The reason for the disparity appears to be a problem of perception. "Americans are not prepared to make massive lifestyle changes in order to get healthy foods into their diet," says chef and soy cookbook author Dana Jacobi. "Many people have negative attitudes toward soy products due to their misconception of, or their experiences with, taste and texture. But in fact, there are so many ways to work soy into your diet."

     Industry figures show that in some cases, the popularity of soy foods is increasing dramatically. For example, in 1998, sales of soymilk grew 53 percent in mainstream supermarkets and 24 percent in health food stores over the previous year, according to data from Spence Information Services, a San Francisco sales tracking firm. Another research firm, HealthFocus, reports that 10 percent of shoppers in 1998, versus 3 percent in 1996, said they are eating more soy specifically because they believe it will reduce their risk of disease.

     According to the Soyfoods Association of North America, three factors are responsible for driving soy's upward trend:

• Baby boomers are more enlightened about, and more interested in, longevity and good health than previous generations.
• The double-digit growth in Asian populations in the United States has fueled demand for traditional soy foods. Americans also are eating more Asian foods, which often include soy.
• Young people are choosing more plant-based foods. A food industry survey found that 97 percent of colleges and universities now offer meatless entrées on their menus.

     Mainstream grocery stores also have been prominently displaying soy products amid traditional foods. Soy-based burgers and sausages are often found in the freezer case next to other meats. Some stores offer refrigerated soymilk alongside cow's milk products. And it's not unusual to see tofu, along with soy cheese and cold cuts, in a store's fresh fruit and veggie department. "We expanded our line of soy products in the produce section even before [FDA approved] the health claim," says Paulette Thompson, nutritionist for Giant Food, a large East Coast grocery chain. "But soy is still rather mysterious to many consumers, so it's important to educate them." She says her company is offering information about soy in its Sunday newspaper supplements and its quarterly consumer magazine. It also plans a special "healthy products" promotion that will trumpet the benefits of soy and other diet components.

     For consumers reluctant to try soy foods because they fear a bad taste, food manufacturers are creating new lines of soy-based products that contain enough soy to meet the claim requirement but are developed specifically to taste good. "Soy's major stumbling block has been its taste, real or perceived," says Meghan Parkhurst, spokeswoman for Kellogg Co. She says the company plans to introduce in several western states a granola-like soy cereal that got high marks for taste in consumer trials.

Next page > Questions have been raised about individual components of soy > Page 1, 2, 3. 4, 5, 6, 7

Information taken from the U. S. Food and Drug Administration
5600 Fishers Lane
Rockville MD 20857-0001
http://www.fda.gov