Chapter 1 Executive Summary Scope and Methodology Scope of Report Exclusions Report Methodology The Products Consumer Health Awareness Drives

Transcription

1 Chapter 1 Executive Summary Scope and Methodology Scope of Report Exclusions Report Methodology The Consumer Health Awareness Drives Plant-Based Beverage Market Marketers of Plant Milks Focus on Natural and Organic Dietitians Heartily Support the Health Benefits of Plant-based Beverages Plant Milks Have Been Consumed for Centuries Consumers Choose Plant-Based Milks for a Number of Reasons Soymilk Health Impact Almond Milk Rice Milk Hemp Milk Coconut Milk Additional Varieties of Dairy Alternative Beverages Size and Growth of the Market 2011 U.S. Retail Sales Estimated at $1.33 Billion for All Dairy Alternative Beverages Table 1-1 U.S. Retail Sales of Dairy Alternative Beverages, (in millions of dollars) 2011 U.S. Retail Sales Estimated at Just Under $500 Million for Leading Refrigerated Dairy Alternative Beverages Table 1-2 U.S. Retail Sales of Leading Refrigerated Dairy Alternative Beverages, (in millions of dollars) 2011 U.S. Retail Sales Estimated at $115 Million for Leading Shelf-Stable Dairy Alternative Beverages Table 1-3 U.S. Retail Sales of Leading Shelf-Stable Dairy Alternative Beverages, (in millions of dollars) Packaged Facts Projects 2012 U.S. Retail Sales of Dairy Alternative Beverages at $1.38 Billion Table 1-4 Projected U.S. Retail Sales of Dairy Alternative Beverages, 2012 (in millions of dollars) U.S. Dairy Alternative Beverage Retail Sales Projected Exceed $1.7 Billion in 2016 Table 1-5 U.S. Retail Sales of Dairy Alternative Beverages, (in millions of dollars) The Marketers Private Label Move Front and Center Marketers Introduce Single-Serve Dairy Alternative Beverages The Dairy Alternative Beverage Market Primarily Comprises Small, Private Companies Marketers of Dairy Alternative Beverages Respond to Consumer Health, Social and Ethical Concerns Regulatory Policy and Legislative Issues The Food and Drug Administration Endorses the Health Benefits of Soy The Role of Isoflavones in Health

2 The Food Allergen Labeling and Consumer Protection Act of 2004 The USDA Position on the Term Natural The USDA Requirements for a Food or Beverage to Be Labeled Organic National Milk Producers Federation Petitions the FDA to Prohibit Use of the Word Milk Relating to Plant-Based Beverages Trends and New 51 Dairy Alternative Beverages Introduced to the U.S. Market Between January 1, 2007 and December 31, 2011 Table 1-6 Number of Dairy Alternative Beverage Product Introductions in the United States, New Packaging Technologies Dairy Alternative Beverages Enter the Espresso Mainstream The Consumer Consumers Have Increased Consumption of Dairy Alternative Beverages in the Past Five Years, With a Shift From Soymilk and Rice Milk to Almond Milk Almond Milk Gaining on Soymilk for Most Popular Dairy Alternative Beverage Table 1-7 Response to Question: Which Milk Alternatives Do You Drink/Use?, 2011 (percent) Half of Product Users Consumed Soymilk Five Years Age, Compared to 21% Who Consumed Almond Milk Five Years Ago Table 1-8 Response to Questions About Milk Alternative Consumption Trends, 2011 (percent of product users) Consumption of All Dairy Alternative Beverages Increases Substantially from 2006 to 2011, With Almond Milk Seeing the Biggest Gain Table 1-9 Response to Questions About Milk Alternative Use Five Years Ago, 2011 (percent of product users) Silk Soy Milk Leads the Pack As the Dairy Alternative Beverage Purchased Most Often by Consumers Table 1-10 Response to Question: Which Brand(s) of Milk Alternatives Do You Purchase Most Often?, 2011 Chapter 2 The Scope and Methodology Scope of Report Exclusions Report Methodology Overview First Plant-Based Beverage Introduced in 1983 Consumer Health Awareness Drives Plant-Based Beverage Market Marketers of Plant Milks Focus on Natural and Organic Dietitians Heartily Support the Health Benefits of Plant-based Beverages Ready Availability of Information on Nutrition and Ingredients Encourages Consumers to Choose Good-For-You Plant Milks Have Been Consumed for Centuries Consumers Choose Plant-Based Milks for a Number of Reasons

