Fermentation:
A Global Food Trend anda New Niche for Natto
Linda Funk, Executive Director
The Soyfoods Council and Flavorful InsightWhat’s the Fascination with Fermentation?
The market for fermented foods and drinks is expected to grow by $533 million
through 2026 at a compound annual growth rate of 7.34% [Source: Technavio]

Fermented foods offer market opportunities


Fermentation is Immune-boosting due to the microbes it adds to the diet.

Fermentation is a culinary enhancer for plant-based foods.

Fermentation feeds the current fondness for flavor. The complexity of natto
stretches beyond peppers, smoked foods, spice blends and lesser-known
tropical fruits.

Fermentation underscores the focus on authenticity that highlights foods likeaged cheeses, yogurt, pickled vegetables, sauerkraut, ciders, wine and beer.
These are all also cultural specialties that are seen as nostalgia, ethnic
heritage and comfort foods.

This signature sandwich
at “Soy Superstar”
Tommy’s Restaurant inCleveland, OH, features
promotable fermented
foods— tempeh,sauerkraut and pickles. It
already has mustard.
Could it use a bit ofnatto?

Global Health Attitudes Contributeto the Rise of Fermented Foods
Educated consumers are exploring the following



Immune-boosting foods

Gut healthPlant-based eating

Food as medicine

Pandemic-Influenced Food Views
Have Sticking-Power
Global consumers are making wellness-focused
food choices

 In 2021, 70% of Chinese consumers regularly included

immune-boosting foods in their diets because of COVID-19
and half of them planned to continue doing so this year.
 In Brazil, 56% of consumers try to eat a diet that reduces
the risk of diseases such as hypertension and diabetes[Source: Mintel. Future of Health, Nutrition and Wellness Report, 2021.]

Choosing Foods for Gut HealthReportedly, 58% of global consumers are aware ofpotential benefits that bacteria in the digestivesystem can have on overall health.
[Source: ADM, “Top Predictions for Global Microbiome Market,” June 29, 2022]

In the U.S., 24% of recently surveyed consumers
considered digestive health to be the most importantpart of overall health, and one-third said they try toconsume probiotics.
[Source: International Food Information Council. Consumer Survey on Gut Healthand Probiotics. 2022.]

Probiotic foods, such as fermented soy foods likenatto, miso and tempeh, contain live organisms andadd to the population of healthy microbes in the gut.
[Source: Mayo Clinic, “Prebiotics, Postbiotics and Your Health.]

Gut Health and the Natto Market
In China, gut health represents a key opportunity area for food, drink andsupplement manufacturers—including the natto industry— to tap into the healthy
aging trend by promoting the long-term health benefits.

Consumers aged 30-39 are particularly aware that sensitive digestive systems are
signs aging and thus represent an area of opportunity for brands to promote intheir products to differentiate themselves and educate consumers about uniquehealth benefits. [Source: Mintel, Gut Health Management—China, 2021]

An aging population is also seen as a market opportunity for natto. In 2010, an
estimated 534 million people in the world were older than 65 and by 2050 that
number is expected to 1.5 billion creating opportunities for natto’s target market.
[Source: Transparency Market Research. Natto Market: Global Industry Analysis, Size, Share, Growth, Trends and Forecast
2018-2028]

Natto’s Potential Health Benefits
are Backed by ResearchFood as Medicine
Fermented foods like natto fit thisglobal food trend Compared to 2020
food attitudes, 33% more consumers
are treating food as medicine, andfoods that deliver specific benefits arestarting to take the lead. [Co-nxt, Top
5 Food System Trends for 2022].
For example, in the Asia Pacific Region arising number of consumers want toboost their intake of healthy nutrientsand foods with health benefits.

Increased life expectancy in the region
is being accompanied by healthattitudes that focus on diseaseprevention.

Areas of opportunity include productinnovation featuring functional foods,
fortified foods, and traditional
ingredients.
[Source: Euromonitor International.
“Opportunities and Quest for Healthy
Aging in Asia Pacific.” August 3, 2022.]

