Issue 21 | 2014 Edition | 21st Annual

Consumer Attitudes
About Nutrition, Health and
Soyfoods

We’re Eating More Soy

Soy consumption is at highest levels

A Favorable Response
to Biotechnology
Consumers believe biotechnology
can make food healthier
United Soybean Board

8219 062014 2000

I N T R O D U C T I O N
21st Annual Survey
Consumer Attitudes About Nutrition,
Issue 21 | 2014 Edition | 21st Annual Health and Soyfoods

Take a delicious bite into what drives consumer

eating and purchasing habits.

It’s your business to be informed. Two 2014

insights offer advantages to the food and health
industries:

1. Soy consumption is higher than ever.

And rising at 5% per year. Sounds like a soy
opportunity.

2. Consumers are open-minded with

biotechnology. It’s not unexpected that 53%
are familiar with the term biotechnology. What
may surprise? Only 2% cite “GMO” as a
barrier for eating soyfoods or beverages.

The study also reveals attitudes about diet, fats,

oils, and purchase drivers.

Take a closer look at the facts and form an

opinion of your own.
TA B L E O F C O N T E N T S

01 We’re Eating More Soy

Soy consumption is at highest levels 4
02 A Favorable Response to Biotech
Consumers believe biotech can make 8
food healthier

03 Nutrition Pays Off for Marketing

Consumers will pay extra for 12
healthy food

04 Protein Strengthens Soy’s Health Halo

Protein is soy’s #1 recognized health 16
benefit

05 Fats and Oils Stats and Facts

Soybean oil and health align 18
THE DATA IS DELICIOUS BITE 3
 01
We’re Eating
More Soy
Soy consumption is the
highest ever. Four key
contributing factors
emerged:

• Desire to eat more

healthfully CONSUMERS ARE
• Abundance of new EATING SOY
1x / week
soyfoods on the
market

• Ethnic population
growth

• Increased interest in
OR MORE
sustainable foods

4
Q: DO YOU EAT SOYFOODS OR SOY BEVERAGES?

35% 26%
NO NO
65% 74%
YES YES

2010 2014

From soymilk with cereal, snacking on

SOY edamame, reenergizing with a soy protein bar
CONSUMPTION
or grilling up soy burgers, the wide variety of
UP 9% soyfoods ensure consumers enjoy soy around-
the-clock
2010-2014

THE DATA IS DELICIOUS BITE 5

Q: HOW OFTEN DO YOU CONSUME TOP SOYFOOD
SOYFOODS OR BEVERAGES? PICKS
(Once or more per week)
SOYMILK
35 31%
27% 28%
24% 25%

45%
EDAMAME
2010

2011

2012

2013

2014 ENERGY
0

BARS

Q: WHEN DO YOU EAT SOYFOODS of consumers seek

OR BEVERAGES?
TOFU
food products that
contain soy
SOY
DINNER BREAKFAST LUNCH MID MORNING
BURGERS
39% 34% 24% 10%
LATE EVENING DESSERT WHENEVER
MEAT
6
8% 5% 8% ALTERNATIVES
THE DATA IS DELICIOUS BITE 7
02
Q: ARE YOU FAMILIAR WITH THE TERM
BIOTECHNOLOGY?
60

53%
50

40 Familiar
40%
Familiar
30

20

A Favorable
Response to
10

Biotechnology
0
2013 2014

Biotechnology is a
breakthrough not a Q: ARE YOU FAMILIAR WITH THE TERM GMO?
barrier. The top reason
consumers support it? 60
Healthier food products.
58%
Familiar
50
Increased familiarity
with biotech/GMO
is no surprise as
40
44%
many U.S. states are 30 Familiar
considering GMO
labeling legislation.
20
Consumers support label
transparency.
10

0
8 2013 2014
 78%
TOP REASON TO SUPPORT
BIOTECHNOLOGY: of consumers
familiar with the term

30% biotechnology say it

is important that food
production supports the long term
health of the environment
“Makes food healthier”
SHOULD PRODUCTS CONTAINING TOP REASON TO OPPOSE
BIOTECHNOLOGY:
Only 2% cite
INGREDIENTS DERIVED THROUGH
BIOTECHNOLOGY BE LABELED?

“GMO” as a
barrier for
eating soy
2014

2013
YES 71%
YES 61%
38%
“Unnatural”

57%
of consumers characterize
the role of biotechnology
as positive, neutral or no
opinion

THE DATA IS DELICIOUS BITE 9

 NEW BIOTECH
soybean varieties
will provide trans
fat solutions in food
production, as well as
reduced saturated fat

10 THE DATA IS DELICIOUS BITE 11

03
Nutrition Pays Off
for Marketing
Americans want to
eat healthy across
generations and as a
lifelong endeavor. They
are also willing to pay
more for better-for-you
foods.

Cash in on soy! Soy

is a popular food and
complete protein – a
winning combination
for food product
development and dietary
recommendations.

