Table 3.
Reported exposure to company-initiated and consumer-initiated marketing strategies
| ALL MOTHERS |
Bangladesh N=1178 |
Mexico N=1050 |
Morocco N=1050 |
Nigeria N=1050 |
South Africa N=1050 |
United Kingdom N=1050 |
Viet Nam N=1050 |
|---|---|---|---|---|---|---|---|
| Mothers who reported unsolicited contact with CMF companies | |||||||
| Any unsolicited information or contact from a formula company that you have not requested 1 | 7 (0.6) | 127 (12.1) | 100 (9.5) | 8 (0.8) | 92 (8.8) | 383 (36.4) | 428 (40.8) |
| Promotion for discount on commercial milk formula | 61 (5.2) | 72 (6.9) | 128 (12.2) | 16 (1.5) | 78 (7.4) | 279 (26.5) | 386 (36.8) |
| Free bottles or teats | No variable | 66 (6.3) | 125 (11.9) | 12 (1.1) | 46 (4.4) | 263 (25.0) | 77 (7.3) |
| Gifts from formula companies e.g. toy, bag or clothing | 34 (2.9) | 86 (8.2) | 132 (12.6) | 16 (1.5) | 37 (3.5) | 174 (16.5) | 267 (25.4) |
| An invitation to a competition from a formula company or from a shop | 5 (0.4) | 26 (2.5) | 128 (12.2) | 7 (0.7) | 44 (4.2) | 141 (13.4) | 84 (8.0) |
| An invitation from a formula company to participate in a research survey or interview | 8 (0.7) | 13 (1.2) | 144 (13.7) | 10 (1.0) | 26 (2.5) | 54 (5.1) | 104 (9.9) |
| Pop up/seen advert on social media | 98 (8.3) | 127 (12.1) | 117 (11.1) | 28 (2.7) | 63 (6.0) | 489 (46.5) | 474 (45.1) |
| Mothers who reported receiving free samples of CMF | |||||||
| In hospital | 34 (2.9) | 164 (15.6) | 199 (19.0) | 25 (2.4) | 86 (8.2) | 180 (17.1) | 299 (28.5) |
| Outside hospital | 37 (3.1) | 47 (4.5) | 207 (19.7) | 18 (1.7) | 46 (4.4) | 39 (3.7) | 226 (21.5) |
| Total 2 | 55 (4.7) | 186 (17.7) | 287 (26.5) | 33 (3.1) | 110 (10.5) | 207 (19.7) | 363 (34.6) |
| Mothers who reported initiating contact with CMF companies | |||||||
| Followed a formula company on social media | 18 (1.5) | 50 (4.8) | 75 (7.1) | 8 (0.8) | 30 (2.9) | 120 (11.4) | 180 (17.1) |
| Used any information from formula company’s website | 18 (1.5) | 21 (2.0) | 81 (7.7) | 5 (0.5) | 36 (3.4) | 239 (22.7) | 94 (9.0) |
| Participate in baby competitions run by formula companies | 2 (0.2) | 4 (0.4) | 57 (5.4) | 3 (0.3) | 26 (2.5) | 79 (7.5) | 19 (1.8) |
| Registered for updates/newsletter from formula companies | No variable | 20 (1.9) | No variable | No variable | 14 (1.3) | 167 (15.9) | 78 (7.4) |
| Signed up/registered for a baby club run by a formula company | No variable | 16 (1.5) | No variable | No variable | 20 (1.9) | 233 (22.1) | 20 (1.9) |
| Followed a person on Instagram/Facebook to obtain information about formula feeding | 28 (2.4) | 61 (5.8) | 83 (7.9) | 10 (1.0) | 29 (2.8) | 84 (8.0) | No variable |
| None of the above | 1126 (95.6) | 893 (85.0) | 775 (73.8) | 1026 (97.7) | 937 (89.2) | 569 (54.1) | 803 6.5 |
1Includes having received ‘any unsolicited information or contact from a formula company by email, post, phone or text message’ AND ‘an invite to join a baby club run by a formula company’ AND ‘information about a helpline run by a formula company’ AND ‘received private messages from formula companies on Facebook or other social media’
2Received free sample of formula milk either in the hospital, outside the hospital, or both