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The U.S. Market for Soy Foods and Beverages: Volume 2 in the series

Chapter 1: Executive Summary
Scope of Report and Methodology

  • Scope of the Report
  • Report Methodology
  • The Products
  • Types of Soyfoods
  • The Six Product Categories

The Market

  • Dietary Guidelines Benefit Soy
  • Market Size and Growth
  • 2002 Retail Sales Estimated at $3.6 Billion
  • Sales to Reach $6.6 Billion by 2007
  • Table 1-1: The U.S. Market for Soy-based Foods and Beverages,
  • Sales by Product Category
  • Table 1-2: Share of U.S. Sales by Product Category: By Dollar and Percent Share, 2002
  • Americans Aware of Soy Benefits
  • NLEA Health Claim for Soy
  • Ruling Creates Assurance for Mainstream Consumers
  • Aging Population Drives Soyfood Sales
  • Sports Nutrition Market Provides Opportunity
  • Major Food Industry Players Foray Into Soy-based Foods
  • Supplier Initiatives in Soy Research and Development
  • Organic Market Development Boosts Soy Market
  • Pending Patent Issues Limit Market Growth
  • Shorter Product Life Cycles

The Competitive Situation

  • Significant Soy Marketers
  • Conventional Marketers Acquire Soyfood Companies
  • Major Players in Different Categories
  • A Case for Consolidation
  • Marketers Compete Primarily Through Product Innovations
  • Growth Through Mergers and Acquisitions
  • Unique Ingredients Expected to Draw Consumers
  • Striving to Feed Foreign Markets
  • Leveraging Technological Strength
  • New Products and New Product Trends
  • Innovative Suppliers Propel New Product Development
  • Supplier-Marketer Synergy
  • Research in Soy Staples Soy Ventures into the Wine and Spirits Category
  • Marketing Trends
  • Building New Brands and Extensions
  • Retailers Entering Into Tie-Ups for Targeting Specific Consumers
  • Exchanging Ideas With Suppliers: The Key to Innovation
  • Advertising Trends and Expenditures
  • Simplification of Brands

Retail and Foodservice Strategies

  • Two Distinct Channels
  • Warehouse Delivery System Widely Used in Mass-Market
  • Independent Distributors Widely Used in Natural Product Stores
  • Health and Natural Product Distributors
  • Ethnic Food Distributors Serve Asian Grocers
  • Retail Trends
  • Working Closely With Key Suppliers
  • Foodservice Strategies

The Consumer

  • Nutrition Important in Food Choices
  • Consumers Increasingly Seek Information on Soy
  • Soy Deemed as “Healthy” by Consumers
  • First-Time Soy Consumers on the Rise
  • Consumer Spending Patterns
  • Men as Likely as Women to Consume Soyfoods
  • Reasons for Use of and Resistance to Soyfoods

Trends and Opportunities

  • The Wellness Trend: The Future of Functional Beverages
  • Flavor Trends in Soy Beverages
  • Soybean Research and Development

Chapter 2: The Products

  • Ingredients
  • Tofu
  • Tempeh
  • Soymilk
  • Okara
  • Soy Protein Concentrates and Isolates
  • Textured Vegetable Protein

Six Main Categories of Soyfoods

  • Meat Alternatives
  • Dairy Alternatives
  • Grains, Snacks, and Cereals
  • Bulk Soybeans
  • Meal Replacements and Protein Powders
  • Other Soyfoods
  • Consumer Segmentation
  • Table 2-1: Key Consumer Groups and Soyfoods Consumed

Chapter 3: The Market

  • Swelling Tide: The 90’s Soyfood Boom
  • Regulatory Issues: The FDA and the FTC
  • Soy Health Labeling Claims
  • Dietary Guidelines
  • rBGH’s Implications for Soy
  • GMO’s Impact on Industry
  • Organic Agriculture Prohibits GMOs

