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Soy Food and Beverages - US - March 2011

The soy food and beverages market declined 14% during 2008-10 in FDMx and natural supermarkets combined, reaching an estimated $2.6 billion in 2010. While some of this is due to the recession and consumers cutting back on somewhat premium-priced soy-based items, competition from other healthy foods is also challenging the industry. Additionally, good tasting grain-based milk alternatives are luring consumers away from soy, thus hampering sales.

That said, soy enjoys a healthy image compared with the meat and dairy products that it frequently replaces. Soy’s FDA health claim (soy protein lowers the risk of coronary heart disease) also enhances this image.

Nevertheless, innovative new products and potential growth in new markets will continue to foster sales in the soy market.

In this report, Mintel answers the following questions:

  • Which consumer demographics are increasing usage of soy food and beverages, despite the unfavorable economic climate?
  • Among the 20 leading soy segments considered in this study: which fared best in terms of sales? Growth? Which are best poised for expansion in the future?
  • How does age affect which retail outlet consumers use to purchase soy food and beverages?
  • Which companies and brands lead sales in the soy food and beverages market? Why are some companies struggling to compete while others continue to shine?
  • What types of marketing claims are being used to attract consumer interest? What are major themes in television advertising, and how are social media outlets shaping brand image?
  • How are private label brands changing the market? Which companies lead new product development?
  • With soy’s market penetration doubling over the past five years, what differences exist among users by age, gender and household income? How can marketers and product developers meet their specific needs?
  • What key differences exist in the way that Hispanics and non-Hispanics use soy food and beverages, and how can marketers and retailers best target them?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer data
              • Advertising clips
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Soy sales slump with added competition
                        • Soy market led by energy bars and gels
                          • FDMx outlets lead soy food and beverages sales
                            • Leading companies have successful 2009-10
                              • Innovation driven by convenience, purity, and “low in” claims
                                • The soy food and beverages consumer
                                  • Usage and frequency
                                    • Reasons for using and avoiding soy food and beverages
                                    • Insights and Opportunities

                                      • Soy with an ethnic flair
                                        • Environmental message could help win new consumers
                                          • Blended benefits of soy and grains
                                            • Sports drinks
                                            • Inspire Insights

                                                • Trend: Totophobia
                                                  • Too much of a good thing?
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Alternatives to soy dim hope for higher sales
                                                        • Ethnic consumers important for future growth
                                                          • Gluten-free market emerges as new hope for growth
                                                            • Sales and forecast of soy food and beverages
                                                              • Figure 1: Sales of soy food and beverages in FDMx and natural supermarkets, at current prices, 2008-12
                                                              • Figure 2: Sales of soy food and beverages in FDMx and natural supermarkets, at inflation-adjusted prices, 2008-12
                                                            • Fan-chart forecast
                                                                • Figure 3: Fan-chart forecast for soy food and beverages in FDMx and natural supermarkets, at current prices, 2008-12
                                                            • Market Drivers

                                                                • High obesity remains a national challenge, and presents soy opportunity
                                                                  • Figure 4: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2006
                                                                  • Figure 5: Incidence of presently watching/controlling diet, May 2004-June 2009
                                                                • Dieting adults seeking low-fat, low-sugar food—great fit for soy
                                                                  • Figure 6: Incidence of presently watching/controlling diet, May 2004-June 2009
                                                                • Young adult population growing slower than average
                                                                  • Figure 7: Population, by age, 2006-16
                                                                • Growth in Hispanic population likely promises growth
                                                                  • Figure 8: Population, by race and Hispanic origin, 2006-16
                                                                • Market suffers negative effects from the recession
                                                                  • Prevalence of food allergens increases demand for soy
                                                                    • Figure 9: Percentage of children under age 18 years who had a reported food or digestive allergy in the past 12 months, by age group, United States, 1997-2007
                                                                • Competitive Context

