PROJECT SWEET PEA

MARKET STUDY ON THE USE OF SOY PRODUCTS BY THE FOOD INDUSTRY IN GHANA
PREPARED FOR

THE WORLD INITIATIVE FOR SOY IN HUMAN HEALTH (WISHH)

SEPTEMBER 2006

Outline RESEARCH BACKGROUND THE APPROACH SUMMARY OF FINDINGS CONCLUSIONS

RESEARCH BACKGROUND

Background
Soybean is an important but inexpensive source of high protein worldwide Compared to other protein-rich foods, soybean is by far the cheapest
An affordable alternative to other protein-rich foods for subSaharan populations most of whom are poor.

It has an average protein content of 40% and oil content of 20% Soybean has the highest protein content of all food crops
It is second only to groundnut in terms of oil content

Over 160 million tons of soybeans was produced worldwide in 2000.

USA - leading producer (49%) Less than 1% of total figure produced in Africa.

Background
The amount of soybean consumed by humans worldwide is relatively low Increasing public and commercial interest in its consumption Soybeans has great potential as a major source of dietary protein for the future
for people living in sub-Saharan Africa

A growing market for soy products in Ghana, with the introduction and patronage of various soy milk and soybean edible oil brands
At least eight (8) soy milk; 5 main brands:
Vitamilk Lactasoy Good Hope Soymilk Sunrise Soya Golden Soymilk

Background
@ least ten (10) soybean based cooking oil brands; some are:
Unoli Sankofa Harvest Agriar Crystal Soyabean Frytol Soya

Patronage of soy based products is based mainly on:

Nutrition Health

Ghana produces about 12,000 tons each year [FCDP]

total domestic demand for soybean products is estimated at 30,000 metric tons

Background
World Initiative for Soy in Human Health (WISHH) wanted to:
Acquire information on commercial companies in Ghana which use or are potential users of soy ingredients Determine who makes decisions as well as the basis for these decisions in these companies Gather data on consumers of soy-based food products and products that could be fortified with soy proteins.

Objectives
The objective of the study was to obtain key information on:
The Ghana food industry regarding its use, both present and planned, of soy as a food ingredient or raw material. The policy of the Government of Ghana toward soy, both from a trade and investment standpoint, but also in terms of health and nutrition policy. The knowledge and purchasing/consumption habits of consumers in Ghana with regards to soy.

THE APPROACH

Methodology
Desk research

Qualitative research
Focus Group Discussions In-depth interviews

Methodology
Desk research Ministries and Government Institutions
Trade and Industry Food and Agriculture (MOFA) Food Research Institute (FRI) Customs Excise and Preventive Service (CEPS) Centre for Scientific and Industrial Research (CSIR) National Board for Small Scale Industries (NBSSI)

Educational Institutions
Dept. of Nutrition and Food Science, U.G Dept. of Agriculture, U.G.

Non Governmental Agencies

The Adventist Relieve Agency (ADRA) Cooperative for Assistance and Relief Everywhere (CARE)

Methodology
Qualitative research approach Focus Group Discussions
4 groups with
Male and female consumers of Soy products/ingredients 2 each in Accra and Kumasi 18 to 45 years

In-depth interviews
19 IDIs with CEOs, COOs, MDs, (or their representatives) and Product Plant Managers,
Food processing/industry Ministries and Government Institutions Non Governmental Agencies

Period of data collection

3rd quarter of 2006

SUMMARY OF FINDINGS

Awareness of Soy products and ingredients

Awareness of Soy as an ingredient and different products higher among female consumers than males
Females shop for the household more often

Although the crop is relatively new on the Ghanaian market, people knew about its nutritional and health benefits It was described as highly nutritious, inexpensive and the best source of plant protein Soy products/ingredients aware of were:
Milk Refined cooking oil Soy beans Soy powder/paste Weanimix Natural Soy drink Biscuits Yoghurt Khebab/Tofu Dawadawa

Awareness of Soy products and ingredients

Main sources of awareness for consumers:
Media
Television Radio

Community Health Nurses

Post-natal care

Relatives Mothers

Other sources
Friends/colleagues at work places Schools

I heard of it at the weighing. The CHN talked about it. I used it and it has really improved the health of my child.

