Abstract
Although soy has been used in packaged food and beverage products for decades,
it continues to make new inroads and increase its appeal among U.S. consumers,
especially those interested in health and nutrition. Particularly among
natural food shoppers, there is a growing consensus that plant-based foods
like soy, as opposed to animal-based foods, deliver unique, healthful
benefits. At the same time, soy continues to "mainstream" into regular
supermarkets and new product categories, from smoothies and energy drinks to
cereals and baked goods. Helping to drive these trends, marketers are
beginning to combine soy ingredients with other healthful ingredients, such as
omega-3s and "superfruits," to create unique products that are even more
nutritious. Moreover, as consumer awareness of the many health benefits of soy
grows-especially its FDA-approved "heart-healthy" attributes-soy' s use as an
ingredient and attractiveness as a meal and snack choice can only increase.
This Packaged Facts report examines the U.S. market for soy foods and
beverages sold to consumers at retail, through outlets including supermarkets,
natural food stores and mass-merchandiser supercenters. These products include
foods and beverages that are made entirely of soy, such as tofu and soymilk,
as well as products with soy as a primary component, such as snack bars and
smoothies. The report provides extensive retail sales breakouts along with an
examination of market drivers, the competitive situation, marketing trends and
consumer trends, including growing consumer demand for healthier and more
natural foods, the mainstreaming of soy products, and soy marketers'
increasing usage of environmental appeals in product marketing.
Report Methodology
Using Information Resources, Inc.' s InfoScan Review data, the report
quantifies marketer and brand shares across 16 product categories, while using
Simmons Market Research Bureau consumer survey data to quantify product and
brand penetration levels and explore consumer attitudes toward soy products
vis-à-vis related trend such as healthy eating and gourmet foods. New
product introductions are quantified and examined in depth, based on
Datamonitor' s Productscan Online tracking service and extensive Internet
canvassing. The report also profiles major marketers of soy foods and
beverages, including Kellogg Co., Dean Foods, Kraft Foods and Amy' s Kitchen,
while examining the soy ingredient development initiatives of companies like
Solae and AB Foods.
Table of Contents
Chapter 1: Executive Summary
- Scope and Methodology
- Scope of Report
- Two Classifications: Foods and Beverages
- Exclusions
- Report Methodology
- Market Overview
- Soy Food/Beverage Sales Top $2 Billion Mark
- Foods Classification Bigger, But Beverages Growth Faster
- Snack Bars and Soymilk Are the Largest Categories
- Soy "Mainstreams" from Natural Channel
- Figure 1-1: Share of U.S. Soy Food and Beverage Sales: By Retail Outlet
Type, 2007 (percent) Soy on a Roll
- Consumer Awareness of Soy' s Health Benefits on the Ups
- FDA Approves Heart Healthy Claims
- Looking Ahead
- The Global Picture
- Soy Food Marketing and Competitive Trends
- Soy Foods Have Staying Power
- Company Types
- Marketer and Brand Shares by Category
- Health a Big Pitch Across All Categories
- It' s All About Taste, Too
- Westernizing Soy
- "Flexitarians" a Growing Market Base
- Soy Flour Boosting Baked Goods
- "Natural" Tops List of New Product Introductions
- Snack/Nutritional Bars Lead New Product Introductions
- Soy Beverage Marketing and Competitive Trends
- Riding the Healthy Beverage Wave
- Company Types
- Marketer and Brand Shares by Category
- Drink to Your Health!
