Featured in this report: Regulation
This research aims to fill that gap by speaking to women, and those who may influence them using a consumer and market methodology and analysis framework. Data and insights were gathered from eight countries: Bangladesh, China, Mexico City, Morocco, Nigeria, South Africa, the United Kingdom of Great Britain and Northern Ireland, and Vietnam. Nine data collection methods were employed to map the marketing of formula milk.
Exposure to formula milk marketing was investigated among pregnant women, mothers, and ‘influencers’, including health professionals, partners, family members, and friends. Women’s attitudes and beliefs around infant feeding are shaped by several inputs, and practices are additionally influenced by factors such as work environments, maternity protection, and societal norms and values.
This research focuses on one major influence, namely the reach of formula milk marketing, how formula milk marketing messages are perceived by women and influencers, and how women’s exposure to marketing is related to their perceptions of formula milk products.
The report describes multiple channels of formula milk marketing, including mass media channels such as television, radio, and print, but also more active and personalised targeting such as Influencer marketing on social media, baby clubs, 24/7 chat, emails, promotions, gifts, events, as well as recommendations from health professionals.