Market Size and Growth

  • Market Is Difficult to Monitor
  • 2002 Retail Sales Estimated Close to $3.6 Billion
  • Table 3-1: U.S. Retail Sales of Soyfoods, 1998-2002
  • Figure 3-1: U.S. Retail Sales of Soyfoods, 1998-2002
  • Share by Product Category
  • Table 3-2: Share of U.S. Sales by Product Category: By Dollar and Percent Share, 2002
  • Figure 3-2: Share of U.S. Sales by Product Category: By Percent Share, 2002
  • Factors Affecting Market Growth
  • Catalysts to Growth
  • Americans Aware of Soy Benefits
  • NLEA Health Claim for Soy
  • Ruling Creates Assurance for Mainstream Customers
  • Aging Population Drives Soyfood Sales
  • Table 3-3: Percent Distribution of U.S. Population by Age Bracket, 1996-2010, From Age Under 5 to Age 65 and Over
  • Sports Nutrition Market Provides Opportunity
  • Major Food Industry Players Foray Into Soy-based Foods
  • Growing Number of Soymilk Consumers
  • Acceptance of Soymilk as an Alternative to Cow’s Milk
  • Supplier Initiatives in Soy Research and Development
  • Fiber Fascination
  • Organic Market Development Boosts Soy Market
  • A Place for Soy in the Expanding Yogurt Market
  • Improving Tastes of Soy Beverages
  • Demand for Isoflavones Boost Several Soyfood Segments
  • Organic Product Development
  • Inhibitors to Growth
  • Pending Patent Issues Limit Market Growth
  • Need for More Clear-cut Legislation
  • Rising Soybean Oil Prices
  • Danger Posed by the Wrong Marketing Message
  • Taste Could Prevent Repeat Purchases by Conventional Consumers
  • Shorter Product Life Cycles

Projected Market Growth

  • Overall Market to Reach $6.65 Billion by 2007
  • Table 3-4: Projected U.S. Retail Sales of Soyfoods, 2002-2007
  • Figure 3-3: Projected Retail Sales of Soyfoods, 2002-2007

Chapter 4: The Competitive Situation

  • Significant Soy Marketers
  • Conventional Food Manufacturers Acquire Soyfood Companies
  • Major Players in Meat Alternatives
  • Conventional Beverage Kings Gain Foothold in Soy Beverages Market
  • Protein Battles
  • Soy Beverage Market Leaders
  • Leading Tofu Marketers
  • Major Marketers of Dairy Alternatives
  • Innovators in Meal Replacement and Protein Powders
  • Other Soyfoods Marketers
  • A Case for Consolidation
  • Table 4-1: The U.S. Soyfood Market: Selected Marketers by Brand Line and Product

Marketer and Brand Shares

  • Silk Leads in Soymilk Category
  • Leading Brands in Dairy Alternatives
  • Major Brands in Meat Alternatives

Competitive Situation: Overall Market

  • Marketers Compete Primarily Through Product Innovations
  • Growth Through Mergers and Acquisitions
  • Unique Ingredients Expected to Draw Consumers
  • Striving to Feed Foreign Markets
  • Leveraging Technological Strength
  • Competitive Situation: Meat Alternatives
  • Established Players Work on New Product Development
  • Unique Textured Concentrates are in the Limelight
  • Kraft and Boca Introduce New Meatless Products
  • Competitive Situation: Dairy Alternatives
  • Flavor Leadership in Soy Beverages
  • Soymilk for Slimming
  • Sports and Energy Drinks Marketers Include Soy in their Portfolio
  • Coffee Craze Propels Soymilk Distribution
  • Competitive Focus: Other Soy Products
  • R&D for Health and Taste
  • Acquisitions for Sharper Business Focus
  • AdvantaSoy Markets Isoflavones as Dietary Supplements
  • Unique Flavor Blends
  • Ingredient Manufacturers Concentrate on Flavor Enhancement
  • Competitive Situation: Non-Dairy Desserts
  • Presence in Mainstream Supermarkets
  • Strategies for Distribution

Marketer Profiles

  • Marketer Profile: Eden Foods
  • Pasta and Soy
  • Standing Strong
  • Product and Brand Strategies
  • Marketer Profile: Imagine Foods (The Hain Celestial Group)
  • Kosher and Health
  • Strategic Acquisition
  • Product Strategy
  • Marketer Profile: Kellogg Co.
  • Firm in Food Sector
  • Foraying Into New Markets
  • Strategic Imperatives
  • Marketer Profile: Lightlife Foods (ConAgra)
  • From Commodity to Consumer Goods
  • Meaty Products With Soy
  • Marketer Profile: Turtle Island Foods
  • Shunning GMOs
  • Toward Organic and Ecology
  • Products and Promotions
  • Marketer Profile: White Wave (Dean Foods)
  • The Dairy King
  • Acquiring for Growth
  • Marketer Profile: Vitasoy
  • Creating a Niche in Refrigerated Soymilk Category
  • Product Strategies and Promotions

