infant&kids formula awareness

Infant & Kids Formula

Awareness

December 2015

2

Awareness

Purchase Habits

Flavour and Labels

Satisfaction Levels

Respondent profile

■Gender ■Age

■Monthly household income

3

55.3%

44.7%

Less than 20 years old0.3%

20 - 29 years old30.2%

30 - 39 years old59.2%

40 - 49 years old9.0%

50 years old and over1.3%

6.6%

24.9%

34.9%33.6%

SEC D (Below IDR1250K)

SEC C (IDR 1250K -IDR 2500K)

SEC B (IDR 2500K -IDR 4000K)

SEC A (Above IDR4000K)

Respondent profile

■Amount of Kids ■Age of Children

4

50.0%

39.4%

9.8%

.8%

1 2 3 More than 3

19.3%

43.7%

34.1%

38.9%

0 - 12 months (1year old)

1 - 3 years old 3 - 5 years old 5 - 11 years old

INFANT

67.6%

KIDS

32.4%

D. Key findings

■Infant & Kids Formula’s Awareness

• Dancow is the most popular Infant & Kids Formula Brand with highest PBI score of 25.4, followed by SGM at the second place with PBI score of15.0

• Dancow is the most well-known milk brand in Indonesia as it gained (23.0%), while SGM followed at the second place (21.4%).

• When looking Unaided of infant & kids formula that spontaneously comes to mind of the respondent, apparently Dancow (55.3%) and SGM(53.7%) still dominate. However, when viewed from the Aided of infant & kids formula that respondents remembered after being given assistance(Showcard), Bebelac (41.3%) get the highest percentage, then followed by Nutrilon (37.9%). Despite of Unaided’s percentage of Nutrilon, itcauses the Nutrilon placed at fifth rank of Total Awareness, which account for 53.2%.

• Dancow is the brand that most of the respondents (34.9%) thought widely found.

• Dancow, once again, gained the highest score for “ever purchase & use awareness” as it gained (20.4%) followed by Bebelac (11.9%) and SGM(9.3%).

• The top five brands recently bought by the respondents are as follow: Dancow (25.7%), SGM (13.8%), Bebelac (10.3%), Frisian Flag (8.5%), andMorinaga (8.2%).

• The top five brands willingly be bought by the respondents are as follow: Dancow (47.9%), SGM (35.7%), Bebelac (31.0%), Frisian Flag (24.9%),and Morinaga (21.2%).

• More than 50% of respondents intend to use same brands of infant and kids formula which has been used before.

■ Infant & Kids Formula’s Purchase Habits

• Box seems to be the most suitable packaging for milk as the data shown below both categories, infant and kids, are mostly purchased inside boxpackaging.

• In general, the weight mostly purchased by most of the respondents are range from “601-800gr” (34.4%) to “801-1000 gr” (32.0%).

• Nearly half of the respondents or (45.2%) answered they buy two packs of milk at once.

• In general, over the half of the respondent (66.7%) buy infant & kids formula one to three times in a month.

• Around (37.3%) of the respondents spend their money for buying infant and kids formula from Rp 250.000 to Rp 500.000 .

• Choosing a formulated milk for infant or kids, (74.1%) of respondent consider whether it suitable with their children age or not.

• TV leads as the top media information of promoting infant & kids formula which accounts of 73.5%.

5

D. Key findings

■ Infant & Kids Formula’s Flavour and Labels

• Roughly, vanilla is the flavor mostly chosen by the respondent for infant and kids formula (31.5%).

• 1 out of 10 people puts Expired Date as the top priority of labels concerned.

• DHA and AA (or AHA/ARA) are two main nutrition which get buyers intention so they decide to buy one brand. The score gained by DHA and AArespectively (36.2%) and (34.0%).

■Infant & Kids Formula’s Satisfaction Level

• According to last purchased and used infant & kids formula based on price, Dancow get the highest satisfaction level (68.0%), then followed byLactogen (65.4%) and Frisian (62.5%).

• According to last purchased and used infant & kids formula based on nutritional value, SGM get the highest satisfaction level (75.0%), thenfollowed by Frisian (65.6%) and Milo (62.5%).

• According to last purchased and used infant & kids formula based on promotion, Frisian get the highest satisfaction level (75.0%), then followedby Morinaga (64.5%) and Bebelac (64.1%).

• Most respondents satisfied with the packaging of infant & kids formula, which more than 50%. Frisian get the first place (75.0%).

• Based on flavors of infant & kids formula, most respondents feel satisfied with it. And Frisian got the highest percentage, 90.6%.

