See Also: Milk & Dairy Alternative Beverages in the U.S. | Organic Beverages in the U.S.

TABLE OF CONTENTS i

TABLE OF EXHIBITS iv

DEFINITIONS USED IN THIS REPORT vii

INTRODUCTION ix

---

CHAPTER

1. THE U.S. SOY MARKET

The National Soy Market pg..........1

• Overview pg..........1
• Consumer Perceptions pg..........7

The National Soymilk Market pg..........9

• Overview pg..........9
• Seasons pg..........12
• Issues pg..........12

Exhibits pg..........15

2. SOY BEVERAGE TYPES

Soy Beverage Types pg..........29

• Overview pg..........29
• Soymilk pg..........32
• Sports Nutrition/Weight Loss pg..........34
• Soy Infant Formulas pg..........37
• Soy/Fruit Blends pg..........39

Exhibits pg..........43

3. SOY BEVERAGE PACKAGING

Soy Beverage Packaging Types pg..........57

• Overview pg..........57
• Aseptic Packaging pg..........58
• Plastic Containers pg..........61
• Paper Containers pg..........62
• Glass Containers pg..........64

Exhibit pg..........65

4. SOY BEVERAGE FLAVORS

Soy Beverages by Flavor pg..........71

• Overview pg..........71
• Volume pg..........72
• Retail Sales pg..........73

Exhibits pg..........79

5. THE LEADING SOY BEVERAGE COMPANIES AND THEIR BRANDS

The Leading Companies pg..........83

• Overview pg..........83

DEAN FOODS pg..........85

• Overview pg..........85
• Marketing pg..........91
• Management pg..........97

HAIN CELESTIAL GROUP pg..........99

• Overview pg..........99
• Marketing pg..........103
• Management pg..........107

STREMICKS HERITAGE FOODS pg..........109

• Overview pg..........109
• Marketing pg..........111
• Management pg..........112

ORGANIC VALLEY pg..........113

• Overview pg..........113
• Marketing pg..........113

ODWALLA pg..........114

• Overview pg..........114
• Marketing pg..........115

VITASOY pg..........118

• Overview pg..........118
• Marketing pg..........118
• Management pg..........122

PACIFIC FOODS pg..........123

• Overview pg..........123
• Marketing pg..........123

PULMUONE WILDWOOD pg..........125

• Overview pg..........125
• Marketing pg..........125

WHOLESOY & COMPANY pg..........127

• Overview pg..........127
• Marketing pg..........127

SUNRICH pg..........129

• Overview pg..........129

EDEN FOODS pg..........130

• Overview pg..........130
• Marketing pg..........130

OTHER SOY COMPANIES pg..........133

• Overview pg..........133
• Food and Beverage Companies pg..........134

Exhibits pg..........135

6. SOY BEVERAGE DISTRIBUTION

Soy Beverage Distribution Channels pg..........141

• Overview pg..........141
• Volume pg..........142

Exhibits pg..........144

7. SOY BEVERAGE COMPANY ADVERTISING EXPENDITURES

Advertising Expenditures by Company pg..........147

• Overview pg..........147

Advertising Expenditures by Media pg..........151

• Overview pg..........151

Exhibits pg..........153

8. DEMOGRAPHICS OF THE SOY BEVERAGE CONSUMER

Users of Soy Beverages in the U.S. pg..........159

• Overview pg..........159
• Age pg..........160
• Education pg..........161
• Occupation pg..........162
• Marital Status pg..........163
• Ethnicity pg..........164
• Income pg..........164

Exhibit pg..........167

9. THE PROJECTED U.S. SOY BEVERAGE MARKET

The Projected National Soy Beverage Market pg..........169

• Overview pg..........169
• Volume pg..........172
• Retail Sales pg..........173

Exhibits pg..........176

EXHIBIT

1. THE U.S. SOY MARKET

1.1 U.S. Soyfoods Market Retail Sales 1990 – 2009 pg..........15

1.2 U.S. Soyfoods Market Estimated Retail Sales by Category 2005 – 2009 pg..........16

1.3 U.S. Soyfoods Market Share of Retail Sales by Category 2005 – 2009 pg..........17

1.4 U.S. Soyfoods Market Change in Retail Sales by Category 2006 – 2009 pg..........18

1.5 U.S. Soyfoods Market Estimated Number of Soyfood Products 2000 – 2009 pg..........19

1.6 U.S. Soyfoods Market Percentage of Consumers Who View Soy as Healthy 1998 – 2009 pg..........20

1.7 U.S. Soyfoods Market Top 10 Soy Products by Awareness 2006 – 2009 pg..........21

1.8 U.S. Soyfoods Market Types of Soy Products Actually Ordered in Restaurants 2009 pg..........22

1.9 U.S. Soyfoods Market Unaided Awareness of Specific Soy Health Perceptions 2009 pg..........23

1.10 U.S. Soymilk Market Estimated Soymilk and Dairy Alternative Beverage Retail Sales 1997 – 2009 pg..........24

1.11 U.S. Soymilk Market Top 10 Markets' Sales in Grocery, Drug and Mass Merchandisers 2005 – 2009 pg..........25

1.12 U.S. Soymilk Market Top 10 Markets' Share of Sales in Grocery, Drug and Mass Merchandisers 2005 – 2009 pg..........26

1.13 U.S. Soymilk Market Top 10 Markets' Change in Sales in Grocery, Drug and Mass Merchandisers 2006 – 2009 pg..........27

