• 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