6

AWARENESS

7

Popular Brand Index Concept

POPULAR BRAND INDEX (PBI)

Top of Mind

(TOM)

Expansive

Last Visited

Future Intention

𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑉𝑖𝑠𝑖𝑡𝑒𝑑 + 𝑤4 ∙ 𝐼𝑛𝑡𝑒𝑛𝑡𝑖𝑜𝑛

Informasi Tambahan :

• Top of Mind (TOM) = First sites mentioned by respondents.

• Expansive = Scope and spread of sites.

• Last Visited = Total visit or last visited sites in past 3 months.

• Future Intention = Consumer intention to visit sites.

Brand is one of the important company assets and is alsoconsidered as identity of the company. Brand or trademark is aname or symbol representing a particular product or service and itgives a psychological meaning or association.

Moreover, brand is also a promotion tool where this helps toreach out to popularity or people awarenss that eventuallyinfluence consumers’ behaviour.

In order to improve organizational performance, branddevelopment should be evaluated. For this purpose, W&S Groupconducted a PBI (Popular Brand Index) concept development wherethe measurement is analyzed by using 4 parameters - Top of Mind,Expansive or brand expansion, Last Used or well known as Marketshare and Future Intention.

Below is the calculation/formula to get the PBI score of acertain brand.

Popular Brand Index

9

Rank of Popular

Infant & Kids Formula Brand PBI IR

1Dancow(Batita, Datita, Nutrigold)

25.4

32%

2SGM (Ananda, BBLR, Eksplor, LLM+, …)

15.0

3 Bebelac 11.1

4Morinaga (BMT, Chil Kid, Chil Mil, Chil School, Chirumiru, Hagukumi, Non Lactose)

7.9

5 Frisian (Baby, Flag) 7.0

6 Lactogen 6.6

7 Nutrilon 4.0

8 Milo 3.1

9 Pediasure 2.9

10S-26 (Gold, NutriSure, Procal, Procal Gold, Promise, Promise Gold, …)

2.8

Dancow is the most popular Infant & Kids Formula Brand

with highest PBI score of 25.4, followed by SGM at the second place with PBI

score of 15.0

Incidence Rate of Infant & Kids Formula Brand is 32.0% from panel population W&S Group Indonesia.

Top of Mind Awareness

Dancow is the most well-known milk brand in Indonesia as it gained (23.0%), while SGM followed at the second place (21.4%).

With only (1.6%) narrow margin, Dancow and SGM have been competing tightly.

When mentioned about infant and kids formula, what brands do you remember? (FA)

10

Dancow

SGM

Bebelac

Morinaga

Frisian

Lactogen

Nutrilon

Milo

S-26

Pediasure

23.0%

21.4%

10.1%

7.4%

7.1%

9.0%

4.0%

0.8%

1.6%

2.4%

Top of Mind Awareness

Generally, Dancow is famous as kid formula brand as it gained (28.6%). Meanwhile, SGM is well-recognized as an infant formula brand (22.5%).

As we look for more details, SGM gained the highest scores for range “0-12 months” and “1-3 years old” (23.3%) and (23.0%). On the other side, Dancow gained high score for “3-5 years old” (27.1%) and “5 – 11 years old” (28.6%).

When mentioned about infant and kids formula, what brands do you remember? (FA)

11

Dancow SGM Bebelac Morinaga Frisian Lactogen Nutrilon Milo S-26 Pediasure

0 - 12 months (1 year old)

15.1% 23.3% 5.5% 12.3% 2.7% 11.0% 6.8% 0.0% 6.8% 0.0%

1 - 3 years old

17.6% 23.0% 13.3% 7.9% 9.7% 7.3% 4.8% 0.6% 1.8% 1.8%

3 - 5 years old

27.1% 20.2% 9.3% 9.3% 9.3% 9.3% 2.3% 0.0% 0.8% 2.3%

5 - 11 years old

28.6% 18.4% 10.2% 5.4% 6.1% 8.2% 4.1% 2.0% 0.7% 2.0%

■By Age of Children


INFANT 20.5% 22.5% 10.4% 8.5% 7.2% 8.8% 4.6% 0.3% 2.6% 2.0%

KIDS 28.6% 18.4% 10.2% 5.4% 6.1% 8.2% 4.1% 2.0% 0.7% 2.0%

Total Awareness

When looking Unaided of infant & kids formula that spontaneously comes to mind of the respondent, apparently Dancow (55.3%) and SGM (53.7%) still dominate. However, when viewed from the Aided of infant & kids formula that respondents remembered after being given assistance (Showcard), Bebelac (41.3%) get the highest percentage, then followed by Nutrilon (37.9%). Despite of Unaided’spercentage of Nutrilon, it causes the Nutrilon placed at fifth rank of Total Awareness, which account for 53.2%.

