Infant Formula Packaging Study: Understanding What Influences Parents’ Choices

Client

A Global Infant Nutrition Brand

Service

Consumer Research / Package Testing & In-Depth Interviews

Sector

Infant Nutrition / Food & Beverage

Coverage

United States, China & Australia

A global infant nutrition brand partnered with us to understand which infant formula packaging direction resonated most strongly with parents across the United States, China, and Australia. The research focused on Zillennial parents aged 24–38, primarily first-time mothers actively researching formula choices for their babies.

The study explored responses from parents with different needs, from those seeking gentler alternatives for digestive concerns to those looking for cleaner, better-for-you options. This gave the client a stronger basis for evaluating which packaging direction aligned best with the priorities shaping formula consideration across markets.

The Challenge

The challenge in infant formula package testing was to identify which pack could feel most credible and relevant to parents making different category trade-offs. Some were looking for gentler options because of digestive concerns, while others were seeking cleaner or better-for-you formulas from the outset.

The client required insight into:

• Pack elements that made one formula feel more suitable than another

• Differences in response between goat-formula and cow-formula users

• Expectations among parents managing digestive concerns

• Reactions from parents prioritizing cleaner or better-for-you choices

• Variations in parent packaging preferences across the United States, China, and Australia

• Cues that strengthened confidence in the product before trial

• Areas of the pack that created hesitation or weakened relevance

The study needed to move beyond simple visual preference and understand which packaging cues carried the most weight in a high-consideration infant formula decision.

What We Did

We designed a multi-market qualitative formula packaging research program across the United States, China, and Australia. The study used 60-minute IDIs to compare reactions across different formula experiences while keeping the parent profile tightly aligned to the category.

The study included:

• Zillennial parents aged 24–38, primarily first-time mothers.

• 6 participants recruited per market for 5 completed interviews in the US, China, and Australia.

• Formula-type over-recruits: goat-formula users in the US and Australia, and a cow-formula user in China.

• Parents actively researching gentler or cleaner formula options.

• 60-minute one-on-one interviews focused on package response and formula consideration.

• A China extension with 4 additional interviews across Tier 2 and Tier 3 cities.

• One Bubs user in the China extension, alongside competitive cow-formula users.

• Local moderation in China with simultaneous translation and English transcripts.

• Client-moderated interviews in the US and Australia

The interviews helped explain not only which package parents preferred, but why certain cues felt more credible or relevant. This added depth to the packaging consumer research by separating visual preference from the signals that could influence consideration.

The Impact of Research

The study gave the client a more grounded view of how parents interpret packaging during a highly considered formula decision. It added depth to the infant formula packaging research by showing which pack cues felt credible, suitable, and relevant to different parent needs.

Key outcomes included:

• Stronger understanding of the packaging cues that influenced formula consideration.

• Insight into differences between goat-formula and cow-formula users.

• Perspective on how digestive concerns influenced response to pack communication.

• Understanding of the expectations of parents seeking cleaner or better-for-you options.

• Market-level differences across the United States, China, and Australia.

• Additional perspective from parents in Tier 2 and Tier 3 Chinese cities.

• Direction for refining the packaging route before further development.

By combining tightly defined parent profiles with cross-market evaluation, the research helped the client understand why certain pack directions resonated more strongly and where communication needed greater relevance.

For brands looking to make packaging decisions with more confidence, contact us to understand what helps consumers connect with a pack and what influences their choice across categories and markets.