Essentially, based on Pulse Asia’s classifications, they estimate that categories “A/B/C” make up just the top 7% of all families in the Philippines, while another 67% fall into the “D” category, and 26% are in the “E” category.
The $2.83 billion company gets about two-thirds of its sales outside the United States and its Enfamil brand was the global leader with 11.7 percent of the $22.3 billion baby formula market in 2008, the last year a ranking is available, according to Euromonitor International.
The company is gaining market share in China and is also in a host of other emerging markets, including Thailand, Malaysia, Indonesia and Vietnam. It is starting to move into India.
Formula is used much less widely in emerging markets than in the United States. In China, children ages 0 to 3 years consume about 8.8 kilograms of formula a year, according to Euromonitor International. In India, that figure is only 0.4 kilograms, while in Brazil it is 1.6 kilograms. That compares with 12.9 kilograms in the United States.