Consumer Trends in the Soy Products Market in The US, 2011 by Canadean

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									                             Consumer
                           Consumer Panel Report




Consumer Trends in the Soy
Products Market in the US, 2011
Reference code: CS0279IS

Published: March 2012




                              www.canadean.com
 TABLE OF CONTENTS


TABLE OF CONTENTS

1      Introduction ........................................................................................................................... 6
    1.1 What is this Report About? ............................................................................................................... 6
    1.2 Definitions ........................................................................................................................................ 6
        1.2.1     Consumer Trends ....................................................................................................................................... 6
        1.2.2     Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage) ....................... 9
        1.2.3     End Consumers ........................................................................................................................................ 10
        1.2.4     Volume Units and Aggregations ............................................................................................................... 11
        1.2.5     Population Profiles (for interpretation of tables and charts) ..................................................................... 12
    1.3 Methodology ...................................................................................................................................13
        1.3.1     Introduction ............................................................................................................................................... 13
        1.3.2     Large scale, international, program of online consumer surveys ............................................................. 13
        1.3.3     Nationally Representative results (age, gender) ...................................................................................... 13
        1.3.4     Parents answered on their children’s behalf............................................................................................. 13
        1.3.5     Legal Drinking Age exclusions for alcoholic drinks categories ................................................................. 13
        1.3.6     Integrated with industry calling and secondary research ......................................................................... 14
2      Consumer Segmentation, Group Value and Trend Influence .......................................... 15
    2.1 Cohort Groups and Soy Products Market Value ..............................................................................15
        2.1.1     Age Groups ............................................................................................................................................... 15
        2.1.2     Gender Groups ......................................................................................................................................... 16
        2.1.3     Location Groups ....................................................................................................................................... 17
        2.1.4     Education Achieved Groups ..................................................................................................................... 18
        2.1.5     Wealth Groups .......................................................................................................................................... 19
        2.1.6     Busy Lives Groups .................................................................................................................................... 20
    2.2 Cohort Groups and Market Value by Category ................................................................................21
        2.2.1     Soy Desserts ............................................................................................................................................ 21
        2.2.2     Soy Drinks ................................................................................................................................................ 22
        2.2.3     Soy Milk .................................................................................................................................................... 23
    2.3 Behavioral Trends and Market Value ..............................................................................................24
        2.3.1     Soy Desserts ............................................................................................................................................ 24
        2.3.2     Soy Drinks ................................................................................................................................................ 25
        2.3.3     Soy Milk .................................................................................................................................................... 26
3      Consumption Analysis ....................................................................................................... 27
    3.1 Consumption Frequencies by Age and Gender ...............................................................................27
        3.1.1     Soy Desserts ............................................................................................................................................ 27
        3.1.2     Soy Drinks ................................................................................................................................................ 29
        3.1.3     Soy Milk .................................................................................................................................................... 31



Consumer Trends in the Soy Products Market in the US, 2011                                                                                                                Page 2

© Canadean. This product is licensed and is not to be photocopied                                                                                      Published: March 2012
 TABLE OF CONTENTS


    3.2 Consumer Profiles by Product Category .........................................................................................33
        3.2.1     Soy Desserts ............................................................................................................................................ 33
        3.2.2     Soy Drinks ................................................................................................................................................ 34
        3.2.3     Soy Milk .................................................................................................................................................... 35
4      Brand vs. Private Label Choices ........................................................................................ 36
    4.1 Brand vs. Private Label Volume Share ............................................................................................36
        4.1.1     By Category .............................................................................................................................................. 36
    4.2 Soy Products Brand Choice and Private Label Shares ....................................................................37
        4.2.1     Soy Desserts ............................................................................................................................................ 37
        4.2.2     Soy Drinks ................................................................................................................................................ 37
        4.2.3     Soy Milk .................................................................................................................................................... 37
5      The Share of Consumers Influenced by Trends ............................................................... 38
    5.1 Trend Dri
								
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