Consumers Fed Up With Canned Soup? With global soup sales declining steadily over the past half of a decade, a new study indicates that an iconic packaging format may be to blame.

By Geoff Weiss

Opinions expressed by Entrepreneur contributors are their own.

The Campbell's soup can evolved from an American dinnertime staple into a symbol of iconography during the Pop art movement of the early 1960s. But now, even Andy Warhol himself might be stunned to learn that canned soup may soon become a bygone relic.

Worldwide soup consumption was flat in 2013, reports consumer research firm Euromonitor International, continuing a trend of declining global sales in the category over the last five years.

But it's not necessarily soup itself that consumers are rejecting, asserts research analyst Daniel Grimsey in a blog post published by Euromonitor, so much as the metal cans within which it is packaged.

"Metal food cans are notoriously difficult to open," he says. "The can is also one of the heaviest packaging formats and is consequently responsible for a large carbon footprint. In addition, metal food cans tend to look virtually identical on supermarket shelves."

Related: Yes, Soup for You!

Though still relatively nascent, younger consumers are warming to the notion of soups packaged in stand-up pouches, Grimsey claims. Campbell's Go, as they were unveiled by the company in 2012, have shown enormous promise in America, while leading competitor Heinz's version, dubbed Soup of the Day, have performed well in Australia.

Last September, Campbell's even unveiled Fresh-Brewed Soup K-Cups that can be prepared by Keurig coffee brewers. The two-part preparation includes a K-Cup broth brewed over a packet of dried pasta and vegetables.

And the pouch approach is emerging as a key packaging format in a multitude of categories, Grimsey added, including beans, ketchup, tunafish, baby food and more.

"It is possible that one day consumers will no longer walk down the canned food aisle in supermarkets, instead walking down the pouched food aisle," he said.

Related: The Juice Box Grows Up

Geoff Weiss

Former Staff Writer

Geoff Weiss is a former staff writer at Entrepreneur.com.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Leadership

Lead From the Top: 5 Core Responsibilities of a CEO

Knowing exactly what the chief executive's role entails is critical for steering a company to success.

Side Hustle

This Couple Started a Side Hustle to Improve a 'Terribly Made' Bathroom Essential. Now the Business Earns More Than $3 Million a Year.

Michael Fine and Lisa Schulner-Fine launched lifestyle brand Quiet Town in 2016 and have been growing it ever since.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Social Media

Learn How to Become a Successful Online Content Creator for Only $35

Discover ways to use AI to make viral videos, a successful blog and more, plus the principles behind freelancer and entrepreneur success.

Leadership

I've Seen 25 Years of Change in My Career — These 3 Lessons Every Business Owner Should Know

The business world moves fast, and you're already behind if you're not keeping up!

Business News

Want to Be the Next CEO of Jack in the Box? You Have to Be Really Good at Fortnite.

The fast food giant and Fortnite have a simple question: Do you have what it takes to be Jack in the Box's next CEO?