Chapter 5: New Products and New Product Trends

  • 800 New Products in 2002
  • The Role of Isoflavones in New Product Development
  • Innovative Suppliers Propel New Product Development
  • Novelty in Product and Process Development
  • Supplier-Marketer Synergy
  • Food Companies Create Newer Soy Foods for Women
  • Research in Soy Staples
  • Ingredient Innovation Spurs Growth in Meat Alternatives
  • Table 5-1: The U.S. Soyfood Market: Selected New Product Introductions, 2002 - 2003
  • Bars and Breakfast Cereals Show Promise
  • Wider Use of Soy Protein
  • Customizing Soyfoods to Suit Genetic Variations
  • Dairy Alternatives Blended With Soymilk
  • Soy Ventures Into the Wine and Spirits Category

Chapter 6: Promotional and Advertising Trends

  • Vying for the Women’s Wellness Pie
  • Tailoring Women-Specific Soy Supplements
  • Me-Too Products Sabotage Best Marketing Efforts
  • Building New Brands and Extensions
  • Retailers Entering Into Tie-Ups for Targeting Specific Consumers
  • Gable Top Packaging for Competitive Advantage
  • “Pursuit of Perfection”: Emphasizing Quality

Advertising Trends and Expenditures

  • Advertising Difficult to Monitor
  • Print Advertising the Preferred Medium
  • Television Advertising to Increase
  • White Wave’s Aggressive Ad Campaign

Advertising Positioning

  • Simplification of Brands
  • The Slogan Wave
  • Boasting Health Benefits
  • “Cultured Beverages” Positioned at Kids
  • Targeting “Healthy Optimists”

Promotional Activities

  • DuPont’s Branding Program: Taking Soy Protein From Niche to Mainstream
  • Scooby-Doo Promotion Jumpstarts the Soy Juice Category
  • Branding for Integrated Health and Wellness
  • Consumer Centers for Food Related Information
  • Websites for Easy Location of Products
  • Product Speaks: The Couponing Strategy
  • The Meatless Party

Chapter 7: Retail and Foodservice Strategies

  • Two Distinct Channels
  • Warehouse Delivery System Widely Used in Mass-Market
  • Independent Distributors Widely Used in Natural Product Stores
  • Health and Natural Product Distributors
  • Ethnic Food Distributors Serve Asian Grocers
  • Private Label Brand Initiatives of Retailers in Ingredient Category

Retail Trends

  • Trends in Mass Markets
  • Soyfoods Outpace Other Food Categories
  • Entry of Major Food Marketers Boost Supermarket Sales
  • Marketer-Retailer Dynamics
  • Category Management: Superstores Set Up Destination Points
  • Soymilk Sales to Saturate in Food, Drug and Mass Merchandiser Channels
  • Organic Foods in Supermarkets: A Store Inside a Store
  • Trends in Health and Natural Product Stores
  • Fast-Growing Categories: Convenience is the Key

Product-Price Comparison

  • Table 7-1: Retail Price Comparison by Brand: Dairy Alternatives (Package size): 22 Products
  • Table 7-2: Retail Price Comparison by Brand: Beverages (Package Size): 28 Products
  • Table 7-3: Retail Price Comparison by Brand: Soy Snack Bars (Package Size): 18 Products
  • Table 7-4: Retail Price Comparison by Brand: Soy Infant Foods (Package Size): 10 Products

Foodservice Strategies

  • Improving Profitability
  • Soy-Themed Restaurants
  • Starbucks and Soy: Perfect Together

Chapter 8: The Consumer

  • Nutrition Important in Food Choices
  • American Taste Buds
  • Consumers Increasingly Seek Information on Soy
  • Sources of Soy Information
  • Table 8-1: Sources of Consumer Information on Soy and Health
  • Soy Deemed as “Healthy” by Consumers
  • Table 8-2: Consumer Association of Health Benefits of Soy in 2002
  • Consumers Increasingly Seek Food Functionality
  • Natural Ingredients Attract Consumers
  • Brand Preferences Influenced By Consumer Ideals
  • First-Time Soy Consumers on the Rise
  • Consumer Spending Patterns
  • Meeting the Weight Loss Challenge
  • Opinion Leadership of Soy Users
  • Remarkable Levels of Women’s Awareness
  • Product Failures Put Off Consumers
  • Lactose Intolerance Might Increase Soy Consumption

Consumer Use

  • 20.9% Americans Consumed Soy Products in 2002
  • Men as Likely as Women to Consume Soyfoods
  • Table 8-3: Consumer Use of Soy on a Weekly Basis, 1999-2002
  • Figure 8-1: Half the U.S. Population are Potential Consumers of Soymilk
  • Price Fall in Soymilk Category Likely to Spur Sales
  • A Dash of Soy Protein to Existing Foods
  • Increasing Demand for Organic Foods: Opportunities for Soy

