Taste Profiles that Correlate with Soy Consumption in Developing Countries

Abstract

While insufficient protein consumption is a concern to many demographic segments in developed countries, it is a greater concern in developing nations where the cost or availability of traditional forms of animal protein results in protein deficiencies. Soy is a low-cost, highly available protein source, yet it is largely overlooked because of its unfamiliar taste and texture. To determine how to best encourage soy consumption, a convenience sample of 132 Indians and Pakistanis living in the United States was examined for insights in to what characterizes someone who regularly eats soy for taste-related reasons. Three groups of consumers were analyzed, people who ate soy primarily for taste-related reasons, those who ate it primarily for health-related reasons, and those who did not eat it. People who ate soy primarily for taste-related reasons were found to be more likely to appreciate fine food, to live with a great cook, and to be more of an opinion leader than did those in either of the other two groups. These along with additional findings have implications for targeting soy-predisposed consumers, who will adopt soy for the long-term, and who can influence others because of their role as opinion-leaders within their peer or reference group.