United Soybean Board

Consumer AttitudesAbout Nutrition, Health and Soyfoods

We’re Eating More SoySoy consumption is at highest levels

A Favorable Response to BiotechnologyConsumers believe biotechnologycan make food healthier

8219 062014 2000

Issue 21 | 2014 Edition | 21st Annual

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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.

21st Annual Survey

Consumer Attitudes About Nutrition, Health and Soyfoods Issue 21 | 2014 Edition | 21st Annual

3THE DATA IS DELICIOUS BITETAB

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We’re Eating More SoySoy consumption is at highest levels

A Favorable Response to BiotechConsumers believe biotech can make food healthier

Nutrition Pays Off for MarketingConsumers will pay extra for healthy food

Protein Strengthens Soy’s Health HaloProtein is soy’s #1 recognized health benefit

Fats and Oils Stats and FactsSoybean oil and health align

401

802

1203

1604

1805

We’re Eating More SoySoy consumption is the highest ever. Four key contributing factors emerged:

• Desire to eat more healthfully

• Abundance of new soyfoods on the market

• Ethnic population growth

• Increased interest in sustainable foods

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4

1x / week

CONSUMERS ARE EATING SOY

OR MORE

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From soymilk with cereal, snacking on edamame, reenergizing with a soy protein bar or grilling up soy burgers, the wide variety of soyfoods ensure consumers enjoy soy around-the-clock

Q: DO YOU EAT SOYFOODS OR SOY BEVERAGES?

74%YES

2014

26%NO

65%YES

35%NO

2010

UP 9%SOY CONSUMPTION

2010-2014

7THE DATA IS DELICIOUS BITE

of consumers seek food products that contain soy

45%

39% 34% 24% 10%

Q: HOW OFTEN DO YOU CONSUME SOYFOODS OR BEVERAGES?

Q: WHEN DO YOU EAT SOYFOODS OR BEVERAGES?

(Once or more per week)

DINNER

8%LATE EVENING

5%DESSERT

8%WHENEVER

BREAKFAST LUNCH MID MORNING

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35

2010

24% 25% 27% 28% 31%20

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2012

2013

2014

TOP SOYFOOD PICKS

SOYMILK

EDAMAME

TOFU

SOY BURGERS

ENERGYBARS

MEATALTERNATIVES

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02A Favorable Response to BiotechnologyBiotechnology is a breakthrough not a barrier. The top reason consumers support it? Healthier food products.

Increased familiarity with biotech/GMO is no surprise as many U.S. states are considering GMO labeling legislation. Consumers support label transparency.

Q: ARE YOU FAMILIAR WITH THE TERM BIOTECHNOLOGY?

Q: ARE YOU FAMILIAR WITH THE TERM GMO?

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30

40

50

60

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40%Familiar

44%Familiar

53%Familiar

58%Familiar

2013

2013

2014

20148

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30%TOP REASON TO SUPPORT BIOTECHNOLOGY:

“Makes food healthier”

38%TOP REASON TO OPPOSE BIOTECHNOLOGY:

“Unnatural”

YES 71%

YES 61%

SHOULD PRODUCTS CONTAINING INGREDIENTS DERIVED THROUGH BIOTECHNOLOGY BE LABELED?

2014

2013

Q: ARE YOU FAMILIAR WITH THE TERM GMO?

of consumers familiar with the term biotechnology say it is important that food

production supports the long term health of the environment

78%

Only 2% cite “GMO” as a barrier foreating soy

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

10 11THE DATA IS DELICIOUS BITE

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

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03Nutrition Pays Off for MarketingAmericans 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.

13THE DATA IS DELICIOUS BITE

93%

AGREE THAT HEALTH AND NUTRITION

INFORMATION IS A BIG HELP

91%

FIND NUTRITION IMPORTANT

WHEN SELECTING GROCERIES

86%

ARE CONCERNED ABOUT THE

NUTRITIONAL CONTENT OF FOOD

72%

CHANGED EATING HABITS DUE TO HEALTH

CONCERNS

WILLINGNESS TO PAY MORE FOR HEALTHIER FOODS

TOP 3 “CHILDHOOD NUTRITION ISSUES”

CONSUMERS AIM TO CHOOSE HEALTHIER FOODS

2010: 53%

2011: 56%

2012: 58%

2013: 61%

2014: 63%

1 INSTILL HEALTHY EATING HABITS 2

REDUCE CHILDHOOD OBESITY 3

INCREASE CONSUMPTION OF FRUITS & VEGETABLES

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

2/3

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04Protein Strengthens Soy’s Health HaloConsumers are taking charge of their health. Protein is soy’s top recognized health benefit.

Emerging research indicates high-protein diets containing soy may help with satiety. Savvy consumers may eat soyfoods to stave off hunger and help manage weight.

HEALTH BENEFITS ASSOCIATED WITH SOY

TOP INFORMATION SOURCES ABOUT SOY & HEALTH

INTERNET

NEWSPAPERS

TV

HEALTH PROFESSIONALS

MAGAZINES

RADIO

FRIENDS & FAMILY

SOCIALMEDIA

...

“High Protein”“Low in Fat”

“Heart Healthy”

“High in Fiber”“It’s Good for You”

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17THE DATA IS DELICIOUS BITE

Consuming

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

25 grams

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

41%“Low in Fat”

“Heart Healthy”

FDA-Approved Heart Health Claim

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

77%

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Fats and Oils Stats and Facts

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DID YOU KNOW? Soybean oil is commonly labeled vegetable oil

DID YOU KNOW? Soybean oil is the principal source of Omega-3s in the U.S. diet

DID YOU KNOW? Soybean oil contains zero grams trans fats

DID YOU KNOW? Most soybean oil is 100% U.S. grown

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Consumers depend on soybean oil as one of their two most frequently used cooking oils

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Omega-3 fats are recognized as the #1 most healthy fat

386% of consumers view trans fats as unhealthy

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PERCEIVED HEALTHINESS OF SATURATED VS. TRANS FATS

FATS CONSUMERS VIEW AS VERY OR SOMEWHAT HEALTHY

Omega-3 fats: 87%

Polyunsaturated fats: 42%

Monounsaturated fats: 40%

Hydrogenated vegetable oils: 30%

15%TRANS FATS HEALTHIER

35%NUTRITIONALLY

EQUAL

25%DON’T KNOW

25%SATURATED FATS

HEALTHIER

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of consumers are interested in the type of oils being used in restaurants

72%

HOW TO USE STUDY RESULTS:

Health Professionals: Guide client nutrition choices and meal plans

Food Industry: Make smart formulation, purchasing and marketing decisions

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28% AGE 18-34

19% AGE 35-44

19% AGE 55-64

AGE 65+

19% AGE 45-54

75% of respondents do most of the food shopping in their household

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.

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.

AboutUnited Soybean Board

Demographic Profile of Participants

Methodology

46% MALE

54% FEMALE

15%

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.

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