Consumers across Asia are seeking convenient and enjoyable way to integrate protein into their daily routines. Lucy Lu, marketing director for foods, APAC at ADM, explores the opportunity for manufacturers to to leverage the benefits of soy to meet consumer demand for functional, protein-boosted foods in the APAC region.

Across Asia, protein is moving from a trend to a long-term growth driver in the F&B sector. Consumers are redefining how protein fits into daily life, moving beyond novelty-driven choices to foods that balance wellness, familiarity and function. This creates an opportunity for the industry to elevate trusted staples like soy. As one of the top five plant proteins and a long-standing staple in Asian cuisines, soy offers complete nutrition, versatility and functionality across formats. For product developers, this positions soy as a strategic ingredient to meet APAC’s rising demand for protein-rich foods.

What’s driving APAC’s growing appetite for soy protein?

Health-driven lifestyles

As one of the most established and trusted plant protein sources, soy provides high-quality protein that supports muscle maintenance, weight management and active living, aligning with the region’s increasing focus on fitness, proactive wellness and healthy ageing.

With protein now a central part of daily diets, ADM’s 2025 Alternative Protein Landscape Report found that some consumers target 30g or more per meal, reflecting a broader shift toward performance and longevity-driven nutrition. The same report also reveals that younger consumers, particularly Millennials and Gen Z, perceive soy as nutritious, adaptable and compatible with their health-focused lifestyles. In fact, 83% of plant-forward consumers see soy protein as ideal for building or maintaining muscle, while 81% choose it to help reduce fat and manage weight. These attitudes reflect a broader movement among consumers to view food not just as sustenance but as a foundation for active, healthy living.

Cultural familiarity and trust

Unlike many Western markets, where soy is positioned primarily as a modern plant-based alternative, much of APAC has a deep cultural connection with soy. From tofu and tempeh in Southeast Asia, to miso, natto and soy milk in East Asia, soy-based foods are deeply woven into local diets, traditions and culinary identities.

For the F&B industry, this cultural familiarity provides a strong foundation for innovation. Products that build on trusted formats face fewer barriers to acceptance and can more easily tap into existing perceptions of soy as both nourishing and versatile. The expansion of soy into modern applications, from ready-to-drink protein beverages to fortified snacks and hybrid formulations, feels like a natural extension of tradition, making it easier for brands to scale innovation while retaining consumer trust.

Innovation and accessibility

Continuous innovation in food science and formulation is making soy-based products more appealing and accessible. Improvements in taste, texture and processing have enabled soy to closely replicate the sensory experience of meat and dairy more closely, addressing one of the biggest barriers to mainstream adoption.

For F&B developers, soy’s versatility enables seamless integration into familiar, convenient formats, from plant-based milks and yogurts to protein bars and ready-to-cook plant-based meats. These applications make it easier for consumers to incorporate plant protein into their daily routines without changing established habits. 

At the same time, consumers are showing a willingness to pay more for products that align closely with their personal goals, with ADM’s 2025 Alternative Protein Landscape Report revealing that plant-forward consumers are more likely to buy and pay for plant-based products that are organic and low in sodium or sugar, aligning with ongoing trends.

Soy at the core of hybrid and functional food innovation

Consumer preferences in APAC are shifting toward protein diversity and fortification, moving beyond single-sourced solutions to embrace a mix of plant-based and traditional options. Rather than adopting an 'all or nothing' mindset, many consumers are blending protein types to create room for hybrid products that deliver balance, taste and texture.

This demand for variety has accelerated the rise of functional foods, where protein fortification is extending into everyday categories such as shakes, baked goods and snacks, reflecting the growing appeal of functional foods that support holistic health.

However, formulating for these needs remains a challenge. Many plant proteins can leave strong beany or earthy notes, or fall short of replicating the texture, solubility and creaminess of traditional proteins.

Soy is uniquely positioned to close these gaps. With its complete amino acid profile, neutral flavour base and strong functional properties, from emulsification and texturization to water-binding, soy is emerging as a cornerstone for hybrid and functional innovation. It can improve texture in hybrid meats, boost protein density in snacks or even serve as a carrier for functional bioactives compounds. For developers, soy’s versatility makes it an indispensable building block for the next generation of protein-forward foods.

Translating consumer demand with formats that deliver more

As consumers across APAC become more intentional about their protein choices, brands have a clear opportunity to create soy-based formats that deliver on both taste and functionality. Today’s consumers want convenient, enjoyable nutrition that fits seamlessly into daily life. This shift is helping soy move beyond its traditional associations with tofu and soy milk to become a cornerstone of modern nutrition.

Taste remains the strongest purchase driver, and advances in processing now allow brands to fine-tune soy’s flavour and texture to suit local taste and preferences, creating products that feel both familiar and elevated. Its adaptability across sweet and savoury applications also gives manufacturers room to innovate and localise, from everyday staples to indulgent treats that align with cultural eating habits.

Soy’s nutritional profile and functional benefits strengthen its role in health-focused innovation. With a complete amino acid composition and bioactive compounds that support muscle health, satiety and healthy ageing, soy has demonstrated many health benefits. When combined with complementary nutrients such as fibres, vitamins or probiotics, it can anchor multi-functional products that appeal to consumers viewing food as a foundation for long-term wellness.

For brands, the growth opportunity lies in formats that deliver more – more taste, more function and more everyday relevance. By leveraging soy’s adaptability, nutritional credibility and deep consumer trust, brands can position soy as not just a traditional staple, but a strategic ingredient for the next generation of protein-forward innovation in APAC.