Generation to generation, Americans want to eat healthfully ― and they are willing to pay more for better-for-you foods, like soy.
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The Data is Delicious
Soy is opportunity
This 25th annual study reveals attitudes about diet, fats, oils and purchase drivers.
It's your business to be informed.
Take a closer look at the facts and form an opinion of your own.
We're eating more soy
Five key contributing factors emerged:
more consumers report eating soy
Top Soyfood Picks
Nutrition pays off
For sales & marketing
Fats consumers view as very or somewhat healthy
The United Soybean Board serves as a resource for soybean-related educational materials. Visit SoyConnection.com to view soybean oil innovation news, up-to-date health research, recipes and resources for the food industry and health professionals.
The 73 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.
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 and health professionals.
This study, conducted by an independent research firm in January 2017, 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.
Demographic Profile of Participants
- 45% male, 55% female
- 30% ages 18–34; 20% ages 35–44; 20% ages 45–54;
- 20% ages 55–64; 10% ages 65+
- 74% of respondents do most of the food shopping for their household