November 7, 2003

Europeans Increasingly Opting For Soy-Based Alternatives To Dairy And Meat Products
 

Europeans are increasingly opting for soy-based alternatives to dairy and meat products, according to a new research from PROSOY.

In 2002 the market for soy-based drinks & desserts and meat-free & tofu products in Europe reached a value of €1.3 billion, with further double-digit growth expected for the period 2003 - 2005.

2002 per capita consumption of soy-based drinks & desserts has grown by over 20% and is currently as large as the per capita consumption of meat-free and tofu products in Europe.

"The demand for soy-based milks, yogurts and desserts is growing as a result of changes in lifestyle, growing food intolerance and allergies, as well as the positive health image of soy," comments Gerard Klein Essink, Senior Researcher at PROSOY Research & Strategy.

"New European health claims regulations that are now under preparation will also likely have an impact, since medical research on soy has already shown positive effects on blood cholesterol levels and heart diseases, bone strength and menopausal problems," adds Klein Essink.

Innovation has played a large part in the growth of the soy food market, particularly in the soy-based milks sector, increasingly offered through the chilled sections of supermarkets - the traditional arena for new product development, rather than in the long-life sections.

Mintel's Global New Products Database (GNPD) indicates over 50 new soya-based milk product launches in 2002 in Belgium, France, Germany, Italy, The Netherlands, Spain and the UK.

"The UK market for soy-based milks, yogurts and desserts is the largest in Europe with over 30% of the market. This vibrant market has grown by more than 20% in 2002 and is expected to continue growing by such rates in the coming years. The German market was the fastest growing market with over 40% in 2002, while Belgians eat and drink the most soy-based milks & beverages and yogurts and desserts in Europe, consuming more than 2 litres each per annum," says Klein Essink.

Currently, the brand leaders in Europe are Alpro's Provamel and Alpro brands. Other pan-European brands are the Bjorg brand of Tree of Life Europe and Sojasun of Laiterie Triballat-Noyal. The soy-based dairy free sector is expected to continue growing at a rate above 15% in the period until 2006.

"The growth of the meat-free market in 2000 and 2001 at rates above 20% is a result of BSE and foot & mouth disease scares. Although growth declined in 2002 in many countries, the demand for meat-free and tofu products is likely to continue growing again in the coming years. Important drivers will continue to be a growing interest in healthy foods, an ageing and more health focussed population, and increased animal welfare concerns. Again, the positive health aspects of soy can also drive the market, when applied in the communication to the consumer," comments Klein Essink.

The consumption of meat-free and tofu products in Europe varies from 0.02 kg in Italy to above 2 kg per capita in the United Kingdom.

Tivall, one of the leaders in the European meat-free market, uses soy as the key ingredient in its product range and is likely to be an important soy player in future, both through their own brand and private label partnerships.