Soyfoods may be health
builders, but they re moving
far beyond health food stores
Sales of soyfoods in North America
have grown and matured in the past
20 years. They emerged into the
mainstream in the late 1990s and now
have established themselves as a viable
grocery category.
As aging baby boomers and increasingly
nutrition-conscious younger consumers
look to functional foods for their
overall health benefits, soy s appeal is
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Globally, soybeans are used in thousands
of food products. They have gained
a reputation as a triumvirate source of
high-satiety complete protein, healthy
vegetable oil, and desirable phytochemicals
such as isoflavones.
Increasing interest in healthy foods,
rising awareness of the importance of
functional ingredients, and demand for
low-cost protein ingredients have all
helped to increase worldwide sales of soy
over the past decade.
North American soyfood manufacturers
point to the U. S. FDA s 1999 approval
of a soy protein health claim as one market
driver behind solid growth in the soyfood
category. For the last decade, U. S.
foods containing 6.25 grams of soy protein
per serving have been allowed to state
While a similar health claim is not
allowed in Canada, spillover public relations
effects probably were one catalyst
helping to spur on a sales growth of soy
products across the country. The
growth in soyfood sales in Canada can
be attributed to a number of trends
healthier lifestyle and diet, more awareness
of soyfoods, better distribution and
retail shelf space, as well as new and
better-tasting products, says Peter Joe,
CEO of tofu manufacturer Sunrise Soya
Foods in Vancouver.
The Soyfoods Association of North
America says soyfood sales increased
from $300 million in 1992 to nearly $4
billion in 2007. Canadian industry estimates
are that retail sales of soyfoods in
Canada have more than doubled from
$150 million to over $350 million in the
past decade. Soy drinks lead the category
at just over $106 million in retail