Soy products and ingredients used most often

Milk (refined) Used any time of the mainly by adult population in household
Taken as a snack or light meal

Tetrapak bought by a few for their school going children Weanimix Used any time of the day by nursing mothers in preparing porridges for babies and toddlers Serves as the main meal for some babies aside breast milk until they are introduced to adult meals Occasionally used by some adults Soy beans Soy powder/flour flavouring/spice or thickening agent Soy paste milk and main ingredients for stews

Soy bean refined cooking oil Soy natural drink

Likes and dislikes of Soy products and ingredients

Soy product / ingredient Soy milk (refined) Likes Highly nutritious Heavy/thick therefore filling Tasty and satisfying Does not contain cholesterol Gives energy shorter shelf span Presented in ready-to-drink formats Flavoured therefore making it easier for consumers to patronize it Prestigious Source of high protein for the development of babies Inexpensive Easy to use It is easy to use Affordable Increases in quantity End products usually look attractive when prepared well e.g. looks like Agushie (grinded Mellon seeds) in stew. Does not contain cholesterol It is economical because the oil expands with heat therefore increasing in quantity It has an attractive flavour Has a good taste. Dislikes Nauseating at the initial attempt to consume it Too expensive (available to only those who can afford) Gets spoilt easily Quantity packaged too small

Weanimix

Some of the children do not like the taste of the formulation

Soy beans (Powder/ paste)

It has a bitter after taste Preparation process difficult and time consuming

Soy beans oil

More expensive than other types of cooking oil on the market Oil is perceived as not having a good aroma

Purchasing behaviour
Soy Product Source / Outlet type SKUs Refined Milk Super markets 250ml 300ml Tetrapak Bottle $0.27 $0.43 $0.65 $1.09 Refined oil Open market 1 litre 5 litres Bottle Gallon $1.47 $1.74 $5.98 $7.07 Soy beans / grains Open market 450 g 2.7 kg Polybags Polybags $0.27 $0.54 $1.30 Weanimix

Weighing centres

Packaging

Polybags

Price

Awareness of Soy products and ingredients

All (10) agro food manufacturing companies contacted were aware of:
Soy as a crop Some of its ingredients/products The benefits of Soy to both the consumer and the manufacturer
Having high protein content Healthy products Preventing the development of cancer Fortifying the immune system Containing low cholesterol Easily digestible into the body compared to animal protein Soy raw materials relatively cheaper more profitable For animal feed processors Demand for soy based feed higher than fish based feed Animals grow faster Animals enjoy it

Awareness of Soy products and ingredients

Some of the companies currently use Soybean products /ingredients as raw materials Others showed interest in using soy products/ingredients in the future

Soy products and ingredients available in Ghana

Soy bean oil Pastries /snacks Soy yoghurt / ice cream

Soybean cake / meal

Soy beans
Soy milk Soy Choco

Soy powder / flour

Soy blended cereals / Weanimix

Soy khebab / Tofu

Major users/buyers of Soy products

Soy cake / Soy meal Soy crude oil Soy blended cereals Soy beans / grains Soy milk products Soy powder/ paste Soy High Protein Foods

Poultry farmers manufacturers of animal feed Manufacturers of cooking/edible oil Educational institutions

General Ghanaian public

Major processors/producers of Soybeans products

Location Tamale Northern Region Main Product Soy bean Oil Soy bean cake / Soy bean meal Quantity processed 14,000 MT

BOSBEL

GAFCO

Location Tema Greater Accra Region

Main Product Soy bean Oil Animal Feed (Soy bean meal)

Quantity processed 9,000 MT

RATKIA HOLDINGS

Location Kumasi Ashanti Region

Main Product Soy bean Oil Soy bean cake / Soy bean meal

Quantity processed 8,400 MT

Major processors/producers of Soybeans products

Other processors (production - 1000 MT or less)
NAME OF COMPANY TRINGO LIMITED R. A. K. NKETIA FATECO GOLDEN MILLS LIMITED MAYJUST INDUSTRIES KING COCOA PROCESSING ASASSE PA NATURAL FOODS AND PRODUCTS HOLY FAMILY HOSPITAL LOCATION ACCRA KUMASI POKUASE POKUASE TEMA KASOA TEMA TECHIMAN MAIN PRODUCT OIL & CAKE OIL & CAKE OIL & CAKE OIL & CAKE SOYFLOUR & HPF HPF HPF HPF PRODUCTION PER ANNUM (MT) 1,000 500 - 1000 750 360 115 54 24 24

Processors who produce less than 20 MT not presented Estimated annual tonnage of processed Soy in the country
25,582 26,100 MT (2002) 35,180 MT (2005)

Production of Soybeans from 2003 to 2005

Crop production areas: Three northern regions; Volta Region (Krachi, and Nkwanta), Brong Ahafo (Nkoranza and Wenchi), Ashanti Region (EjuraSekyere-Odumasi, Sekyere East, and Efiduase).

