Soyfoods are further emerging into the mainstream as more health-conscious consumers search for foods with nutritional benefits that are convenient and taste great. As evident by a recent, self-selected survey conducted by Supermarket Guru Phil Lempert, an expert analyst on consumer behavior and food trends and editor and contributor to NBC's Today Show, 68 percent of respondents consume soyfoods as a regular part of their diet. The survey "shows how important healthy eating has become to the U.S. consumer."
Lempert's survey results show that 73 percent of those consuming soy claim to do so because they are aware that soy delivers health benefits, and nearly 50 percent report that they choose foods containing soy simply because they enjoy the taste. The fact that nearly 50 percent said they choose foods containing soy simply because they enjoy the taste "demonstrates how far food companies have come in developing delicious soy products that are easy to incorporate into the daily diet," said Lempert. Soyfoods are eaten most frequently at breakfast and supper and include soymilk (58%), soy burgers or crumbles (43%) and tofu entrees (32%).
Lempert, who presented the findings from his online soy survey at the 11th Annual Soy Symposium, is one of America's leading consumer trend watchers and a regular guest on The View, Oprah, Discovery Health and Extra. The annual Soy Symposium, that brings together soy producers, marketing experts and product development specialists to discuss the future of the soyfoods market, was held in Chicago this past week.
The Soyfoods Association of North America (SANA) is a non-profit trade association that has been promoting consumption of soyfoods in the diet since 1978. SANA members include large and small soyfoods companies, growers and suppliers of soybeans, nutritionists, cookbook authors, equipment representatives, food scientists and retailers.
Are soyfoods a regular part of your diet?
Yes 68%
No 32%
If not, what are your biggest obstacles?
Taste 23%
Price 12%
Never tried 9%
Variety 5%
When you shop for soyfoods, where do you look?
Grocery Store - Regular Food Aisles 38%
Grocery Store - Soyfood Section 34%
Health Food Store 15%
How often do you consume soyfoods?
Weekly 37%
One time a day 27%
Two or more times a day 15%
Less than monthly 9%
Never 8%
Monthly 4%
When you eat soyfoods, at what eating occasion do you
most often consume them?
Breakfast 30%
Supper 26%
Lunch 14%
Afternoon snack 13%
Evening snack 7%
Morning snack 4%
Which soy products do you consume?
Soymilk 58%
Soy burgers or crumbles 43%
Tofu entrees 32%
Soy snacks - chips and soy nuts 30%
Plain tofu 23%
Soy protein bars as snacks 22%
Meal entrees with soy 21%
Cereal with soy 19%
Edamame 19%
Traditional soyfoods - i.e., miso and
tempeh 18%
Soy cheese 14%
Soy ice cream 12%
Soy protein bars as meal replacers 11%
Other soy beverages 10%
Soy yogurt 9%
Soy flour (for baking) 7%
What type of foods would you like to see contain soy?
Snack foods 49%
Baked goods 45%
Mixed with frozen vegetables 44%
On salad bars 42%
Frozen desserts 41%
Meal entrees 40%
Crackers 36%
Beverages 21%
Where do you eat soy foods?
Home 94%
Restaurant 29%
Work 20%
Friends or relatives' house 10%
Other 3%
Why do you consume soyfoods?
Heard soy foods boost general health and well-being 73%
Enjoy the taste of soyfoods 49%
Select foods that are natural/organic 40%
Avoiding symptoms of menopause 33%
Find soy foods easy to use 31%
Preventing osteoporosis 31%
Trying to prevent heart disease 30%
Other health reason 28%
Trying to prevent cancer 24%
Avoid animal products for ethical or cultural reasons 17%
Family food preferences 7%
What factors discourage you from consuming soyfoods?
Price 37%
Spouse/family would not eat 27%
Don't like taste 22%
Lack of choice 18%
Preparation instructions 13%
Other 10%
Lack of knowledge about soyfoods 8%
Health concern 3%
Which change would most encourage you to consume soyfoods?
Availability/more selection in my store 38%
Better prices 32%
Better taste 20%
Other 7%
I would never purchase soyfoods 4%
This survey was conducted on the site of Philip Lempert, the Supermarket Guru