The Future of Soy: Top 10 Insights, Innovations, and Consumer Wellness Trends

At the 2025 Soy Connext event in Washington, D.C., industry leaders highlighted the evolving soy foods and oil markets through two breakout sessions and a panel discussion. Tom Vierhile, Vice President of Strategic Insights at Innova Market Insights, and Kristie Leigh, Registered Dietitian Nutritionist, Director of Health and Scientific Affairs at Danone North America, shared key insights on global market shifts, emerging consumer wellness trends, innovative soy products, and strategies for communicating soy’s health benefits. The afternoon concluded with a panel discussion featuring Vierhile, Leigh, soy health expert Charlotte Martin, MS, Registered Dietitian Nutritionist, and Masanobu Haga of Seven & I Holdings Co., Ltd. Ten key insights emerged that align with soy’s science-backed benefits.

1. The Power of Protein

Innova research highlighted “high/source of protein” as the top positioning for new food and beverage products. Protein continues to be the most sought-after macronutrient, with 42%¹ of global consumers saying protein is the most important ingredient and 70% of U.S. consumers aiming to eat more.² With its high quality protein content, versatility, availability, and functionality, soy remains a go-to ingredient for product innovation.

2. Eating for Beauty

According to Innova research, nearly half of those studied express interest in products – food, beverage, and supplements – that provide physical appearance benefits, and consumers are most concerned about their facial skin.³ Kristie Leigh noted that “soy’s skin health benefits due to its isoflavone content are a marketing opportunity, and eating skin care folds in beautifully with the prevention mindset of younger generations.”  

3. Soy Gets Sporty

Innova research noted that protein remains a top priority in sports nutrition, being the most influential claim for nearly a third of consumers globally. And sports nutrition products are no longer exclusive to athletes, as consumers search for products that support performance, wellness, and active lifestyles.⁴ Soy protein, being well researched for its ability to support muscle building and with protein quality similar to animals, is an optimal ingredient for the growing sports nutrition category. ⁵

4. Sustainability Builds Trust

Innova research found that between 2018 and 2023, new food and beverage launches featuring ethical or environmental claims increased by 13.8%. The findings also show that consumers are seeking clearer communication through environmental labeling. ⁶ Vierhile shared that “consumers don’t know how to evaluate the sustainability of the products they buy” and noted that verified sustainability labels, like the Sustainable U.S. Soy label, can help brands build trust with consumers.

5. Fibermaxxing a Social Media–Driven Wellness Trend

“Fibermaxxing” is a growing social media trend inspiring consumers to boost fiber intake to meet or exceed the daily recommendation (28–35g). The movement champions fiber-rich foods like fruits, veggies, whole grains, seeds, and nuts. Leigh shared that “soy foods such as edamame, tempeh, and soy nuts offer fiber that supports digestion, satiety, and overall gut health, fitting naturally into plant-forward diets, and fibermaxxing staples like legumes, whole grains, and vegetables.”

6. Soy for Optimal Aging

Staying healthy and vibrant with age was noted in both sessions, with soy a notable part of the solution. Masanobu Haga noted that “Japan’s healthy diet, which includes soy, is part of the longevity of the people” and that natto is a popular item at 7-Eleven because of its nutrition and affordability. Kristie Leigh added that younger consumers are increasingly focused on aging well, seeking ways to prevent problems early and prioritize not just a longer life, but one filled with energy and quality of living.

7. Condition-Specific Nutrition

The rise in the use of GLP-1 drugs for weight loss and/or diabetes control has led consumers to seek specific foods that meet their nutritional needs. GLP-1 users typically eat less, so they need nutrient-dense, smaller, but satisfying meals and snacks. Vierhile shared that using soy protein to boost the protein content of foods may be a strategy for food manufacturers looking to market products as GLP-1 friendly.⁷ Such products would be examples of condition-specific nutrition that leverage the protein quality of soy. Because soy is a complete plant-based protein, and some soy foods are fiber-rich, they may be ideal for GLP-1 users who need nutrient-dense foods in smaller portions.⁸

8. Functional Foods for the Future

Functional foods are redefining nutrition, offering benefits far beyond basic nutrients. According to Innova research, functional foods such as soy are poised to play a major role in this space. From soy-based fermentation supporting the gut-brain connection to soy isoflavones promoting healthy aging and easing hot flashes in women, soy is evolving from a simple protein source into a powerhouse ingredient with wide-ranging health applications.^9,10

9. Reinventing Soy for a New Generation

Consumers are seeking reinvented foods that still reflect their heritage and culture. At 7-Eleven in Japan, soy innovation is taking a fresh turn. Masanobu Haga highlighted the rise of grab-and-go soy products designed to appeal to younger consumers. Marketed as healthy, plant-based snacks, one example is a snack-sized tofu bar that comes in flavors ranging from chocolate and strawberry to savory favorites like sukiyaki and edamame—making soy more exciting and accessible than ever.

10. Soy Leads the Plant-Based Category

Soy-based foods remain an important part of the plant-based category, gaining strong acceptance among global consumers of meat alternatives. According to Vierhile, consumers view texture improvements as key to increasing the appeal of plant-based products. He highlighted examples such as global ingredient supplier, ICL Food Specialties, which develops soy proteins designed to enhance the taste and texture of plant-based meat and fish. Soy’s availability, versatility, and taste and texture advantages make it a leading choice in the plant-based category.

This article is funded in part by the soy checkoff.

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