Soy Foods and Beverages in the U.S.

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