Soy-based Food and Drink - US

Published by: Mintel International Group Ltd.

Published: Oct. 1, 2007 - 108 Pages

Table of Contents

Scope and Themes

What you need to know

Definition

Resources used for The Consumer sections

Abbreviations and terms

Abbreviations

Terms

Executive Summary

Market at a glance

Soy-based energy bars—the biggest segment exhibits decline

Top five manufacturers account for two thirds of sales

Soy-food and drinks consumer

Household soy food usage

Retail Channel preferences

Reasons for buying soy

Challenges to the market—why people do not buy soy-based food and drinks

Market opportunities

Manufacturer emphasis on delivering better taste and texture in future

Market Drivers

Health-friendly soy

Figure 1: Attitudes regarding healthy eating, 2002-06

Figure 2: Reasons for buying soy-based food and drinks, by gender, September 2007

Soy—a natural aid in promoting heart health

But ongoing negative findings on health benefits of soy negatively influence the market

Figure 3: Reasons for not buying soy-based food and drinks, by age, September 2007

Figure 4: Attitude towards milk and milk alternatives, by age, April 2007

Demographic influences

Women look at soy as a healthy food option

Figure 5: Health or lifestyle practices, by gender, September 2007

Figure 6: Deaths and percentage of total deaths for the ten leading causes of death, by gender, 2000

Figure 7: Female population by age, 2002-12

Young adults—primary consumers of soy-based food and beverages

Figure 8: Household usage of meat alternatives, by age, January-October 2006

Figure 9: Household frequency of using meat alternatives, by age of householder, January-October 2006

Minorities drive growth in soy food and drinks

Figure 10: Household consumption of soy foods, by race/ethnicity, January-October 2006

Figure 11: Household frequency of using meat alternatives, by race/ethnicity, January-October 2006

Figure 12: Household consumption of various soy foods/drinks, by race/ethnicity, January-October 2006

Figure 13: U.S. population by race and Hispanic origin, 2002-12

Market Size and Trends

Market size

Figure 14: Total U.S. retail sales of soy-based food and drinks, at current and constant prices, 2002-07

Total market sales including sales through natural channels

Figure 15: Total U.S. retail sales of soy-based food and drinks, at current and constant prices, 2004-07

Wal-Mart estimate

Market trends

Figure 16: New soy-based food and drinks product trends, by subcategory, 2002-07

Figure 17: New soy-based food and drink product claims, 2002-07

Source: Mintel GNPD

Source: Mintel GNPD

Private label

Market Segmentation

Introduction

Figure 18: FDM* sales of soy-based food and drinks, segmented by type, 2005 and 2007

Soy-based energy bars

Figure 19: FDM* sales of soy-based energy bars, at current and constant prices, 2002-07

Figure 20: Average price comparison for breakfast, granola and soy-based energy bars at FDM, 2007

Soymilk

Figure 21: FDM* sales of soymilk, at current and constant prices, 2002-07

Figure 22: Attitude towards milk and milk alternatives, by age, April 2007

Soy-based meat substitutes

Figure 23: FDM* sales of soy-based meat substitutes, at current and constant prices, 2002-07

Other soy-based foods

Figure 24: FDM* sales of other soy-based foods, at current and constant prices, 2002-07

Supply Structure

Companies and brands

Figure 25: FDM* sales of major manufacturers in the soy-based food and drinks market in the U.S., 2004 and 2006

Soy-based energy bars

Figure 26: Selected brand sales and market share of soy-based energy bars at FDM* in the U.S., 2004 and 2006

Soymilk

Figure 27: Selected brand sales and market share of soymilk at FDM* in the U.S., 2004 and 2006

Soy-based meat substitutes

Figure 28: Selected brand sales and market share of soy-based meat substitute at FDM* in the U.S., 2004 and 2006

Other soy-based foods

Figure 29: Selected brand sales and market share of other soy-based foods at FDM* in the U.S., 2004 and 2006

Advertising and Promotion

Dean Foods

Silk soymilk

General Mills

The Heart Truth Campaign

The Red Dress Campaign

PowerBar

Kraft

Garden Burger

Odwalla

Retail Distribution

Introduction

Figure 31: FDM* sales of soy food and drink, by channel 2005 and 2007

Supermarkets

Figure 32: U.S. supermarket sales of soy-based food and drinks at current and constant prices, 2002-07

Drug stores

Figure 33: U.S. drug store sales of soy-based food and drinks at current and constant prices, 2002-07

Mass merchandisers

Figure 34: U.S. mass merchandisers* sales of soy-based food and drinks at current and constant prices, 2002-07

Natural supermarkets

Figure 35: Natural supermarkets* sales of soy-based food and drinks at current and constant prices, 2004-07

The Consumer: Usage, Frequency and Types of Brands

Summary—Key consumer groups for meat alternative and soy foods consumers

Household usage of meat alternatives

Figure 36: Household usage of meat alternatives, trend, 2002-06

Figure 37: Household usage of meat alternatives, by key demographics, January-October 2006

Figure 38: Cross tabulation of total households’ meat/fish /poultry use with meat alternative usage, January-October 2006

Cohort analysis for meat alternative users

Household usage of frozen and refrigerated meat alternatives

Figure 39: Trends in household usage of frozen and refrigerated meat alternatives, 2002-06

Household frequency of using meat alternatives

Figure 40: Household frequency of using frozen and refrigerated meat alternatives, 2002-06

Figure 41: Meat alternative new product introductions, 2002-07

Figure 42: Household frequency of using meat alternatives, by age of householder, January-October 2006