3 Concern about Cholesterol and Fat in Dairy The Marketing of Plant-Based Beverages Nutritional Comparison of Plant Milks Table 2-1 Nutritional Comparison of Selected Plant Milks Advances in Packaging Technologies Package Labeling and Graphics Quickly Provide Vital Information for Consumers New Size Options for Dairy Alternative Beverages Soymilk Origins of Soymilk Synching Up with Natural/Organic The Greening of Soy Health Impact Table 2-2 Nutritional Comparison of 2%-fat Cow s Milk to Unsweetened Soymilk Source: Packaged Facts Soy Beneficial for Prostate Health and Menopausal Symptoms Soymilk Production Not All Soymilks Are Made Equal Soymilk Varieties Table 2-3 Selected Soymilk Manufacturers and Their Brand Names Almond Milk A Brief History of Almond Milk Overview Almond Milk Is Fastest Growing Category Among Dairy Alternative Beverages Table 2-4 Nutritional Comparison of 2%-fat Cow s Milk to Unsweetened Almond Milk Calcium Content in Dairy Milk vs. Almond Milk Almond Milk vs. Soymilk Almond Milk in the Prevention of Heart Disease and Osteoporosis The Production of Almond Milk Not all Almond Milks Are Made Equal Almond Milk Flavors Table 2-5 Selected Almond Milk Manufacturers and Their Brand Names Rice Milk The Advantages of Rice Milk as a Dairy-free Alternative Calcium Content Table 2-6 Nutritional Comparison of 2%-fat Cow s Milk to Unsweetened Rice Milk Dietary Advisories About Rice Milk Concerns About Arsenic Levels in Rice Milk How Rice Milk Is Manufactured Ingredients in Rice Milk Common Rice Milk Flavors Cooking with Rice Milk Selected Rice Milk Manufacturers and Their Brand Names Table 2-7 Selected Rice Milk Manufacturers and Their Brand Names Hemp Milk A Brief History Overview

4 Nutritional Advantages of Hemp Milk Comparing Hemp Milk to Dairy Milk Table 2-8 Nutritional Comparison of 2%-fat Cow s Milk to Unsweetened Hemp Milk Nutrition in Hemp Milk Table 2-9 A Comparison of Amino Acid Content in Hemp Seeds and Cow s Milk Additional Nutritional Pluses of Hemp Milk Figure 2-1 The Nutritional Composition of Hemp Seeds Hemp Milk, Diabetes, and Cardiovascular Disease The Production of Hemp Milk Ingredients in Hemp Milk The Flavors of Hemp Milk Table 2-10 Selected Hemp Milk Manufacturers and Their Brand Names Coconut Milk Origins of Coconut Milk Health Impact Comparing Coconut Milk to Dairy Milk Table 2-11 Nutritional Comparison of 2%-fat Cow s Milk to Unsweetened Coconut Milk Table 2-12 Nutritional Profile of Unsweetened Coconut Milk The Flavors of Coconut Milk Table 2-13 Selected Coconut Milk Manufacturers and Their Brand Names. Additional Varieties of Dairy Alternative Beverages Flax Milk Flax Milk One of the Leading, Non-animal Sources of Omega-3 Fatty Acids Table 2-14 Nutritional Comparison of 2%-fat Cow s Milk to Sweetened Flax Milk Marketers of Flax Milk Table 2-15 Flax Milk Manufacturers and Their Brand Names Sunflower Milk The Nutritional Profile of Sunflower Milk Table 2-16 Nutritional Comparison of 2%-fat Cow s Milk to Sweetened Sunflower Milk Table 2-17 Selected Sunflower Milk Manufacturers and Their Brand Names Oat Milk Table 2-18 Pacific Foods Original Oat Milk Nutrient Profile Table 2-19 Nutritional Comparison of 2%-fat Cow s Milk to Unsweetened Oat Milk Only One Marketer of Oat Milk Hazelnut Milk Table 2-20 Nutritional Comparison of 2%-fat Cow s Milk to Sweetened Hazelnut Milk Only One Marketer of Hazelnut Milk Table 2-21 Pacific Foods Original and Chocolate Hazelnut Milk Nutrient Profile Chapter 3 Size and Growth of Market Note on IRI Data 2011 U.S. Retail Sales at $1.33 Billion Table 3-1 U.S. Retail Sales of Dairy Alternative Beverages, (in millions of dollars)

