The story of Soya is a great success. The humble bean can be processed into an array of high-protein ingredients that can be used to create delicious and nutritious foods that look, taste, feel and smell like traditional animal-based meat and dairy products.
Currently the most developed plant-based protein segment The soy protein ingredients sector is estimated to be worth US$7.7 billion in 2022. By 2027, it is projected to hit a significant US$10.8 billion, recording a compound annual growth rate (CAGR) of 7%.
While soy has experienced a number of victories and is predicted to see more, the mighty bean has been on the receiving end of some negative information, causing a growing number of consumers to avoid products that contain soy ingredients.
In a recent New Food Hub article, Proveg International dives into the global soy industry to investigate some common misconceptions about soy. The article shares key insights to enable soy protein product manufacturers to address consumer concerns about soy content and maximize sales.
Soy alleviates health concerns
One of the most damaging consumer misconceptions is that ‘soy is bad for health’.
- Health is a hot topic in the plant-based food scene. Often, consumers new to the space are concerned about whether processed plant foods are healthy. This is made worse by the fact that many consumers’ opinions about soy are formed on health-related issues related to people close to them, such as allergies.
- It’s important to communicate that, while soy allergies are very real (and consumers with soy allergies should avoid soy foods!), unless you have a soy allergy or intolerance, you won’t experience any adverse side effects from eating it.
- In fact, when consumed as part of a balanced diet, soy can be great for health, being high in both protein and fiber. Soybeans are also low in fat, good for heart health, contain all nine essential amino acids (complete proteins) and are highly digestible. When it comes to the protein quality of various foods as measured by PDCAAS (Protein Digestibility Corrected Amino Acid Score), soy protein is on par with egg, milk, casein and whey proteins.
- Data backs up the health claims, scientists have found Soy is rich in isoflavones and nutrients including B vitamins, potassium and magnesium, and can provide many health benefits when eaten in place of red meat. Also, soy protein, high in fiber, has the ability to help consumers feel ‘full’, appealing to consumers concerned about weight control.
- Currently, Satiety is the second most desirable attribute for functional foods (Functional foods are those that provide more than simple nutrients; they provide additional physiological benefits to the consumer, such as energy, reduced cell-damage, and satiety).
- Promisingly, there are many consumers who see soy protein as a health-enhancer – with In a survey 70% of participants agreed with the statement that ‘soy milk is a healthy food’.
Finally, it is important to highlight the health benefits of soy on product packaging and websites. Studies show that consumers regard soy products that are clearly labeled with health claims more positively than those without soy products.
Highlighting the benefits of soy and making protein information accessible is something plant-based meat brand Heura does very well. Heura’s Regulatory and Nutrition Manager, Jonathan Sliney, explains: “We believe in empowering consumers through information. Whenever we have concerns about our ingredients or manufacturing processes, we clarify the issues through data-based research. In the case of soy, we make sure to highlight how studies show that complete, high-biological-value plant-based protein sources are not inferior but superior to animal-source protein.”
Key Insights
When using soy in your plant-based products, address health concerns by:
- Use your website, social media platform(s) and marketing resources to improve soy’s image and educate consumers about its preparation.
- Highlighting the nutritional value and health benefits of soy ingredients on your product packaging and on your brand website.
Learn how to address other consumers’ perceptions of soy by reading the full article on New Food Hub. For more information on product formulation and techniques, contact ProVeg [email protected]