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The purpose of this paper is to describe health‐related factors and behaviors associated with soy consumption and to present a better identification of a soy consumer's profile at meso‐level.

A total of 104 women and 49 men, 22‐77 years old and employed at the Vrije Universiteit Brussel, participated in the study. A physical activity questionnaire and a food frequency questionnaire were administered. Body height, weight, waist and hip circumferences, body fat percentage (2‐pole BIA), blood glucose and total blood cholesterol were measured in a fasting state.

Compared with the general population, the sample showed healthier eating habits (breakfast frequency, fruit and vegetable consumption) and lower prevalence of smoking. Women regularly consuming soy had lower waist circumference, body fat percentage and total cholesterol levels than infrequent soy consumers. Men consuming soy foods regularly participated significantly more in high‐intensity physical activities and consumed less meat, poultry and fish.

Owing to recruitment in a university setting, a healthy volunteer effect and socio‐economic bias may exist. Therefore, generalization of the results is not possible and interpretation of the results must be performed with the utmost caution.

It can be concluded that, especially in men, soy consumption fits in a healthy lifestyle.

Regular soy‐consuming women differed from infrequent soy‐consuming women on anthropometrics and cholesterol, while regular consuming men differed behaviorally from infrequent soy‐consuming men. Overall, regular soy consumers were generally more health‐conscious and had better health outcomes.