5 2011 Retail Sales at Just Under $500 Million for Leading Refrigerated Dairy Alternative Beverages Table 3-2 U.S. Retail Sales of Leading Refrigerated Dairy Alternative Beverages, (in millions of dollars) Retail Sales Estimated at $115 Million for Leading Shelf-Stable Dairy Alternative Beverages Table 3-3 U.S. Retail Sales of Leading Shelf-Stable Dairy Alternative Beverages, (in millions of dollars) Retail Sales Projected at $1.38 Billion for 2012 Table 3-4 Projected U.S. Retail Sales of Dairy Alternative Beverages, 2012 (in millions of dollars) U.S. Dairy Alternative Beverage Retail Sales Projected at $1.7 Billion in 2016 Table 3-5 U.S. Retail Sales of Dairy Alternative Beverages, (in millions of dollars) Table 3-6 U.S. Retail Sales of Soymilk and Selected Brands in Food, Drug and Mass- Market Stores, (in millions of dollars) Soymilk Loses Share but Remains the Market Leader Average Price Per Volume for Soymilk Brands Remains Essentially Unchanged from 2010 to 2011 Table 3-7 U.S. Average Price Per Volume for Selected Soymilk Brands in Food, Drug and Mass-Market Stores, (in millions of dollars) Silk Hold Nearly 90% of the U.S. Retail Branded Soymilk Market in 2011 Table 3-8 Retail Sales Market Share of Soymilk Brands in Food, Drug and Mass-Market Stores, Vanilla Slightly Leads Plain in the Retail U.S. Soy Milk Market in 2011 Figure 3-1 Percentage of the U.S. Retail Soy Milk Market Held by Various Flavors, 2011 Almond Milk Sales Leap Forward Table 3-9 U.S. Retail Sales of Almond Milk and Selected Brands in Food, Drug and Mass-Market Stores, (in millions of dollars) Average Price Per Volume for Branded Almond Milk Increases Slightly in 2011 Table 3-10 U.S. Average Price Per Volume for Selected Almond Milk Brands in Food, Drug and Mass-Market Stores, (in millions of dollars) Almond Breeze at 58% Share in the Almond Milk Market Table 3-11 Retail Sales Market Share of Almond Milk Brands in Food, Drug and Mass- Market Stores, Rice Milk Sales Decline Table 3-12 U.S. Retail Sales of Selected Rice Milk Brands in Food, Drug and Mass- Market Stores, (in millions of dollars) Average Price Per Volume for Rice Milk Brands Declines Slightly in 2011 Table 3-13 U.S. Average Price Per Volume for Selected Rice Milk Brands in Food, Drug and Mass-Market Stores, (in millions of dollars) Rice Dream Varieties Hold More than 89% of the Rice Milk Market Table 3-14 Retail Sales Market Share of Rice Milk Brands in Food, Drug and Mass- Market Stores, Coconut Milk Rocks the Market