1.14 U.S. Soymilk Market Quarterly Volume Shares 2004 – 2009 pg..........28

2. SOY BEVERAGE TYPES

2.15 U.S. Soy Beverage Market Volume 1998 – 2009 pg..........43

2.16 U.S. Soy Beverage Market Estimated Volume by Segment 2004 – 2009 pg..........44

2.17 U.S. Soy Beverage Market Share of Volume by Segment 2004 – 2009 pg..........45

2.18 U.S. Soy Beverage Market Change in Volume by Segment 2005 – 2009 pg..........46

2.19 U.S. Soy Beverage Market Retail Sales by Segment 2004 – 2009 pg..........47

2.20 U.S. Soy Beverage Market Share of Retail Sales by Segment 2004 – 2009 pg..........48

2.21 U.S. Soy Beverage Market Change in Retail Sales by Segment 2005 – 2009 pg..........49

2.22 U.S. Soy Beverage Market Retail Sales by Chilled vs. Ambient 2005 – 2009 pg..........50

2.23 U.S. Soy Beverage Market Share of Retail Sales by Chilled vs. Ambient 2005 – 2009 pg..........51

2.24 U.S. Soy Beverage Market Change in Retail Sales by Chilled vs. Ambient 2006 – 2009 pg..........52

2.25 U.S. Soymilk Market Share of Volume Sales by Region 2004 – 2009 pg..........53

2.26 U.S. Soymilk Market Estimated Soymilk Spending by Cities 2005 – 2009 pg..........54

2.27 U.S. Soymilk Market Share of Soymilk Spending by Cities 2005 – 2009 pg..........55

2.28 U.S. Soymilk Market Change in Soymilk Spending by Cities 2006 – 2009 pg..........56

3. SOY BEVERAGE PACKAGING

3.29 U.S. Soy Beverage Market Retail Sales by Single– vs. Multi–Serve Split 2005 – 2009 pg..........65

3.30 U.S. Soy Beverage Market Share of Retail Sales by Single– vs. Multi–Serve Split 2005 – 2009 pg..........66

3.31 U.S. Soy Beverage Market Change in Retail Sales by Single– vs. Multi–Serve Split 2006 – 2009 pg..........67

3.32 U.S. Soy Beverage Market Volume by Package Type 2006 – 2009 pg..........68

3.33 U.S. Soy Beverage Market Share of Volume by Package Type 2006 – 2009 pg..........69

3.34 U.S. Soy Beverage Market Change in Volume by Package Type 2007 – 2009 pg..........70

4. SOY BEVERAGE FLAVORS

4.35 U.S. Soy Beverage Market Volume by Flavor 2004 – 2009 pg..........77

4.36 U.S. Soy Beverage Market Share of Volume by Flavor 2004 – 2009 pg..........78

4.37 U.S. Soy Beverage Market Change in Volume by Flavor 2005 – 2009 pg..........79

4.38 U.S. Soy Beverage Market Retail Sales by Flavor 2004 – 2009 pg..........80

4.39 U.S. Soy Beverage Market Share of Retail Sales by Flavor 2004 – 2009 pg..........81

4.40 U.S. Soy Beverage Market Change in Retail Sales by Flavor 2005 – 2009 pg..........82

5. THE LEADING SOY BEVERAGE COMPANIES AND THEIR BRANDS

5.41 Leading Soymilk Brands Estimated Volume 2006 – 2009 pg..........135

5.42 Leading Soymilk Brands Share of Volume 2006 – 2009 pg..........136

5.43 Leading Soymilk Brands Change in Volume 2007 – 2009 pg..........137

5.44 Leading Refrigerated Soymilk Trademarks by Volume in Grocery Stores 2009 pg..........138

5.45 Leading Refrigerated Soymilk Trademarks by Dollars in Grocery Stores 2009 pg..........139

5.46 U.S. Soymilk Market Retail Price per Half Gallon of Soymilk by Brand in Grocery Stores 2009 pg..........140

6. SOY BEVERAGE DISTRIBUTION

6.47 U.S. Soy Beverage Market Estimated Volume by Distribution Channel 2006 – 2009 pg..........144

6.48 U.S. Soy Beverage Market Share of Volume by Distribution Channel 2006 – 2009 pg..........145

6.49 U.S. Soy Beverage Market Change in Volume by Distribution Channel 2007 – 2009 pg..........146

7. SOY BEVERAGE COMPANY ADVERTISING EXPENDITURES

7.50 U.S. Soy Beverage Market Advertising Expenditures by Leading Companies 2004 – 2009 pg..........153

7.51 U.S. Soy Beverage Market Share of Advertising Expenditures by Leading Companies 2004 – 2009 pg..........154

7.52 U.S. Soy Beverage Market Change in Advertising Expenditures by Leading Companies 2005 – 2009 pg..........155

7.53 U.S. Soy Beverage Market Estimated Advertising Expenditures by Media 2004 – 2009 pg..........156

7.54 U.S. Soy Beverage Market Estimated Share of Advertising Expenditures by Media 2004 – 2009 pg..........157

7.55 U.S. Soy Beverage Market Estimated Change in Advertising Expenditures by Media 2005 – 2009 pg..........158

8. DEMOGRAPHICS OF THE SOY BEVERAGE CONSUMER

8.56 Demographics of the Soy Beverage Consumer 2009 pg..........167

8.57 Demographics of the Dairy Alternative Beverage Consumer 2009 pg..........168

9. THE PROJECTED U.S. SOY BEVERAGE MARKET

9.58 The Projected U.S. Soy Beverage Market Volume and Change 1998 – 2014 pg..........176

9.59 The Projected U.S. Soy Beverage Market Retail Sales by Segment 2004 – 2014 pg..........177

9.60 The Projected U.S. Soy Beverage Market Retail Sales, Share and Change by Chilled vs. Ambient 2009 – 2014 pg..........178

9.61 The Projected U.S. Soy Beverage Market Retail Sales, Share and Change by Single– vs. Multi–Serve Split 2009 – 2014 pg..........179