Soy Drinks Receive Makeover

Soybean drinks have been popular soft drinks for decades in countries like Singapore and Thailand, however increased product segmentation is leading to new soy drinks being launched as dairy alternatives and functional beverages. Soy milk has become highly popular as a dairy milk substitute in Singapore and Malaysia. Pasteurized soy milk is competing strongly with fresh milk on retailer shelves. The success of fresh soy milk has led the leading supermarket chain in Singapore to launch a private label product. NTUC Fairprice is the first retailer in the region to market soy milk under its own brand. Organic Monitor expects more retailers to follow suit as more consumers become accustomed to soy milk as a dairy alternative.

Functional beverages comprise most new product launches. Manufacturers are capitalizing on the health benefits of soy by launching fortified soy drinks. Fortifications include vitamins, minerals, omega acids, and fruit and vegetable extracts.

Market offerings
Marigold soy milk with pomegranate juice epitomizes this trend. Malaysia Dairy industries launched the functional soy drink in Singaporean retailers a few weeks ago. The Marigold brand is highly established, representing a range of fresh juices and soy milk.

The first-ever pomegranate flavored soy milk is positioned as a functional health drink. The fresh soy milk is fortified with vitamins K, D and Calcium. Pomegranate is widely regarded as a ‘super-food’ because of its antioxidant properties and nutrient-rich content. The launch has been supported by an extensive marketing campaign involving media advertising and promotions.

Another novel soy drink, Nutrisoy Red Bean Soy Milk was launched by F&N Foods a few months earlier. The functional soy drink is fortified with calcium and amino acids. Red bean is high in fiber and is considered by traditional Chinese Medicine to nourish blood and reduce water retention.

Regional products
Other Asian countries are also experiencing a flurry of new product launches. A number of soy drink blends involving corn and fruit and vegetable juices have been introduced in the last year. In Thailand, manufacturers have launched soy drinks with aloe vera, black sesame, and honey to give them a functional dimension. Black-sesame soy milk has become one of the most successful soy drinks in the country because of its taste and health benefits. Black sesame gives soy milk a nutty flavor, as well as providing a rich source of manganese, copper, tryptophan, iron and fiber. Black sesame is highly regarded in Asia, believed to be the oldest condiment known to man.