Soy on the European supplement market
Most ingredient pages tell you what Soy is. This one shows how the European supplement market actually uses it — who sells it, who advertises it, and at what price.
RavenBI Market Intelligence · measured 25 Oct 2026 · observed, not estimated. Ad counts are active creatives in Meta's public Ad Library; product and price data come from public listings across the EU and US. Figures change weekly.
RavenBI tracks 206 Soy products from 92 brands across the EU and US. 0 brands advertise it on Meta right now, and new-ad activity held roughly steady in the last 30 days. Italy shows the heaviest advertising, while Italy has the largest shelf. The median EU shelf price sits around €25.
How brands use Soy, market by market
Products and brands that sell it, active ads and brands that advertise it, and the median shelf price — per market.
| Market | Products | Brands selling | Active ads | Brands advertising | Median price |
|---|---|---|---|---|---|
| Germany | 28 | 9 | — | — | €39.50 |
| United Kingdom | 8 | 8 | — | — | £13.99 |
| France | 6 | 6 | — | — | — |
| Italy | 44 | 16 | — | — | €8.13 |
| Spain | 16 | 13 | — | — | €24.34 |
| Romania | 14 | 7 | — | — | 95.00 RON |
| United States | 5 | 3 | — | — | $38.25 |
| Austria | 19 | 6 | — | — | €29.99 |
Who is on the shelf right now
Top brands by number of Soy products, and the forms they use.
Most-used forms
| Form | Products |
|---|---|
| Lecitină (cocoa butter chips) | 104 |
| Soia (ulei esențial) | 21 |
| Soia (defatted) | 14 |
| Soia (lecithin) | 10 |
| Soy Hydrolysate | 9 |
| Soia (seed) | 9 |
Regulatory & positioning
| Botanical source | Glycine max |
|---|---|
| Novel food status | — |
| EFSA authorized health claims | None authorized |
| Marketed categories (observed) | heart health, brain health |
No EFSA-authorized health claim exists for Soy, yet brands market it for heart health, brain health — the gap between claim and positioning is itself a competitive signal.
Where Soy shows up
Across the ad channels and marketplaces RavenBI tracks.
See the ads, listings and shops behind these numbers →
What is Soy?
Soy (Glycine max) is a plant-based ingredient derived from the soybean. It is commonly used as a source of protein, isoflavones, and other bioactive compounds. Soy extracts and isolated soy proteins are frequently incorporated into dietary supplements, particularly in formulations marketed for heart health and brain health. The ingredient is valued for its plant origin and versatility in various supplement forms, including powders, capsules, and protein blends. Soy is also used in products targeting general wellness and plant-based nutrition.
This overview was generated with AI from public information and RavenBI's classification. Informational only, not medical advice.
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