Consumers Perception of Soy 2000: Why it Might Pay to Have it on Your Label

Friday March 17, 2000

After years of being an ingredient with an assumed identity, soy is now being hunted down by consumers, armed with the knowledge of its health benefits. But consumers are already eating heart-healthy soybean oil in the products they typically buy - they just dont know it because the soy they are consuming is hidden under the alias "vegetable oil." And what many food manufacturers dont know is that changing the label to soybean oil could increase sales and improve the healthy perception of their product.

Soybean oil has been hidden under the name "vegetable oil" partly because of past negative perceptions of soy. That was then. Now, consumers have an entirely different view about soy and that positive perception has transferred over to soybean oil. In the 1999-2000 survey, National Report on Consumer Attitudes About Nutrition, more consumers (89 percent) viewed soybean oil as being healthier than any other oil - even healthier than olive oil (87 percent) and canola oil (86 percent), two oils that usually shine as the healthiest. Most consumers are not aware that vegetable oil is really soybean oil; only 78 percent viewed vegetable oil as being the healthiest of oils, so its obvious theyre not making the connection.

There is also dissonance between consumer awareness of soybean oil and vegetable oil. The same study found that 99 percent of consumers were familiar with vegetable oil, while only 69 percent of consumers were familiar with soybean oil. Despite this shortfall in consumer awareness, soybean oil comprises 45 percent of the retail market. In comparison, canola oil comprises 19 percent, corn oil 18 percent and olive oil 9 percent of the retail market. Considering that retail volumes of soybean oil are significantly higher than any other vegetable oil, this lack of awareness should be surprising to those in the food industry.

While most of the healthy news about soy has concerned soy protein (like soymilk, tofu and soy veggie burgers), soybean oil is healthy in its own right. Soybean oil is one of the most balanced oils, 85 percent of its composition is polyunsaturated and monounsaturated fats (the fats that are good for you). Its also rich in linolenic acid, an omega-3 fatty acid that is essential for many body functions. In fact, a study published in the American Journal of Clinical Nutrition found that women who have a higher intake of linolenic acid have a lower risk of heart attacks. In the past few years, other oils such as canola and olive have gained market share because of a more favorable health perception by consumers. The recent results from the Consumer Attitudes survey indicate that consumers would respond positively if they saw soybean oil listed on the label.

Not only would the change to soybean oil on the label ease confusion, but it could have a positive impact on product sales. Products with high oil content, such as salad dressings and mayonnaise, would particularly benefit from this labeling. The study above specifically mentioned oil-based salad dressings as a way to consume linolenic acid, one method to help prevent heart attacks.

Cooking oil, high-oil products and even processed foods containing soybean oil could benefit from identifying soybean oil on the label. The healthful perception of soy could improve the image and help bolster sales of products that are not generally associated with a positive nutrition/health profile.

WEB RESOURCES
National Report: Consumer Attitudes About Nutrition. 1999-2000. (http://www.soyconnection.com/health_nutrition/consumer_attitudes.php)
"Soybean Oil Emerges from the Pack," Food Processing Magazine, November, 1999. (http://www.preparedfoods.com/archives/1999/9911/9911soy.htm)

"Dietary Intake of Alpha-linolenic Acid and Risk of Fatal Ischemic Heart Disease Among Women." American Journal of Clinical Nutrition. May, 1999. (http://www.ajcn.org/cgi/content/abstract/69/5/890)

EXPERTS
Don Banks, United Soybean Board, soybean oil expert.