New Product Development: A Strategic Insights for Introducing a New Scottish Infant Formula Brand in the UK

Description

This study examines the UK infant formula market, focusing on the challenges and opportunities for a new Scottish brand entering a highly regulated and competitive environment. Employing a mixed-methods approach, data were collected through surveys of 358 participants and a focus group comprising consumers and healthcare professionals. Key findings highlight the paramount importance of product safety, quality, affordability, and transparent communication in shaping parental purchase behaviour and healthcare professional recommendations. The analysis highlights the influence of regulatory frameworks, habitual consumer patterns, and marketing restrictions on market dynamics. Trust, familiarity, and consistent product performance emerged as critical factors driving brand loyalty, while traceability and origin labelling significantly enhanced consumer confidence. This research identifies strategic imperatives for new entrants, including leveraging local provenance, engaging healthcare professionals through evidence-based communication, and striking a balance between price competitiveness and perceived value.

Additionally, the study addressed broader public health considerations, such as balancing breastfeeding promotion with formula accessibility, reducing stigma, and supporting vulnerable populations. Recommendations emphasise transparent product information, robust supply chain management, and community engagement in building credibility and market share. The findings contribute to a comprehensive understanding of consumer and professional decision-making processes within the UK infant formula sector, offering actionable insights into effective market entry and sustainable growth.

Period	1 Jan 2025 → 9 Oct 2025
Event title	New Product Development: A Strategic Insights for Introducing a New Scottish Infant Formula Brand in the UK
Event type	Workshop
Location	Glasgow , United KingdomShow on map
Degree of Recognition	Regional