                                                                  • Key points
                                                                    • Competition increasing in wellness, protein, and allergy markets
                                                                      • Alternative protein sources
                                                                        • Heart healthy ingredients rising
                                                                          • Whole grain
                                                                            • Growing competition from other dairy substitutes
                                                                                • Figure 10: Nutritional and taste comparison for soymilk, rice milk, coconut milk, and cow’s milk
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Sales decline amid price increases and increased competition
                                                                                  • Unified message on environment could help win favor with consumers
                                                                                    • Dairy alternative segments struggling against competition
                                                                                      • Sales of top 20 soy food and beverages segments in FDMx and natural markets
                                                                                        • Figure 11: Sales of top 10 soy food and beverages segments in FDMx and natural markets, 2008-10
                                                                                        • Figure 12: Sales of next 10 soy food and beverages segments in FDMx and natural markets, 2008-10
                                                                                    • Leading Soy Segments

                                                                                      • Energy bars and gels positioned to capitalize on wellness trend
                                                                                        • Baby food
                                                                                          • Figure 13: Birth rate and per capita income comparisons, 2000-08
                                                                                        • Dairy alternative segments struggling against competition
                                                                                          • Meat alternatives
                                                                                            • Cold cereals--benefits of health hampered by taste and price
                                                                                              • Refrigerated juices and functional drinks
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • FDMx channel sensitive to performance of popular soy foods
                                                                                                    • Natural food stores showcase new products
                                                                                                      • Sales of soy food and beverages, by channel
                                                                                                        • Figure 14: FDMx sales of soy food and beverages, by channel, 2008-10
                                                                                                        • Figure 15: New soy food and drink product launched by year, branded versus private label, 2006-10
                                                                                                    • Leading Companies

                                                                                                      • Key points
                                                                                                        • Silk Almond milk sales cannibalizes Silk soymilk
                                                                                                          • Similac recall stifles sales
                                                                                                            • New product innovation sparks sales for Clif Bar
                                                                                                              • Sales of soy food and beverages by manufacturer in FDMx and natural supermarkets
                                                                                                                • Figure 16: Manufacturer sales of soy food and beverages in FDMx and natural supermarkets, 2009 and 2010
                                                                                                            • Innovations and Innovators

                                                                                                              • New product launches rebound in 2010
                                                                                                                • Figure 17: Soy food and beverage product* launches, 1999-2010
                                                                                                              • Convenience and “low/no” claims lead the soy market
                                                                                                                • Figure 18: Top 15 claims on soy food and beverage product* launches, 2006-10
                                                                                                              • Soy sauce’s and soy protein’s presence in foods
                                                                                                                • Figure 19: Soy food and beverage product* launches, by category, 2006-10
                                                                                                              • Convenient preparation and packaging
                                                                                                                • Purity claims
                                                                                                                  • Meeting the wellness needs with “low/no” claims
                                                                                                                  • Marketing Strategies

                                                                                                                    • Overview
                                                                                                                      • Kikkoman
                                                                                                                        • Figure 20: Kikkoman Ponzu, “Soy sauce and citrus juice mix together in harmony,” TV ad, 2010
                                                                                                                        • Figure 21: Kikkoman soy sauce, “Subtle, sophisticated, the essence of Asian cuisine,” TV ad, 2010
                                                                                                                      • Morningstar Farms
                                                                                                                        • Figure 22: Morningstar Farms Grillers, “Green lid opens to a deck cookout, ketchup, woman bites,” TV ad, 2010
                                                                                                                      • SOYJOY
                                                                                                                        • Figure 23: SOYJOY, “Hand dumps a vial of extra nourishment into box of food,” TV ad, 2010
                                                                                                                        • Figure 24: SOYJOY, “People think new product is moister and fruitier,” TV ad, 2010
                                                                                                                        • Figure 25: SOYJOY, “Now baked more delicately,” TV ad, 2010
                                                                                                                      • Online and social media integration
                                                                                                                      • Household Usage of Soy Food and Beverages

                                                                                                                        • Key points
                                                                                                                          • Household usage of soy food and beverages
                                                                                                                            • All types of soy food and beverages
                                                                                                                              • Figure 26: Household usage of soy food and beverages, November 2010
                                                                                                                              • Figure 27: Personal usage of soy food and beverages, by household income, November 2010
                                                                                                                            • Meat alternatives
                                                                                                                              • Figure 28: Meat alternative usage, product and brand, by age, July 2009-September 2010
                                                                                                                              • Figure 29: Meat alternative usage, product and brand, by household income, July 2009-September 2010
                                                                                                                            • Personal usage of soy food and beverages
                                                                                                                              • Figure 30: Personal usage of soy food and beverages, by gender, November 2010
                                                                                                                              • Figure 31: Personal usage of soy food and beverages, by age, November 2010
                                                                                                                            • Personal usage frequency with soy food and beverages
                                                                                                                              • Figure 32: Personal usage frequency of soy food and beverages, November 2010
                                                                                                                            • Shifts in usage frequency for soy food and beverages
                                                                                                                              • Figure 33: Shifts in usage frequency for soy food and beverages, by age, November 2010
                                                                                                                              • Figure 34: Shifts in usage frequency for soy food and beverages, by household income, November 2010
                                                                                                                          • Reasons for Using Soy Food and Beverages

