Potential applications of soybean protein in developing countries are generally very different from those in industrialized countries with the exception of foods demanded by state feeding programs. Hence, the way restrictions affect usage and consumption of soya proteins varies greatly in the two types of regions. This paper discusses those factors that can restrict the soybean protein usage related to acceptability, price and legislation. A general discussion of these factors is given, followed by a brief analysis of experiences in Latin America. This analysis illustrates the interactions existing among the three factors under consideration, and the important role that market development techniques and integrated food and nutrition policies may play in the promotion of highly nutritious and relatively low‐cost foods that use soya proteins.