Now with Soy

Overcoming BarriersOvercoming Barriersto Soy Food*to Soy Food*

Dr. Brian WansinkDr. Brian WansinkFood & Brand Lab -- DirectorFood & Brand Lab -- Director

University of IllinoisUniversity of Illinois*Sponsored by Illinois Council for Agricultural Research (C-FAR)*Sponsored by Illinois Council for Agricultural Research (C-FAR)

and IllinoisSoyand IllinoisSoy Associates Associates

Now with Soy

We Examine the“Whys” Behind What Consumers Eat

Who?Who? 6 Profs from 5 depts6 Profs from 5 depts 7 graduate students7 graduate students Hidden camera observation Hidden camera observation

lablab 2 restaurants; 1 snack room2 restaurants; 1 snack room A 3400 person national A 3400 person national

consumer mail panelconsumer mail panel 5 cooperating stores5 cooperating stores

How?How? Lab experiments Lab experiments Field studiesField studies Consumer panelsConsumer panels Data-base miningData-base mining In-depth interviewsIn-depth interviews ““Hidden” In-kitchen camerasHidden” In-kitchen cameras

Since 1990 . . .Since 1990 . . .• 115 studies115 studies• 43 referred journal articles43 referred journal articles• 1 book (& 1 forthcoming)1 book (& 1 forthcoming)

MarketingNutrition

2004-Brian WansinkU of Illinois Press

New

Now with SoySoy Market BackgroundSoy Market Background

+-

Growing health concernsGrowing health concerns Demand for healthy foods with acceptable tasteDemand for healthy foods with acceptable taste Soybeans are healthySoybeans are healthy

90% of consumers say taste is by far the most 90% of consumers say taste is by far the most important factor in selecting foodimportant factor in selecting food

In reality, most consumers dislike taste of soybeansIn reality, most consumers dislike taste of soybeans

Now with Soy

Can We Change Tastes? Can We Change Tastes? Five Points to ConsiderFive 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?

Now with Soy

1. What Can We Learn 1. What Can We Learn from History?from History?

60 years ago . . . 1942-194660 years ago . . . 1942-1946• Meat shipped to soldiers and for Allied reliefMeat shipped to soldiers and for Allied relief• On homefront . . . Concern of sufficient protein intakeOn homefront . . . Concern of sufficient protein intake• Not an issue of calories -- issue of the Not an issue of calories -- issue of the rightright calories calories

Where can people find inexpensive protein?Where can people find inexpensive protein?

Wansink, Brian (2002), “Changing Eating Habits on the Home Front: Lost Lessons fromWorld War II Research,” Journal of Public Policy and Marketing, 21:1 (Spring), 90-99.

Now with Soy

1. What Can We Learn 1. What Can We Learn from History & from Organ from History & from Organ

Meats?Meats?

The Problem?The Problem?• 1. Negative perceptions1. 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 routine2. Not part of the routine• 3. Unfamiliar with preparation3. Unfamiliar with preparation• All are similar problems with soyAll are similar problems with soy

Over 200 sponsored research projects revealed...Over 200 sponsored research projects revealed...• Top SecretTop Secret• Classified by Dept. Of Defense until 1998Classified by Dept. Of Defense until 1998

Wansink, Brian (2002), “Changing Eating Habits on the Home Front: Lost Lessons fromWorld War II Research,” Journal of Public Policy and Marketing, 21:1 (Spring), 90-99.

Now with Soy

1. What Can We Learn 1. What Can We Learn from History & from Organ from History & from Organ

Meats?Meats?

What we did . . .What we did . . .• Obtained declassified files from PentagonObtained declassified files from Pentagon• In basement. Turn left at Ark of CovenantIn basement. Turn left at Ark of Covenant

Two Key FindingsTwo Key Findings• The “Food Gatekeeper” is the cautious preparerThe “Food Gatekeeper” is the cautious preparer• Incremental introductions are easiestIncremental introductions are easiest

Take-away: Take-away: Target young women (18-32) using an Target young women (18-32) using an incremental usage approachincremental usage approach

Wansink, Brian (2002), “Changing Eating Habits on the Home Front: Lost Lessons fromWorld War II Research,” Journal of Public Policy and Marketing, 21:1 (Spring), 90-99.

Now with Soy2.What makes a soy fanatic?2.What makes a soy fanatic?

