Factors that influenced mothers and/or caregivers in the Tshwane Metropolitan Municipality, South Africa, to purchase infant formula for their infants

Abstract

Factors that influenced mothers and/or caregivers in the Tshwane Metropolitan Municipality, South Africa, to purchase infant formula for their infants IntroductionBreast milk has been scientifically endorsed to be nutritionally and immunologically superior to infant formula, with an adequate amount and combination of macronutrients, micronutrients and immune factors for an infant's optimal growth and development. Breast milk is a nutritionally complete food for the first six months of an infant's life, and thereafter solids can be introduced and breastfeeding continued. [1][2][3][4] Although breast milk is vital for healthy infants, a major concern globally is that women in South Africa and in other countries are continuously engaging in the contrary act of using breast milk substitutes, such as infant formula. There is a low prevalence, of only 8%, of breastfeeding in South Africa. 5,6 Thus, there was a need to investigate the factors that compel South African mothers to substitute, displace and complement breast milk, which is the best source of infant nutrition. According to the literature, little is known on factors that influence South African mothers and/or caregivers to purchase specific brands of infant formula. Therefore, this study aimed to identify those factors. Questions on why people choose one product or brand over another, and how they make these choices, can be answered by studying how consumers behave. AbstractObjective: The objective of the study was to identify and categorise factors that influence the choice behind the purchase of an infant formula brand by mothers and/or caregivers, and the reasons for their choice.Design: This was a descriptive cross-sectional study in the quantitative research domain. Setting:The setting was a pharmacy in Centurion Mall, and large food retail stores in Centurion Mall, Centurion Lifestyle Centre, Lyttleton Centre, Attlyn (Atteridgeville) and the Quagga Centre (Pretoria West) in Tshwane Metropolitan Municipality, South Africa. Subjects and outcome measures:The 200 participants who were selected using purposive sampling completed a point-of-purchase questionnaire.Results: The majority of the participants who purchased infant formula were aged 25-34 years, married, educated, affluent and employed full-time. Influencing factors were advice from others [76% (of which 32% was advice from a paediatrician)], a perceived claim that the infant formula provided a specific health benefit (49.5%), brand loyalty (13.5%), having seen an infant formula being used in hospital (10.5%) and the infant's taste preference (9%). Half of the participants (51%) purchased infant formula manufactured by one of the largest manufacturers of this product globally.Conclusion: Paediatricians' recommendations, as well as perceived health claims, were considered to be primary influencing factors with regard to the purchase of infant formula by mothers. Appropriate training should target paediatricians and other healthcare professionals to ensure that they advocate breastfeeding uncompromi...

Informed choice or guessing game? Understanding caregivers’ perceptions and use of infant formula labelling

“…A discussion guide (see online supplementary material) was developed based on the research objectives and a review of the relevant literature (15,30,32,(35)(36)(37) . Importantly, the discussions focused on how caregivers use information on IF labels to choose between IF products once the decision to use formula has been made, rather than focusing on how caregivers decided to use IF in place of or in addition to breast-feeding.…”

Backcasting to identify food waste prevention and mitigation opportunities for infant feeding in maternity services

“…Branding of breast-milk substitutes in hospitals is of strategic importance to manufacturers. Studies have found that advice from paediatricians, brand loyalty and recognition of brands used in hospitals influenced brand choice and sales (Tshikovhi et al, 2015) with extending consumption into toddlerhood of strategic importance (Berry et al, 2012) as manufacturers of infant milks strive to generate profitable growth (Mohajan, 2015). CODEX Alimentarius provides the minimum requirement for the constitution and packaging of breast-milk substitute and allows scope for the inclusion of other ingredients that are ordinarily present in human milk (Codex Stan 72, 1981).…”