- Synching up with Natural/Organic
- The Greening of Soy
- Natural Leads New Product Introductions
- Most New Soy Beverages Appear in Non-Dairy Milk/Yogurt Drink Category
- Consumer Trends
- IFIC Data on Attitudes Toward Health Foods and Soy
- USB Data on Attitudes Toward Nutrition, Health and Soyfoods
- Meat Alternatives and Soymilk Are Top Categories
- Figure 1-2: Usage of Selected Soy Foods and Beverages, 2007 (percent of
U.S. households)
- Soy Consumers Are Eco- and Gourmet-Conscious
Chapter 2: Market Overview
- Introduction
- Scope of Report
- Two Classifications: Foods and Beverages
- Exclusions
- Market Size and Composition
- Methodology for Sales Estimates
- Soy Food/Beverage Sales Top $2 Billion Mark
- Table 2-1: U.S. Retail Sales of Soy Foods and Beverages, 2003-2007 (in
million of dollars)
- Table 2-2: IRI-Tracked Sales of Soy Foods and Beverages, 2003-2007 (in
million of dollars)
- Foods Classification Bigger, But Beverages Growth Faster
- Figure 2-1: IRI-Tracked Sales of Soy Foods and Beverages: By
Classification, 2006 vs. 2007 (in millions of dollars)
- Snack Bars and Soymilk Are the Largest Categories
- Figure 2-2: Share of IRI-Tracked Sales of Soy Foods and Beverages: By
Product Category, 2006 vs. 2007 (percent)
- Snack Bars and Soymilk Post Solid Gains in 2007
- Table 2-3: IRI-Tracked Sales of Soy Foods and Beverages: By Product
Category, 2006 vs. 2007 (in millions of dollars)
- Table 2-4: IRI-Tracked Sales of Soy Foods and Beverages: By Product
Category, 2003-2006 (in millions of dollars)
- Soy "Mainstreams" from Natural Channel
- Figure 2-3: Share of U.S. Soy Food and Beverage Sales: By Retail Outlet
Type, 2007 (percent)
- Market Outlook
- Soy on a Roll
- Figure 2-4: Usage of Selected Soy Food and Beverage Products: By
Agreement with Psychographic Statements, 2007 (index of U.S. households)
Consumer Awareness of Soy' s Health Benefits on the Ups
- Figure 2-5: Increase in Awareness of Soy as Healthy: 1998-2007 (percent)
FDA Approves Heart Healthy Claims for Soy
- Figure 2-6: Projected Percentage Population Growth: By Age Group,
2005-2015 …But Fails to Approve Menopausal Claims
- Broad Health Concerns Top of Mind Among U.S. Consumers
- Revised Food Guide Pyramid Touts Soy
- Soy/Meat Combination Maximizes Potential
- The Natural/Organic Connection
- Soy a Natural for Vegetarians and "Flexitarians" Alike
- From "Health Food" to Healthy Alternative
- Other Target Markets: Women and Aging Boomers
- Lactose-Intolerant Consumers a Strong Market for Soy
- The Role of Convenience
- Soy Allergies a Growing U.S. Concern
- Looking Ahead
- "Supermarketing" Soy
- Teaming Up with Other Functional Foods
- Kids and Soy
- Soy Prices on the Rise?
- The Global Picture
- Sales to Near $3 Billion by 2012
- Table 2-5: Projected Total U.S. Retail Sales of Soy Foods and Beverages:
2007-2012 (in millions of dollars)
Chapter 3: Soy Food Marketing and Competitive Trends
- Introduction
- Soy Food Classifications
- Soy Foods Have Staying Power
- Competitive Overview
- Company Types
- Mergers and Acquisitions
- Pulmuone, Wildwood Merger
- Kellogg Co. Acquires Gardenburger
- Table 3-1: Selected U.S. Soy Food Marketers and Products, 2008
- Marketer and Brand Shares
- Methodology
- IRI-Tracked Sales of Soy Foods Top $800 Million in 2007
- Clif Bar Takes the Lead in Nutrition Bars
- Kellogg the Clear Frontrunner in Frozen Meat Substitutes
- Kellogg Maintains Healthy Lead in RTE Cereal
- Turtle Mountain Is Tops in Frozen Treats
- Silk Leads in Yogurt Category
- Genisoy Dominates Faltering Salted Snacks Category
- Loma Linda Leads Shelf-Stable Meat Substitutes
- Other Soy Food Categories and Marketers
- Table 3-2: IRI-Tracked Sales of Soy Foods: By Product Category,
2006-2007 (in millions of dollars)
- Table 3-3: Top Marketers of Nutritional/Intrinsic Health Value Bars: By
IRI-Tracked Sales, 2006-2007 (in millions of dollars)
- Table 3-4: Top Marketers of Frozen Meat Substitutes: By IRI-Tracked
