The New Battleground in Infant Nutrition

Hong Kong’s birth rate remains at low level, with 2024 seeing 36,700 newborns – an 11% uptick from the previous year but still the third-lowest on record, according to the HKSAR Government statistics. Amid this backdrop and the intense competition in the infant formula sector, Simon Li, Sales Director HKTW and Co-Head of HKTW, Mead Johnson Nutrition (Hong Kong) Limited, says the company is actively seeking growth opportunities. 

“Rooted in Hong Kong for over half a century, Mead Johnson has been committed to nourish the best start in life for our little ones. Today’s parents are more engaged than ever – they are looking for formulas that not only deliver premium nutrition but are also backed by credible science.” Simon also notes that as market demands become more fragmented, Mead Johnson is actively refining its portfolio -placing great emphasis on specialty formulas and expanding into prenatal supplements to address demographic shifts and parental priorities.

Tailored Formulas for Asia, Expanding Maternal Nutrition 

About 70%-100% of East Asians are possibly affected by lactose intolerance according to NIH data. Simon said the company consistently leverages scientific research and clinical validation to tailor products for different markets. 

“In response to the common occurrence of allergy in Hong Kong, we launched the ‘Gentle Care Pro’ series, which helps provide lasting relief for babies. Our ‘Nutramigen LGG’ and ‘Puramino’ formulas, designed for children with special dietary needs, are among the few specialised nutrition products in the market that address various allergy conditions, earning strong recommendations from pediatricians.”

To meet Asian parents’ focus on immunity and cognitive development, the company’s flagship “Enfa A+ Neuro Pro” line incorporates MFGM – a component shown to support both brain development and immune function – reflecting the brand’s commitment to holistic care of the family. 

“We’re also broadening our product range with the launch of “Enfinitas All-In-One Multivitamins”, supporting mothers and babies with comprehensive nutritional solutions from pregnancy onwards,” Simon adds.

Championing Transparency and Trust 

Having spent over two decades at Mead Johnson, Simon has witnessed firsthand how local parents have become increasingly proactive and informed in their search for reliable product information. 

“They value transparency and traceability, often looking up scientific research and sharing insights on social platforms,” he notes. In response, the company has built the “Mom AI Intelligence Network”, using AI and big data to analyse parents’ concerns at different stages of child-rearing and deliver personalised parenting advice through various digital channels. To further enhance consumer confidence, select products now feature QR codes for traceability, ensuring consumers to verify product origins, supply chains and sales channels with ease.

The GS1 HK “1QR” platform can support added transparency – consumers can scan a single code with mobile phone to access product certifications, provenance, link to e-shop, and check sustainability initiatives, such as eco-friendly packaging,recycling instructions and locations. Simon believes this new generation of barcode will help boost consumer confidence and promote sustainable development. 

Sustainability in Action 

Mead Johnson has launched the city’s first infant formula can recycling programme in 2021 and collected over 14,000 cans to date. Expiring formulas are donated to local organic farms for use as fertilizer, reducing waste and promoting resource regeneration. While the company has explored eco-friendly packaging alternatives like cardboard, Hong Kong’s humid climate means aluminum cans remain the best option for freshness and convenience. “We need to balance product quality with environmental responsibility, adapting our sustainability measures to local conditions,” Simon affirms.

Fostering Community Bonds and Social Impact 

With more than 200,000 members across its “Mead Johnson Club” and “Enfinitas Mom Club”, the brand actively engages families through interactive experiences – from hosting harp-themed workshops to setting up the “Baby Science Museum” at baby expos. These initiatives create platforms for parents to learn about child nutrition and parenting, while deepening the bonding. “Mother-and-baby brands aren’t just fast-moving consumer goods – we’re close partners in every family’s growth journey.”
 

Embracing Innovation in a Transforming Market

As demographic shifts, evolving consumer expectations and “green” imperatives reshape the industry, Mead Johnson stands out as one of the few global brands steadfast in offering specialty formulas. Through recycling, product traceability and transparent communication, the company is proactively responding to societal expectations – demonstrating resilience and agility in an era of change.