Soya Global Trends 2010 Surabaya

7/30/2019 Soya Global Trends 2010 Surabaya

1/40

Soya

Trends in Asia


2/40

PublicSKC 2010

Nutritional products, a trend among allbeverage categories

Dairy

J uice,

Nectars& StillDrinks

Soya &other

grainbased

products

Nutritional Value


3/40

PublicSKC 2010

Health Claims on Soya pushes thedemand for soya globally

Thailand May 2003Public HealthMinistry urgingpeople to use moresoya in diet

Philippines - 2004

Indonesia -- 2005

Malaysia May 06Approval on usageof FDA Health

Claims on Soya

USAOct 1999 FDA Claim United Kingdom

July 2002JHCI

JapanFOSHU Claim

South Korea2005

Brazil, Chile2005Colombia2008

South Africa2002


4/40

PublicSKC 2010

Ambient grows to 14.3% shareConsiderable conversion opportunity remains

0

5 000

10 000

15 000

20 000

2005

13 680

2006

14 229

2007

14 853

2008

15 128

2009

15 491

Ambient RTD

Chilled

Powder

Loose

Soya Based Drinks 15.5 Bio litresVolume 2009 % CAGR

2005-2009

2.39%

1.91%

5.73%

7.08%

Source: Compass 2009 Products & Packages.Reported Countries only

54.8%

22.7%

8.5%

14%

54.5%

24.3%

8.1%

13.2%

55.5%

23.8%

7.9%

12.6%12.3%

7.6%

23.6%

56.4%

54.7%

22.5%

8.4%

14.3%


5/40

PublicSKC 2010

Global Soya Volume by Clusters

Source: Compass Packaging Suppliers 2009

Note: EECA, GME & SSA negligible volumes excluded

North America

605 Mio litres

Central & South America

163 Mio litres

Greater China

12,414 Mio litres

South & South

East Asia

1383 Mio litres

North Asia & Oceania

440 Mio litres

North Europe 93 Mio litres

Central Europe 155 Mio litres

South Europe 201 Mio litres


6/40

PublicSKC 2010

Worldwide Top 12 Markets

Consumption per Capita (Liter/Year) 2009

0

2

4

6

8

10

12

14

16

18

Hong

Kong

Sing

apore

Thailand

Chin

a

Malaysia

Taiw

an

Vietnam

SouthKo

rea

Australia

Canada

Spain

Belgium

Global Soya Markets Concentration InAsia

Source: Compass 2009Pocket World in Figures 09


7/40

PublicSKC 2010

Southeast Asia Total SoyaConsumption - 2009

Source: Compass 2009 Products & Packages.Reported Countries only

646.5

277.6

675.8

377.3

0100

200

300

400

500

600

700

India Indonesia MSP Thailand Vietnam

Mio litres


8/40

PublicSKC 2010

Soya beverage taste preferences -different from region to region

ASEAN/China/Taiwan:Beany soya milk

South America:Juice/soya milk

North America:

Low-beany soya milk

Russia:Low-beany soya milk

Europe:

Low-beanysoya milk

Japan/Korea:

Low-beanysoya milk

Australia:Low-beanysoya milk


9/40

Functional Soya

Around the world


10/40

PublicSKC 2010

Brain function &

Digestive health

USA Italy USA Malaysia

Soy better fit for certain positioning bynature

CanadaAustralia India

Cardiovascular health

SingaporeSpain


11/40

PublicSKC 2010

Bone health Added calcium is key

ItalyMalaysiaUSA France Philippines

And for Bone healthtackling the same consumer needs
http://www.gnpd.com/sinatra/gnpd/images/newzoom&id=1126575&pic_num=0&destWidth=400&destHeight=400&origWidth=400&origHeight=400http://www.gnpd.com/sinatra/gnpd/images/newzoom&id=1126575&pic_num=0&destWidth=400&destHeight=400&origWidth=400&origHeight=400


