anyone who consumed canned soup in the past 6 months) declined by 130 bps, or over double the decline relative to the overall population.” Hispanics aren’t helping either, “soup penetration in Hispanic households has declined from 50% in 2001 to 47% in 2010, while average US household soup penetration has actually increased from 63% to 64%.”