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 soypredisposed consumers, who will adopt soy for the long-term.

Keywords: Protein-deficiency, soy consumption, taste profiles