Soy Food Promotion: Indian Experience

Suresh Itapu, Ph.D. Consultant WISHH

Outline
History Failures Revival Activities Current status Recommendations

History of Soybean in India

Soy is not a part of traditional diet in India Few northern hill states have been consuming as 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

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

Revival of Soybean in India

Working at grass root level Small-scale soymilk/tofu and soy nuts manufacturers Big food processors started manufacturing and marketing soy food products Promotional activities in association with soy food manufacturers Working with various government organizations

Soybean Promotion Activities

Contact sessions
Seminars Exhibitions

Demonstrations
Neighborhood mills Womens clubs School Lunch Feeding Defense sector

EDPs Literature distribution Technical Assistance

In country Educational tours to US

Promotions
Initial marketing costs In-shop promotion Soy Food festivals

Press Quality Samples Program Generic campaign Chef Competitions

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

Demonstrations
Soy inclusion demos at neighborhood wheat mills Soy benefit lectures cum recipe demos to womens clubs Soy cooking demos at hotel management institutions

Demos and Seminars

School programs

Exhibitions

Training

Entrepreneur Development Programs

Conducted at least ten EDPs in the last one year; More than 500 entrepreneurs were trained. First time in India an Extrusion course was conducted.

Feeding Programs
School Lunch Program
India feeds 58,103,538 children in 503,896 ASA-IM convinced at five states to include soy in these feeding programs; Conducted at least 100 soy demonstrations

Successfully convinced state run residential schools (~500) to include soy foods

Defense Sector
One of the biggest GOI organizations; 1 million servicemen and 2 million Ex-Servicemen; ASA-IM convinced to include soy in the canteens; ASA-IM convinced defense officials the potential for soy as means of employment generation; Defense sector started one soy food training center.

Generic Campaign
Generic campaign
After prolonged persuasion Government of India and industry joined USB/ASA efforts.

Implementing Organizations
Government of India Soy Food Promotion and Welfare Association The Soybean Processors Association of India Soy Food Industry USB / ASA

This activity has a great potential in promoting the consumption but very expensive

Do You Use Soy Products in Your Regular Diet?

70 60
Percentage

50 40 30 20 10 0 Yes No

The respondents were asked whether they used soy regularly or not. About 68% said that they use it regularly. The balance may be using soy sometimes or not at all. This question was asked to find out overall soy consumption pattern.

Do You See Improvements in Availability of Soy Products in the Last Six Months?
80% 70% 60% 50% 40% 30% 20% 10% 0% Yes No

The response was qualitative. The respondents were asked for their perception on whether they had seen any improvement in the availability of products in the market. About 70% said they had seen improvement.

Where Did You See The Ads On?

80 60 40 20 0

TM

TMN

TN

Locations: Delhi, Haryana, Punjab, MP Procedure: Written questionnaire Sample size: 250 T - TV; M Magazine; N New Paper

Improvement in Sale of Soy Food Products in the Last Six Months

100% 80% 60% 40% 20% 0% Yes No

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

Percentage Improvement in Sale in the Last Six Months

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 10 to 25 25 to 50 50 to 75 > 75 0

The percentage is based on the figures in the previous slide.

Press coverage

During the promotional period ASA and Industry initiated a number articles in the press

Products Categories
Indian Traditional products
Soy Drink & Tofu Wheat soy flour Fortified gram flour Soy Papad Soy-based traditional snacks Lentil analogue Whole soybeans

International products
TVP (Nuggets, Granules..) Bakery products Extruded Snacks Soy Fortified noodles Breakfast cereals

Soy Nuts Defatted soy flour Protein Supplements Lecithin Oil

Successful Products Soy Nuts

Introduced in early 2003 More than 80 manufacturers Most of the soymilk manufacturers are producing soy nuts Various kinds are introduced
Fried Roasted Chocolate coated Mixed nuts

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

Soymilk and Tofu

Is an aqueous extract of soy beans, closely resembles dairy 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 milk Fastest 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

Defatted Soy Flour

Used at home level to fortify traditional foods; Introduced in 2001; A number of small manufacturers by in bulk and market in retail packs; More than 50 companies are marketing defatted soy flour as retail product.

Breakfast cereals
Introduced in 2004; Currently five products are available; At least six manufacturers are working; Regular cereals can be fortified with TSP granules/flakes; Mostly limited to urban markets.

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 acceptability as it has no problem with acceptability

New Products! Extruded snacks Soymilk powder Fruit juice based beverages Isolate-based beverages

Soybean off-take
35 30
TMT

700 600
TMT

25 20 15 10 5 2000 2001 2002

Year

500 400 300 200 100 0 2003 2004 2005

Flour Bakery Whole beans

Soymilk Protein suppl. Total

Nuts TVP

Recommendations
Product has to be tastier, convenient and easy to adopt at home If soy inclusion has other functional benefits it will be easier to adopt Soy-fortified traditional foods more effective in terms of long term use compared to new products Inclusion of TSP-granules in meat preparations Use of defatted soy flour in traditional flour/meal based recipes

Successful Activities
Lecture-demonstrations In-shop demonstrations Prominent placement of the product Programs for dieticians/nutritionist Giving clear instructions on how to use the product 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)

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!!