Health and nutrition opportunities appear endless: unleashing soyfoods' potential.

If you haven't tried soyfoods lately, you haven't tried soyfoods. A far cry from the meat extenders many of us remember not-so-fondly from the 70s, those involved with the soyfoods industry today say that better-tasting soyfoods offer a whole range of health and nutrition opportunities for producers and consumers alike. And the market appears lucrative for companies catering to consumer demands.

"ADM pioneered the use of soy protein 40 years ago with the development of TVP, textured vegetable protein. Since then we've been working with food manufacturers worldwide to help them add soy protein to products like snack foods, protein bars, soups, meats, beverages and more," says Graham Keen, vice president, corporate marketing, Archer Daniels Midland (ADM), Decatur, Ill. "No longer are soyfoods consumers only vegetarians. Many mainstream consumers buy soy products because of their great taste and their interest in how soy can factor into their health and welfare. Consumers are looking for lifestyle foods tailored to enhancing and contributing to their everyday lives."

Christopher Koetke, associate dean of the School of Culinary Arts, Kendall College, Evanston, Ill., says today's consumers are more open to soy. "My students don't the come to the table with the negative baggage about soy that the previous generation has. They are more ethnically inclined and very open to trying soyfoods," he says.

The United Soybean Board's (USB) 10th annual "Consumer Attitudes about Nutrition" study from 2003 backs these thoughts. The survey of 1,000 consumers found nearly three-quarters of U.S. consumers perceived soy products as healthy and think that soy may provide a healthier addition to their diet.

In fact, more people named specific health benefits of soy in the survey. More than one-third knew that consumption of 25 grams of soy protein a day can help reduce risk of coronary heart disease. In addition, many recognized soy as a way to help fight obesity, encourage weight loss and provide relief from menopausal and postmenopausal symptoms--including use as an alternative to hormone replacement therapy.

"Major U.S. food corporations are diving headfirst into the soyfoods market, whether it is beverages, snack foods, analogs or bars," says Keen. "Consumers are turning to soyfoods not just for lunch but for breakfast, dinner and snacks. Currently, there is a huge trend toward hand-held snacks and eating on the move, and many of these products incorporate soy protein."

"People no longer have to make a special trip to health food stores because good-tasting soy products are available on shelves of mainstream grocery stores and supermarkets," adds Geri Berdak, director of public affairs for The Solae Company, St. Louis.

"Food manufacturers are looking to satisfy consumer needs by producing great-tasting, convenient and better-for-you foods by incorporating soy into already-established or new brands. Large food company investment in soy products is a key driver behind growth in the category," Berdak adds. "Soyatech reports sales in soyfoods grew by 13.8 percent in 2002 to nearly $3.6 billion. The projection for 2004 is more than $4 billion."

Berdak says the Solae Company helps food companies effectively position products in the marketplace based on the health value of their protein ingredients. "We see that the low-carb craze presents a great opportunity for soy protein," Berdak says. "A recent study conducted by the Valen Group indicated nearly 60 million Americans are on a low-carb diet, and another 40 million are considering it. Food product manufacturers are looking for ways to create low-carb versions of nearly every food product, and Solae soy protein is a perfect solution."

Research has shown that soy protein naturally contains many nutrients important for health and lacks the saturated fat and cholesterol associated with some animal proteins. "In addition, soy protein is the only plant-based protein equal in quality to animal-based protein, which allows it great versatility in food product application," she continues. As an example, the Solae Company has developed a way to reduce carbs in baked products such as burger buns and pizza crusts. "Using Solae soy protein, we are able to help create high-quality bakery applications that contain nearly a 50-percent reduction in the carbohydrate level as compared to their traditional counterparts."

Taste is also key to market success. "ADM is addressing soyfoods trends by, first and foremost, ensuring that soyfoods taste great," confirms Keen. "Our R&D teams have worked for years to improve the taste and texture of all soyfood applications. Secondly, ADM is getting the word out on the health benefits of soybeans."

ADM offers its customers use of the NutriSoy branding program, which provides education on the health benefits of soyfoods through national advertising and marketing programs of the NutriSoy brand. NutriSoy is also a national presenting sponsor of American Heart Association Heart Walk events in more than 800 communities nationwide.

"With sales nearing $5 billion per year--roughly the size of the U.S. bottled water market--soyfoods have definitely gone mainstream," says Keen. "You will see soy incorporated into more foods in the near future as the market grows by 10 percent every year."

Soyfood Sales & Trends

* According to the 2003 Consumer Trends Report, one in six Americans consume soyfoods or soy beverages once a week or more.

* Soyfood sales in super/mass market outlets grew by 26.8 percent in 2002, Natural food supermarkets saw growth of 11.8 percent for soyfoods.

* Soymilk sales grew from $100 million in 1995 to nearly $600 million in 2002.

* The number of new soy-based products has increased 13.2 percent per year for the past three years. In 2002 there were:

580 soy-based energy bars, with 24.1 percent of sales

366 soy-based meal replacements and powders, with 18.5 percent of sales

328 soymilk beverages, representing 16.3 percent of sales

318 soy meat alternatives and 236 tofu products

Sources: Soyfoods 2003 & Beyond: Global & U.S. Perspectives, presented by Peter Golbitz, Soyatech, at the 11th USB/SANA Soy Symposium, Chicago, Oct. 2003, and Consumer Attitudes About Nutrition, United Soybean Board, National Report 2002-2003.