Among brands of infant and kids formula, which brands do you aware? (MA)

12


AIDED 24.1% 20.4% 41.3% 27.0% 18.5% 32.0% 37.9% 34.9% 36.8% 26.7%

UNAIDED 55.3% 53.7% 30.7% 24.1% 32.3% 21.4% 15.3% 5.6% 8.7% 9.3%

TOTAL 79.4% 74.1% 72.0% 51.1% 50.8% 53.4% 53.2% 40.5% 45.5% 36.0%

Total Awareness

Most respondents who have children aged “1 – 3 years old”, “3- 5 years old”, and “5 – 11 years old” more aware with Dancow. But for respondents who have children age “0 – 12 months” more aware with SGM (80.8%).

There is difference awareness of infant and kids formula, SGM (76.5%) more aware for respondents with infant, but Dancow more aware for respondents with kids (87.1%).

Among brands of infant and kids formula, which brands do you aware? (MA)

13



INFANT 77.5% 76.5% 73.0% 53.4% 50.2% 52.8% 52.4% 37.5% 36.5% 42.7%

KIDS 87.1% 69.4% 75.5% 48.3% 55.1% 53.7% 59.9% 49.7% 47.6% 55.8%



71.2% 80.8% 71.2% 61.6% 41.1% 58.9% 56.2% 37.0% 31.5% 38.4%

1 - 3 years old

75.2% 72.7% 73.9% 53.3% 51.5% 49.1% 47.9% 29.7% 38.2% 43.6%

3 - 5 years old

87.6% 78.3% 79.1% 49.6% 59.7% 51.9% 58.9% 49.6% 38.8% 45.7%

5 - 11 years old

87.1% 69.4% 75.5% 48.3% 55.1% 53.7% 59.9% 49.7% 47.6% 55.8%

Expansive Awareness

As the graphic shown below, Dancow is the brand that most of the respondents (34.9%) thought widely found.

Followed at second and third place are SGM and Bebelac respectively gained (14.0%) and (12.4%)

Morinaga and Frisian Flag similarly gain the same score for expansive awareness category: (6.9%)

Among brands of infant and kids formula, which brands that you've seen at most on Ads/ Newspaper/ Magazine/ TV / Billboard? (SA)

14

1

2

3

4

5

34.9%

14.0%

12.4%

6.9%

6.9%

Expansive Awareness

Among respondents who have children age “3 – 5 years old” mostly have seen ads/ newspaper / magazine / TV / billboard of SGM and Bebelac with same percentage 10.9%.

There is no difference between respondents who have infant & kids towards SGM’s ads/ newspaper / magazine / TV / billboard that have ever seen.

Among brands of infant and kids formula, which brands that you've seen at most on Ads/ Newspaper/ Magazine/ TV / Billboard? (SA)

15


Dancow SGM Bebelac Morinaga Frisian


23.3% 17.8% 12.3% 12.3% 2.7%

1 - 3 years old 31.5% 17.6% 17.0% 7.3% 7.9%

3 - 5 years old 40.3% 10.9% 10.9% 4.7% 9.3%

5 - 11 years old 42.2% 11.6% 9.5% 5.4% 5.4%


INFANT 32.9% 15.0% 13.4% 7.8% 7.2%

KIDS 42.2% 11.6% 9.5% 5.4% 5.4%

Ever Purchase & Use Awareness

Dancow, once again, gained the highest score for “ever purchase & use awareness” as it gained (20.4%) followed by Bebelac (11.9%) and SGM (9.3%)

Among brands of infant and kids formula, which brands that you’ve purchased and used ? (MA)

16

1

2

3

4

5

20.4%

11.9%

9.3%

9.0%

5.6%

Ever Purchase & Use Awareness

SGM gained the highest percentage (35.6%) as brands of infant and kids formula that purchased and used by children age “0 – 12 months”. But among respondents who have children aged “1 -3 years old”, “3 – 5 years old”, “5 – 11 years old”, Dancow mostly purchased and used by them.

For infant and kids, mostly purchased and use Dancow with percentage, 45.5% for infant & 57.1% for kids.