12/40

PublicSKC 2010

Overweight and obesityamong top consumer

concerns

The health paradox

Seek for wellbeing ineverything


13/40

PublicSKC 2010

Soy is healthy by nature

Light Ideal as a part of a

calorie controlled diet

Netherlands Poland Brazil Sweden

Fortified Vitamins

Minerals Fibre

Guatemala USA Canada ThailandAustralia

Brazil
http://www.gnpd.com/sinatra/gnpd/images/newzoom&id=1106733&pic_num=0&destWidth=400&destHeight=400&origWidth=400&origHeight=400http://www.gnpd.com/sinatra/gnpd/images/newzoom&id=1106733&pic_num=0&destWidth=400&destHeight=400&origWidth=400&origHeight=400http://www.gnpd.com/sinatra/gnpd/images/newzoom&id=1119375&pic_num=0&destWidth=400&destHeight=400&origWidth=400&origHeight=400http://www.gnpd.com/sinatra/gnpd/images/newzoom&id=1106733&pic_num=0&destWidth=400&destHeight=400&origWidth=400&origHeight=400


14/40

PublicSKC 2010

Soy protein linked to:

Reducing cholesterol

Beneficial omega 3 levels

Improving bone health

Relaxation

And novelty in othersDriven by health


15/40

PublicSKC 2010

For kids Focus on fun

Characters

Flavours

MexicoBrazil Brazil Poland Malaysia

For adults Moving into Juice &

Nectars Flavours

Brazil Brazil Netherlands Singapore Egypt

Both for kids and adults
http://www.gnpd.com/sinatra/gnpd/images/newzoom&id=1155556&pic_num=0&destWidth=400&destHeight=400&origWidth=400&origHeight=400


16/40

Asia Markets Update

Thailand, Malaysia/Singapore,

Vietnam, Korea, Japan andChina
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17/40

PublicSKC 2010

Thailand Market Overview

213.8 201 192.9

323.6391.1 423.6

225 187.1

486.4

324.9

1.9

2.3

2.12

1.8

0

100

200

300

400

500

600

700

800

2005 2006 2007 2008 2009

Others

Ambient Soya

Soya Bulk

Ambient soya is growing strong
http://sg.wrs.yahoo.com/_ylt=A0WTf22P9YFLYwQA1S4u4gt./SIG=123257sqq/EXP=1266894607/**http%3a//www.flickr.com/photos/mookman/558652920/http://sg.wrs.yahoo.com/_ylt=A0WTf22P9YFLYwQA1S4u4gt./SIG=123257sqq/EXP=1266894607/**http%3a//www.flickr.com/photos/mookman/558652920/http://sg.wrs.yahoo.com/_ylt=A0WTf22P9YFLYwQA1S4u4gt./SIG=123257sqq/EXP=1266894607/**http%3a//www.flickr.com/photos/mookman/558652920/http://sg.wrs.yahoo.com/_ylt=A0WTf22P9YFLYwQA1S4u4gt./SIG=123257sqq/EXP=1266894607/**http%3a//www.flickr.com/photos/mookman/558652920/http://sg.wrs.yahoo.com/_ylt=A0WTf22P9YFLYwQAzy4u4gt./SIG=125rl105r/EXP=1266894607/**http%3a//www.flickr.com/photos/darrellg/2232856297/http://sg.wrs.yahoo.com/_ylt=A0WTf2gF9YFLJ2AAnbYu4gt./SIG=134iu1oit/EXP=1266894469/**http%3a//www.mytravelimages.com/thailand/thailand%2520568-426/thailand_temples.jpg