6 Table 3-15 U.S. Retail Sales of Coconut Milk and Selected Brands in Food, Drug and Mass-Market Stores, (in millions of dollars) Average Price Per Volume for So Delicious Coconut Milk Drops 13.4% from 2010 to 2011 Table 3-16 U.S. Average Price Per Volume for Selected Coconut Milk in Food, Drug and Mass-Market Stores, (in millions of dollars) Silk Pure Coconut Holds 56% of the Branded Coconut Milk Market Table 3-17 Retail Sales Market Share of Coconut Milk Brands in Food, Drug and Mass- Market Stores, Hemp Milk Is a Small Player with Just Over $2 Million in Sales Table 3-18 U.S. Retail Sales of Hemp Milk and Selected Brands in Food, Drug and Mass-Market Stores, (in millions of dollars) Average Price Per Volume for Hemp Milk Increases Slightly in 2011 Table 3-19 U.S. Average Price Per Volume for Selected Hemp Milk Brands in Food, Drug and Mass-Market Stores, (in millions of dollars) Living Harvest s Tempt Hemp Milk Dominates U.S. Market for Branded Hemp Milk Table 3-20 Retail Sales Market Share of Hemp Milk Brands in Food, Drug Grocery Stores Are the Most Popular Venue for Dairy Alternative Beverage Sales Table 3-21 Dairy Alternative Beverage Sales by Venue, 2011 Chapter 4 The Marketers Competition in the Market Private Label Move Front and Center Marketers Introduce Single-Serve Dairy Alternative Beverages The Dairy Alternative Beverage Market Primarily Comprises Small, Private Companies Marketers of Dairy Alternative Beverages Respond to Consumer Health, Social and Ethical Concerns Dairy Alternative Beverage Manufacturers Emphasize Organic Competitive Profile: Blue Diamond Growers, Sacramento, CA Table 4-1 Blue Diamond Almond Milk Competitive Profile: Dean Foods Co. Financial Information Table 4-2 White Wave Silk Competitive Profile: Earth s Own Food Company Inc., Burnaby, British Columbia, Canada Table 4-3 Earth s Own Dairy Alternative Beverages

7 Competitive Profile: Eden Foods, Inc., Clinton, MI Table 4-4 EdenSoy Organic Dairy Alternative Beverage Competitive Profile: The Hain Celestial Group, Inc., Melville, NY Financial Information Dairy Alternative Beverage Table 4-5 Hain Celestial Group Dairy Alternative Beverage Competitive Profile: Organic Valley Family of Farms, La Farge, WI Table 4-6 Organic Valley Soymilk Competitive Profile: Pacific Foods of Oregon, Inc., Tualatin, OR Table 4-7 Pacific Foods of Oregon Competitive Profile: Stremick s Heritage Foods LLC, Santa Ana, CA Table 4-8 Stremicks Heritage Foods 8th Continent Soymilk Chapter 5 Regulatory Policy and Legislative Issues The Food and Drug Administration Endorses the Health Benefits of Soy The Role of Isoflavones in Health The Food Allergen Labeling and Consumer Protection Act of 2004 Exemptions, Petition, and Notification to the FALCPA Definition of a Food Allergy How Food Intolerance Differs from a Food Allergy FDA Regulations Related to Dairy Ingredients in Food and Beverage The U.S. Dietary Supplement Health and Education Act of 1994 Adding Beneficial Nutrients to Conventional Foods Structure/Function Claims Health Claims The Difference Between Stated and Implied Health Claims The Nutrient-content Requirements Necessary for a Food to Bear a Health Claim Nutrient-Content Claims The USDA Position on the Term Natural The USDA Requirements for a Food or Beverage to Be Labeled Organic Table 5-1 Elements of Conventional Versus Organic Farming

