The 2011 Soy Foods Market Report

“Soyfoods: The US Market Report” has come out and  it reports a “protracted slide” in soy milk sales as well as “lackluster performance in sales of tofu and soy infant formula” in the year 2010.

The industry blames three factors:

  • Competition from almond, rice, coconut, hemp and other non dairy milks
  • “Premium pricing” for many soy products
  • “Widely distributed information about the impact of soy on health.”

That last makes me proud.   Seems the decade-long campaign by the Weston A. Price Foundation is finally paying off.   We’ve also been greatly helped in our “Soy Alert” campaign over the past year by Dr. Joseph Mercola, who has reached millions through his website, the world’s leading health and dietary website.   Numerous other websites and Facebook too have helped the message go viral.    The soy controversy even aired on The Dr Oz Show on October 5 in a segment that featured Dr. Oz, Dr. Mark Hyman and me.

Despite growing concerns about modern, industrial soy processing techniques,  meat analogue sales saw a 4% growth in 2010 compared to 2009.   The largest growth was in the soy-protein energy bar category with a whopping 18% increase in just the one year of 2010.   According to Joe Jordan, Content Director of Soyatech, “Marketers of soy-based foods have been finding success in developing delicious meat alternative products with sophisticated flavor profiles.  In addition, 14 energy bar brands appeared among the top 50 soyfoods brands in 2010, indicating that this broad market affords many opportunities for creative food manufacturers to reach their key target markets.”

What are the “current market drivers”?   Soyatech notes three things:  the consumer focus on convenience; widespread interest in meat-free foods; and new USDA food guidelines that “affect consumer understanding of — and interest in — the added value of foods made from the nutritious soybean.”

In short, the good news is that soy sales are slumping, and the bad news is they are not plummeting.   It’s very good news, of course, that soy infant formula sales may have finally peaked.  Meanwhile, we at WAPF will continue to do our best to alert people to the risks of  “convenience” foods that sooner or later create highly inconvenient health problems, to the malnutrition and health risks associated with today’s vegan fad, and to the dubious and often dangerous ingredients in soy-based and other meat substitute products. As for the USDA’s latest dietary recommendations, they are, as usual, deeply flawed, which both Chris Masterjohn and I have discussed in earlier blogs.

Kaayla T. Daniel, PhD, CCN, is The Naughty NutritionistTM because of her ability to outrageously and humorously debunk nutritional myths. A popular guest on radio and television, she has appeared on The Dr. Oz Show, ABC's View from the Bay, NPR's People's Pharmacy and numerous other shows. Her own radio show, "Naughty Nutrition with Dr. Kaayla Daniel," launches April 2011 on World of Women Radio. Dr. Daniel is the author of The Whole Soy Story: The Dark Side of America's Favorite Health Food, a popular speaker at Wise Traditions and other conferences, and recipient of its 2005 Integrity in Science Award. Her website is and she can be reached at

6 Responses to The 2011 Soy Foods Market Report

  1. Debbie says:

    Hi –
    I know this doesn’t have anything to do with soy, but I am not sure where to post this. I know about the health benefits of raw honey. I was wondering what happens to it when it is cooked or baked. Does it loose all its health benefits? Is it worse or better then succanat? I am debating which way to start to moove my family.
    Thanks for any info

    Ideal to keep it raw. And make sure the honey you get is truly raw. Much of the so-called raw honey has been processed. My preference is to keep my raw honey raw and bake with succanat. Either way, minimize the sugars!

  2. Shanta says:

    The soy industry also forgets the #1 factor why people don’t like soy/tofu – it tastes like baby puke.

  3. Osga says:

    There is someone who is still not believing the dangers of soy.

    • Dr Kaayla Daniel says:

      It’s all addressed in The Whole Soy Story: The Dark Side of America’s Favorite Health Food. Send them the book or at least tell them about it.

  4. Matthew Bertrand says:

    Hi, I’m writing in regard to Sally Fallon on Super Human Radio. On the Weston A. Price site I did not see any contact info. Could you help me? In addition to vitamin A I also take Beta-Carotene and wonder if this is too much to take.

    Dear Matthew, You’ll find useful info on Vitamin A and beta carotene in many articles on our website. Many supplements do err in terms of confusing beta carotene and true Vitamin A. As for your personal situation, I’d want to learn more about your health status, symptoms, goals etc and evaluate your situation with lab testing etc. Sorry cannot do it without working with you personally. Good luck, Kaayla

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