The U.S. Soyfoods Market

 
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Published Nov 1, 2000 | 150 Pages | Pub ID: LA595

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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.
  1. Executive Summary
    Scope and Methodology
    The Products
    • Types of Soyfoods
    • The Six Product Categories
    • Historical Overview
    • Nutrition Laws Benefit Soy

    Size and Growth of the Market
    • 2000 Retail Sales Estimated at $2.7 Billion
    • Sales to Reach $6 Billion by 2005
    • Table 1-1: The U.S. Market for Soyfoods: Retail Sales, 1996-2005 (Dollars)
    • Sales by Product Category
    • Table 1-2: Share of U.S. Soyfood Sales by Product Category: By
    • Dollar and Percent Share, 2000 (in millions): 6 Product Categories
    • Mass-Market Outlets Are Leading Sector
    • FDA Soy Claim Increases Awareness
    • Ruling Creates Assurance for Mainstream Customers
    • A Health-Aware Population
    • Aging Population Drives Soyfood Sales
    • Growing Hispanic and Asian Populations Expand Market
    • Vegetarianism Taking Early Root
    • Natural Food Marketers Gear Up for Mainstream
    • Growth of Soyfoods Is in Conventional Channels
    • Conventional Producers Embrace Soyfoods
    • Concern over Food-Safety Draws Consumers to Soyfoods

    The Marketers
    • Significant Soy Marketers
    • Conventional Marketers Acquire Soyfood Companies
    • Leaders in Meat Alternatives
    • Soy Beverage Leaders
    • Leading Tofu Marketers
    • Cheese and Other Dairy Alternative Leaders
    • Grain, Snack, and Cereal Leaders
    • Bulk Soyfood Suppliers
    • Meal Replacement and Protein Powder Innovators
    • Other Soyfood Marketers
    • Marketers Compete Through Product Introductions
    • Growth Through Mergers and Acquisitions
    • Marketers Offer Branded Ingredients
    • Technological and Plant Innovations Increase Capacity
    • Unique Ingredients and Formulas Draw Consumers
    • Updated Packaging
    • Soy Protein Content Listed
    • New Product Trends

    Distribution and Retail
    • Two Distinct Channels
    • Mass-Market Products: Warehouse Delivery Used Most
    • Natural Food Products: Independent Distributors Used Most
    • Health and Natural Product Distributors
    • Ethnic Food Distributors Service Asian Grocers
    • Margins for the Two Channels Differ
    • Supermarkets Claim 60% of Sales
    • Table 1-3: Share of U.S. Soyfood Sales by Retail Outlet Type, 2000 (percent): 7 Retail Outlet Types, Other

    The Consumer
    • Nutrition Important in Food Choices
    • Americans Try to Eat Healthfully
    • 31% Seek Information on Soy's Health Benefits
    • Eating Healthy for Specific Reasons
    • Consumer Awareness of Soy on the Increase
    • Majority Deem Soy Products "Healthy"
    • An Estimated 40 Million Use Soyfoods
    • Increase in Trial of Soyfoods
    • More Soy Consumers in Health and Natural Product Stores
    • Soy Protein Added to Existing Foods Is Another Choice
  2. The Products
    Scope of the Report
    • Food Products Made with Soy
    • Products Not Covered

    History of the Industry
    • Soybeans: An Ancient Food of Asia
    • Soybeans Arrive in the New World in the 18 th Century
    • Kellogg Family Makes First Meat Analogs
    • Seventh-day Adventists and Others Produce Tofu and Meat Alternatives in the 1920s
    • Henry Ford Early Proponent of Soybeans
    • Soy Products Commercially Developed in the 1940s
    • Vegetarianism and Macrobiotic Movements Create Soy Boom in the 1970s
    • Soy-based Dairy Alternatives
    • Growth of Soyfoods Booming

    Product Description
    • Description of Ingredients

    Product Breakouts
    • Six Main Categories of Soyfood Products
    • Meat Alternatives
    • Dairy Alternatives
    • Grains, Snacks, and Cereals
    • Bulk Soybeans
    • Meal Replacements and Protein Powders
    • Other Soyfoods

    Government Regulations
    • The FDA and the FTC
    • Soy Health Labeling Claims
    • Dietary Guidelines
    • rBGH's Implications for Soy
    • GMOs' Impact on Industry
    • Organic Agriculture Prohibits GMOs

    Industry Associations
    • American Soybean Association
    • Organic Trade Association
    • Soyfoods Association of North America
    • Soy Protein Council
    • United Soybean Board
    • The Vegetarian Awareness Network/Veganet
  3. The Market
    Market Size and Growth
    • Market Is Difficult to Monitor
    • 2000 Retail Sales Estimated at Close to $2.7 Billion
    • Table 3-1: U.S. Retail Sales of Soyfoods, 1996-2000 (dollars)

    Market Composition
    • Share by Product Category
    • Table 3-2: Share of U.S. Soyfood Sales by Product Category: By Dollar and Percent Share, 2000 (in millions): 6 Product Categories
    • Supermarkets the Leading Outlet
    • Health and Natural Product Stores Claim 33% of Sales
    • Natural Food Supermarkets Claim 25% of Sales
    • Asian Grocers Cater to Ethnic Populations
    • Table 3-3: Share of U.S. Soyfood Sales by Retail Outlet Type, 2000 (percent): 7 Retail Outlet Types, Other

