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16 February 2009
Singapore
Healthcare providers widely touting the benefits of breastfeeding would be glad to know that their efforts are paying-off, judging by the high percentage of mothers breastfeeding their newborns in Singapore, according to the latest survey by leading international market research firm The Nielsen Company.
Findings from Nielsen Singapore’s latest Baby Power survey reveal that over three-quarters, or 79 percent of mothers with a child aged 0 to 12 months interviewed have tried breastfeeding and 43 percent of these mothers who have ever breastfed gave a full breast-milk diet to their babies. 
Conducted from 26 May to 18 August 2008, Nielsen Baby Power 2008 is a biennial syndicated study conducted by Nielsen Singapore since 1995. A total of 800 adult mothers/childminders with babies aged 0 to 6 years were interviewed face-to-face to understand mothering trends and the shifts in the consumption and purchase of infant milk.
Another positive trend noted from the survey is the higher incidence of breastfeeding now compared to two years back. While the previous survey saw just three in ten (30%) mothers with babies aged 0 to 12 months currently breastfeeding their babies during the fieldwork period, the recent study reported four in ten moms (41%) doing the same.
“The trend towards later marriage and older childbirth age is gaining prevalence in today’s society. We are dealing with a better educated and affluent group of mothers who are also more knowledgeable and well-informed about the benefits of breastfeeding,” said Ms Joan Koh, Executive Director for Consumer Research, Nielsen Singapore.
“Findings from Nielsen’s study reveal that mothers in Singapore want to provide their children with the best they can, and may be one of the reasons for the increasing breastfeeding trend,” said Ms Koh, adding that nine in 10 respondents agreed with the statement that their child should have the best things in every aspect.
Reports also showed that mothers are nursing their babies for a longer period of time today compared to four years back, with breastfeeding moms continuing to nurse for an average of 4.5 months in 2008.
“The longer breastfeeding duration is consistent across all segments of mothers - Chinese vs. non-Chinese, working vs non-working, as well as for first child or subsequent children. However, it is the non-Chinese as well as housewives who registered longer breastfeeding duration," added Ms Koh.
Amongst the factors cited for ceasing to breastfeed are lack of milk supply (59%) and inconvenience due to return to work (27%). Both remain the main reasons given by the greatest number of mothers for the change in nursing patterns. “Judging by recent trends and an increasingly health-conscious society, there is still room to educate new moms on the nutritional benefits and start adopting or prolonging breastfeeding” concluded Ms Koh.
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