Among brands of infant and kids formula, which brands that you’ve purchased and used ? (MA)

17




31.5% 35.6% 24.7% 21.9% 13.7%

1 - 3 years old 45.5% 40.0% 32.7% 23.6% 28.5%

3 - 5 years old 55.0% 34.9% 36.4% 17.8% 31.8%

5 - 11 years old 57.1% 34.0% 36.7% 19.7% 27.2%


INFANT 45.0% 36.8% 31.6% 22.5% 25.1%

KIDS 57.1% 34.0% 36.7% 19.7% 27.2%

Last Purchase & Use Awareness

The top five brands recently bought by the respondents are as follow: Dancow (25.7%), SGM (13.8%), Bebelac (10.3%), Frisian Flag (8.5%), and Morinaga (8.2%)

The noticeable gap could be found between the first place (Dancow) and the second place (SGM) which is (11.9%) difference.

18

Among brands of infant and kids formula, which brands that you’ve purchased and used last time ? (SA)

1

2

3

4

5

25.7%

13.8%

10.3%

8.5%

8.2%

Last Purchase & Use Awareness

The first top brand that bought and used last time by all children is Dancow.

Dancow still dominate brand of infant and kids formula which bought and used last time.

19

Among brands of infant and kids formula, which brands that you’ve purchased and used last time ? (SA)



17.8% 13.7% 6.8% 8.2% 4.1%

1 - 3 years old 21.2% 20.0% 13.3% 9.7% 11.5%

3 - 5 years old 31.0% 8.5% 10.1% 7.8% 10.1%

5 - 11 years old 29.9% 9.5% 10.9% 8.2% 7.5%



INFANT 23.1% 15.0% 10.7% 9.1% 8.5%

KIDS 29.9% 9.5% 10.9% 8.2% 7.5%

Future Intention Awareness

The top five brands willingly be bought by the respondents are as follow: Dancow (47.9%), SGM (35.7%), Bebelac (31.0%), Frisian Flag (24.9%), and Morinaga (21.2%)

The noticeable gap could be found between the first place (Dancow) and the second place (SGM) which is (12.2%) difference.

20

Among brands of infant and kids formula, which brands that you’ll purchase in future? (SA)

1

2

3

4

5

47.9%

35.7%

31.0%

24.9%

21.2%

Future Intention Awareness

Bebelac is the brand for children aged “0 – 12 months” which get high percentage as the intention brand to buy in the future (12.3%). Meanwhile for children aged “1- 3 years old”, “3 – 5 years old”, “5 – 11 years old” prefer to buy Dancow in the future with percentage 17.0%, 25.6%, and 25.9%.

There is slight difference of percentage of future intention of Dancow as brand of infant and kids formula (19.5% and 25.9%).

21

Among brands of infant and kids formula, which brands that you’ll purchase in future? (SA)




8.2% 11.0% 12.3% 8.2% 2.7%

1 - 3 years old 17.0% 10.9% 16.4% 10.9% 7.9%

3 - 5 years old 25.6% 7.8% 12.4% 7.8% 7.8%

5 - 11 years old 25.9% 4.8% 8.8% 6.8% 2.7%


INFANT 19.5% 9.8% 13.4% 9.8% 6.2%

KIDS 25.9% 4.8% 8.8% 6.8% 2.7%

Switch or Loyal ?

22

LOYAL55.3%

SWITCH44.7%

More than 50% of respondents intend to use same brands of

infant and kids formula which has been used before.

Switch or Loyal ?

23

Dancow SGM Bebelac Morinaga Frisian Lactogen Nutrilon Milo Pediasure S-26

Dancow 0.0% 5.7% 14.3% 11.4% 8.6% 5.7% 5.7% 5.7% 20.0% 8.6%

SGM 8.3% 0.0% 20.8% 0.0% 8.3% 4.2% 29.2% 0.0% 4.2% 4.2%

Bebelac 13.3% 0.0% 0.0% 0.0% 0.0% 0.0% 26.7% 13.3% 13.3% 0.0%

Morinaga 14.3% 0.0% 14.3% 0.0% 0.0% 14.3% 0.0% 0.0% 0.0% 14.3%

Frisian 11.8% 11.8% 0.0% 0.0% 0.0% 11.8% 5.9% 0.0% 11.8% 17.6%

Lactogen 23.1% 0.0% 15.4% 15.4% 0.0% 0.0% 15.4% 7.7% 0.0% 0.0%

Nutrilon 0.0% 0.0% 16.7% 16.7% 0.0% 0.0% 0.0% 16.7% 16.7% 0.0%

Milo 11.1% 0.0% 11.1% 11.1% 0.0% 0.0% 0.0% 0.0% 11.1% 0.0%

Pediasure 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 50.0%

S-26 0.0% 0.0% 16.7% 0.0% 0.0% 0.0% 0.0% 0.0% 33.3% 0.0%

In the future, the highest percentage of switching brands of infant and kids formula will be happen from SGM user to be Nutrilon user (29.2%), then followed by Bebelac user to be Nutrilon user (26.7%).