8 National Milk Producers Federation Petitions the FDA to Prohibit Use of the Word Milk Relating to Plant-Based Beverages Accuracy in Labeling: Lacteal Secretions Accuracy in Labeling: Nutritional Quality Differences in Essential Nutrient Content Between Dairy Milk and Dairy Alternative Beverages The Case Against Casein Dairy Alternative Product Manufacturers Respond to the Labeling of Dairy-Free with the Words ""Milk"" or ""Cheese"" Chapter 6 Trends and New Global Soy Beverage Product Sales Increase While Annual Launches See-Saw Table 6-1 Number of Dairy Alternative Beverage Product Introductions in the United States, Table 6-2 Soymilk Introductions in the U.S. Market, Table 6-3 Hemp Milk Introductions in the U.S. Market, Table 6-4 Almond Milk Introductions in the U.S. Market, Table 6-5 Rice Milk Introductions in the U.S. Market, Table 6-6 Coconut Milk Introductions in the U.S. Market, Soymilk Introductions in the United States from January 2009 to December 2011 Kroger Introduces Naturally Preferred and Private Selection Brands of Organic Soymilk Varieties SunOpta Introduces Organic Soymilk Seasonal Flavor, All Natural Soymilk Introduced by Silk Earth Balance Introduces Organic Soymilk in Four Varieties Silk All Natural Soymilk Introduced by WhiteWave Foods in 2010 Almond Milk Introductions in the United States from January 2009 to December 2011 HyVee Introduces All Natural Almond Milk in Two Varieties Trader Joe s Introduces Original and Vanilla Unsweetened Almondmilk Whole Foods Market Launches Organic Almond Milk in Three Varieties Silk Pure Almond All Natural Almondmilk Launched by White Wave Foods Refrigerated Almond Breeze Joins the Dairy Case in 2009 Almond Dream Introduced in March 2009 Rice Milk Introductions in the United States from January 2009 to December 2011 Alce Nero Files Product Report for Free-Trade, Organic Rice Milk Good Karma Introduces Organic, Whole Grain, Rice Beverage Varieties Wibe Natural Launches Rice Drink Hemp Milk Introductions in the United States from January 2009 to December 2011 Pacific Foods of Oregon Introduces Three Varieties of Hemp Milk in 2009 Coconut Milk Introductions in the United States from January 2009 to December 2011 Turtle Mountain Introduces the First Coconut Milk Turtle Mountain Introduces So Delicious Coconut Milk Kefir Innovative So Delicious All Natural Cultured Coconut Milk Expands Turtle Mountain Line of Dairy Alternative Beverages Hain Celestial Introduces Coconut Dream in Three Varieties

9 WhiteWave Foods Introduces Silk Pure Coconut Trader Joe s Introduces Coconut Milk Beverage in Vanilla and Unsweetened Versions Selected Other Dairy Alternative Beverages Introduced in the United States from January 2009 to December 2011 Pacific Foods introduces All Natural Hazelnut Original NonDairy Beverage, Followed by a Chocolate Variety in 2010 Flax Milk Introduced in 2011 Pacific Foods of Oregon Introduces 7 Grain Non-Dairy Beverage in Two Flavors New Packaging Technologies Dairy Alternative Beverages Enter the Espresso Mainstream Snapshot of the Transforming Global Dairy Alternatives Market Chapter 7 The Consumer Consumers Have Increased Consumption of Dairy Alternative Beverages in the Past Five Years Packaged Facts Survey Finds 5% of Respondents Are Lactose Intolerant, and 9% of Respondents Do Not Drink or Use Milk Table 7-1 Consumer Rates for Lactose Intolerance or Avoidance of Dairy, 2011 Nearly Three Quarters of Survey Respondents Report Drinking Milk Once a Day or Less Table 7-2 Daily Usage Rates for Milk, 2011 (percent of product users) 2%-Fat Milk is the Product Purchased Most Often by Consumers of Milk Table 7-3 Response to Question: What Type of Milk Do You Buy?, 2011 (percent of product users) Store Brand Milk Are Purchased Most Often by Consumers Table 7- Response to Question: What Type of Brand of Milk Do You Buy?, 2011 (percent of product users) Supermarkets Are by Far the Most Popular Venue for Milk Purchases Table 7-5 Response to Question: Where Do You Buy Milk?, 2011 Packaged Facts Survey Finds Soymilk Is the Most Popular Dairy Alternative Beverage Table 7-6 Response to Question: Which Milk Alternatives Do You Drink/Use?, 2011 More Than Half of Purchasers of Soymilk Cite Nutritional Characteristics as a Primary Consideration for Purchase Table 7-7 Reasons for Purchasing Soymilk, 2011 Packaged Facts Survey Finds Use of the Big Three Dairy Alternative Beverages Declines With Age Table 7-8 Popularity of the Big Three Dairy Alternatives Beverages (Soy, Almond and Rice) by Generational Cohort, 2011 Packaged Facts Survey Finds Use of the Big Three Dairy Alternative Beverages Increases With the Ages of the Children in the Household Table 7-9 Popularity of the Big Three Dairy Alternatives Beverages (Soy, Almond and Rice) by Age of Children in Household, 2011 Packaged Facts Survey Finds Soymilk Is Most Popular Dairy Alternative Beverage Among Whites and Hispanics, but Almond Is Most Popular Among African-Americans and Asians

