Four factors that help a food category grow explain the extraordinary performance of soy.
Research supports health benefits and more consumers know it.
The media can't write enough soy stories. FDA may approve a health claim for soy protein and heart disease reduction. New and traditional food companies flood the market with novel soy products. The opportunities for the soyfood market begin with a well-suited bean that more and more consumers want. The isoflavone content of soybeans may convey additional health benefits.