18/40

PublicSKC 2010

Thailand - Market PositioningBasic: Value Added 78:22


19/40

PublicSKC 2010

Malaysia/Singapore Market

160.6 162.3 164

87.7 90.894

158.7 166

98.583.2

10.2

12.112.312.311.6

0

50

100

150

200

250

300

2005 2006 2007 2008 2009

Pasteurized Soya

Ambient Soya

Soya Bulk


20/40

PublicSKC 2010

Glass

1%

Plastic

4%

Can33%

Chilled

Carton

8%

UHT Carton

54%

Source: Compass 2008

Malaysia and SingaporePackage Type 2009

Total : 110.6 Million Litres

7.9%

5.8%

1.5%

3.1%

6.3%

UHT Carton

Chilled Carton

Can

Plastic

Glass

CAGR 2007-2010


21/40

PublicSKC 2010

Vietnam Soya as a traditionaldrink

Unpacked +

loose

Packed

0

100

200

300

400

500

600

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Mio Liters


22/40

PublicSKC 2010

Vietnam Total Soya Market

Loose

69%

RGB

22%

Carton

9%


23/40

PublicSKC 2010

Japan - Top 5 represent 75% of themarket 2008

Source : Fuji Keizai (2007) (based on sales value)

Yakult

5%Others

19%

Nagoya

Seiraku

5%

Soyafarm4%

Marusan Ai

23%

Food

Chemifa

44%
http://thumbnail.image.rakuten.co.jp/s/?@0_mall/misono-support/cabinet/item_1/b66-4.jpghttp://thumbnail.image.rakuten.co.jp/s/?@0_mall/nunoviki/cabinet/item-p/img55577980.jpg


24/40

PublicSKC 2010

0

50

100

150

200

250

1983

1984

1985

1986

1987

1988

1989

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

Non adjusted soymilk Adjusted soymilk

Soy drinks Others

5%

66%

52%

23%

37%

154%

163%

117%

124%

119%134%

120%

110%

110%

Japan - Soymilk market long trend

1000

92%

82%

13%

59%

27%

98%

Isoflavone statement

government

(2006 Feb)Red value shows the growth rate vs previous year

SourceMAFF*The market data does not include all the brand owners

Eg. Meiraku, Ohtsuka, Kagome, Taishi Shokuhin

120%

13%

60%

26%


25/40

PublicSKC 2010

Japan - Campaign and publicity link toBeauty

T l h 2008


26/40

PublicSKC 2010

Top launches 2008~

Brand owner

Food Chemifa

Product

Maroon (chestnut) flavour

Sweet potato flavour

Price point

90 yen (normal)

Brand owner

Yakult

Product

FOSHU adjusted soymilk

Price point95 yen (normal)

Brand owner

Soyafarm

Product

Banana flavour

Price point

90 yen (normal)

Brand owner

Food Chemifa

Product

Starawberry flavored

An-nin sweets flavoured

Price point

90 yen (normal)

Brand owner

Soyafarm

Product

Maple flavour

Price point

90 yen (normal)

Many

launches in

tasty

flavoured soy

drinks

Brand owner

Food Chemifa

Product

Custard pudding sweets

flavourd

Price point

90 yen (normal)

Brand owner

Marusan Ai

Product

First premium soymilk in the category

Non-adj. Peach flav. Black tea flav.

Price point

110 yen

Brand owner

Marusan Ai

Product

Pear flav.

Price point

110 yen

2008 2008 2009

2009 2008 2009

New

New
http://www.kibun-tounyu.jp/03_lineup/03-029.htmlhttp://www.kibun-tounyu.jp/03_lineup/03-027.html


27/40

PublicSKC 2010

Source: Compass Packaging Suppliers, 2009

LDP category volume per market company

SBD category Total 189 M litres - 2008

Korea - Category development

Main conclusions / comments:

Unless total repositioning & revitalization activities are initiated in this category, market is expected

to decline further

Since this category is not regarded as an essential beverage, decline is coming from decreased

penetration and purchase volumes, thus shrinking the overall market size

0

50

100

150

200

250

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

SBDCAGR

05 - 08

CAGR

08 - 12

SBD 0.14% -1.32%

More than 90%

are Ambient


28/40

PublicSKC 2010

Korea - Subcategories of soyPlain & calcium soy growing..

