U.S. Soy now plays a crucial role in emerging global health trends 

By Will McNair, USSEC Director of Soy Foods and Oil 

Counting steps. Monitoring sleep. Choosing probiotics. 

Consumer wellness trends constantly evolve. Today, soy plays a crucial role in key current and emerging global health trends. 

As consumers demand the scientific support backing health claims, Indiana farmers are providing answers – including how U.S. Soy naturally fits into the solutions these trends create – through partnerships with the U.S. Soybean Export Council (USSEC). 

The power of protein 

Attendees at USSEC’s 2025 Soy Connext learned that the top positioning message for new soy-based food and beverage products is high protein content. As a platinum sponsor of the event, the Indiana Soybean Alliance (ISA) helped USSEC feature industry experts who highlighted the role of soy in protein-focused wellness trends. 

Globally, protein continues to be the most sought-after macronutrient in foods. According to global research from Innova Market Insights, 58 percent of global consumers actively seek it in their diets. That percentage increases to 70 percent for U.S. consumers, according to Danone North America research. 

That makes soy, with its rich protein content, versatility and availability, a go-to ingredient for product innovation. Many of those new products appear in sports nutrition, the fastest-growing category for soy ingredients globally. Research has proven soy protein’s ability to support muscle building. 

The rise in the use of GLP-1 drugs for weight loss and diabetes control has led consumers to seek specific foods that meet their nutritional needs. Those using GLP-1 typically eat less, so they need nutrient-dense, smaller, but satisfying meals and snacks. 

Some food manufacturers looking to market foods as GLP-1 friendly use soy protein to boost the protein content of new products. This strategy appeals to condition-specific nutrition trends by leveraging the protein quality of soy. 

Because soy is a complete plant-based protein, it is ideal for GLP-1 users who need nutrient-dense foods in smaller portions. 

Eating for beauty 

During the past year, one in five global consumers purchased food, beverages or supplements to support physical appearance or beauty, according to Innova Market Insights research. That industry research reports that categories positioning products for skin health and hair support are growing annually at 29 percent and 27 percent, respectively. 

The isoflavone content of soy can provide skin health benefits. A Soy Connext speaker noted this as a marketing opportunity – skin care aligns beautifully with the prevention mindset of younger generations. 

USSEC capitalized on this trend in Seoul, South Korea, creating the U.S. Soy Campaign House, a full-building takeover on one of the city’s busiest streets. Again, support from the Indiana Soybean Alliance helped make this possible, alongside USDA Regional Agricultural Promotion Program (RAPP) funding. 

For two weeks, the experience showcased the impact of U.S. Soy on global nutrition and skin health, as well as culinary innovation and sustainable food systems. 

Registered dietician Charlotte Martin participated in the U.S. Soy Campaign House, presenting insights from emerging research on the role of soy isoflavones in skin health and aging to Korean health and beauty influencers. She also discussed findings in-depth with Allure Korea, a national beauty magazine. 

“Research suggests the consumption of 25 grams or more of soy protein a day can help support skin hydration, boost collagen production, reduce hyper pigmentation, and improve elasticity, particularly in postmenopausal women,” Martin reported. 

“The takeaway? Small, consistent dietary changes can lead to meaningful improvements in skin health.” 

Aging well 

Soy serves as a notable part of the solution to staying healthy and vibrant with age. 

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. 

“One food I’ve come to deeply appreciate for its role in healthy longevity is soy,” said Lea Wetzell, a licensed nutritionist and Certified Nutrition Specialist based in Minnesota. “From muscle maintenance and heart health to hormone balance and cognitive support, the benefits of soy foods are supported by clinical research and echoed in my real-world practice.” 

Sustainability 

Consumer wellness trends include the sustainability of the solutions they promote. Between 2018 and 2023, new food and beverage product launches featuring ethical or environmental claims increased by 13.8 percent, found Innova Market Insights research. A Soy Connext speaker pointed out that consumers don’t know how to evaluate the sustainability of the products they buy. 

Sustainability certifications, like the Sustainable U.S. Soy label, can help brands demonstrate commitment to sustainability and build trust with consumers. To display this label, a product must use a high percentage of soy verified as sustainable through the U.S. Soy Sustainability Assurance Protocol (SSAP). Both food-grade and commodity soybeans raised in Indiana get exported with this verification. 

U.S. Soy delivers a sustainable source of high-quality protein that delivers solutions for global consumer health, beauty and nutrition trends.