Consumer Profiles

  • Traditional Soyfood Consumers
  • The Vegetarian Consumer
  • Overall Health the Top Reason for First-time Soy Use
  • Table 8-4: Top 10 Reasons for Soy Usage
  • Top Reason for Ceasing Usage of Soyfoods is Taste
  • Table 8-5: Reasons for Stopping Usage of Soyfoods and Beverages

Demographic Characteristics

  • Soy Usage in Adults by Age Group
  • Table 8-6: Soy Users by Age Group
  • Education and Income High in Soy Users
  • Soy Usage by Presence of Children in Households
  • Table 8-7: Soy Usage by Presence of Children in Household

Consumer Focus

  • The Simmons Survey System
  • Consumer Data are Limited
  • Product Usage Rates
  • Table 8-8: Consumer Overview for Soyfoods, Fall 2002 (percent)
  • Consumer Focus: Liquid Breakfast/Nutritional Supplements
  • Table 8-9: Demographic Factors Favoring the Most Often Use of Nutritional Supplements: Nutrisoy, Fall 2002
  • Consumer Focus: Soymilk
  • Table 8-10: Demographic Factors Favoring the Most Often Use of Soymilk, Fall 2002
  • Consumer Focus: Soybean Salad Oil
  • Table 8-11: Demographic Factors Favoring the Most Often Use of Soybean Salad Oil, Fall 2002
  • Consumer Focus: Meat Alternatives-Tempeh/Seitan and Tofu
  • Table 8-12: Demographic Factors Favoring the Most Often Use of Unbranded Meat Alternatives: Tempeh/Seitan vs. Tofu, Fall 2002
  • Consumer Focus: Branded Meat Alternatives
  • Table 8-13: Demographic Factors Favoring the Most Often Use of Amy’s Kitchen Meat Alternatives, Fall 2002
  • Table 8-14: Demographic Factors Favoring the Most Often Use of Boca Burger Meat Alternatives, Fall 2002
  • Table 8-15: Demographic Factors Favoring the Most Likely Use of Gardenburger Meat Alternatives, Fall 2002
  • Table 8-16: Demographic Factors Favoring the Most Often Use of Lightlife Meat Alternatives, Fall 2002
  • Table 8-17: Demographic Factors Favoring the Most Often Use of Morningstar Farms Meat Alternatives, Fall 2002
  • Table 8-18: Demographic Factors Favoring the Most Often Use of Natural Touch Meat Alternatives, Fall 2002
  • Table 8-19: Demographic Factors Favoring the Most Often Use of White Wave Meat Alternatives, Fall 2002
  • Table 8-20: Demographic Factors Favoring the Most Often Use of Yves Meat Alternatives, Fall 2002
  • Usage Levels of Soyfoods
  • Categories for Comparison
  • Usage of Certain Soyfoods
  • Table 8-21: Usage of Soy Sauce: Overall Adults vs. Adults Aged 25-34 Years and 45-64 Years, Fall 2002
  • Table 8-22: Usage of Teriyaki: Overall Adults vs. Adults Aged 25-34 Years and 45-64 Years, Fall 2002
  • Table 8-23: Usage of Tempeh/Seitan: Overall Adults vs. Adults Aged 25-34 Years and 45-64 Years, Fall 2002
  • Table 8-24: Usage of Tofu: Overall Adults vs. Adults Aged 25-34 Years and 45-64 Years, Fall 2002
  • Table 8-25: Usage of Amy’s Kitchen Meat Alternatives: Overall Adults vs. Adults Aged 25-34 Years and 45-64 Years, Fall 2002
  • Table 8-26: Usage of Boca Burger Meat Alternatives: Overall Adults vs. Adults Aged 25-34 Years and 45-64 Years, Fall 2002
  • Table 8-27: Usage of Gardenburger Meat Alternatives: Overall Adults vs. Adults Aged 25-34 Years and 45-64 Years, Fall 2002
  • Table 8-28: Usage of Lightlife Meat Alternatives: Overall Adults vs. Adults Aged 25-34 Years and 45-64 Years, Fall 2002
  • Table 8-29: Usage of Morningstar Meat Alternatives: Overall Adults vs. Adults Aged 25-34 Years and 45-64 Years, Fall 2002
  • Table 8-30: Usage of Natural Touch Meat Alternatives: Overall Adults vs. Adults Aged 25-34 Years and 45-64 Years, Fall 2002
  • Table 8-31: Usage of White Wave Meat Alternatives: Overall Adults vs. Adults Aged 25-34 Years and 45-64 Years, Fall 2002
  • Table 8-32: Usage of Yves Meat Alternatives: Overall Adults vs. Adults Aged 25-34 Years and 45-64 Years, Fall 2002

