Exposure and frequency | % |
Any exposure in the last month | 93.9 |
Sites of exposure to digital marketing | |
Social media | 77.4 |
Search engines on the internet | 48.5 |
Online stores | 33.4 |
Company’s official websites | 22.9 |
Blogs | 20.6 |
14.2 | |
Apps | 12.8 |
Webinars/conferences | 1.9 |
None | 6.1 |
Frequency | |
1–2 times per week | 25.4 |
3–5 times per week | 34.0 |
Daily | 15.9 |
<1 time per week | 11.1 |
None | 4.5 |
Not reported/do not remember | 9.0 |
Number of formula and baby food products seen in digital marketing in the last month (mean±SD) | 26±0.55 |
Tertile 1 | 9.4±0.28 |
Tertile 2 | 23.5±0.20 |
Tertile 3 | 47.0±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 | |
Gerber | 80.5 |
Nido | 72.7 |
NAN | 64.9 |
Enfagrow | 59.9 |
Danonino | 47.9 |
Enfamil | 47.0 |
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 | |
Cereals | 69.6 |
Porridge | 77.3 |
Yoghurt | 70.8 |
Chips, cookies, puffs, snacks | 44.7 |
Juices | 63.7 |
Water | 58.2 |
Organic baby food | 54.7 |
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.