Table 2

Exposure (self-report) of parents of children under 2 years of age to digital marketing of formula and baby food in Mexico

Exposure and frequency%
Any exposure in the last month93.9
Sites of exposure to digital marketing
 Social media77.4
 Search engines on the internet48.5
 Online stores33.4
 Company’s official websites22.9
 Blogs20.6
 Email14.2
 Apps12.8
 Webinars/conferences1.9
 None6.1
Frequency
 1–2 times per week25.4
 3–5 times per week34.0
 Daily15.9
 <1 time per week11.1
 None4.5
 Not reported/do not remember9.0
Number of formula and baby food products seen in digital marketing in the last month (mean±SD)26±0.55
 Tertile 19.4±0.28
 Tertile 223.5±0.20
 Tertile 347.0±0.74
Marketing of formula and baby food on sponsored online games for children*69.1
Brands with the highest report of marketing in digital media
 Gerber80.5
 Nido72.7
 NAN64.9
 Enfagrow59.9
 Danonino47.9
 Enfamil47.0
Products with reports on marketing in digital media
Formulas
 Infant formulas (0–6 months)91.9
 Follow-on formulas (6–12 months)84.2
 Growing-up milk (+12 months)89.3
 Special formulas†88.4
Baby foods
 Cereals69.6
 Porridge77.3
 Yoghurt70.8
 Chips, cookies, puffs, snacks44.7
 Juices63.7
 Water58.2
 Organic baby food54.7
  • Online survey (n=1074).

  • *From 385 parents who reported that their youngest child uses mobile devices to play online games or watch videos.

  • †Functional/fortified formulas, lactose-free formulas and hypoallergenic formulas.