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The U.S. infant formula industry: is direct-to-consumer advertising unethical or inevitable?

Bob D Cutler, Robert F Wright

    Health Marketing Quarterly
    |June 25, 2002
    PubMed

    Insights

    U.S. infant formula marketing historically relied on "ethical" promotion, influencing physician recommendations. This article examines the history of infant formula marketing and mothers' brand selection processes.

    Area of Science:

    • Nutrition Science
    • Marketing and Consumer Behavior

    Background:

    • U.S. infant formula companies historically used "ethical" promotion, focusing on physician recommendations.
    • Direct-to-consumer promotion of infant formula was limited before Nestle's market entry in 1988.

    Purpose of the Study:

    • To provide a historical overview of infant formula practices in the United States.
    • To present a descriptive model explaining mothers' infant formula selection.
    • To offer recommendations for "ethical" infant formula marketers.

    Main Methods:

    • Historical analysis of infant formula marketing practices.
    • Development of a descriptive model for maternal infant formula choice.

    Main Results:

    • Infant formula marketing has evolved from physician-focused to include direct-to-consumer strategies.
    • Mothers' infant formula selection is influenced by a complex interplay of factors detailed in the descriptive model.

    Conclusions:

    • Understanding the historical context and maternal decision-making is crucial for "ethical" infant formula marketing.
    • The study provides insights into the evolving landscape of infant formula promotion and consumer choice.

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