With the advancement of technology, the new generation of parents are becoming increasingly cautious about their purchases and expect clarity, as well as accountability from brands they would like to buy maternal and formula milk from. Since these are directly consumed by themselves and their children, parents would definitely want to have a peace of mind when it comes to their choice of milk powder brands.
It was found out that Malaysian parents echoed the same sentiments following a survey conducted by theAsianparent and Friso Gold®. In a bid to identify the motivating factors for their purchases, mums revealed their concerns and expectations on sourcing the best formulated milk powder for children, as well as the right maternal milk.
Read to find out more about what pregnant mothers and mothers with children (12 months old and above) in Malaysia had to say about formula milk.
Mum's desire for increased transparency was driven by worrying issues that could directly impact them or their little one. These concerns include previous product recalls and safety breaches, that shed light on health concerns in relation to food products.
Mothers now feel that packaging information is insufficient to assess maternal and formulated milk powder, and are looking for declarations on quality check processes as a form of reassurance that the product is truly safe for them, as well their children.
These include transparency on how quality checks are conducted during food production, as well as during food sourcing and the types of quality control implementations.
Mums want more information
Mums share various concerns when it comes to finalising their buying decisions for milk powder – they now want to track the information to have proper insight on types of quality control, product authenticity and quality check process before they make up their minds.
There are two factors that they take into account when it comes to quality checks for maternal and formulated milk powder – the food source and how it is processed during production. Every country has its own complex regulations when it comes to quality management as the risk of improper checks can have severe implications on mums and children.
Milk Powder Malaysia - Why parents want to trace information
Majority of participants emphasised that transparency and the ability to trace such crucial information are factors that provide them with the confidence they need in a brand and the milk powder. 91 percent of mums stated they want their qualms comforted by knowing the maternal and formulated milk powder products has undergone the relevant checks and is safe for consumption for them and their little one.
Following that, they want to be able to track information to ensure the maternal and formula milk powder products on hand are genuine with quality assurance.
How parents trust a product
Today, brand transparency matters more than ever – customers want to know everything about the products they buy and about the companies who produces the items too. This is especially for mothers in particular when it comes to choosing a brand of milk powder with the key nutrients to supplement their womb during pregnancy, and their children.
For mums, while key nutrients like vitamins, minerals and DHA content in milk powder are important, trust is won through good quality milk products that are able to be forthcoming about their processes. Brands that can show their formulation is made from reliable food sources and have adhered to proper quality control offers mothers the assurance they yearn for themselves and their little one.
With that being said, choose your brand wisely. The next time you consider a brand, consider factors other than price and milk powder nutrients. Opt for the maternal and formula milk powder that also allows you to trace the product journey from farm-to-trolley, so that you can walk away from the store with a peace of mind.
Credit source: https://my.theasianparent.com/friso-milk-survey