                                                                                                                            • Key points
                                                                                                                              • Reasons for using soy food and beverages
                                                                                                                                • Figure 35: Reasons for using soy food and beverages, by age, November 2010
                                                                                                                                • Figure 36: Reasons for usage of soy food and beverages, by household income, November 2010
                                                                                                                            • Outlets Where Consumers Buy Soy Food and Beverages

                                                                                                                              • Key points
                                                                                                                                • Outlets where consumers buy soy food and beverages
                                                                                                                                    • Figure 37: Outlets Where Consumers Buy Soy Food and Beverages, by age, November 2010
                                                                                                                                    • Figure 38: Outlets Where Consumers Buy Soy Food and Beverages, by household income, November 2010
                                                                                                                                    • Figure 39: Outlets Where Consumers Buy Soy Food and Beverages, by presence of children, November 2010
                                                                                                                                • The Soy Avoider

                                                                                                                                  • Key points
                                                                                                                                    • Reasons why nonusers avoid soy
                                                                                                                                      • Figure 40: Reasons why nonusers avoid soy food and beverages, by age, November 2010
                                                                                                                                    • Soy alternatives that nonusers prefer
                                                                                                                                      • Figure 41: Soy alternatives that nonusers prefer, November 2010
                                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                                    • Key points
                                                                                                                                      • Who is the healthy consumer?
                                                                                                                                        • Figure 42: Interest/participation in healthy lifestyle options, by race/Hispanic origin, November 2010
                                                                                                                                      • Personal usage of soy food and beverages
                                                                                                                                        • Figure 43: Personal usage of soy food and beverages, by race/Hispanic origin, November 2010
                                                                                                                                      • Shifts in usage frequency with soy food and beverages
                                                                                                                                        • Figure 44: Shifts in usage frequency with soy food and beverages, by race/Hispanic origin, November 2010
                                                                                                                                      • Reasons why consumers use soy food and beverages
                                                                                                                                        • Figure 45: Reasons for using soy food and beverages, by race/Hispanic origin, November 2010
                                                                                                                                    • Cluster Analysis

                                                                                                                                        • Beanies
                                                                                                                                          • Demographics
                                                                                                                                            • Characteristics
                                                                                                                                              • Opportunity
                                                                                                                                                • Healthers
                                                                                                                                                  • Demographics
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Tasters
                                                                                                                                                          • Demographics
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Opportunity
                                                                                                                                                                • Cluster characteristics
                                                                                                                                                                  • Figure 46: Soy clusters, December 2010
                                                                                                                                                                  • Figure 47: Interest/participation in healthy lifestyle options, by soy clusters, December 2010
                                                                                                                                                                  • Figure 48: Personal usage of soy food and beverages, by soy clusters, December 2010
                                                                                                                                                                  • Figure 49: Reasons for using soy food and beverages, by soy clusters, December 2010
                                                                                                                                                                • Cluster demographics
                                                                                                                                                                  • Figure 50: Soy clusters, by gender, December 2010
                                                                                                                                                                  • Figure 51: Soy clusters, by age group, December 2010
                                                                                                                                                                  • Figure 52: Soy clusters, by household income, December 2010
                                                                                                                                                                  • Figure 53: Soy clusters, by race, December 2010
                                                                                                                                                                  • Figure 54: Soy clusters, by Hispanic origin, December 2010
                                                                                                                                                                • Cluster methodology
                                                                                                                                                                • Custom Consumer Groups