Hello, Dr. Natto?
While we know it’s food and not medicine, research hasconnected natto consumption with health benefits anddisease prevention.
Consuming natto has been linked to a reduction in death fromcardiovascular disease. Nattokinase—natto’s most activeingredient—has several positive cardiovascular effects.
Among them are anticoagulant, fibrinolytic, blood pressurelowering effects, and antioxidant activity. [Sources: Fujita
et al., 2011; Hitosugi et al., 2015.]

Nattokinase is a promising alternative in the prevention andtreatment of cardiovascular diseases.
[Source: Chen H, McGowan EM, Ren N, et al. Nattokinase: A
Promising Alternative in Prevention and Treatment ofCardiovascular Diseases. Biomark Insights. 2018 Jul 5.]

There is evidence that natto extract directly inhibits viral
infections, including severe acute respiratory syndrome
coronavirus 2. [Source: Biochem Biophys Res Commun. 2021,Sept. 17; 570:21-25.]

Natto is the richest source of Vitamin K2.

Superfoods: Another Fermented foods have found themselves on
numerous Superfood lists in the media thisNatto-Friendlyyear. In some cases, natto has been singled
out specifically.
Food Trend and aGrowing Market
 Superfoods are nutrient-dense and have highlevels of specific nutrients.

2022 was the fifth year in a row that fermented
foods topped the Superfoods list published inToday’s Dietitian, based on an annual survey of1,173 Registered Dietitian Nutritionists in the U.S.

Natto is considered a superfood for several
reasons, including its potential effects on thedigestive system, as well as its impressive highprotein/high fiber nutrition profile.

The global superfoods market totaled $164.38
billion last year and is expected to grow to $228.4
billion by 2026, with a compound annual growthrate of 6.77% [Source: The Business Research Co.,The Superfoods Global Market Report, 2022]

Plant Protein Continues to Advance…and natto’s flavor and nutrition attributes keep pacePlant-based foods are poised to account for as much as 7.7% of the global
protein market by 2030, with a value of more than $162 billion, up from $29.4
billion in 2020. [Source: Bloomberg Intelligence. Plant-Based Foods Poised for Explosive Growth report.]

In Germany, where the plant-based meat sector has grown by 226%, healthconsciousness is among the top growth drivers. [Source: Nielsen.]An estimated 42% of U.S. shoppers are making an effort to select plantproteins. [Source: FMI, “Who Is the Animal-Alternative Product Shopper?”. August 9, 2022.]

Natto is well-positioned as a healthful plant protein, given that
3.5-ounce serving provides approximately 18 grams of cholesterol-freecomplete protein.

Tempeh Pizza combinestrend with tradition.

Natto May be a Natural for TasteExplorers and Experiential EatersFondness for flavor and new sensory experiences draws consumers torestaurants and dresses up meals at home.

Adventurous consumers are attracted to new hybrid flavor experiences, withone in three consumers globally saying that their flavor choices in food andbeverage are influenced by interesting or exotic combinations. [Source “Flavor
Mashups for New Sensory Experiences in Food and Beverages,” April 28, 2021.]

Traditional Japanese soyfoods such as natto have potential for appealing toworld consumers looking for new flavor and texture experiences inspired bytraditional plant-based ingredients.
Housemade sauces offered in shot
glasses allow customers to try various
flavors on their entrée of choice.
Natto sauce?

Is There a Place for Natto on the Global
Breakfast Plate?
The global breakfast food market was valued at $398.1 billion in 2020, and is anticipated to rise
to $729.5 billion by 2030, representing a compound annual growth rate of 6.3%. [Source: Allied Market
Research: The Global Breakfast Food Market, October 2021]

Grab-and-go breakfasts are gaining momentum in the global market.

Consumers across the globe are looking for healthy breakfasts.
.
 Food trends are in play at breakfast, including globally-inspired items.
NattoToast

Eggs and Natto withGreen Onions

Tofu and NattoSnacking Styles


As part of the mindful eating trend, snacking habits have evolved to address
health-related priorities. [Source: Food Insight, International Food Information Council. “Mindful Eating,2022.”

