A mother’s choice: global drivers of infant formula preferences in 2025

On-demand

What do mothers look for when buying infant or toddler formula for their child?

We asked 6,800 mothers from 13 countries in Europe, Asia and the Americas about the factors that drive and influence their purchasing decisions.

📆 Join us to get exclusive, actionable insights.

  • Date: 30 October 2025

  • Time: 9:00 AM (CET)

  • Duration: 30 minutes

Quality, nutrients and health and safety are top priorities for mothers who buy infant or toddler formula. As many as 60% switch from one brand to another. But who and what have the biggest influence on their decisions – and what do they know about infant formula ingredients?

We’ll be exploring:

  • Features of interest and top sources of information

  • Ingredient knowledge and preference

  • Product loyalty and reasons for switching brands

 ℹ️ Practical information

The webinar will be recorded and shared with you shortly after the live session. All information is intended for B2B customers, suppliers and distributors only and not for end consumers.

Breast is best! Arla Foods Ingredients supports the WHO recommendation for exclusive breastfeeding for the first six months of an infant’s life and continued breastfeeding up to the age of two or beyond in combination with nutritionally appropriate complementary foods.

Our speakers

Maroula Karanasiou

Insights Manager, Arla Foods Ingredients
Maroula has managed insights for some of the world’s biggest multinationals. Drawing on a 360° approach to markets, industries, competitors and consumers, she advises on how to turn market insights into meaningful innovation.

Thomas Røssel

Senior Consultant, YouGov Nordic
Thomas has been a market research consultant for 25 years, with 10 years at YouGov. Equipped with a complete palette of analysis tools, he focuses on complex segmentation, conjoint and combination studies. Thomas has a master's degree from Copenhagen Business School.

Viorela Andreea Indolean

Industry Marketing Manager, Arla Foods Ingredients
With over 12 years of experience in B2B marketing, Viorela specialises in communicating the value of complex products, particularly in regulated sectors like early life and medical nutrition. Through her passion for storytelling, Viorela makes messages engaging and accessible.