Sales, 2006-2007 (in millions of dollars)
- Table 3-5: Top Marketers of Ready-to-Eat Cereal: By IRI-Tracked Sales,
2006-2007 (in millions of dollars)
- Table 3-6: Top Marketers of Frozen Treats: By IRI-Tracked Sales,
2006-2007 (in millions of dollars)
- Table 3-7: Top Marketers of Yogurt/Yogurt Drinks: By IRI-Tracked Sales,
2006-2007 (in millions of dollars)
- Table 3-8: Top Marketers of Salted Snacks: By IRI-Tracked Sales,
2006-2007 (in millions of dollars)
- Marketing and Advertising Trends
- Health a Big Pitch Across All Soy Food Categories
- Nutrition Bars Offer Health on the Go
- Frozen Treats Without the Guilt
- It' s All About Taste, Too
- Merchandising Key to Highlighting Taste
- Westernizing Soy
- Beyond Burgers
- "Flexitarians" a Growing Market Base
- "Silent Soy" Already in Many Meat Products
- New "Match" Ingredient Gains Following in Meat Substitutes Market
- Tofurky Becomes a Cultural Phenomenon
- Soy Flour Boosting Baked Goods
- New Soy Varieties/Processing Methods Promise Additional Applications
- New Product Trends
- "Natural" Tops List of New Product Introductions
- Snack/Nutritional Bars Lead New Product Introductions
- Table 3-9: Number of New Soy Food Products: By Package Tag/Claim,
2005-2007
- Table 3-10: Number of New Soy Food Products: By Category, 2005-2007
- Natural/Organic Introductions Abound
- Also Coming on Strong: Omega-3 Fatty Acids
- Convenience and Portion Control
- Decadent Snacks Without the Guilt
- Snack Bars Cover All the Bases
- Meat Substitutes Going for Real Meat Flavor
- All-in-One Meals a Convenient Choice
- Cereals Start the Day with Soy
- Baked Goods Add Soy Goodness
- Soy Chips/Crackers Make for Familiar Snacking
- Edamame Becoming More Mainstream
- Frozen Treats: New "Kid-Tested" Flavors Spell Success
- Keeping the "Novel" in Frozen Novelties
- More New Varieties
- Soy and Chocolate: A Healthy Combination
- Other Kids Products Also Please Parents and Picky Eaters
- Competitor Profile: Amy' s Kitchen
- Corporate Background
- All in the Family
- All-Natural, All the Time
- Women, Children Attracted to Amy' s
- Competitor Profile: Kellogg Company
- Corporate Background
- The Gardenburger Saga
- Attracting "Real Men" to Meatless Meals
- Worthington & Loma Linda/Morningstar Farms
- Seeing Veggies Differently at Morningstar Farms
- Competitor Profile: Kraft Foods
- Corporate Background
- Boca Burger
- Overcoming a Stagnant Market
- Competitor Profile: Physicians Laboratories/Revival Soy
- Corporate Background
- "Clinical Soy" at the Core of Revival Products
- Reviving the Cause
Chapter 4: Soy Beverage Marketing and Competitive Trends
- Introduction
- Soy Beverage Classifications
- Soymilk Types
- Riding the Healthy Beverage Wave
- Table 4-1: Trends in IRI-Tracked Sales of Major Beverage
Classifications, 2003-2007 (in millions of dollars)
- Competitive Overview
- Company Types
- Mergers & Acquisitions
- Dupont/General Mills Sell 8th Continent
- Solae Acquires Soy Protein Line
- SunOpta Acquires Neo-Nutritionals and Mexican Fruit Companies
- Competition from Traditional Dairy
- Table 4-2: Selected U.S. Soy Beverage Marketers and Products, 2008
- Marketer and Brand Shares
- Methodology
- Soy Beverage Sales Total $456 Million in 2007
- Table 4-3: IRI-Tracked Sales of Soy Beverages: By Product Category,
2006-2007 (in millions of dollars)
- WhiteWave' s Silk Leads Soymilk Category
- Hain Celestial on Top in Shelf-Stable Soymilk
- Table 4-4: Top Marketers of Refrigerated Soymilk: By IRI-Tracked Sales,
2006-2007 (in millions of dollars)
- Table 4-5: Top Marketers of Shelf-Stable Soymilk: By IRI-Tracked Sales,
2006-2007 (in millions of dollars)
- Smoothies and "Weight Control/Nutritional Liquids"
- Table 4-6: Top Marketers of Refrigerated Soy Smoothies: By IRI-Tracked
Sales, 2006-2007 (in millions of dollars)
- Marketing and Advertising Trends
- It' s All About the Taste
- Drink to Your Health!