10 Table 7-10 Popularity of the Big Three Dairy Alternatives Beverages (Soy, Almond and Rice) by Ethnicity, 2011 Consumers Overwhelming Regard Soy as Healthy Table 7-11 The Most Commonly Consumed Soyfoods Among Consumers of Soy, 2010 Diners Who Order Soymilk in Restaurants Dramatically Increase from 2009 to 2010 Television News and the Internet Are the Leading Sources of Information about the Health Benefits and Nutrition of Soyfoods Table 7-12 Sources of Health Benefits and Nutrition Information About Soyfoods and Percentage of Consumers Who Use Them, 1994, 2002 and 2010 Packaged Facts Survey Finds 36% of Product users Report Drinking Soymilk Once a Day or More Table 7-13 Daily Usage Rates for Soymilk, 2011 (percent of product users) Consumers Prefer Regular (Original) and Refrigerated Soymilk Table 7-14 Response to Question: What Type of Soymilk Do You Buy?, 2011 Supermarkets and Grocery Stores Are the Leading Venues for Soymilk Table 7-15 Response to Question: Where Do You Buy Soymilk?, 2011 Simmons Experian Survey Finds Number of People Who Are Modifying Their Diet Due to Lactose Intolerance Is Increasing, as Is Use of Soymilk in Addition to Regular Milk Table 7-16 Lactose Intolerance and Soymilk Consumption, 2007 and 2011 Packaged Facts Survey Finds 29% of Product Users Drink Almond Milk Once a Day or More Table 7-17 Daily Usage Rates for Almond Milk, 2011 (percent of product users) Consumers Prefer Regular (Original) and Plain/Unflavored Almond Milk Table 7-18 Response to Question: What Type of Almond Milk Do You Buy?, 2011 As With Other Dairy Alternative Beverages, Supermarkets and Grocery Stores Are the Leading Venues for Almond Milk Purchases Table 7-19 Response to Question: Where Do You Buy Almond Milk?, 2011 Packaged Facts Survey Finds 11% of Product Users Drink Rice Milk Once a Day or More Table 7-20 Daily Usage Rates for Rice Milk, 2011 (percent of product users) Consumers Prefer Regular Rice Milk in Vanilla Flavor Table 7-21 Response to Question: What Type of Rice Milk Do You Buy?, 2011 (percent of product users) Supermarkets and Grocery Stores Are the Leading Venues for Rice Milk Purchases Table 7-22 Response to Question: Where Do You Buy Rice Milk?, 2011 Packaged Facts Survey Finds Most Consumers Are Uncertain of How Healthy Dairy Alternative Beverages are Compared to Dairy Milk, but the Great Majority of Consumers Believe Dairy Milk is Healthy Table 7-23 Response to Psychographic Statements About Health Attributes of Milk and Milk Alternatives, 2011 Packaged Facts Survey Finds Most Consumers Prefer the Taste of Dairy Milk to Dairy Alternative Beverages Table 7-24 Response to Psychographic Statements About Taste Preferences Relating to Milk and Milk Alternatives, 2011 Nearly 60% of Consumers Are Concerned About Growth Hormones in Milk, and 30% Believe Organic Beverages Are Worth the Higher Cost

11 Table 7-25 Response to Other Psychographic Statements About Milk and Milk Alternatives, 2011 Half of Product Users Report Consuming Soymilk Five Years Previous, Compared to 21% Who Report Consuming Almond Milk Five Years Previous Table 7-26 Response to Questions About Milk Alternative Consumption Trends, 2011 (percent of product users) Consumption of All Dairy Alternative Beverages Increases Substantially from 2006 to 2011, With Almond Milk Seeing the Biggest Gain Table 7-27 Response to Questions About Soymilk Use Five Years Ago, 2011 (percent of product users) Silk Soy Milk Leads the Pack As the Dairy Alternative Beverage Purchased Most Often By Consumers Table 7-28 Response to Question: Which Brand(s) of Milk Alternatives Do You Purchase Most Often?, 2011 Kansas State University Survey on Organic Soymilk Figure 7-1 Perceptions of Store-Brand to Branded Soymilk in Term of Brand Attributes and Perceptions of Soymilk Ingredients from Different Origins in Terms of Quality