Premature infant formula is an important component to nurture premature babies in hospitals. An infant formula giant wishes to gain further understanding of the relationship of premature baby milk and routine baby milk in hospitals and how the two types of milk correlates with one another in their market performance. While infant formula has been important for babies but human milk and human milk fortifier is gaining importance in the market as well.
The focus of the study is to investigate the market landscape of premature infant formula, routine infant formula, and human milk fortifier in the hospital channel as well as in the retail channel.
Our Solution
Value chain of the premature and routine baby milk is studied for 6 selected countries, and the decision driver of selecting the different brands of premature baby milk or routine baby milk inside a hospital is also investigated. Finally when babies are discharged from hospitals, the brand selection and infant formula selection is investigated.
Outcome
The study enabled the client to answer how the different infant formula and brands are selected inside a hospital and the correlation between hospital sales and retail sales of routine vs premature baby formula, and the brand name effect on market performance
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