Take a look at these polls:
http://pediatrics.about.com/library/weekly/aa052202a.htm
(Ignore article and scoll to bottom of page)

Are you going to try a DHA/ARA supplemented formula?
- yes
- no, I'm going to just keep breastfeeding
- no, I will wait until it has been out awhile
- no, my child is on a soy/elemental formula
- no, they are too expensive.

Current results:  42%, 41%, 7%, 7%, 1% respectively, of 171 votes.

Are you going to try a DHA/ARA supplemented baby food?
- yes
- no, I'm going to just keep breastfeeding
- no, I will wait until they have been out awhile
- no, they are too expensive.

Current results:  38%, 40%, 15%, 5% respectively, of 52 votes.

Of course, this poll would have been designed and paid for by a formula co, either the one with DHA, or its competitors.  Pretty much shows their hand as to what they need to know to plan or test their marketing strategy for these products.  For example, in the first poll, I would think they are wondering whether to supplement soy/elemental formula next?

With the majority of votes split between "yes" and "keep breastfeeding", and very few saying they are waiting or that its too expensive, it looks like they will be able to capture most of the formula market, and that extra cost will not affect sales.  So their marketing of the benefits of DHA is working well.  This poll makes it look like they are not trying to attract breastfeeders to switch to formula, which is moral, and probably realistic, that most breastfeeders would not switch to formula just because it is improved.  But we know that it will make it just that little bit easier for a mom who is really struggling, to mentally accept quitting, cause she knows the formulas are getting better and better.

(I especially "like" the part about "just" keeping breastfeeding!!!)

Janice Reynolds
semi-retired sales/marketing professional






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