- Weight Control Benefits Underexploited
- Synching up with Natural/Organic
- The Greening of Soy
- Pricing Soy to Sell
- Internet as Educational Forum
- New Product Trends
- Natural Leads New Product Introductions
- Most New Soy Beverages Appear in Non-Dairy Milk/Yogurt Drink Category
- Table 4-7: Number of New Soy Beverage Products: By Package Tag/Claim,
2005-2007
- Table 4-8: Number of New Soy Beverage Products: By Category, 2005-2007
- Soymilk: Making Healthy Even Healthier with Other Functional Ingredients
- Soy to Go
- Soy Smoothies Mix Fruit and Soy
- Superfruiting
- Trend Extends Abroad
- Increasing Soy Smoothie Shelf Life
- Nutritional and Weight-Control Beverages
- Soy Competes in Sports Drinks
- Mixing Soy and Dairy
- Soy Chai Tea and Coffee
- Soybeans Replacing Coffee Beans
- Competitor Profile: Dean Foods
- Corporate Background
- Silk Pioneers Refrigerated Soymilk Category
- Building on Silk' s Momentum
- Good for You, Good for the Environment
- Competitor Profile: The Hain Celestial Group
- A Natural Foods Conglomerate
- Hain and Soy
Chapter 5: Consumer Trends
- IFIC Data on Attitudes Toward Health Foods and Soy
- USB Data on Attitudes Toward Nutrition, Health and Soyfoods
- Simmons Data on Household Consumption of Soy Products
- Meat Alternatives and Soymilk Are Top Categories
- Figure 5-1: Usage of Selected Soy Foods and Beverages, 2007 (percent of
U.S. households)
- Alternative American-Style vs. Classic Tofu
- Soy Consumers Are Eco- and Gourmet-Conscious
- Younger Demographics = Future Food
- Minority and Regional Patterns
- Socio-Economically Diverse Demographics
- Table 5-1: Usage Overview for Selected Soy-Based Food and Beverage
Products: Percent and Number of Households, 2007 (U.S. households)
- Table 5-2: Percentage of Households Using Selected Soy-Based Food and
Beverage Products, 2004-2007 (U.S. households)
- Table 5-3: Usage Overview for Selected Meat-Alternative Products: Percent
and Number of Households, 2007 (U.S. households)
- Table 5-4: Usage of Selected Soy Food and Beverage Products: By Agreement
with Psychographic Statements, 2007 (percent and index of U.S. households)
- Table 5-5: Usage Overview for Selected Soy-Based Food and Beverage
Products Among Adults Who Agree with Statement: I Am a Vegetarian, 2007
(percent and Index of U.S. households)
- Table 5-6: Usage Overview for Selected Soy-Based Food and Beverage
Products Among Adults Who Agree with Statement: I Am Usually the First to Try
New Health Foods, 2007 (percent and index of U.S. households)
- Table 5-7: Usage Overview for Selected Soy-Based Food and Beverage
Products Among Adults Who Agree with Statement: I Look for Organic/Natural
Food Products, 2007 (percent and index of U.S. households)
- Table 5-8: Usage Overview for Selected Soy-Based Food and Beverage
Products Among Adults Who Agree with Statement: I Try to Eat Gourmet Foods
Whenever I Can, 2007 (percent and index of U.S. households)
- Table 5-9: Use of Soy Food and Beverage Products: By Strong Agreement with
Selected Psychographic Statements, 2007 (percent and index of U.S. households)
- Table 5-10: Demographics for Using Meat Alternatives, 2007 (percent,
number and index of U.S. households)
- Table 5-11: Demographics for Using Tofu, 2007 (percent, number and index
of U.S. households)
- Table 5-12: Demographics for Using Soymilk, 2007 (percent, number and
index of U.S. households)
- Table 5-13: Demographics for Using Soybean Oil Margarine/Spread, 2007
(percent, number and index of U.S. households)
- Table 5-14: Demographics for Using Soy-Brand Cream Substitutes, 2007
(percent, number and index of U.S. households)
- Table 5-15: Demographics for Using Soybean Cooking or Salad Oil, 2007
(percent, number and index of U.S. households)
- Table 5-16: Demographics for Using Soy Chips, 2007 (percent, number and
index of U.S. households)
Appendix: Addresses of Selected Marketers
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