The key soup trends in 2026

Consumer expectations for soup products are evolving rapidly, placing new demands on taste, nutrition and functionality. Here are four trends that will shape the market in 2026.

A good basic flavour is crucial for success

Taste remains the most important parameter when choosing instant soups. As many as 77 per cent of respondents in the latest consumer survey cite taste as the primary factor in their purchasing decision.

A tasty basic flavour is crucial for a product to be perceived as appealing. Many consumers add their own ingredients to the soup during preparation.

To meet consumers' taste expectations while supporting flexibility in use, we recommend:

Using flavours to ensure consistent and targeted taste, especially in plant-based or protein-enriched soups.
Utilising umami and kokumi profiles to create fullness and depth of flavour – even at lower salt levels.

Health and taste must go hand in hand

55 per cent of consumers say that health-related considerations, such as lower salt and functional ingredients, are a decisive factor when choosing soup.

The trend report shows that it is not just about reducing fat and salt – but about adding something extra through functional ingredients such as fibre, protein and vitamins. At the same time, a short list of ingredients and natural ingredients are playing an increasingly important role when purchasing soup.

We recommend:

Use flavours that retain taste when adjusting ingredients.
Think about functionality in the development process from the outset.

Fast pace requires faster innovation

According to the trend report, the number of product launches has increased significantly – especially in the “wet soups” category – and development is happening faster than before. The United Kingdom, France, Germany and Spain account for half of all new products in the category, which requires flexible solutions that can be scaled and adapted to local conditions.

“Cold soups” are the fastest growing category and play a particularly important role in the United Kingdom and Spain. At the same time, “dry soups” remain the largest category in terms of value, especially in Germany.

We recommend working with flexible recipes that can be easily adapted to different markets and requirements. Here, the right flavours can make it easier to adjust the taste and get new soups on the shelf faster.

Demand for transparency

According to the latest consumer survey, 45 per cent want more information about the origin and purpose of ingredients. This applies in particular to natural flavours and functional ingredients.

At the same time, data shows an increasing focus on natural solutions. Many consumers prefer plant-based, organic and clean label products, not only for health reasons, but also as an expression of responsibility. This places demands on both ingredient selection and communication.

We recommend letting the ingredients in the recipe play a prominent role in the product narrative. It's about telling the story behind the product, so when a soup bases its flavour on natural umami sources or special herbs, this should be clearly stated and easily accessible to the consumer.

From trends to development that delivers

The four trends show how soups in 2026 will be shaped by familiar needs – but with new expectations. Consumers will still want taste, health and recognisability.

We are happy to help you translate trends into flavour profiles that deliver in practice. Together with our partner dsm-firmenich, we provide flavours and advice that match both your application and your vision.

If you want to work with a specific trend, we will be happy to talk to you and show you how flavours and other relevant ingredients can be incorporated into your product development.

Behind the four trends

The four trends are based on a comprehensive European report that compiles market data, consumer insights and development perspectives for soups in 2026.

Among other things, the report provides insight into:

Market size in EUR and distribution across subcategories such as wet, dry and chilled.
The largest geographical markets and their dominant soup categories.
Concrete suggestions for product development and reformulation.
Flavour inspiration and solutions that match market trends.