PURCHASE HABITS

24

Type of Packs Purchased

Box seems to be the most suitable packaging for milk as the data shown below both categories, infant and kids, are mostly purchased inside box packaging.

In contrast, sachet is the packaging which is less purchased for both categories.

25

What type of infant & kids formula packs that you purchased last time? (SA)


Box Can Sachet


68.5% 31.5% 0.0%

1 - 3 years old

70.3% 29.1% 0.6%

3 - 5 years old

78.3% 20.2% 1.6%

5 - 11 years old

77.6% 21.1% 1.4%

Box Can Sachet

INFANT 72.3% 26.7% 1.0%

KIDS 77.6% 21.1% 1.4%

73.8%

25.1%

1.1%

Box

Can

Sachet

Net Weight Purchased

In general, the weight mostly purchased by most of the respondents are range from “601-800gr” (34.4%) to “801-1000 gr” (32.0%).

Based on age of children, infant & kids formula which have weight more than 1000gr are more likely to purchased by children age “0 12 months”, “1 – 3 years old”, and 5 – 11 years old”. Meanwhile for age “3 – 5 years old” prefer less than 300gr.

There is a little gap (0.6%) between infant & kids toward the weight of infant & kids formula.

26

How much the net weight of infant & kids formula that you purchased last time? (SA)


Less than 300gr

301 - 600 gr

601 - 800 gr

801 - 1000 gr

More than 1000 gr


6.8% 30.1% 27.4% 32.9% 2.7%

1 - 3 years old

6.1% 20.0% 36.4% 32.7% 4.8%

3 - 5 years old

3.1% 20.9% 40.3% 30.2% 5.4%

5 - 11 years old

5.4% 21.8% 35.4% 32.7% 4.8%

Less than 300gr

301 - 600 gr

601 - 800 gr

801 - 1000 gr

More than 1000 gr

INFANT 5.9% 23.1% 35.2% 31.6% 4.2%

KIDS 5.4% 21.8% 35.4% 32.7% 4.8%

5.8%

22.8%

34.4%32.0%

5.0%

Less than300gr

301 - 600 gr 601 - 800 gr 801 - 1000 gr More than1000 gr

Amount of Packs Purchased

Nearly half of the respondents or (45.2%) answered they buy two packs of milk at once.

Only (5.3%) of them answered buy five packs of milk at once whenever they go for regular shopping.

27

How many packs that you buy when everytime you purchase infant & kids formula? (SA)


1 2 3 4 5More than

5


26.0% 46.6% 12.3% 6.8% 5.5% 2.7%

1 - 3 years old

22.4% 38.8% 12.1% 10.9% 8.5% 7.3%

3 - 5 years old

20.9% 51.2% 7.8% 11.6% 4.7% 3.9%

5 - 11 years old

25.2% 43.5% 12.9% 10.2% 4.8% 3.4%

1 2 3 4 5More than

5

INFANT 23.1% 45.0% 10.7% 9.4% 5.9% 5.9%

KIDS 25.2% 43.5% 12.9% 10.2% 4.8% 3.4%

24.1%

45.2%

10.8%9.0%

5.6% 5.3%

1 2 3 4 5 More than 5

Purchase Frequency

In general, over the half of the respondent (66.7%) buy infant & kids formula one to three times in a month.

Then, (28.0%) of them buy infant & kids formula four to six times in a month.

28

How many times you buy infant & kids formula in a month ? (SA)

1 ~ 3 times

4 ~ 6 times

7 ~ 10 times

11 ~ 15 times

More than 15 times


1 ~ 3 times 4 ~ 6 times7 ~ 10 times

11 ~ 15 times

More than 15 times


69.9% 26.0% 4.1% 0.0% 0.0%

1 - 3 years old

64.8% 30.3% 2.4% 2.4% 0.0%

3 - 5 years old

67.4% 26.4% 4.7% 0.8% 0.8%

5 - 11 years old

68.7% 23.8% 2.7% 3.4% 1.4%

1 ~ 3 times 4 ~ 6 times7 ~ 10 times

11 ~ 15 times

More than 15 times

INFANT 65.5% 29.6% 2.9% 1.6% 0.3%

KIDS 68.7% 23.8% 2.7% 3.4% 1.4%

66.7%

28.0%

3.2%

1.6%

0.5%

Purchase Budget

Around (37.3%) of the respondents spend their money for buying infant and kids formula from Rp 250.000 to Rp 500.000 .

