Although soy has been used in packaged food and beverage products for decades, it continues to make new inroads and increase its appeal among U.S. consumers, especially those interested in health and nutrition. Particularly among natural food shoppers, there is a growing consensus that plant-based foods like soy, as opposed to animal-based foods, deliver unique, healthful benefits. At the same time, soy continues to “mainstream” into regular supermarkets and new product categories, from smoothies and energy drinks to cereals and baked goods. Helping to drive these trends, marketers are beginning to combine soy ingredients with other healthful ingredients, such as omega-3s and “superfruits,” to create unique products that are even more nutritious. Moreover, as consumer awareness of the many health benefits of soy grows—especially its FDA-approved “heart-healthy” attributes—soy’s use as an ingredient and attractiveness as a meal and snack choice can only increase.

This Packaged Facts report examines the U.S. market for soy foods and beverages sold to consumers at retail, through outlets including supermarkets, natural food stores and mass-merchandiser supercenters. These products include foods and beverages that are made entirely of soy, such as tofu and soymilk, as well as products with soy as a primary component, such as snack bars and smoothies. The report provides extensive retail sales breakouts along with an examination of market drivers, the competitive situation, marketing trends and consumer trends, including growing consumer demand for healthier and more natural foods, the mainstreaming of soy products, and soy marketers’ increasing usage of environmental appeals in product marketing.

Report Methodology
Using Information Resources, Inc.’s InfoScan Review data, the report quantifies marketer and brand shares across 16 product categories, while using Simmons Market Research Bureau consumer survey data to quantify product and brand penetration levels and explore consumer attitudes toward soy products vis-à-vis related trend such as healthy eating and gourmet foods. New product introductions are quantified and examined in depth, based on Datamonitor’s Productscan Online tracking service and extensive Internet canvassing. The report also profiles major marketers of soy foods and beverages, including Kellogg Co., Dean Foods, Kraft Foods and Amy’s Kitchen, while examining the soy ingredient development initiatives of companies like Solae and AB Foods.

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