KUALA LUMPUR: PediaSure, Enfagrow and Karihome are the top three brands for formula milk brands in Malaysia, according to a regional consumer voice report by theAsianparent.
theAsianparent said using a seven-point scale on seven product attributes highly valued by "mother" consumers, the report gives brands a clear snapshot of where they stand versus their competitors.
The report covers five markets in Southeast Asia namely Indonesia, Malaysia, the Philippines, Singapore and Thailand.
It covers brand performance and category insights which includes purchase patterns, influence and retail channel preferences.
theAsianparent claimed that it is the largest parenting community in Southeast Asia with a community of over 35 million mothers.
Its regional head of insight Malena Gong said the report noted that across all markets, scores dip when it comes to uniqueness.
"It's precisely what theAsianparent Insights aims to and is able to do given our massive community, tech capabilities, and the desire to bridge gaps between mums and marketers.
"Uniqueness is both a pain point and opportunity that brands can act on to win with mums, coming straight from mums," she said.
theAsianparent said the report also touched on mothers' key consumer behaviours including purchase patterns, sources of awareness and circle of influence.
The section on purchase patterns looks at the frequency of shopping trips, number of packs and pack size per shopping trip, as well as mothers' most preferred online and offline purchase channels.
According to the report, mothers in Singapore buy the least frequently at an average of once per month, but have the highest average packs per purchase at three packs per shopping trip.
"Singapore also showed the highest percentage of mums buying big (700g-1000g) and extra big (less than 1kg) packs," it said.
Other sources of awareness and influence to note is fellow mothers' recommendations via social media or parenting apps rank second in three out of five markets for awareness (42 per cent-54 per cent).
Besides doctor/gynaecologist/paediatrician recommendations take the second spot across the board for influence (33 per cent-51 per cent), the report said.
"'It's all about conversations. 'Word of mouth' isn't restricted to generating buzz during campaign launches, but plays a key role in reinforcing brand trust.
"Many of these conversations are happening online, in mum circles and larger parent communities, swapping stories, tips, and unfiltered reviews.
"These are the spaces that demand listening," Gong said.