Market Survey on Infant Nutrition

Healthcare Products

Guided By: Submitted By:

Dr. Hemant Khambete Ashwini Sahu
(PY20PY301018)
Contents

 Introduction
 Aim & Objectives
 Plan of Work
 Product Details
 Ingredient Details
 Infant Nutrition Market Growth – Growth Rate by Region
 Data Analysis
Introduction
 This project is specifically based on the consumption of infant formulas of different
brands.

 The major Products studied are – Nestle Cerelac , Similac , NAN , Aptamil

 This project focuses on how many prescribed infant formulas are been sold in the
market and which one is in trend and why?

 According to the IMS act no company can directly market their infant formula hence
this project emphasizes on the strategies of these companies to market their products.

 This project is a mini representation of the actual work done by the comoanies in order
to improve their marketing strategies
Aim & Objective
 The main objective is to identify the best choice of people in terms of infant nutrition
based on different localities in Indore.

 To identify the Doctor’s prescribed infant formulas.

 To identify the market strategies and compare the Infant formulas based on sales,
nutrients and prescription.

 To research about the challenges faced in the marketing of infant formulas.

Plan of Work
 Step 1- Market survey & data analysis

 Step 2 – Researching about the

differences in the formulas compared

 Step 3 – Identification of marketing

strategy.

 Step 5 – Compiling the data

Work Done Till date
 Data analysis
 50 + surveys
 Identification of more competitors
 Analysis of Infant nutrition healthcare market
 Preparation of Observations based on the survey
 Analysis of loopholes in the marketing
Format Design for Survey
Examples of
Filled Surveys
Product Details
S.no. Name Appearance Categories
1.
Nestle Cerelac  6- 24 months
 Cereal based supplement

2.
Nestle NAN  4 stages
 DHA & Protein based Milk
formula

3.
Similac  6-24 months
 4 stages
 iron-fortified feeding
formula
 Milk based
4.
Aptamil  Milk based Powder
 HMA & Prebiotics
Ingredient Details
S.n Name Ingredients Categories
o.

1. Nestle Cerelac Rice flour (99%) [processing aid  6- 24 months

(soy)], maltodextrin, vitamin C,  Cereal based
mineral (iron), supplement
culture (Bifidobacterium lactis)
2. Nestle NAN Proteins (cow's milk or soy),  4 stages
Carbohydrate(lactose), Fats (a blend of  DHA & Protein
vegetable oils, such as palm oil, coconut based Milk formula
oil, and soybean oil), Vitamins and
Minerals, Prebiotics and Probiotics
S.no Name Ingredients Categories
.

3. Similac Whole Milk Powder, Lactose, Vegetable Oil  6-24 months

(Soy, Sunflower, Coconut), Protein  4 stages
Concentrate (Whey), Taurine, Potassium  iron-fortified feeding
Citrate, L-Carnitine, Antioxidants, Vitamins, formula
Minerals.  Milk based

4. Aptamil Unique blend of GOS and FOS, nucleotides,  Milk based Powder
zinc, selenium, vitamin A, C, E and B-carotene  HMA & Prebiotics
Optimized blend of DHA and ARA, iron,
iodine, folic acid, choline and taurine. Whey
casein ratio 60: 40, 100 percent lactose
Protein, calcium, phosphorous, vitamin D and
K
Infant Nutrition Market Growth – Growth Rate by Region
 Data Analysis - Location wise highest sales

350

300

250

200

150

100

No.of sales
50

ty r r ra an r a a u s
Ci ag
a
ag
a u ag
a rn ku Ra her
on N N a l P
num N p u a r
O t
ic ra ha dl Ha a li nna aw
il d n h
S
je
n Us
N a
ee
t ish A B
Ra j Va
R an

Cerelac NAN Similac Aptamil

Dexolac MMS Lactodex Xerolac
Comparison of the total sales including all the areas
covered:

3%

14%

Nestle Cerelac

NAN
18%
Similac
64%
Aptamil
Prescription based data analysis
Non Prescription based Data Analysis

Highest Non-Prescribed Product

1200 1130

1000

800

600

400
320

200
109
33 15 20 39 12
0
Cerelac NAN Similac Aptamil Dexolac MMS Lactodex Xerolac
Final Results

 In the above graphs it can be seen that similac has the highest prescriptions
but comparatively low sales.

 Cerelac is the highest sold product but is not prescribed significantly .

 Other products such as dexolac , xerolac,MMS are found to be ne

competitors sold on prescriptional basis but does not have high sales.
Conclusion
 Cerelac being a Nestle product has great branding within the area .

 Similac is a product of Abbott , the company specifically focused on the

marketing in the medical field rather than aiming the normal population.

 Aptamil and Similac they have low sales but have enormous difference within
the prescription criteria , both are highly prescribed.

 There is a common marketing strategy i.e. blue ocean and red ocean strategy
used by aptamil and similac along with other trending products given on
prescription.

 Meanwhile Nestle Cerelac is confined to complete marketing by growing the

brand value.
Thankyou