Soy Food Promotion

8/13/2019 Soy Food Promotion

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Soy Food Promotion:

Indian Experience

Suresh Itapu, Ph.D.

Consultant

WISHH


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Outline

History

Failures

Revival

Activities

Current status

Recommendations


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History of Soybean in India

Soy is not a part of traditional diet in India

Few northern hill states have been consumingas lentil

Commercially introduced in 1960s as an oil seed

crop

Production picked up in 80s

Current production is about 6.0 MMT Production almost stagnant

Major consumption is in poultry sector


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Earlier Failures

Soymilk failure in late 80s

Four major companies started in a big way but failed Positioning of TSP

Introduced in early 70s as feeding supplement so

gained an image of poor-man food Consumption of whole beans

Tried to use as lentil which doesnt have the same

texture and taste as traditional lentils Lack of awareness

Too much focus on anti nutritional factors


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Revival of Soybean in India

Working at grass root level

Small-scale soymilk/tofu and soy nutsmanufacturers

Big food processors started manufacturingand marketing soy food products

Promotional activities in association with

soy food manufacturers Working with various government

organizations


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Soybean Promotion Activities

Contact sessions Seminars

Exhibitions

EDPs

Literature distribution

Technical Assistance In country

Educational tours to US

Press Quality Samples Program

Chef Competitions

Demonstrations

Neighborhood mills

Womens clubs School Lunch

Feeding

Defense sector Promotions

Initial marketing costs

In-shop promotion Soy Food festivals

Generic campaign


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Contact sessions

Health seminars

Food business seminars Target health care

professionals and food

industry representatives Participating in food

exhibitions

Showcasing soy food

products

Sampling of products


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Demonstrations

Soy inclusion demos at

neighborhood wheat mills Soy benefit lectures cum

recipe demos to womensclubs

Soy cooking demos at hotel

management institutions


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Demos and Seminars


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School programs


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Exhibitions


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Training


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Entrepreneur Development Programs

Conducted at least ten EDPs

in the last one year;

More than 500 entrepreneurs

were trained.

First time in India anExtrusion course was

conducted.


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Feeding Programs

School Lunch Program

India feeds 58,103,538 children in503,896

ASA-IM convinced at five states to include

soy in these feeding programs;

Conducted at least 100 soydemonstrations

Successfully convinced state runresidential schools (~500) to includesoy foods


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Defense Sector

One of the biggest GOIorganizations;

1 million servicemen and 2 millionEx-Servicemen;

ASA-IM convinced to include soyin the canteens;

ASA-IM convinced defenseofficials the potential for soy asmeans of employment generation;

Defense sector started one soyfood training center.


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Generic Campaign

Generic campaign After prolonged persuasion

Government of India and industryjoined USB/ASA efforts.

Implementing Organizations Government of India

Soy Food Promotion and WelfareAssociation

The Soybean Processors Associationof India

Soy Food Industry

USB / ASA

This activity has a great potentialin promoting the consumption

but very expensive


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The respondents

were asked whether

they used soyregularly or not.

About 68% said that

they use it regularly.The balance may be

using soy sometimes

or not at all. Thisquestion was asked

to find out overall

soy consumptionpattern.

Do You Use Soy Products in Your Regular

Diet?

0

10

20

30

40

50

60

70

Percentage

Yes No


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Do You See Improvements in Availability

of Soy Products in the Last Six Months?

0%

10%

20%

30%

40%

50%

60%

70%

80%

Y es No

The response

was qualitative.

The respondentswere asked for

their perception

on whether theyhad seen any

improvement in

the availability of

products in the

market. About

70% said they

had seenimprovement.


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Where Did You See The Ads On?

0

20

40

60

80

T TM TMN M N TN

T - TV; M Magazine; N New Paper

Locations: Delhi, Haryana, Punjab, MP

Procedure: Written questionnaire

Sample size: 250


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Improvement in Sale of Soy Food

Products in the Last Six Months

0%

20%

40%

60%

80%

100%

Y es No

These figures were taken from the survey exclusivelyconducted with the soy food industry.

Percentage Improvement in Sale in


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Percentage Improvement in Sale in

the Last Six Months

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

10 to 25 25 to 50 50 to 75 > 75 0

The percentage is based on the figures in the previousslide.


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Press coverage

During the

promotional

period ASA andIndustry initiated

a number

articles in the

press


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Products CategoriesIndian Traditionalproducts

Soy Drink & Tofu

Wheat soy flour

Fortified gram flour

Soy Papad

Soy-based traditionalsnacks

Lentil analogue

Whole soybeans

International productsTVP (Nuggets,Granules..)

Bakery productsExtruded Snacks

Soy Fortified noodles

Breakfast cereals

Soy Nuts

Defatted soy flour

Protein Supplements

Lecithin

Oil


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Successful Products Soy Nuts

Introduced in early 2003

More than 80 manufacturers

Most of the soymilk

manufacturers are producingsoy nuts

Various kinds are introduced

Fried Roasted

Chocolate coated

Mixed nuts


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Textured Soy Protein

One of the most popular soy product

in soy food category

Economical and is affordable by any

segment of population

Can be efficiently mimic meat

products

Can be used as meat extender

Less expensive than meat products

and easy to handle

Branded segment growing in spite of

poor-man-food image


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Soymilk and Tofu

Is an aqueous extract of soy beans, closely resemblesdairy milk in appearance & composition

Has more protein, iron, unsaturated fatty acids &niacin than dairy milk

Excellent alternate for lactose intolerants

Production cost lower than dairy milkFastest growing soy food products

Market potential:

Increased from 400,000 lit in 2000 to 10million lit in 2006

More than 200 manufacturers

Has been marketed at schools, hospitals, health clubs etc

D f tt d S Fl


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Defatted Soy Flour

Used at home level to fortifytraditional foods;

Introduced in 2001;

A number of smallmanufacturers by in bulkand market in retail packs;

More than 50 companies aremarketing defatted soy flouras retail product.


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Breakfast cereals

Introduced in 2004;

Currently five products areavailable;

At least six manufacturers areworking;

Regular cereals can be fortified withTSP granules/flakes;

Mostly limited to urban markets.

S S


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Soy Protein Supplements

A number of Pharmaceutical

industries are coming up with

disease specific as well as

general protein supplements

Easiest way to get enough soy

protein

No problem with acceptabilityas it has no problem with

acceptability


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New Products!

Extruded snacks

Soymilk powder

Fruit juice basedbeverages

Isolate-based beverages

Soybean off take


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Soybean off-take

-

5

10

15

20

25

3035

2000 2001 2002 2003 2004 2005

Year

TM

T

0

100

200

300

400

500

600700

TM

T

Flour Soymilk Nuts

Bakery Protein suppl. TVP

Whole beans Total


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Recommendations Product has to be tastier, convenient and easy

to adopt at home

If soy inclusion has other functional benefits itwill be easier to adopt

Soy-fortified traditional foods more effective in

terms of long term use compared to newproducts

Inclusion of TSP-granules in meat preparations

Use of defatted soy flour in traditional flour/mealbased recipes


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Successful Activities

Lecture-demonstrations

In-shop demonstrations

Prominent placement of the product

Programs for dieticians/nutritionist

Giving clear instructions on how to use theproduct along with the product (e.g. recipes)

Distribution of brochures and recipe booklets

along with highlighting benefits Effective media campaign emphasizing the

benefits (very effective but very expensive)


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Unsuccessful Activities

Programs to groups that do not have

buying power/or are not decision makers Kids, Institutions, large NGOs

Programs for doctors have long term effect

If done effectively any program is

successful!!

Documents

Soy Food Promotion