Formula milk promotions under watchful eyes

Formula milk promotions under watchful eyes

Rudijanto, Contributor, Jakarta

Reports on huge numbers of Indonesian children suffering from
malnutrition is not too surprising since the majority of the
populace are still languishing in poverty, but that infant
formula milk producers have been labeled as partly responsible
for such malnutrition is very worrying.

While poverty is the main culprit for malnutrition among
children, people concerned with family health as well as non-
government organizations have started to alert the public about
advertising by producers of infant formula milk.

With a growth rate of approximately 1.54 percent per annum in
a country of over 200 million people, Indonesia constitutes a
huge market for food products for infants and children as well as
infant formula milk. It is no wonder that there are dozens of
major producers of infant formula milk, including PT Nestle
Indonesia, Nutricia Indonesia and Mead Johnson, that operate in
this country.

While infant formula milk producers have legitimate reasons to
boost their promotion programs, concerned individuals and non-
governmental organizations also have their reasons to be
concerned about the message conveyed through such promotions.

Child education expert was quoted by a local newspaper as
saying that there are many advertisements of infant formula milk
that mislead parents. She said this kind of promotion encouraged
parents to abandon breast-feeding.

According to the United Nation Children's Fund (Unicef), even
though the number of Indonesian mothers who breast-feed their
children has increased to 98 percent, only 3 percent breast-feed
their children exclusively until they reach the age of four to
six months.

This small percentage of women who exclusively breast-feed
their children is one of the reasons why many Indonesian children
suffer various diseases and malnutrition. The National Economic
Census reported in 2000 that there are 32 million children who
suffer from malnutrition in Indonesia.

The census also revealed that 5.3 million children below five
years of age suffered from malnutrition and another 12.1 million
did not receive adequate nutritional intake. The situation
worsened when the economic crisis escalated.

Though poverty is the main cause of malnutrition, the fact
that only a small percentage of mothers do exclusive breast-
feeding exacerbates this problem.

While there may be valid health reasons that prevent mothers
from breast-feeding their babies, some people consider that
advertising by infant formula milk producers is partly to blame
for the decline in exclusive breast-feeding among mothers,
especially those from the middle and upper income bracket who can
afford their products.

Various infant formula milk products are advertised almost
daily on television, in newspapers, magazines and even through
hospitals. To boost sales, producers highlight the many
additional nutrients, such as Omega 6 and
Omega 3, calcium, and magnesium.

In a market that is already full of competitors, such
promotions are indispensable for a company that wants to survive.
Even marketing expert Hermawan Kartajaya, President of MarkPlus &
Co, in an article published by a local magazine encouraged
creative marketing for milk producers.

In Hermawan's opinion, the milk market is already mature and
has entered what is called the first curve stage. In such a
market, milk producers have to be creative in finding a market
niche and segment.

As an example of this creativity, he points to the inclusion
of added nutrients in milk products that give more added value.

The addition of substances like DHA, calcium, Omega 3 and
Omega 6 have certainly added more nutrition to formula milk.
Currently, almost all formula milk products contain one, two or
even three of these or other substances.

No one doubts that there have been improvements in formula
milk products with such additions but the basic concern is that
such products are no substitute for a mother's milk.

Any producers that directly or indirectly asserts that their
products are equal to a mother's milk or even close in quality to
a mother's milk is telling an untruth and violating the law.
Certainly, this is not the kind of creativity that is expected
from formula milk producers in marketing their products.

The government has actually promulgated a series of laws that
regulate the promotions of formula milk. Law No. 23/1992 on
health prohibits advertisements for formula milk that is produced
for infants below 12 months.

Government Decree No. 237/1997 issued by the minister of
health on breast-feeding substitutes prohibits a picture of a
baby on the packaging of all formula milk products aimed at
infants below 12 months.

The decree also prohibits producers from writing that their
products are equal in quality to a mother's milk or that the
products can be used as a substitute for breast-feeding. Any
violation of the law will result in a warning and ultimately the
revocation of the product registration number.

The decree itself is actually an adoption of an international
code on formula milk marketing issued by WHO and Unicef in 1981.
However, the packaging of formula milk products sold through
retailers show that many producers have violated the regulation.

The Indonesian Consumers Foundation (YLKI) revealed in its
1998-1999 survey in Jakarta and Surakarta that some producers
have violated the regulation by stating that their products are
similar to breast milk.

YLKI also disclosed the results of a telephone survey of 46
hospital in the country that shows that all of those
institutions provide infant formula milk to newborn babies. Their
main reason is that the mothers produce little milk.

The finding reveals that formula milk is provided free of
charge by 8.7 percent of hospital in the survey. In
some institutions (15.2 percent), mothers have to pay for the
formula milk, while in others (76.1 percent), the payment for
formula milk is included in the total hospital bill. Some
institutes (69.6 percent) give mothers formula milk when they go
home.

YLKI's findings should not come as a surprise as Indonesia is
currently placed among countries with the highest degree of
violations in the formula milk business.

While YLKI and other concerned individuals are critical of
formula milk, one may question whether the product is so
dangerous that it deserves such a critical reaction.

Basically, formula milk is not produced to substitute mother's
own milk. Brata T. Hardjosubroto, PT Nestle Indonesia's head of
public relations, admits that a mother's breast milk provides
babies with the best nutrition and protection against diseases.

"Nestle supports breast-feeding for babies up to the age of
six months," says Brata.

Brata reveals that Nestle is committed to abide by
government's regulation on the distribution of products that
substitute breast milk. The company mentions complete information
on its products on their packaging.

"In marketing formula milk for babies, Nestle does not make
any advertisements or direct promotion to consumers. What we are
doing is to communicate with doctors and midwives, who are
capable of providing responsible directions to mothers about what
is the best for their patients and their babies," says Brata.

Nestle is among the formula milk producers in Indonesia that
play fairly in the competition. Other milk producers focus more
on milk for would-be mothers or lactating mothers rather than
directly compete with existing producers.

By not producing infant milk, these producers do not stand in
direct confrontation with people or bodies that promote breast-
feeding. New Zealand Milk is one example of such producers.

"New Zealand Milk does not market infant or follow on formula
in Indonesia today," says Riki Taiaroa, New Zealand Milk's
marketing manager.

Riki reveals that the company recently launched ANMUM milk in
the maternal milk segment.

"Through this brand we are communicating the importance of
folate and the role this nutrient plays during pregnancy, but of
equal importance ANMUM will actively support breast-feeding,"
says Riki.

The awareness of the importance of breast-feeding constitutes
the main reason for the critical attitude taken by some people
toward infant formula milk. By producing products that are aimed
at supporting this concern, New Zealand Milk has employed a smart
marketing strategy.

Formula milk and other milk products are aimed at supporting
the growth of infants and breast-feeding. In cases where a
mother's health does not allow her to breast-feed her child,
infant formula milk becomes a great help. There is no doubt about
this.