12,452

15,773

10,5208,647

12,5866,795

3,530

4,583

1,6083,695

2165901

46,097

42,474

08.1

2p(52w)

09.1

2p(52w)

Organic

Organic Formula

Flavoured

Functional

Calcium Black

Calcium

Formula

Black

Plain

MAT Volume Movement

+26.7%

-17.8%

-46.0%

+29.8%

+129.8%

-58.4%

-55.6%

+79.6%

-7.9%

Basis: Total Homepanel (excl. gift), Volume %, YEP=12P
http://www.sahmyook.co.kr/English/calcium.asphttp://www.sahmyook.co.kr/English/reg_soy.asp


29/40

PublicSKC 2010

Brand Building & Renewals

Brands face renewals

Package design consistency Familylook

Message point

Vitamin E All natural green tea

More modern & active look

For green tea soy, more trendy look to

appeal to its target consumer segment.

New TVC for green tea soy


30/40

PublicSKC 2010

Advertisement andPromotion

Promotion Focuses

Conservative communicationprograms for new product launches

Online power bloggers, taste

samplingsTrade incentive programs


31/40

PublicSKC 2010

China Soymilk Market SizeSmall segment but big potential

RNGS

1.6%Juice/Nectar/J

uice Drink

14.1%

CSD

13.3%Water

33.2%

White Milk

8.5%

OLDP

15.7%

Herbal Drink

2.7%

Tea based

drinks

8.5%

Coffee based

drinks

0.1%Sports &

Energy Drinks

1.1%

Soy Milk

1.2%

Source: Tetra Compass 2009

2008 Non-Alcohol RTD Liquid Drinks Overview

Note: All categories refer to packed RTD products

11.8 bio litres


32/40

PublicSKC 2010

China - Soya-based Drink MarketDominated by loose and powder

2009: 12.13 bio litres

Source: Tetra Compass 2009

Sale volume %

Loose 64%

Powder 28%

RTD 8%


33/40

PublicSKC 2010

-40 -30 -20 -10 0 10 20 30

Consumption compared to 3 months ago (in %)

Base: All Respondents (random) n=4057

Soymilk

Ice cream

Chocolate

Milk tea

Instant coffee

Soymilk powder

Bottled Water

Tea drink

Carbonic beverage

Herbal tea drink

Fruit/vegetable drink

Energy drink

Cheese/Cream cake

Oatmeal

Cheese

Infant cereal

Other Category Consumed (%)

68

62

59

46

43

33

78

66

61

51

43

35

42

34

14

7

Source: Nielsen survey done by Nov 2008

Less

More

China - During crisisincreased consumption of Soymilk and others


34/40

PublicSKC 2010

TraditionalSoybean

Powder

Nutritious

For elders

China - Soy&RNGS drinks development

Generic

RTD Soy

Drink

Soy based Grain Drinks

Good

tasteNew

Flavor

RTD Soy Differentiation
http://news.qq.com/a/20100318/001282.htm


35/40

Singapore Soya Centre

Your Partner in Soya


36/40

PublicSKC 2010

3 Pillars of Soya Support

Engine For

Soya Growth

Soya Knowledge Centre


37/40

PublicSKC 2010

Soya Knowledge CentreWhat can we do?...

Identify and report Global & Regionalconsumption trends and data

Tracking of soya supplies

Concept development Leverage with Process Development Centre and

Soya & Tea Centre

Working relationships with complementary suppliers

Soya Publicity Soya events such as seminar/conference/workshops

Soya internal website

Work with external soya partners Nutrition and health institution


38/40

PublicSKC 2010

New innovation from SKC


39/40

PublicSKC 2010

Tetra Pak

From Bean to Beverage

Product Concepts development Partners in business Singapore Pilot

Plant
http://localhost/var/www/apps/conversion/tmp/scratch_3/MAXA/VIDEO_TS/VIDEO_TS.VOBhttp://localhost/var/www/apps/conversion/tmp/scratch_3/MAXA/VIDEO_TS/VIDEO_TS.VOB


40/40

Thank you

Soya Global Trends 2010 Surabaya

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