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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