Marketing soy for the future.

The United Soybean Board (USB) in 2003 found that nearly nine out of 10 consumers surveyed remain somewhat or very concerned about the nutritional content of food. During the past five years, seven in 10 consumers changed eating habits to address health or nutrition concerns. That, suggest food company and industry officials, is largely the marketing focus of the future.

"Continued growth means that large food companies will increase their attention and involvement in soyfoods," says John A. Schillinger, Ph.D., former Asgrow official and founder of Heartland Fields LLC, a soyfoods developer/ marketer in Iowa. "One area that will grow dramatically will be foodservice, where major distributors will participate more willingly to meet not just the requests of vegetarians but of average consumers who want to eat light--one meal a day, several times a week. Soyfoods will become more central in the strategies of large companies but also will permit small companies to grow significantly. There are still niches where smaller companies can participate in and realize a profit."

One such focus is obesity. With more than half the adult population overweight, obesity has gained national attention as a major health risk. In the USB survey, 62 percent agreed that consuming soy-based foods can play a role in reducing obesity.

Schillinger says this is especially so for young people. "Soyfoods can play an important role in providing healthful, nutritious, good-tasting food products," he says. "This is true from school lunch menus to foodservice channels and the mainstream groceries."

Consumers also want convenience. Christopher Koetke, associate dean of the School of Culinary Arts, Kendall College, Evanston, Ill., says consumers don't have time to cook, and soyfoods are easily prepared and packaged as ready-to-eat.

Schillinger expects to see steady growth, including some double-figure annual growth, for soymilk and beverages, soy meat alternative entrees and snack foods as a result of such consumer interest. Heartland Fields has prepared for the marketplace by selecting soybean varieties that are specifically developed for food applications.

"These patent-pending varieties contain uniquely high levels of protein, healthier oils and isoflavones, with none of the bad taste often associated with soy," Schillinger says. "Some varieties are selected for textured soy protein production, while others are selected for their fit in snack products or soy beverages."

The USB survey suggested that overall consumer awareness of soy products has increased significantly. Soymilk achieved an 89 percent awareness rating in 2003. Regular use of soymilk climbed to 17 percent in 2003, and the percentage of consumers who tried soymilk increased to 39 percent. Other products that increased in consumption included soy burgers, soy protein bars and edamame (green soybeans).

"The popularity of soymilk has definitely grown with the advent of better, milk-like flavors plus the shelving of the product in the refrigerated cases of the store next to dairy milk," says Schillinger. "I believe new flavor masking and improved technology will soon result in a soymilk product mostly indistinguishable from dairy milk. Thus sales of soymilk and other soy beverage products will grow."

Schillinger predicts further growth for meat alternatives and snacks as well. "According to recent market surveys, soy entrees are the fastest-growing meat-alternative product category," he says. "Given the attention of the largest snack food companies to soy-enriched chips and energy bars, future sales in those categories are also most promising."

Ultimately, Schillinger says taste will drive consumer demand. "That's the supreme factor in perking interest in soyfoods for most mainstream customers," he says. "When consumers don't feel as if they are giving up anything in order to eat nutritious food that helps them keep fit, people will choose soy products more and more. They want textures similar to familiar foods and product types that are easily and quickly served."

Koetke says the soyfoods industry is embracing that concept. New soy yogurts, cheeses and other products are beginning to offer the flavor and function of their traditional counterparts. "My premise is that you have to deliver flavor, and soy can do this," he says. "The soyfoods industry is facing a golden opportunity. Soy is positioned positively in the public eye, and the industry is positioned to take advantage of that."

Barb Baylor Anderson is a freelance writer based in Edwardsville, III.