Asia Regional Experience Dr. Arun Gupta 30th Anniversary of the International Code of Marketing of Breastmilk Substitutes Geneva 13th May 2011

Overview What Euromonitor tells us ? What companies are doing in spite of the World Health Assembly resolutions and National legislations? What Asia did?

Global Packaged Food: Market Opportunities for Baby Food to 2013 September 2008

Global Performance Global Baby Food Market Continues to Grow  Baby food global retail value sales will surpass US$31 billion in 2008, a current value increase of 10.5% from the previous year at fixed US$ exchange rates. Source: Euromonitor International

 Toddler milk formula continues to be the best-performing category within the overall global baby food market, and is slated to expand by 17% in retail value in It will also account for more than 26% of total milk formula value sales in 2008, up from 17% in  Most of this growth is coming from Asia-Pacific, where sales of toddler milk formula grew by 21% in 2007 to approach US$3 billion (around two thirds of global retail value sales) will see continued gains for toddler milk formula across the region, with sales nearing US$3.6 billion.  China will again be the star performer in 2008, with overall sales of milk formula rising by 26% to US$3.5 billion and toddler milk growing 31% to US$1.4 billion.  Special baby milk formula continues to be a niche category outside of North America, which will account for 67% of global retail value sales in  Global retail value sales of prepared baby food will be worth almost US$5.8 billion in However, the smaller dried (US$3.3 billion) and other baby food (US$1.3 billion) categories are now consistently outperforming it.  Sales of other baby food are concentrated in Western Europe, particularly in Germany, Italy, the UK and Spain. All told, Western Europe accounts for nearly 50% of global retail value. Retail value sales in this category are also growing rapidly in Russia and Poland. Global Performance Toddler Milk Formula Driving Baby Food Market

 The US$9.8 billion Asia-Pacific baby food market is dominated by China (US$3.9 billion), where a laissez faire approach to regulation and a recent spike in the birth rate is combining to keep annual value growth at above 25% in  In Western Europe, retail value growth should hold steady at 5% in 2008, with Ireland and Spain still exhibiting some of the region’s highest growth rates. Toddler milk formula and other baby food remain the best-performing categories.  The rising popularity of breast feeding and a low birth rate will combine to drag North American retail value growth down by a percentage point in 2008, to 5.9%.  Russia, which accounts for roughly half of the Eastern European baby food market, will drive a regional retail value growth rate of 17% in 2008 due to increased affluence and a recovery in the birth rate. Regional Analysis China Excels but Breast Feeding Constrains USA Source: Euromonitor International

Key Trends and Developments Indian Market Constrained by Regulatory Barriers  The huge disparity in the retail value of milk formula sales between China and India is mainly due to the significant differences between their official regulatory regimes. Source: Euromonitor International

Infant formula promotion in India at Promotion of formula through discounts Incorrect label Health claims

Mead Johnson distributed Gifts to doctors, New Delhi, India 2009

Funding research in KEM Pune

Government of India letters

Government of India letters to stop sponsorships at PGI

14 April 2011

One Asia Breastfeeding Partners Forum #7 Even on the cover of children’s health book! Vietnam

Promotions in Health Care System What: promotion of Enfagrow A+, Enfakid A+ Who: PT Mead Johnson Indonesia Where: a paeditrician clinic in Jakarta, Indonesia When: April 2010 Violates: Article 6.2. the Code The sales promotion girl dress like a nurse

2. Mother received gift pack from Hospital, Thailand Dumex Article 6: Health care system Commercial Hospital Gift Pack With Free Sample

Mother club(0-3 years), Thailand Mead Johnson Article 5: The general public and mothers The club activities Child development Nutrition

Labels not in local language Local Afghan pharmacies have most of infant formula imported from neighboring countries(no local language)

Nestle importing and selling products having no registration in Bangladesh and does not have any information in local Bangla language Section-4A (Obligation to register) Section –5 (labeling violation)

Erecting of bill board in public place near entrance of Zoo, Myanmar

ADVERTISEMENT OFFERRING FREE DELIVERY FOR FOLLOW-ON FORMULA – SIMILAC 2 Singapore

One Asia Breastfeeding Partners Forum 7 15 countries participated 140 participants

Jakarta Declaration To urgently Develop and/or strengthen legislative, regulatory measures to end promotion of commercial foods for infants and young children, including Ready-to-use Therapeutic Foods, and Ready-to-use Supplementary Foods and Complementary Foods to the public.