                                                                                                                                                                  • Soy usage by health cluster
                                                                                                                                                                    • Key points
                                                                                                                                                                      • Personal usage of soy food and beverages
                                                                                                                                                                        • Figure 55: Personal usage of soy food and beverages, by health classification, November 2010
                                                                                                                                                                      • Reasons why consumers use soy food and beverages
                                                                                                                                                                          • Figure 56: Reasons for usage of soy food and beverages, by health classification, November 2010
                                                                                                                                                                        • Shifts in usage frequency with soy food and beverages
                                                                                                                                                                            • Figure 57: Shifts in usage frequency for soy food and beverages, by health classification, November 2010
                                                                                                                                                                          • Soy usage by natural/organic usage and vegetarian diet
                                                                                                                                                                            • Personal usage of soy food and beverages
                                                                                                                                                                              • Figure 58: Personal usage of soy food and beverages, by natural/organic usage and vegetarian diet, November 2010
                                                                                                                                                                              • Figure 59: Shifts in usage frequency for soy food and beverages, by natural/organic usage and vegetarian diet, November 2010
                                                                                                                                                                          • Appendix—Healthy Consumers

                                                                                                                                                                            • Who is the healthy consumer?
                                                                                                                                                                              • Figure 60: Interest/participation in healthy lifestyle options, by age, November 2010
                                                                                                                                                                              • Figure 61: Interest/participation in healthy lifestyle options, by household income, November 2010
                                                                                                                                                                              • Figure 62: Interest/participation in healthy lifestyle options, by education level, November 2010
                                                                                                                                                                            • How consumers evaluate their own health
                                                                                                                                                                                • Figure 63: Health self-evaluation, by age, November 2010
                                                                                                                                                                                • Figure 64: Health self-evaluation, by household income, November 2010
                                                                                                                                                                                • Figure 65: Health self-evaluation, by race/Hispanic origin, November 2010
                                                                                                                                                                            • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                • Figure 66: Shifts in usage frequency for soy food and beverages, by presence of children, November 2010
                                                                                                                                                                                • Figure 67: Reasons for using soy food and beverages, by gender, November 2010
                                                                                                                                                                                • Figure 68: Reasons why nonusers avoid soy food and beverages, by household income, November 2010
                                                                                                                                                                            • Appendix—Trade Associations

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • Abbott Laboratories
                                                                                                                                                                              • American Dietetic Association (ADA)
                                                                                                                                                                              • American Heart Association, Inc.
                                                                                                                                                                              • American Herbal Products Association
                                                                                                                                                                              • American Medical Association (AMA)
                                                                                                                                                                              • American Soybean Association
                                                                                                                                                                              • Amy's Kitchen Inc.
                                                                                                                                                                              • Boca Foods Company
                                                                                                                                                                              • Clif Bar Inc.
                                                                                                                                                                              • Corn Refiners Association, Inc.
                                                                                                                                                                              • CVS Caremark Corporation
                                                                                                                                                                              • Dean Foods Company
                                                                                                                                                                              • Food Allergy & Anaphylaxis Network (FAAN)
                                                                                                                                                                              • Food and Drug Administration
                                                                                                                                                                              • Food Marketing Institute
                                                                                                                                                                              • General Mills Inc
                                                                                                                                                                              • Grocery Manufacturers of America (GMA)
                                                                                                                                                                              • Kashi Co. Inc.
                                                                                                                                                                              • Kellogg Company
                                                                                                                                                                              • Kikkoman Corporation
                                                                                                                                                                              • Kraft Foods Inc.
                                                                                                                                                                              • Marlow Foods Ltd (Quorn)
                                                                                                                                                                              • Morningstar, Inc.
                                                                                                                                                                              • National Nutritional Foods Association
                                                                                                                                                                              • Nature's Path Foods Inc
                                                                                                                                                                              • Nestlé USA
                                                                                                                                                                              • Organic Trade Association
                                                                                                                                                                              • Quaker
                                                                                                                                                                              • Snack Food Association (SFA)
                                                                                                                                                                              • Soyfoods Association of North America
                                                                                                                                                                              • Trader Joe's Company Inc
                                                                                                                                                                              • U.S. Department of Agriculture
                                                                                                                                                                              • United Soybean Board (USB)
                                                                                                                                                                              • Vegetarian Resource Group, The
                                                                                                                                                                              • Walgreen Co
                                                                                                                                                                              • Whole Foods Market Inc
                                                                                                                                                                              • Wm. Bolthouse Farms Inc.

                                                                                                                                                                              Soy Food and Beverages - US - March 2011

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