Consumer Preference and Market Analysis of Soya Chap in Ahmedabad, India

Abstract

The global food industry is undergoing a significant transformation, fueled by changing consumer preferences, increasing health awareness, and growing environmental concerns. Among the various plant-based protein options, soya chap has emerged as a promising meat analogue. It is made from soy flour and wheat gluten, offering a fibrous, meat-like texture that mimics traditional meat products in both taste and cooking versatility. This study explores the consumer perception, behaviour, and market dynamics surrounding soya chap, an emerging plant-based protein alternative in Ahmedabad, India. With the global rise in plant-based food consumption, products like soya chap made primarily from soy flour are gaining popularity among health-conscious consumers seeking meat substitutes. Ahmedabad, a rapidly urbanising city with a diverse population, offers a compelling case for understanding how such innovations are received in semi-metro Indian markets. A structured questionnaire was administered to 110 respondents, comprising a heterogeneous group including students, working professionals, homemakers, and entrepreneurs. The data collection involved both digital and offline formats and used a convenience sampling method. Key areas of inquiry included consumer demographics, awareness, consumption frequency, influencing factors (taste, nutrition, price, and branding), and preferred purchase points (offline vendors, supermarkets, and online platforms). The results indicate that younger, urban consumers are more inclined to integrate soya chap into their regular diets, primarily due to its high protein content, taste, and affordability. While traditional branding elements were found to have limited influence, product quality and availability played a dominant role in purchase decisions. Statistical tools such as frequency analysis and chi-square tests were employed to identify patterns and relationships in the data. The findings have important implications for food manufacturers, retailers, and health-based startups aiming to penetrate or expand in the plant-based segment. Enhanced product visibility, nutritional messaging, and accessibility could significantly influence market adoption and long-term consumer loyalty. In conclusion, soya chap has the potential to evolve from a niche protein substitute to a mainstream urban food item. With the right mix of quality, communication, and convenience, it can become a key offering in India’s growing plant-based food ecosystem.