What we DidWhat 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 surveyFollow-up quantitative survey

Key Findings:Key Findings:• 2 overlapping segments: Health nuts & Tasters2 overlapping segments: Health nuts & Tasters• Tasters have 1 common trait --> Tasters have 1 common trait --> live with “great cooks”live with “great cooks”

Take-away --> Take-away --> Taste can be acquired…with a great cookTaste can be acquired…with a great cook

Now with Soy3. Does “Soy Inside” Work?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/nothingSoy”/nothing & health claim/nothing Powerbars have no soy in themPowerbars have no soy in them

• Gave to 167 consumers to taste and answer questionsGave 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 = believableSoy” label + claim = believable

Take-away: Good news/Bad news with soy labelsTake-away: Good news/Bad news with soy labels

Now with Soy

4. How Do We Prioritize 4. How Do We Prioritize Markets for Soy Foods? Markets for Soy Foods?

Will people from Russia, or Columbia, or Indonesia be Will people from Russia, or Columbia, or Indonesia be more likely to accept soy foods?more likely to accept soy foods?

What we did . . .What we did . . .• Interviews with individuals and institutionsInterviews with individuals and institutions• Secondary data analysis & confirmatory questionnairesSecondary data analysis & confirmatory questionnaires

Findings:Findings:• ““Hotdogs” to “Hospitals” to “Homes”Hotdogs” to “Hospitals” to “Homes”• Focus on Focus on flexibleflexible cultures with cultures with functionalfunctional food perceptions food perceptions

Wansink, Brian, Steven T. Sonka, and Matthew M. Cheney (2002), “A Cultural HedonicFramework for Increasing the Consumption of Unfamiliar Foods: Soy Acceptance inRussia and Columbia,” Review of Agricultural Economics, 24:2, 353-365.

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

Now with Soy

4. Prioritizing Markets 4. Prioritizing Markets for Soy Foods for Soy Foods (Illustration)(Illustration)

Japan

U.S.(Lower

Income)

ColumbiaChina

India

Russia

U.S.(Higher Income)

France

Indonesia

Wansink, Brian, Steven T. Sonka, and Matthew M. Cheney (2002), “A Cultural HedonicFramework for Increasing the Consumption of Unfamiliar Foods: Soy Acceptance inRussia and Columbia,” Review of Agricultural Economics, 24:2, 353-365.

Now with Soy

5. What are some Best U.S. 5. What are some Best U.S. Marketing Practices? Marketing Practices? (Preliminary)(Preliminary)

Position CarefullyPosition Carefully Example -- “Meat without the Minuses” Example -- “Meat without the Minuses” Wide variety of flavors & textures & cutsWide variety of flavors & textures & cuts

Packaging and Distribution are keyPackaging and Distribution are key Great names & package & recipes on the backGreat names & package & recipes on the back Specialty Markets then mainstream marketsSpecialty Markets then mainstream markets

Guerrilla Promotion Strategies Work WellGuerrilla Promotion Strategies Work Well In US...Billboards, in-store signs, event sponsorshipIn US...Billboards, in-store signs, event sponsorship Soy as a safe BSE (Mad Cow Disease) alternativeSoy as a safe BSE (Mad Cow Disease) alternative

Now with SoySummarySummary

Topic 1. Target Gatekeeping young womenTopic 1. Target Gatekeeping young women

Topic 2. Great cooks help develop a taste for soyTopic 2. Great cooks help develop a taste for soy

Topic 3. “Soy Labels” = good news/bad newsTopic 3. “Soy Labels” = good news/bad news

Topic 4. Topic 4. “Hotdogs” to “Hospitals” to “Homes”“Hotdogs” to “Hospitals” to “Homes”

Topic 5. Best U.S. Marketing PracticesTopic 5. Best U.S. Marketing Practices

Now with SoySummarySummary

Topic 1. Target Gatekeeping young womenTopic 1. Target Gatekeeping young women

Topic 2. Great cooks help develop a taste for soyTopic 2. Great cooks help develop a taste for soy

Topic 3. “Soy Labels” = good news/bad newsTopic 3. “Soy Labels” = good news/bad news

Topic 4. Topic 4. “Hotdogs” to “Hospitals” to “Homes”“Hotdogs” to “Hospitals” to “Homes”

Topic 5. Best U.S. Marketing PracticesTopic 5. Best U.S. Marketing Practices

Now with SoyNext StepsNext Steps

1. Who are the easiest converts?1. Who are the easiest converts?

2. Soy inside vs. Protein Power (TVP)2. Soy inside vs. Protein Power (TVP)

3. Step-by-Step Strategy3. Step-by-Step Strategy

Walk before you runWalk before you run

Now with Soy

Brian WansinkBrian WansinkProfessor & DirectorProfessor & Director

Food & Brand Lab-- 110 Warren HallFood & Brand Lab-- 110 Warren Hall

Cornell UniversityCornell University

Ithaca, NY 14853Ithaca, NY 14853

foodpsychology.cornell.edu/foodpsychology.cornell.edu/