Brand Name Formula & Marketing
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|Fri, 08-10-2012 - 11:37am|
From a new website - StoreBrand Formula.com:
It's worth repeating: All infant formula manufactured in the United States offers the same levels of required nutrients in order to take the best care of your baby.
Q. How can Store Brand formulas cost so much less, but still offer the same level of nutrition?
National brand manufacturers know that purchasing infant formula is a complex, emotional decision. So they spend literally hundreds of millions of dollars in marketing every year trying to attract new moms. They use expensive tactics like television advertising and direct mail to get “high value” coupons and samples into mom's hands, before she even gives birth. National brand manufacturers know that if I mom initiates formula feeding with their brand, moms get mentally “hooked” on these expensive products. All of these marketing costs are ultimately reflected in their retail prices.
So why the price difference between store brand and national brand formulas?
The main reason for the price differential is that national brands spend exorbitant amounts on marketing. National brand marketers understand that moms and all parents sometimes act out of guilt and that perpetuating the myth that one formula is better for their baby than another is all some moms need to hear to spend more.
Infant Feeding Choices: No Guilt Necessary
According to a study of 1,900 expectant first-time moms and those with kids one year old and younger, more than 40% of them feel guilty about using formula instead of breastfeeding, which may be why so many of them say that they're willing to overspend on formula. Sixty-eight percent (68%) believe a heftier price tag for formula means that it's a better quality product than store brands, such as those sold by Target and Walgreens.
That's not true.
According to the Food and Drug Administration, all formula marketed in the U.S. must meet the same nutrient specifications, which are set at levels to fulfill the needs of infants. You're not paying more for better quality; you're paying more – up to $600.00 a year - for national brand packaging and advertising.