7,673 (MT) 3,095 (MT) 107,335 (MT)

Figures not available

E. Dagomba E. Mamprusi Nanumba

Production of Soybeans from 2003 to 2005

The major producers of Soy crop: ADRA (contract farmer basis) ICOUR (certified seed and grains) Seed Growers Ass. (certified soya seed) SARI & CRI (breeder seed) Ejura Farms (certified seed and grains) Grains & Legumes Devt. Board (foundation seed) Other commercial & small scale growers (minority)

7,673 (MT) 3,095 (MT) 107,335 (MT)

Figures not available

E. Dagomba E. Mamprusi Nanumba

Annual Soy imports between 2003 and 2005

Sources of Soy imports Soy milk products Thailand Indonesia Canada Soy beans oil USA Canada Germany Soy beans /grains Italy Canada China & India

Annual Soy imports between 1999 and 2005

Soy milk products ?

Soy beans oil & Soy bean cake 19,905 MT

Soy beans oil 21 MT

Soy beans / grains 1,732 MT

Annual Soy exports between 1999 and 2005

Soy beans oil 0.152 MT

Soy beans / grains 14,707 MT

Policies of Government of Ghana towards Soy

Soy beans has been promoted by GOG in the: 1930s, 1950s, 1970s and 1990s with the aim of promoting:
Soybeans cultivation Soybeans utilization to improve human and animal nutrition
Production of oil for human use and cake/meal for animal feed Small scale production of infant weaning foods Domestic consumption of Soy bean e.g. milk, flour, etc.

GOG & ADB are sponsoring the FCDP which aims at promoting the production of Soy beans and other crops in the country.
Ministry of Food and Agriculture (MOFA) through FCDP
Gives incentives to farmers interested in the cultivation of the crop

Policies of Government of Ghana towards Soy

Facilitates farmers access to loans Makes seeds available for interested farmers. Organise regional workshops and seminars on household utilization

FCDP in collaboration with the FRI has conducted a Soy bean utilization studies in the country. FCDP is supporting adaptive (agronomic) research of Soy at SARI and CDI. FRI formulates high protein baby foods and infants weaning foods to solve the protein energy malnutrition among the poor in Ghana There are no set quotas, restrictions, tariffs or incentives for the importation of Soy products/ingredients into the country.

CONCLUSIONS

Summary of findings and conclusions

Objectives The Ghana food industry regarding its use, both present and planned, of soy as a food ingredient or raw material. Findings

The major users and buyers of Soy products/ ingredients:

Poultry farmers and manufacturers of animal feed Manufacturers of cooking/edible oil Educational institutions General Ghanaian public

The major processors/producers of Soy beans products and ingredients identified were:
Bosbel Vegetables Oil Mill Project Ghana Agro Food Company (GAFCO) located in Tema and Ratkia Holdings located in Kumasi

Summary of findings and conclusions

Objectives The Ghana food Findings

The total annual tonnage of processed Soy in industry regarding its Ghana is estimated to range between 26,100 use, both present and and 35,200 MT
planned, of soy as a food ingredient or raw material.

Increasing annual local production of Soy beans in the country.

It increased from 34,110 MT in 2003 to 47,727 MT in 2005
with the bulk of it cultivated in the Northern region of Ghana

A total of 19,928 MT of Soy beans/grains, Soy beans oil & cake/meal was imported into the country between 1999 - 2005

Summary of findings and conclusions

Objectives The Ghana food industry regarding its use, both present and planned, of soy as a food ingredient or raw material. The knowledge and purchasing/consumption habits of consumers in Ghana with regards to soy. Findings

14,707 MT of Soy beans/grains and oil were exported between 1997 and 2005 Total market size of Soy beans products and ingredients in 2005 is about 47,748 MT Awareness and knowledge of Soy products/ingredients was relatively high Soy products/ingredients well known and used were:
Milk (both refined and unrefined) Cooking oil Weanimix Soy beans

Summary of findings and conclusions

Objectives Findings
Powder/Paste (both locally made by The knowledge and housewives/nursing mothers) and purchasing/consumpt ion habits of Consumers were not aware of any of the consumers in Ghana following Soy products/ingredients: with regards to soy. Soy protein isolate Textured Soy protein Soy protein concentrate Defatted Soy flour `

Sources of awareness of soy products/ingredients were:

Media - Television Community Health Nurses Relatives

Summary of findings and conclusions

Objectives Findings The policy of the Soy beans cultivation and utilization has been Government of Ghana toward soy, both from promoted by the GOG since 1930 with the aim of improving human and animal nutrition a trade and investment standpoint, but also There are no set quotas, restrictions, tariffs or in terms of health and incentives for the importation of soy nutrition policy.

products/ingredients into the country.

Questions?

Thank you