    Factors Affecting Market Growth
    • FDA Soy Claim Increases Awareness
    • Ruling Creates Assurance for Mainstream Customers
    • A Health-Aware Population
    • Aging Population Drives Soyfood Sales
    • Table 3-4: Percent Distribution of U.S. Population by Age Bracket, 1995-2005 (percent): From Age Under 5 to Age 65 and Over
    • Growing Hispanic and Asian Populations Expand Market
    • Vegetarianism Taking Early Root
    • Natural Foods Marketers Gear Up for Mainstream Distribution
    • Growth of Soyfoods Is in Conventional Channels
    • Conventional Producers Embrace Soyfoods
    • Concern Over Food-Safety Issues Draws Consumers to Soyfoods
    • GMOs Another Food Safety Issue
    • Organic Soyfood Sales Will Climb
    • Dietary Guidelines Revised to Include Soy
    • Studies Show Soy Helps to Lower Cholesterol
    • Women Embrace Soy to Combat a Variety of Health Concerns
    • Exposure in School Meal Plans
    • Pricing Continues to Limit Market for Highly Processed Items
    • Foodservice Distribution Limited
    • Bovine Growth Hormone Controversy Spurs Non-Dairy Option
    • Taste Could Prevent Repeat Purchases by Conventional Consumers
    • Safety Issues a Concern for Mass-Market Consumers

    Projected Market Growth
    • Overall Market to Reach $6 Billion by 2005
    • Table 3-5: Projected U.S. Retail Sales of Soyfoods, 2000-2005 (dollars)
  4. The Marketers
    The Marketers
    • About 70 Significant Marketers
    • Conventional Marketers Acquire Soyfood Companies
    • Natural vs. Conventional Soyfood Marketers
    • Meat Alternatives: Natural Product Players
    • Meat Alternatives: Conventional Players
    • The Leaders in Soy Beverages
    • The Tofu Kings
    • Cheese and Dairy Alternative Market Leaders
    • The Leaders in Non-Dairy Desserts
    • Soy Snack Food, Grain, and Cereal Leaders
    • Bulk Soyfood Suppliers
    • Meal Replacement and Protein Powder Innovators
    • Soy Sauce, Miso, and Soynut Butter Marketers
    • Table 4-1: The U.S. Soyfood Market: Selected Marketers by Brand Line and Product (127 marketers)

    Marketer and Brand Shares
    • Kellogg's Worthington Foods Number-One Seller in Mass Market
    • The Meatless Burger Leaders
    • ConAgra's Lightlife Heads Refrigerated Meat Alternatives
    • Westsoy and White Wave Lead in Dairy Alternatives
    • Leading Brands in Health and Natural Product Stores
    • Table 4-2: Leading Soyfood Products Distributed by Nature's Best;
    • By Product Segment, 1 st Quarter 2000 (Company/Brand/Product

    Competitive Situation: Overall Market
    • Marketers Compete Primarily Through Product Introductions
    • Growth Through Mergers and Acquisitions
    • Marketers Compete by Offering Branded Ingredients
    • Technological and Plant Innovations Increase Capacity

    Competitive Situation: Meat Alternatives
    • Conventional Marketers Compete with Existing Companies
    • Newcomers Make Immediate Impact in Mass Market
    • Unique Ingredients Draw Consumers
    • Tofu Wars Escalate: Innovation Key

    Competitive Situation: Dairy Alternatives
    • Soymilk Wars Continue: Based on Price and Promotion
    • Dairy Case New Battle Ground
    • Conventional Marketers Enter Category
    • Specialty Items Help Marketers Carve Out Space

    Competitive Situation: Non-Dairy Desserts
    • Retail Space Limited for Frozen Desserts
    • Soy Yogurt Companies Revitalize and Introduce Products
    • Cheese Marketers Battle It Out on Shelf

    Competitive Focus: Other Soy Products
    • Soy Cereals New, Wide Open Market
    • Manufacturers Add Soy to Pasta
    • Soy Meal Replacements Compete on Price

    Competitive Profile: Eden Foods, Inc.
    • Company Overview
    • Company History
    • Edensoy Is Company Flagship Product
    • Other Soy Products
    • Market Share Decline in Natural Stores
    • Mass Market Soy Sales Up
    • Commitment to Organics

    Competitive Profile: Imagine Foods, Inc.
    • Company Overview
    • Company History
    • Move into Soy
    • Company Increases Soy Offerings
    • Power Dream Plods Along
    • Product Marketing and Distribution
    • Manufacturing Expansion

    Competitive Profile: Kellogg Co.
    • Company Overview
    • Brands Containing Soy
    • Company Acquires Kashi
    • Kellogg Targets Burger Market with Worthington Acquisition
    • History of Worthington
    • Smart Start Soy Cereal
    • New Soy Products

