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Overcoming Barriers to Soy Food*

Overcoming Barriers to Soy Food*. Dr. Brian Wansink Food & Brand Lab -- Director University of Illinois *Sponsored by Illinois Council for Agricultural Research (C-FAR) and IllinoisSoy  Associates . Who? 6 Profs from 5 depts 7 graduate students Hidden camera observation lab

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Overcoming Barriers to Soy Food*

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  1. Overcoming Barriers to Soy Food* Dr. Brian Wansink Food & Brand Lab -- Director University of Illinois *Sponsored by Illinois Council for Agricultural Research (C-FAR) and IllinoisSoy Associates

  2. Who? 6 Profs from 5 depts 7 graduate students Hidden camera observation lab 2 restaurants; 1 snack room A 3400 person national consumer mail panel 5 cooperating stores How? Lab experiments Field studies Consumer panels Data-base mining In-depth interviews “Hidden” In-kitchen cameras Since 1990 . . . 115 studies 43 referred journal articles 1 book (& 1 forthcoming) We Examine the“Whys” Behind What Consumers Eat Marketing Nutrition 2004-Brian Wansink U of Illinois Press New

  3. Soy Market Background • Growing health concerns • Demand for healthy foods with acceptable taste • Soybeans are healthy • 90% of consumers say taste is by far the most important factor in selecting food • In reality, most consumers dislike taste of soybeans + -

  4. Can We Change Tastes? Five Points to Consider • 1. What can we learn from history? • 2. What makes a soy fanatic? • 3. Does “Soy Inside” work? • 4. How do we prioritize markets for soy foods? • 5. What are Best U.S. Marketing Practices?

  5. 1. What Can We Learn from History? • 60 years ago . . . 1942-1946 • Meat shipped to soldiers and for Allied relief • On homefront . . . Concern of sufficient protein intake • Not an issue of calories -- issue of the right calories • Where can people find inexpensive protein?

  6. 1. What Can We Learn from History & from Organ Meats? • The Problem? • 1. Negative perceptions • “Bad Taste” and it’s “Gross” • “It’s for a different ‘type’ of person than me” • 2. Not part of the routine • 3. Unfamiliar with preparation • All are similar problems with soy • Over 200 sponsored research projects revealed... • Top Secret • Classified by Dept. Of Defense until 1998

  7. 1. What Can We Learn from History & from Organ Meats? • What we did . . . • Obtained declassified files from Pentagon • In basement. Turn left at Ark of Covenant • Two Key Findings • The “Food Gatekeeper” is the cautious preparer • Incremental introductions are easiest • Take-away: Target young women (18-32) using an incremental usage approach

  8. 2.What makes a soy fanatic? • What we Did • In-depth interviews of soy fanatics living in U.S. • Follow-up quantitative survey • Key Findings: • 2 overlapping segments: Health nuts & Tasters • Tasters have 1 common trait --> live with “great cooks” • Take-away --> Taste can be acquired…with a great cook

  9. 3. Does “Soy Inside” Work? • What We Did . . . • Powerbars with 4 different labels (2x2 design) • “Soy”/nothing & health claim/nothing • Powerbars have no soy in them • Gave to 167 consumers to taste and answer questions • Key Findings: • “Soy” label = disgusting, grainy, bad aftertaste, etc. • “Soy” label + claim = believable • Take-away: Good news/Bad news with soy labels

  10. 4. How Do We Prioritize Markets for Soy Foods? • Will people from Russia, or Columbia, or Indonesia be more likely to accept soy foods? • What we did . . . • Interviews with individuals and institutions • Secondary data analysis & confirmatory questionnaires • Findings: • “Hotdogs” to “Hospitals” to “Homes” • Focus on flexible cultures with functional food perceptions

  11. Reducing Barriers Reducing Barriers to Acceptance --Alter preparation --Taste dominance Reducing Barriers to Preparation --Reestablish social norms --Expand Food Availability Gatekeeper Serving Soy Enjoying Soy Promoting Nutrition

  12. 4. Prioritizing Markets for Soy Foods (Illustration) Perceptions of Food Functional Hedonic High U.S. (Lower Income) U.S. (Higher Income) Russia France Cultural Context (Flexibility) India Indonesia Columbia China Japan Low

  13. 5. What are some Best U.S. Marketing Practices? (Preliminary) • Position Carefully • Example -- “Meat without the Minuses” • Wide variety of flavors & textures & cuts • Packaging and Distribution are key • Great names & package & recipes on the back • Specialty Markets then mainstream markets • Guerrilla Promotion Strategies Work Well • In US...Billboards, in-store signs, event sponsorship • Soy as a safe BSE (Mad Cow Disease) alternative

  14. Summary • Topic 1. Target Gatekeeping young women • Topic 2. Great cooks help develop a taste for soy • Topic 3. “Soy Labels” = good news/bad news • Topic 4. “Hotdogs” to “Hospitals” to “Homes” • Topic 5. Best U.S. Marketing Practices

  15. Summary • Topic 1. Target Gatekeeping young women • Topic 2. Great cooks help develop a taste for soy • Topic 3. “Soy Labels” = good news/bad news • Topic 4. “Hotdogs” to “Hospitals” to “Homes” • Topic 5. Best U.S. Marketing Practices

  16. Next Steps 1. Who are the easiest converts? 2. Soy inside vs. Protein Power (TVP) 3. Step-by-Step Strategy Walk before you run

  17. Brian Wansink Professor & Director Food & Brand Lab-- 110 Warren Hall Cornell University Ithaca, NY 14853 foodpsychology.cornell.edu/

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