12
CONSUMERS AIM TO CHOOSE HEALTHIER FOODS

93% 91% 86% 72%

AGREE THAT HEALTH FIND NUTRITION ARE CONCERNED CHANGED EATING
AND NUTRITION IMPORTANT ABOUT THE HABITS DUE TO HEALTH
INFORMATION IS A WHEN SELECTING NUTRITIONAL CONTENT CONCERNS
BIG HELP GROCERIES OF FOOD

WILLINGNESS TO PAY MORE FOR HEALTHIER FOODS

2010: 53%
2011: 56%
2012: 58%
2013: 61%
2014: 63%

TOP 3 “CHILDHOOD NUTRITION ISSUES”

INCREASE
REDUCE
INSTILL HEALTHY
1 EATING HABITS 2 CHILDHOOD
OBESITY 3 CONSUMPTION
OF FRUITS &
VEGETABLES

THE DATA IS DELICIOUS BITE 13

 2/3
of consumers are willing
to pay more for healthier
versions of the same
foods they already buy

14 THE DATA IS DELICIOUS BITE 15

04
HEALTH BENEFITS ASSOCIATED WITH SOY

“High Protein”
“Low in Fat”
“Heart Healthy”
Protein “It’s Good for You”
Strengthens Soy’s “High in Fiber”
Health Halo
Consumers are taking
charge of their health. TOP INFORMATION SOURCES ABOUT SOY & HEALTH
Protein is soy’s top
recognized health
benefit. 1 2 3 4

Emerging research
indicates high-protein
diets containing soy INTERNET TV FRIENDS & MAGAZINES
FAMILY
may help with satiety.
Savvy consumers may
eat soyfoods to stave off 5 6 7 8
hunger and help manage
weight.
...
NEWSPAPERS HEALTH SOCIAL RADIO
PROFESSIONALS MEDIA
16
41%
of consumers
are aware
of the FDA-
Approved Heart Health
Claim, up 9 pts from 2013

Of those aware, 76% are

more likely to eat soy

FDA-Approved Heart Health Claim

Consuming
25 grams
of soy protein a day, as part
of a diet low in saturated fat
and cholesterol, may reduce
the risk of heart disease

THE DATA IS DELICIOUS BITE 17

 05
Fats and Oils
Stats and Facts

77%
of consumers with
an opinion on
healthiness think
soybean oil is
very or somewhat
healthy

18
DID YOU KNOW? Consumers depend on soybean
Soybean oil is
commonly labeled
1 oil as one of their two most
vegetable oil frequently used cooking oils

DID YOU KNOW?

Omega-3 fats are Soybean oil is the
2 recognized as the #1 principal source of
Omega-3s in the
most healthy fat
U.S. diet

DID YOU KNOW?

Soybean oil 86% of consumers view
3
contains zero trans fats as unhealthy
grams trans fats

DID YOU KNOW?

Most soybean oil is
100% U.S. grown

THE DATA IS DELICIOUS BITE 19

PERCEIVED HEALTHINESS OF SATURATED VS. TRANS FATS

25%
SATURATED FATS 25%
HEALTHIER DON’T KNOW

35% 15%
TRANS FATS
NUTRITIONALLY
HEALTHIER
EQUAL

FATS CONSUMERS VIEW AS VERY OR SOMEWHAT HEALTHY

Omega-3 fats: 87%

Polyunsaturated fats: 42%

Monounsaturated fats: 40%

Hydrogenated vegetable oils: 30%

20
72%
of consumers are
interested in the type
of oils being used in
restaurants

THE DATA IS DELICIOUS BITE 21

 HOW TO USE STUDY
RESULTS:

Health Professionals:
Guide client nutrition
choices and meal plans

Food Industry:
Make smart formulation,
purchasing and marketing
decisions

22
About
United Soybean Board
The United Soybean Board serves as a resource for soybean-related educational materials.
Please visit SoyConnection.com to view soybean oil innovation news (including information
about biotechnology), up-to-date health research, recipes and two Soy Connection newsletters
for the food industry and for health professionals.

Demographic Profile of Participants

15%
AGE 65+ 28%
AGE 18-34
46% 54% 19%
MALE FEMALE AGE 55-64 75%
of respondents do most of the food
19% shopping in their household
19% AGE 35-44
AGE 45-54

Methodology
The United Soybean Board conducted the first Consumer Attitudes about Nutrition study in
1994. Over the years, this annual survey has become more detailed to address current topics of
interest to the food industry as well as health professionals.

The study, conducted by an independent research firm in February 2014, includes 1,000
random surveys, providing a sample that is consistent with the total U.S. population. The study’s
margin of error remains +/- 1.9-3.1 percent, with a confidence interval of 95 percent.

THE DATA IS DELICIOUS BITE 23

The 70 farmer-directors of USB oversee the investments of the soy checkoff to maximize
profit opportunities for all U.S. soybean farmers. These volunteers invest and leverage
checkoff funds to increase the value of U.S. soy meal and oil, to ensure U.S. soybean
farmers and their customers have the freedom and infrastructure to operate, and to meet
the needs of U.S. soy customers. As stipulated in the federal Soybean Promotion, Research
and Consumer Information Act, the USDA Agricultural Marketing Service has oversight
responsibilities for USB and the soy checkoff.

For more information, please visit www.SoyConnection.com.

8219-062014-2000