In modern days, moms are facing a new challenge in motherhood life,

which is a social media trend. Research by Afrilia (even) found out that
young moms perceive social media as a credible media for parenting
discussion (Afrilia, 2017). They could discuss anything about parenting
including baby feeding. The new trend is (now not only) more than baby
discussing, but they post the baby food to social media, mostly Instagram.
This trend could affect on how moms feed their baby, perhaps they tend
to make baby’s food on their own instead of buying instant food.

Not to mention that the awareness of healthy living also encourages

parents to give organic food to their baby. Nowadays more parents choose
organic food for their babies for the sake of healthiness.
(www.klikdokter.com). So, how is the position of instant food right now?
And what about the consumption of baby biscuits?
Data Collecting
• The survey was conducted from 7th to 16th December 2018
• The data was derived from 1435 respondents nationwide, but only 524
were eligible to proceed until the end of the survey as they were
moms with baby with the age of 6 to 24 month old.
• The questionnaire was distributed through JAKPAT App

Objectives
• To describe how millennial moms prepare food for their baby
• To compare the consumption of homemade and store bought baby food
• To describe the consumption of baby biscuits
 Only 7.8% of moms The most popular brands Fruits are the main food Organic aspect is one of the
give instant food for instant food and given to baby, especially considerations in choosing
regularly to their baby. biscuits in Indonesia are when they eat solid food instant food and biscuits for
Milna and Promina for the first time their babies
 Total sample: 524 respondents

Indonesian mothers who have LOCATION AGE RANGE

children aged 5-24 months
SUMATERA > 35
KALIMANTAN 20-25
17.0% 13.2%
4.8% 18.5%
SULAWESI
MALUKU &
4.5% PAPUA
JAVA 0.3% 30-35
70.0% BALI & NUSA TENGGARA 26-29
3.3% 34.1%
34.2%

AGE OF 6-11 52.0%

months SOCIO-ECONOMIC 38.3%
KIDS 33.4% STATUS (SES)
1-2 y.o
9.7%
66.6%

Lower Middle Upper

 Food for complementary feeding for babies

Vegetables and fruit are the two

main components given by mothers
for their baby's complementary
food. However, instant food for
Fruits Vegetables Biscuits Beans (tofu, Meat and Grains Instant food Others
babies is enough to be considered. tempeh, fish
mungbean,
48% of respondents claimed to etc.) n: 524 respondents

give instant food to their babies

Baby’s First Solid Food

1https://www.popmama.com/baby/0-6-
months/dianarthasalina/mitos-dan-fakta-pisang-kerok-untuk-bayi FRUITS GRAINS INSTANT FOOD
25.5% 17.1%
32.6%
Which type of food do you give more often to
your baby during the complementary feeding*
period (age 6-12 months)?

Instant
7.8% More than 50% of moms
claimed to give their baby
mostly homemade food.
Both However, the consumption of
equally
often
instant food was also quite
32.8% Homemade considerable since more than
59.4% 30% claimed to give them both
of food equally.

n: 524 respondents

* In Indonesia more known as MPASI (Makanan Pendamping ASI)

 ingredients.

more practical.
They
when it comes to baby food

perceive
homemade food are more save
because moms concern about its
Homemade food is in the first place

bought. While instant food is way

and more natural than the store-

Others Others

More nutritious More affordable

Taste better
instant food to their baby )

More affordable (preffered by the

babies)
(n = 41 respondents who most often give
homemade food to their baby )

Trusted, because Able to

(n = 311 respondents who most often give

already experiment with

formulated well taste and texture
Don't have to
think about
More hygienic
menus

Taste better
Able to control
(preffered by the
the ingredients
babies)
(avoiding…
Easier to find
WHY HOMEMADE?

anytime,
More nutritious
WHY INSTANT FOOD?

anywhere

More varieties
available Natural
ingredients

More practical Safer (without

preservatives
etc.)
 2.9%
of all respondents claimed to
have never given instant food to
their children.

n: 524 respondents

Top Reasons for giving instant food for baby:

Instant baby food is mostly given
to the baby when the family is
traveling or when the moms don’t
have the time to cook, because it
is more practical than homemade
Travelling No idea for Baby refuse to
food. menu idea eat

Only less than 20% give their baby When traveling 62.4%
instant food for an everyday meal. When don't have time to cook 51.1%
When leaving the house at mealtime 31.1%
When running out of menu idea 29.2%
When the babies are on a food strike 22.9%
For everyday meal 19.8%
Others 2.9%

n: 509 respondents who admitted to giving their baby instant food

 Why do you choose those brands?
Easier to find 65.2%
More variants and textures 58.5%
Affordable price 55.3%
More preffered by the babies 49.8%
Trusted 47.0%
Complete nutritions 43.9%
64.0% 62.9% 61.3% Reccommendation 36.8%
Popularity 32.4%
From generation to generation 21.3%
Organic 19.0%

The availability of the product in the market is the main

55.7% 17.8% 13.0% concern for moms in choosing instant baby food. The next
thing to be considered is the variants selection and the
*respondents are allowed to pick more than 1 options textures of the baby food since they also have to match it
n: 509 respondents who ever give instant food to their babies
with the taste preferences of their baby.
93.5% respondents give biscuits for their baby* When do you give biscuits to your baby?
*n = 524 respondents

When the baby is hungry before mealtime 47.8%

At noon 41.2%
When going out 41.0%
When the baby doesn't want to eat 27.6%
Marie biscuits Rusk biscuits Puffs
74.5% 71.0% In the afternoon 26.9%
42.0%
When the baby asks for it 26.9%

Milna and Promina are the most popular brands When teething 24.9%
for both instant baby food and baby biscuits for In the morning 21.2%
JAKPAT respondents. When the baby is sick/fussy 10.6%
In the evening 9.6%
Others 1.0%
n = 490 respondents who give baby biscuits for their babies

17.8% of respondents give any biscuits for

76.5% 57.8% 38.8% their baby, not specifically baby biscuits.*
*n = 524 respondents
n = 490 respondents who give baby biscuits for their babies
 Nutritional contents 84.9%

No preserpatives 69.8%

Flavour 67.0%

Even though some moms are still

Without MSG 65.8%
giving instant food and biscuits for
their baby, both on a regular basis
Shape/textures 61.5% and occasionally, but they still have
some considerations in choosing the
Without added salt or sugar 52.3% food. Nutritional content is the first
thing to be considered. Organic is
Organic 40.1% also an aspect to be considered
nowadays, since more people are
Aroma 35.9% getting more aware in a healthy
lifestyle. That’s why more brands
Others 0.8% now have an organic product line
for this market.

n = 524 respondents
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