A national survey investigating consumer perceptions of soya and soya-based products has confirmed the growth in awareness of their potential health benefits. Highlighting rising consumer demand for a range of soya products – from ready meals to dairy substitutes – the survey studied consumer perceptions of soya based products, purchasing habits and general attitudes towards health and nutrition.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Over 1,000 respondents across the UK were surveyed by an independent research consultancy. Of the sample, almost half have eaten soya products in the last year. 30% eat soya based products once a week, 8% serve it up twice a week and 7% more than three times a week. Favourites on the soya menu include meat-free ready meals (54%), tofu (40%), soya ‘milk’ (33%) and soya ‘margarine’ (23%). Soya ‘yoghurt’ and soya ‘ice cream’ are also a regular feature.
“We’re pleased to see that the survey confirms our own research that consumers are now making the link between soya and positive health benefits” comments Peter Fitch, managing director of Haldane Foods. “Significantly, 63% of respondents believe soya can be good for you as part of a balanced diet. 59% of respondents would buy more soya products if they knew of specific associated health benefits, whilst half of respondents state that packaging promoting the health benefits of a soya product would encourage them to buy it.”
Officially-approved health claims also appear to influence the consumer – almost third said that a health claim endorsed by the Joint Health Claims Initiative (JHCI) would encourage them to purchase a soya product.
Interestingly, an overwhelming 90% stated that GM coverage had not stopped them buying soya products. A quarter of consumers stated that they preferred to buy organic soya.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataA quarter of those interviewed found the range of soya products available to be limited and 27% simply had not seen soya products on the shelves. For others, the main reason given for not eating soya was simply lack of awareness – 68% had ‘never thought of trying it’. The survey suggests that consumers would like to see a greater range of soya products available in their supermarkets.
In terms of where people look for information on health and nutrition, the findings show that consumers are now increasingly turning to packaging and labeling as a source of information. Almost half of all respondents read the fat content on packaging, 45% look at ingredients and 31% read the information relating to calories.