Household usage of meat alternatives by forms

Figure 43: Household usage of meat alternative, by form, 2002-06

Figure 44: Household usage of meat alternative by form, by age of householder, January-October 2006

Figure 45: Household usage of meat alternative by form, by race/ethnicity, January-October 2006

Cohort analysis for meat alternatives

Figure 46: Household usage of meat alternative, by cohort

Household usage of meat alternatives by brands

Figure 47: Household purchase of meat alternatives by brands, 2002-06

Figure 48: Household purchase of meat alternatives by brands, by race/ethnicity, January-October 2006

Figure 49: Household purchase of meat alternatives by brands, by presence of children in the household, January-October 2006

Household usage of soy foods other than meat alternatives

Figure 50: Household usage of soy foods, by age, January-October 2006

Figure 51: Household usage of soy foods, by race/ethnicity, January-October 2006

Cohort analysis for soy foods other than meat alternatives

Figure 52: Household usage of soy foods, by cohort

Personal consumption of soy-based food and drinks

Figure 53: Incidence of personal consumption of soy-based food and drinks, by key demographics, September 2007

Personal frequency of using various soy-based food and drink products

Figure 54: Personal frequency of using various soy-based good and drinks, by month, by gender, September 2007

The Consumer: Attitudes and Behavior

Usage summary

Opportunities summary

Reasons for using soy-based food and drinks

Figure 55: Reasons for buying soy-based food and drinks, by gender, September 2007

Figure 56: Reasons for buying soy-based food and drinks, by age, September 2007

Figure 57: Reasons for buying soy-based food and drinks, by race/ethnicity, September 2007

Why people do not buy soy?

Figure 58: Reasons for not buying soy-based food and drinks, by race/ethnicity, September 2007

Incidence of using more or less soy-based food and drinks compared to a year ago

Figure 59: Incidence of using more or less soy-based food and drinks compared to a year ago, by gender, September 2007

Figure 60: Incidence of using more or less soy-based food and drinks compared to a year ago, by age, September 2007

Figure 61: Incidence of using more or less soy-based food and drinks compared to a year ago, by income, September 2007

Reasons for increasing soy-based food and drink consumption compared to a year ago

Figure 62: reasons for using more soy-based food and drinks compared to year ago, by age, September 2007

Choice of healthy lifestyle and consumption of soy-based food and drinks

Figure 63: Health and lifestyle practices and consumption of soy-based food and drinks, September 2007

Healthy lifestyle followers

Figure 64: Health or lifestyle practices, by age, May 2007

The Consumer: Choice of Retail Channels

Retail Channel preferences

Choice of retail channels to purchase soy-based food and drinks

Figure 65: Choice of retail channel to purchase soy-based food and drinks, by gender, September 2007

Figure 66: Choice of retail channel to purchase soy-based food and drinks, by income, September 2007

Figure 67: Choice of retail channel to purchase soy-based food and drinks, by race/ethnicity, September 2007

Future and Forecast

Future trends

Market growth amid declining health-benefit claims of soy

Soy-ingredients suppliers’ efforts towards improved taste and texture

Soy-based protein—original base in food recipes rather than a meat substitute

Increasing incidence of obesity and soy

Figure 68: Percentage of population who are overweight or obese, 20-74 years of age, 1988-2004

Bundling soy health benefits with other ingredients

New soy-based product development beyond bars and beverages

Ethnic or gourmet soy-based entrees

Soy is moving beyond bars and beverages

Market forecast

FDM soy-based food and drinks

Figure 69: Forecast of total U.S. FDM sales of soy-based food and drinks, at current and constant prices, 2007-12

Soy-based energy bars

Figure 70: Forecast of U.S. FDM sales of soy-based energy bars, at current and constant prices, 2007-12

Soymilk

Figure 71: Forecast of U.S. FDM sales of soymilk, at current and constant prices, 2007-12

Soy-based meat substitutes

Figure 72: Forecast of U.S. FDM sales of soy-based meat substitutes, at current and constant prices, 2007-12

Other soy-based food

Figure 73: Forecast of U.S. FDM sales of other soy-based food, at current and constant prices, 2007-12

Forecast factors

Appendix: Trade Associations

Appendix: Cohort Definitions

Figure 74: Married couples cohorts

Figure 75: Single women cohorts

Figure 76: Single men cohorts

Abstract

The soy-based food and drinks market exhibited virtually flat growth during 2002-07. Mintel takes an in-depth look at issues challenging the market, as well as bright spots responsible for market growth. Mintel’s unique research reveals how consumer attitudes and behavior are responsible for the changing market environment.

The report provides in-depth coverage on:

• Products that are experiencing a decline in usage frequency among certain demographics, and why
• How women, younger consumers and ethnic households are driving growth
• Why the low-carb craze propelled the market forward and how the passing of the fad negatively influenced the market
• Which innovations are driving the market in the short term, and what opportunities lie ahead
• Why is bar consumption declining, and will the trend continue
• Which retail outlets are used by each demographic group
• Which attributes of soy are inhibiting market growth and which are driving it

Soy ingredients are widely used in a variety of foods. While reasons for using soy as an ingredient vary, this report focuses only on food and drinks in which soy is the principal or exclusive protein element, or which make a soy-based health-labeling claim. Therefore, a powdered protein drink that contains 25% soy protein and 75% milk protein would not be included.

The following items are included in this report:

• Soy-based energy bars
• Soymilk
• Soy-based frozen and refrigerated meat alternatives
• Other soy-based foods (cold cereal, frozen entrees, soy-based cheese and yogurt)

This report contains US IRI InfoScan data.

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