Chapter 9: Trends and Opportunities

  • Soluble Soy Protein: The Safety Side
  • The Wellness Trend: The Future of Functional Beverages
  • Flavor Trends in Soy Beverages
  • Flavors to Suit Different Demographic Profiles
  • Advent for Fusion Beverages
  • Research in Specialty Food Ingredients
  • Economic Advantages for Soy Meat Alternatives
  • Changes in School Lunch Regulations
  • The Health Movement: Witnessing the Protein Paradigm
  • Pediatricians Favoring Soy Infant Formulas
  • Soybean Research and Development
  • Growing Market for Vegetarian Foods

It’s in frozen desserts, cans of chili, frozen dinners, pizza, sausages and hot dogs, smoothies and even lattes. It’s soy, and soy-based foods and beverages are competing ever more strongly with meat and dairy products as an essential part of what’s for breakfast, lunch and dinner (and snacks inbetween). With a growing percentage of teens claiming themselves to be vegetarian (or being open to it), and the increasing variety and forms of soy-based foods entering the marketplace, the market for soy-based foods and beverages has never been stronger. The U.S. Market for Soy-based Foods and Beverages, volume 2 in the series The U.S. Market for Wellness Foods and Beverages, offers a comprehensive and fresh look at the burgeoning soy market. Which players dominate the market, and who’s ready to enter and compete? What defines a soy customer - and are they soy-exclusive or willing to go back and forth? And if so, what products are soy-fine, and what others are less palatable? The U.S. Market for Soy-based foods answers these questions, and lays out the trends, strategies and opportunities that will present themselves in the soy market.

The U.S. Market for Wellness Foods and Beverages
The U.S. Market for Soy-based Foods and Beverages is the second volume of Packaged Facts’ new 3-volume market research series, The U.S. Market for Wellness Foods and Beverages. This series is the executive’s guide to the new frontier of wellness oriented food and beverage consumption in this country. Here are expertly analyzed quantitative and qualitative data on market size and growth (covering both mass and prestige outlets), societal trends, and the competitive situation for three popular and growing food and beverage categories: Organic, Functional Foods and Soy-Based Foods and Beverages.

The other reports in this series are:
The U.S. Market for Organic Foods and Beverages
The U.S. Market for Functional Foods and Beverages

About our Editorial Partners
Packaged Facts is proud to have the expert collaboration of Marr Barr Communications (www.marrbarr.com) as our editorial partners in the publication of this series. Marr Bar Communications is a strategic marketing and communications agency specializing in socially responsible businesses. Liz Marr and Amy Barr have more than 35 years of consumer and business marketing experience, including experience as senior executives at Horizon Organic Dairy. Their clients include food and household consumer packaged goods companies.

Report Methodology
The information in The U.S. Market for Wellness Foods and Beverages is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the organic, soy and functional foods markets and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2002) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2002. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

This series looks at every segment of the organic foods/beverages, soy-based foods/beverages and functional foods/beverages markets, examining trends for growth and projecting sales of products through 2007. It analyzes consumer demographics and their current and projected impact on sales of "wellness" foods and beverages. It provides up-to-date competitive profiles of marketers of organic, soy-based and functional foods and beverages - including a look at smaller, up-and-coming companies - and discusses the influence of demographic trends as a driver of retail trends. The series also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the wellness industry.

What You’ll Get in this Report
The U.S. Market for Wellness Foods and Beverages is a brand-new series that offers a unique perspective on the burgeoning market for organic, soy-based and functional foods and beverages. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Wellness Foods and Beverages offers. The individual volumes within the series address the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail Strategies
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll to see a more detailed outline of the contents of the individual volume reports in this series.

How You Will Benefit from this Report
If your company is already competing in the wellness market, or is considering making the leap, you will find this series invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for wellness foods and beverages, as well as projected sales and trends through 2007. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the wellness foods and beverages based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for wellness food and beverage products
  • Research and development professionals stay on top of competitor initiatives and explore demand for products in the organic, soy and functional food and beverage arenas.
  • Advertising agencies working with clients in food and beverage industries understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


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