Dairy Alternatives Either on Shelf or Refrigerated
Integration, Separate "Health" Sets, and Store-Within-a-Store
Majority of Mass Merchandisers Offer Few Soy Foods
Targeting the Soy Consumer Through Organic Alliance
At the Retail Level: Health and Natural Product Stores
Soy-Based Products the Heart and Soul of Natural Product Store
Soy Products Sold in Several Locations
Health and Natural Product Store Margins
In-Store Demos Are Top Promotional Activity
An Increase in Store Advertising
Nutrition Important in Food Choices
Americans Trying Harder to Eat Healthfully
Consumers Increasingly Seek Information on Soy
Table 6-1: Health Information Sought by Food Shoppers in Past Month, 2000 and 1999 (percent): 8 Health Concerns
Sources of Soy Information
Whole Foods Survey Finds Motivator Is Health Improvement
Low Impact on Environment Important to Shoppers
USB: Nutritional Content of Food Remains Important to Consumers
Eating Healthy for Specific Reasons
Consumer Awareness of Soy on the Increase
Awareness of Tofu Highest
Majority Deem Soy Products "Healthy"
Table 6-2: Consumer Perception of Healthfulness of Soy, 1997-2000 (Percent)
Consumer Awareness of Soy's Benefits
Consumers Hear More About Soy
An Estimated 40 Million Use Soyfoods
Soy Protein Consumption Increases
Table 6-3: Consumer Use of Soy on a Weekly Basis, 1998-2000 (Percent)
Top Soy Products Tried by Consumers
Soy Products Purchased in Health and Natural Product Stores
Table 6-4: Soyfoods Purchased in Independent Health and Natural
Food Stores, 1998-2000 (percent): 6 Types of Food
More Than One in Three Have Tried Meat Substitutes
Soy Protein Added to Existing Foods Is Another Choice
Traditional Soyfood Customers
The Vegetarian Consumer
Types of Vegetarians
4.8 Million Vegetarians
Teenagers Choosing Vegetarianism
Market for Vegetarian Products Broader
Appendix I: Examples Of Consumer Advertising
Appendix II: Examples Of Consumer Promotions
Appendix III: Examples Trade Advertising And Promotions
Appendix IV: Addresses Of Selected Marketers
Appendix V: Addresses Of Selected Associations
NOTE: Appendices I-III are not included in the digital version of the report
This Packaged Facts study examines the $2.2 billion soyfoods industry. Find out what strategies are used in this exploding market, including new product innovations, acquisitions, and unique promotional programs. The report covers five product categories: Meat Alternatives; Dairy Alternatives; Snacks, Cereals, Breads; Bulk Soybeans; Meal Replacements/Protein Powders; and Other Soyfoods including soy sauce and miso. It profiles leading soyfoods producers such as Kellogg's, White Wave, and Lightlife Foods. The report projects sales trends through 2005 and provides insight into the factors shaping this market. Distributor trends and consumer attitudes and behaviors are also covered in detail.
Supermarkets Embrace Soyfoods To Become The Leading Retail Outlet
NEW YORK, NY – (November 1, 2000) – MarketResearch.com announced today the release of a new study “The U.S. Soyfood Market”, by Packaged Facts. Supermarkets account for the majority of soyfood sales, and sales through this channel are increasing in importance. With 60% of total soyfood sales taking place in the mass market, supermarkets are commanding a whopping 90% of those sales. Key marketers in the soyfood industry are focusing their attention on supermarkets as their main channel for growth. Forecasts indicate that the involvement of conventional food marketers will increase sales and expand awareness of soyfoods in mainstream markets. Overall market growth is projected to be $6 billion by 2005 being fueled by increased distribution of soyfoods in conventional mass-market outlets.
“Soy marketers see expansion coming from these larger outlets because they reach the masses, where soy is increasingly demand in a wide variety of products," said Claire Madden, VP of Marketing at MarketResearch.com. “Soyfood brands are important to supermarkets, as they give conventional groceries the reputation associated with carrying healthy and trendy products and keep their customers from purchasing soy items elsewhere.”
Consumers have a better understanding of diet and nutrition and are purchasing foods providing specific health benefits. 40 million consumers are using soyfood products that include meat alternatives (tofu, tempeh, veggie burgers etc.); dairy alternatives (soy milk, soy yogurts, soy cheese, etc.); grains, snacks and cereals containing soy; bulk fresh, frozen and dried soybeans; textured vegetable protein; meal replacements and protein powders that contain soy; and other soyfoods such as miso, soynut butter, soy sauce and tamari. Their interest in choosing a healthier way of life will drive soyfood sales as they view this food choice as a way to improve their overall wellbeing. With more and more conventional marketers offering soy products, mainstream consumers will begin to include soyfoods into their everyday meal planning.
Scope and Methodology
This report examines soyfoods manufactured into a variety of products and sold at retail, mainly through supermarkets and health and natural product stores. Products cov-ered include meat alternatives (tofu, tempeh, vegetarian burgers and frankfurters, meat-less luncheon slices, canned meat analogs, ground soyburger, and soy bacon); dairy alternatives (soymilk, soy creamers, soy yogurts, tofu-based butter alternatives, soy whipped toppings, soy cheese, and non-dairy desserts); grains, snacks, and cereals that contain soy; bulk fresh, frozen, and dried soybeans; textured vegetable protein; meal re-placements and protein powders that contain soy; and soy sauce, tamari, soynut butter, and miso. The report does not cover soy oil, margarine, soy supplements, or infant for-mulas.
The information in this report was obtained from both primary and secondary re-search. Primary research entailed in-depth, on-site examination of the soyfood market through store visits and interviews with marketers to obtain information on marketing, merchandising, and new-product trends. Secondary research entailed data gathered from sources such as trade and consumer publications, newspapers, government reports, finan-cial reports, company literature, and corporate annual reports. Revenues and revenue growth rates are based on secondary research confirmed through primary interviews with professional organizations, trade publications, and major players in the market.
In estimating total retail sales and sales growth for the soyfood industry, Packaged Facts has relied on data published by Natural Foods Merchandiser, supplemented by in-terviews with marketers, retailers, and other trade sources.
The consumer demographic information in this report is derived in part from the Seventh Annual National Report: Consumer Attitudes About Nutrition, published in February 2000 by the United Soybean Board (USB). The study was conducted by Osborn & Barr Communications and includes more than 800 random telephone surveys providing a sample that is consistent with the total U.S. population. Other data sources for con-sumer information include Trends 2000 from the American Dietetic Association (ADA), Shopping for Health 2000 and 1999, studies conducted for the Food Marketing Institute (FMI) and Prevention, and the 2000 survey from Whole Foods of readers of Better Nutri-tion, a health-oriented consumer publication with more than 470,000 copies distributed to more than 1,400 health and natural product stores in all 50 states.