Healthy profile snacks: Consumers want more protein, less salt, less sugar.
Globally, 55% of consumers seek snacks that offer a nutritional boost; 51%
have switched from traditional to high-protein/ low sugar snacks. [Source: FMCG

Black Soybean
Salsa

Gurus Top Ten Trends for 2021; FMCG Global Food & Snacking Trends]

Next-gen natto? Among Millennials, 29% want immune health and functionality
benefits in their snacks. [Source: International Food Information Council Food and Health Survey, 2022]

Smaller meals and more of them: 64% of consumers worldwide recently said
they prefer eating several small meals during the day rather than fewer large
ones, up from 59% in 2019. Natto and rice, anyone? [Source: Mondelez International]

NattoFriedSpringRolls(SBO)

PartyMix

Consumers Explore Global Condiments“Condimental drift” is being seen as consumers explore
flavors of world condiments to dress up everything fromsandwiches to pasta, rice and proteins.
Positioning natto as a condiment may have potential for attracting
new consumers. Condiment market sales are expected to grow at 2%
to 3% annually for the forseeable future and top $10 billion by 2023.
Predictably, taste is the primary driver of food choices in 2022.
[Source: Mintel, Global Condiment Market, “How Condiment Brands
Can Attract Younger Consumers,” June 22, 2022.
 Earthy-flavored natto is characterized by its strong aroma—similar tothat of other acquired tastes like specialty cheeses.
 Mayonnaise is the most popular condiment in the U.S., with $2 billion
in annual sales, and among the most popular in Europe. Mayonnaise
takes on global flavors and can easily be customized by home cooks
and chefs alike (think miso mayo or natto mayo).
 Fermented flavors like miso and kimchi are among the season’s trendy
flavors for condiments. Is natto next? [Source: Whole Foods Market
Condiment Trends Predictions, June 2022]
Four out of 10 adultconsumers under age
45 seek out condimentswith restaurant-centricflavors. [Source: Mintel Global
Condiment Market, 2022]

Fermentation, Education, Experimentation
 Promote natto’s nutrition profile and health benefits Teach a bit about itshistory
 Share personal stories about natto experiences Draw on the cultural significance of natto Encourage opportunities where retailers, foodservice
professionals and consumers can taste natto forthemselves.
United States Soybean Export
Council: Chef Chris Koetke holds afood demonstration at a soy foods
event for food service
professionals in Panama City,Panama, 2022.

Creative Culinary Applicationsfor Natto

Breakfast Inspirations that build on current trends(avocado natto toast with an egg; biscuits withnatto/bacon butter)Hybrid Condiments based on familiar favorites(natto stirred into mustard or mayonnaise)Brush-on Flavor for braised, barbecued or baked foods(natto-bourbon basted pork; balsamic/natto glazed
roasted root vegetables)Natto on a salad

Natto Soup

Okra and Natto

Use vinegar to reduce the bold smell and taste of thenatto.

A few drops of sesame oil will also add flavor to the natto
and reduce the smell.

Think about ponzu or yuzu flavor additions



A chef contest for new Natto ideas (American chefs inTokyo or innovative Japanese chefs

Sharing Soy’s Sustainability StoryConnects Consumers with thePeople Who Produce their FoodWorldwide, six out of 10 consumers want to learn more about
where their food comes from. [Source: Innova Market Insights,"Top 10 Trends 2021.”]

Sustainability is a soy tradition—U. S. soybean growers have beenpracticing sustainable agriculture methods for decades.
Currently, 95% of U.S. soy farmers are committed to sustainablefarming practices and partner with the USDA to implement
conservation programs. [Source: The Sustainability Alliance] Health redefined—Personal health and sustainability are among
the top considerations driving today’s consumer food choices,with health of the planet now eclipsing personal healthconcerns. [Source: Innova Market Insights, Top Trends for 2022]
What To Communicate About Natto Soy Foods Sustainability

 Health Benefits
 Nutrition Profile Cultural Connections
 Flavor-Forward Message
 Creative Uses for Natto

Currently, many global consumers hear about natto’s aromaand texture before they learn about its flavor, healthbenefits and nutrition profile.

What We See on the Horizon for Natto
Natto taps into the wellness trend Natto rides the plant protein wave
 Natto ties in with Japanese culinary culture and authenticity
 Natto benefits from the traceability and sustainability of U.S. Soy
 Natto gains new fans for its flavor Natto new applications and menu ideas
Questions?

Contact Linda Funk at The Soyfoods Council

lfunk@thesoyfoodscouncil.com 515-491-8636
Download these free digital soyfoods cookbooks
at TheSoyfoodsCouncil.com