With only ten percent gap, (27.8%) of them allocate around Rp 100.000 to 250.000

29

How much is your budget to buy infant & kids formula for each month? (SA)

Less than IDR 50K

IDR 50K - IDR 100K

IDR 100K - IDR 250K

IDR 250K - IDR 500K

IDR 500K – IDR 1000K

IDR 1000K – IDR 3000K

More than IDR 3000K

Below IDR 100K

IDR 100K -IDR 500K

Above IDR 500K


12.3% 63.0% 24.7%

1 - 3 years old

9.1% 61.2% 29.7%

3 - 5 years old

8.5% 66.7% 24.8%

5 - 11 years old

10.2% 73.5% 16.3%


Below IDR 100K

IDR 100K -IDR 500K

Above IDR 500K

INFANT 10.1% 63.5% 26.4%

KIDS 10.2% 73.5% 16.3%

0.5%

10.3%

27.8%

37.3%

19.3%

4.2%

0.5%

Purchase Consideration

Choosing a formulated milk for infant or kids, (74.1%) of respondent consider whether it suitable with their children age or not.

Slightly different from number one, the nutrition contain in the infant and kids formula is also become a consideration when choosing one product as choosen by (69.0%).

30

What are the factors that become your consideration when choosing infant & kids formula which you bought last time? (MA)

1 Appropriate with age of children 74.1 %

2 Balanced nutritional value 69.0%

3 Affordable price 48. 7 %

4Similar nutrient content of breast milk

45. 2 %

5 Easy to be found 41.5 %

Purchase Consideration

Most respondents who have children age “0- 12 months”, “1 - 3 years old”, “5 – 11 years old” consider the easier to found the infant & kids formula when choose it. Meanwhile respondents with children age “3 – 5 years old” consider the similar nutrient content of breast milk.

31

What are the factors that become your consideration when choosing infant & kids formula which you bought last time? (MA)


Appropriate with age of children

Balanced nutritional value

Affordable priceSimilar nutrient

content of breast milk

Easy to be found

INFANT 74.6% 68.7% 48.2% 46.6% 41.0%

KIDS 76.9% 70.1% 46.3% 46.3% 40.1%

Appropriate with age of children

Balanced nutritional value

Affordable priceSimilar nutrient

content of breast milk

Easy to be found


75.3% 63.0% 43.8% 57.5% 35.6%

1 - 3 years old 76.4% 70.9% 45.5% 46.7% 38.2%

3 - 5 years old 76.0% 71.3% 59.7% 38.8% 53.5%

5 - 11 years old 76.9% 70.1% 46.3% 46.3% 40.1%

Media of Information

32

Based on your opinion, which media that become the most effective source of information to promote infant & kids formula brand? (SA)

FLAVOUR AND LABELS

33

Flavours

Roughly, vanilla is the flavor mostly chosen by the respondent for infant and kids formula (31.5%)

As we break it down by the age, vanilla is most preferred for “1-3 years old” and “3-5 years old”, chocolate is most preferred for “5-11 years old”, honey is also preferred for “3 – 5 years old”, and original or plain flavor is most preferred for “0-12 months”.

34

Which flavours of infant & kids formula that your children likes? (SA)

31.5%

25.4%

21.2%

19.6%

2.1%

0.3%

Vanilla

Chocolate

Honey

Original / Plain

Strawberry

Others


Vanilla Chocolate HoneyOriginal /

PlainStrawberry Others


27.4% 13.7% 13.7% 43.8% 1.4% 0.0%

1 - 3 years old

35.8% 18.2% 27.9% 15.8% 2.4% 0.0%

3 - 5 years old

29.5% 28.7% 29.5% 10.9% 0.8% 0.8%

5 - 11 years old

31.3% 32.7% 19.0% 13.6% 3.4% 0.0%

Vanilla Chocolate HoneyOriginal /

PlainStrawberry Others

INFANT 31.9% 22.1% 23.8% 19.9% 2.0% 0.3%

KIDS 31.3% 32.7% 19.0% 13.6% 3.4% 0.0%

Top 3 Priority Labels

35

Among these products label, please tell us the top 3 labels that become your concerns towards your decision of purchasing infant & kids formula? (MA)