    Competitive Profile: Lightlife Foods, Inc. (ConAgra, Inc.)
    • Company Overview
    • July 2000 Purchase by ConAgra
    • History of Lightlife Foods
    • Line of Lightlife Brands Extensive
    • Alliance Brings Benefits
    • Advertising and Promotion
    • Continued Innovation

    Competitive Profile: Turtle Island Foods, Inc
    • Company Overview
    • Company History
    • Vegetarian Product Line
    • Upgraded Manufacturing Facility
    • Tofurky Is Company's Top Bird
    • Tofurky Spin-offs
    • Promotions

    Competitive Profile: Vitasoy USA, Inc
    • Company Overview
    • Diverse Brands
    • Company History
    • Acquisitions and Growth
    • Refrigeration and Niche Products Highlight Product Innovation
    • Advertising and Promotion

    Competitive Profile: White Wave, Inc.
    • Company Overview
    • Product Offerings
    • In the Beginning There Was Tofu
    • Alliance with Dean Foods
    • Silk Fastest-Growing Product
    • Revamp of Silk Yogurt Line
    • Soy Sales Soar Due to Health Benefits
    • Expansion of New Facilities
    • Convenience, Upscale Marketing
    • Future Prospects

    Competitive Profile: The WholeSoy Co
    • Company Overview
    • Company History
    • Yogurt in Top 10 of Category
    • Frozen GlacĂ© Line Successful
    • Fresh Soymilk Plans Still on the Horizon
    • New Product Ideas

    Marketing Trends
    • Updated Packaging
    • Innovative Containers Sell Product
    • Soy Protein Content Listed
    • Sophisticated Marketers List Isoflavone Content
    • GMO-Free; Organic the Next Step
    • Pushing into New Distribution Channels

    New Product Trends
    • Product Introductions Rising
    • Table 4-3: The U.S. Soyfood Market: Number of Product Introductions, 1995-2000* (shelf-keeping units)
    • Variety of Soyfoods Growing
    • Table 4-4: Soyfood Product Introductions by SKU by Type of Product Share, 2000*-1995 (Percent)
    • More Meat-like Products
    • Convenience Is Key
    • Single-Serve Is Big
    • Low Fat Still Desired
    • Organic Not Sought by Conventional Marketers; Still Important to Core
    • Products Geared Toward Demographics: Specifically Women
    • New Flavors and Varieties; Many Gourmet and Upscale
    • Ethnic, Especially Thai and Asian, Fusion
    • Mixing Soy with Grains, Juice, and Other Ingredients
    • Table 4-5: The U.S. Soyfood Market: Selected New Product Introductions, January 1999 - June 2000

    Advertising Expenditures
    • Advertising Difficult to Monitor
    • Print Advertising the Preferred Medium
    • Smaller Marketers Gaining Higher Profiles
    • Television Advertising Increasing
    • Newspaper Advertising on the Rise

    Advertising Positioning
    • Soy Health Claim Overlying Theme
    • No GMOS Here
    • The New Yummy Food
    • Convenient to Use
    • Global Implications of Happy Cows
    • Soy Is Groovy
    • Traditional Food Images Used to Woo Mass Market
    • Examples of Consumer Advertising

    Consumer Promotions
    • Money-Off Coupons from Several Companies
    • Coupon Booklets Offer Promotional Opportunities
    • Web Sites the New Ad Frontier
    • Vegetarianism Supported by Various Organizations
    • Earth Day a Natural for Soyfoods
    • Examples of Consumer Promotions

    Trade Advertising and Promotions
    • Trade Promotions Necessary
    • Key Trade Publications
    • Trade Ads Serve to Educate Retailers
    • Examples of Trade Advertising and Promotions
  5. Distribution And Retail
    At the Distribution Level
    • Two Distinct Channels
    • Mass-Market Products: Warehouse Delivery Used Most
    • Natural Food Products: Independent Distributors Used Most
    • Health and Natural Product Distributors
    • Distributors Offer Wide Range of Services
    • Direct Buying
    • Drop Shipments Lessen Evil of Direct Buying
    • Several Large Distributors Dominate Natural Product Channel
    • Specialty Distributors Service Independent Groceries
    • Margins for the Two Channels Differ
    • Brokers Support Marketers' Sales Efforts
    • Value of In-House Sales Staffs

    At the Retail Level
    • Mass-Market Outlets Are Leading Sector
    • Supermarket Soy Sales Gain Importance
    • Asian Grocers the Traditional Outlet for Some Products
    • Table 5-1: Share of U.S. Soyfood Sales by Retail Outlet Type, 2000
    • (percent): 7 Retail Outlet Types, Other
    • Product Price Comparison
    • Table 5-2: Retail Price Comparison by Brand: Meat Alternatives (package size): 7 Products
    • Table 5-3: Retail Price Comparison by Brand: Soymilk (package size): 8 Products
    • Table 5-4: Retail Price Comparison by Brand: Soy Cheese (package size): 5 Products

    At the Retail Level: Mass Market
    • Conventional Grocer Margins
    • Store Placement of Meat Alternatives
    • 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
  6. The Consumer
    Consumer Attitudes
    • 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

    Consumer Use
    • 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