In recent years, alternative soy food and drink products have increased in popularity. The share of consumers who reported eating or drinking soy products in 2016 was up nearly 13 percent from 2010. A 2016 survey found that dinner was the most popular time to consume soy products, followed by breakfast. Soy milk is also a popular dairy milk alternative among Americans. In 2015, the sales of soy milk amounted to some 366 million U.S. dollars, however this was forecasted to decrease to 192 million in 2020.
Soy-lovers, vegetarians and vegans laud soy food products as a great plant-based source of protein. A 2016 survey revealed, that some 14 percent of U.S. consumers aged between 18 and 80 years are trying to consumer more soy as a protein source. When consumers were asked about the change in their opinion concerning the healthfulness of protein from plant sources, about 54 percent of respondents indicated that their opinion remained unchanged.