Nutritional Content

DHA and AA (or AHA/ARA) are two main nutrition which get buyers intention so they decide to buy one brand. The score gained by DHA and AA respectively (36.2%) and (34.0%)

Meanwhile, LA and Choline are two nutrions less-attractive for buyers as it gained respectively (1.3%) and (0.9%)

36

Among these nutritional contents of infant & kids formula, which nutritional content that makes you attracted at most when purchasing infant & kids formula? (SA)

36.2%34.0%

10.2% 8.9%6.4%

2.1% 1.3% .9%

DHA AA / AHA / ARA Omega 3 andOmega 6

FOS & GOS Beta carotene andLactoferrin

Probiotics LA Choline

Nutritional Content

37

Among these nutritional contents of infant & kids formula, which nutritional content that makes you attracted at most when purchasing infant & kids formula? (SA)


DHAAA / AHA /

ARAOmega 3 and

Omega 6FOS & GOS

Beta carotene and

LactoferrinProbiotics LA Choline


35.9% 41.0% 7.7% 7.7% 5.1% 0.0% 0.0% 2.6%

1 - 3 years old 33.0% 39.4% 9.2% 11.0% 4.6% 1.8% 0.9% 0.0%

3 - 5 years old 40.8% 26.3% 11.8% 9.2% 5.3% 2.6% 2.6% 1.3%

5 - 11 years old

36.6% 31.2% 8.6% 10.8% 9.7% 2.2% 0.0% 1.1%

DHAAA / AHA /

ARAOmega 3 and

Omega 6FOS & GOS

Beta carotene and

LactoferrinProbiotics LA Choline

INFANT 34.0% 37.2% 10.5% 8.9% 5.2% 2.1% 1.6% 0.5%

KIDS 36.6% 31.2% 8.6% 10.8% 9.7% 2.2% 0.0% 1.1%

For children age “0 – 12 months” and “1 – 3 years old”, AA (or AHA / ARA) is the most attractive nutritional contents with percentage 41.0% and 39.4%. Meanwhile for children age “3 – 5 years old” and “5 – 11 years old”, DHA is the most attractive nutritional contents with percentage 40.8% and 36.6%.

Meanwhile infant prefer AA (or AHA / ARA) (37.2%), kids prefer DHA (36.6%).

SATISFACTION LEVELS

38

Price

According to last purchased and used infant & kids formula based on price, Dancow get the highest satisfaction level (68.0%), then followed by Lactogen (65.4%) and Frisian (62.5%).

39

Please tell us your satisfaction levels of infant & kids formula that you purchased last time based on these attributes? (Matrix SA)

Very unsatisfied

Less satisfied NeutralSomewhat satisfied

Very satisfied Unsatisfied Neutral Satisfied

Dancow (Batita, Datita, Nutrigold)

3.1% 5.2% 23.7% 32.0% 36.1% 8.2% 23.7% 68.0%

SGM (Ananda, BBLR, Eksplor, LLM+, …)

0.0% 3.8% 36.5% 32.7% 26.9% 3.8% 36.5% 59.6%

Bebelac 2.6% 2.6% 33.3% 33.3% 28.2% 5.1% 33.3% 61.5%

Morinaga (BMT, Chil Kid, Chil Mil, Chil School, Chirumiru, Hagukumi, Non Lactose)

0.0% 6.5% 41.9% 32.3% 19.4% 6.5% 41.9% 51.6%

Frisian (Baby, Flag) 6.3% 6.3% 25.0% 37.5% 25.0% 12.5% 25.0% 62.5%

Lactogen 0.0% 15.4% 19.2% 34.6% 30.8% 15.4% 19.2% 65.4%

Nutrilon 0.0% 10.0% 30.0% 30.0% 30.0% 10.0% 30.0% 60.0%

Milo 6.3% 6.3% 50.0% 31.3% 6.3% 12.5% 50.0% 37.5%

Pediasure 0.0% 20.0% 40.0% 40.0% 0.0% 20.0% 40.0% 40.0%

S-26 (Gold, NutriSure, Procal, Procal Gold, Promise, Promise Gold, …)

18.2% 18.2% 45.5% 9.1% 9.1% 36.4% 45.5% 18.2%

Nutritional Value

According to last purchased and used infant & kids formula based on nutritional value, SGM get the highest satisfaction level (75.0%), then followed by Frisian (65.6%) and Milo (62.5%).

