In This Issue

U of I Project Aims to Overcome
Consumer Resistance to Soy Foods

Although new research has confirmed many health benefits from eating soy foods, per capita consumption of soy has not increased as much as would be expected. In fact, consumer resistance continues to be a stumbling block in expanding the market for many new soy products. Yet, according to Brian Wansink, associate professor of business administration and agricultural and consumer economics at the University of Illinois, there are numerous behavioral, demographic, and psychological differences that can clearly distinguish frequent consumers of soy from infrequent users.

"Our goal is to examine what influences the acceptance and consumption of soy-based foods," Wansink says. "In particular, we want to understand more about those who consume or do not consume soybeans. By better understanding how to communicate the health-related benefits of these foods and simultaneously counter the perceived tasterelated drawbacks, we hope to increase the acceptance of soy among larger segments of the population. Ultimately that will help expand the markets for a major Illinois farm product, while improving the health and nutrition of consumers."

Wansink serves as the director of the U of I's Food and Brand Lab, which consists of a series of test kitchens and cooperating grocery stores that are used to understand how consumers choose and use foods and packaged goods. In collaboration with researchers from fields as diverse as cultural anthropology and agricultural and consumer economics, the mission of the Food and Brands Lab supports ongoing projects on packaging, promotions, and consumer usage and acceptance of products.

With support from the Illinois Council on Food and Agricultural Research (C-FAR) and the Illinois Soybean Checkoff Board, he is working in collaboration with NSRL Director Steve Sonka and Marketing Professor Michelle Morganosky on several projects directly aimed at promoting the acceptance of soy products among consumers.

"A major component initially is to look at a large group of consumers to determine what distinguishes people who would be predisposed to eat soy," Wansink says. "We are not simply going to focus on people who are interested in health or who are vegetarians. The idea is to find out what sort of messages, products, and delivery systems are going to be most effective in targeting a number of other specific groups."

In one part of the study, a large number of Asian students were interviewed to determine what it was they liked about soy. Results indicated that there were two distinct groups: those who eat soy for health reasons and those who eat soy because they like the taste.

"What we found out was that those who liked the taste shared the characteristic that they lived in a household with someone who is a very good cook," Wansink says. "The most powerful thing that result suggests is that liking the taste of soy can be learned."

A second study has been looking at the different perceptions of soy among a group of about 80 home economics teachers. The study showed that perceptions of soy grouped into four major clusters. The heaviest users of soy in the study were those who were lactose intolerant.

"In Asia, we have people who like soy for health reasons and for taste," he says. "What we find among the home economists is that many people who know a lot about soy are those who use it because of dietary restrictions."

Other studies clearly showed that simply listing soy as an ingredient negatively influenced people's perceptions in regard to taste, even if the product contained no soy. At the same time, health claims mentioned in association with soy became believable to consumers. In fact, there was a powerful finding of deference by consumers to major health claims about soy in general.

"Based on those studies, a health label should certainly be used along with a soy ingredient label to diminish the negative taste perceptions," Wansink says. "Advertisers and media planners with products that are labeled as soy should be sure to target dieters and health-conscious consumers. The soy ingredient labels should not be used for taste-conscious consumers."

The research further revealed that the most effective way to present health claims for soy was to have a label on the front with a brief statement of the claim and a more detailed explanation on the back of the package. Results clearly indicated that this combination provided the best way to get the health message across to consumers.

"The short claim on the front improves their understanding, but the long claim on the back makes them more willing to believe it," he says. "It's one thing to understand something but it is another thing altogether to actually believe it. That's what is so powerful about this combination of labels."

A key component of this research will focus on disseminating the data as widely as possible, especially to dieticians, health care professionals, and media. As part of that effort, Wansink will feature many of the results in special programs at Global Soy Forum '99 in Chicago from August 4 to 7.

"The most interesting results will center on how we can identify what sort of soy products in a highly processed form will be successful," Wansink says. "It will take forever to get many people to eat tofu, but it is not that big a stretch to get them to eat vegetarian soy chili, for example. That is where the lowest hanging fruit is to be found."

Further details about the research on soy foods and the Food and Brand Lab are available on the internet at www.foodandbrandlab.com or www.consumerpsychology.com.

The NSRL Bulletin is published three times a year by the National Soybean Research Laboratory at the University of Illinois, 170 Environmental and Agricultural Sciences Building, 1101 W. Peabody Drive, Urbana, IL 61801; telephone (217)244-1706; e-mail nsrl@uiuc.edu; FAX (217)244-1707. Steven T. Sonka, director; Robert J. Wynstra, editor; David Riecks, photographer; Lynn Hawkinson Smith, graphic designer.

Unless otherwise stated, articles may be reproduced or quoted if credit is given to the NSRL Bulletin. The National Soybean Research Laboratory at the University of Illinois is an affirmative action and equal opportunity institution.