1. Now with Soy 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

2. Now with Soy We Examine the“Whys” Behind What Consumers Eat 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 115 studies 43 referred journal articles 43 referred journal articles 1 book (& 1 forthcoming) 1 book (& 1 forthcoming) Marketing Nutrition 2004-Brian Wansink U of Illinois Press New

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

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

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

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

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

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

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

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

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

12. Now with Soy 4. Prioritizing Markets for Soy Foods (Illustration) Japan U.S. (Lower Income) Columbia China India Russia U.S. (Higher Income) France Indonesia

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

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

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

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