40


Very unsatisfied

Less satisfied Very satisfiedSomewhat satisfied

Neutral Unsatisfied Neutral Satisfied


2.1% 1.0% 43.3% 39.2% 14.4% 3.1% 43.3% 53.6%


0.0% 0.0% 25.0% 50.0% 25.0% 0.0% 25.0% 75.0%

Bebelac 5.1% 2.6% 43.6% 38.5% 10.3% 7.7% 43.6% 48.7%


0.0% 0.0% 61.3% 29.0% 9.7% 0.0% 61.3% 38.7%


Lactogen 0.0% 3.8% 42.3% 26.9% 26.9% 3.8% 42.3% 53.8%

Nutrilon 10.0% 0.0% 70.0% 10.0% 10.0% 10.0% 70.0% 20.0%

Milo 0.0% 6.3% 31.3% 50.0% 12.5% 6.3% 31.3% 62.5%

Pediasure 0.0% 0.0% 40.0% 40.0% 20.0% 0.0% 40.0% 60.0%


0.0% 0.0% 54.5% 18.2% 27.3% 0.0% 54.5% 45.5%

Promotion

According to last purchased and used infant & kids formula based on promotion, Frisian get the highest satisfaction level (75.0%), then followed by Morinaga (64.5%) and Bebelac (64.1%).

41


Very unsatisfied




3.1% 2.1% 39.2% 25.8% 29.9% 5.2% 39.2% 55.7%


0.0% 9.6% 36.5% 38.5% 15.4% 9.6% 36.5% 53.8%

Bebelac 2.6% 2.6% 30.8% 38.5% 25.6% 5.1% 30.8% 64.1%


0.0% 3.2% 32.3% 38.7% 25.8% 3.2% 32.3% 64.5%


Lactogen 0.0% 3.8% 42.3% 23.1% 30.8% 3.8% 42.3% 53.8%

Nutrilon 0.0% 10.0% 30.0% 20.0% 40.0% 10.0% 30.0% 60.0%

Milo 6.3% 12.5% 31.3% 31.3% 18.8% 18.8% 31.3% 50.0%

Pediasure 0.0% 0.0% 60.0% 40.0% 0.0% 0.0% 60.0% 40.0%


0.0% 0.0% 72.7% 18.2% 9.1% 0.0% 72.7% 27.3%

Packaging

Most respondents satisfied with the packaging of infant & kids formula, which more than 50%. Frisian get the first place (75.0%).

42


Very unsatisfied




3.1% 1.0% 29.9% 35.1% 30.9% 4.1% 29.9% 66.0%


0.0% 5.8% 34.6% 42.3% 17.3% 5.8% 34.6% 59.6%

Bebelac 0.0% 7.7% 23.1% 35.9% 33.3% 7.7% 23.1% 69.2%


0.0% 0.0% 32.3% 29.0% 38.7% 0.0% 32.3% 67.7%


Lactogen 0.0% 3.8% 34.6% 23.1% 38.5% 3.8% 34.6% 61.5%

Nutrilon 0.0% 0.0% 30.0% 20.0% 50.0% 0.0% 30.0% 70.0%

Milo 6.3% 0.0% 43.8% 37.5% 12.5% 6.3% 43.8% 50.0%

Pediasure 0.0% 0.0% 40.0% 40.0% 20.0% 0.0% 40.0% 60.0%


0.0% 0.0% 45.5% 27.3% 27.3% 0.0% 45.5% 54.5%

Flavours

Based on flavors of infant & kids formula, most respondents feel satisfied with it. And Frisian got the highest percentage, 90.6%.

43


Very unsatisfied




4.1% 1.0% 12.4% 28.9% 53.6% 5.2% 12.4% 82.5%


0.0% 0.0% 28.8% 32.7% 38.5% 0.0% 28.8% 71.2%

Bebelac 2.6% 5.1% 10.3% 28.2% 53.8% 7.7% 10.3% 82.1%


0.0% 0.0% 16.1% 35.5% 48.4% 0.0% 16.1% 83.9%


Lactogen 0.0% 3.8% 15.4% 42.3% 38.5% 3.8% 15.4% 80.8%

Nutrilon 0.0% 10.0% 10.0% 20.0% 60.0% 10.0% 10.0% 80.0%

Milo 0.0% 12.5% 25.0% 31.3% 31.3% 12.5% 25.0% 62.5%

Pediasure 0.0% 0.0% 40.0% 20.0% 40.0% 0.0% 40.0% 60.0%


0.0% 0.0% 54.5% 27.3% 18.2% 0.0% 54.5% 45.5%

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infant&kids formula awareness

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