BMS Index 2024

Nestlé

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Headquarters

Switzerland

Type of ownership

Public

Estimated percentage of Nestlé's global F&B sales from BMS

8%

Estimated percentage of Nestlé's global baby food sales from BMS

67%

Countries covered in country studies

China/Germany/Indonesia/US/Viet Nam

Company also assessed in:

CF Index 2024

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BMS Marketing
Score 2024
Average score Highest score
Country Studies
Score
6.6%  5 countries
Corporate Profile
Score
35.7%

Important:

The research findings regarding companies’ performance in this Index are based on information shared by companies or gathered by service providers, in addition to information that is available in the public domain.

The level of detail and comprehensiveness of information shared by companies and gathered through external service providers varied. In the case of limited or no engagement by companies, this Index may not represent the full extent of their efforts. Similarly, in the case of limited data collected by service providers, the findings of this Index may not provide a comprehensive representation of company practices.

ATNI’s research and Indexes do not assess compliance with local regulations or laws, but rather assess private sector performance against international standards and guidance.

BMS Country Studies

Country Studies
Score
6.6%  5 countries

The Country Studies component of the BMS and CF Marketing Indexes 2024 evaluates the extent to which a company’s marketing practices align with specific provisions of the WHO Code (not against local Code-related regulations). The main marketing channels assessed in the Country Studies for the BMS and CF Marketing Indexes 2024 are online points-of-sale, traditional and online media outlets, and product labels, which were all assessed according to the NetCode protocol. Nestlé sells BMS products in all of the five countries selected for the assessment (China, Germany, Indonesia, US and Viet Nam) - which altogether represent >80% of Nestlé’s estimated global BMS sales. The Country Studies results for Nestlé are summarized below for each country and across each marketing channel.

Country Studies overview

Nestlé Country assessments BMS market
Total incidences of non-compliance across online, traditional media, and product labels Number of product labels assessed Company brands found BMS market share Proportion of Nestlé's global BMS sales
CHINA 44 30 NAN, Illuma, S-26, Belsol 10% 34%
GERMANY 32 28 Beba, Little Steps 23% 38%
INDONESIA 84 13 Dancow, Lactogen, S-26, NANKID 25% 7%
US 17 5 Gerber, Alfamino, NIDO, Cerelac <5% No information
VIET NAM 42 13 NAN 10% <2%
Code compliance level
Complete
(0 incidences of Code non-compliance corresponding to a country score of 100%)
High
(>0-10 incidences of Code non-compliance corresponding to a country score of 66%)
Medium
(>10-20 incidences of Code non-compliance corresponding to a country score of 33%)
Low
(> 20 incidences of Code non-compliance corresponding to a country score of 0%)

• A total of 219 incidences of non-compliance were found for Nestlé. Non-compliant marketing practices were found across online and traditional media channels assessed in all five countries. A total of 89 BMS product labels were assessed from various Nestlé brands.

• In China, where Nestlé’s BMS sales account for approximately 10% of the total Chinese BMS market and approximately 34% of the company’s global BMS sales, 44 incidences of non-compliance were found, of which14 were within online media channels. All 30 product labels assessed contained one or more instances of non-compliance.

• In Germany, where Nestlé’s BMS sales account for a relatively high share (~23%) of the total German BMS market and approximately 38% of the company’s global BMS sales, 32 incidences of non-compliance were found, of which 2 were within online media channels and 2 on traditional media channels. All 28 product labels assessed contained one of more instances of non-compliance.

• The highest number of incidences of non-compliance were found in Indonesia (84), where Nestlé has a relatively high share of the Indonesian BMS market (~25%) and which represents approximately 7% of the company’s total global BMS sales. Of these observations, a total of 54 advertisements and promotions related to BMS brands were found online during the research period, and 21 advertisements were found on traditional media channels in Indonesia. Of the 13 product labels assessed, 9 contained one or more instances of non-compliance. It is notable that four products by Nestlé – 2 infant formulas and 2 follow-up formulas in Indonesia - were found to be in full compliance with the Code requirements on BMS product labels.

• A significantly lower number of incidences of non-compliance (17) were found for Nestlé in the US, which is not a major market for the company nor is it a major player. This could be explained by Nestlé’s divestment from its Good Start infant formula brand in the U.S., which was sold to Perrigo late 2022. In total, 10 advertisements and promotions related to BMS brands were found online during the research period, two on traditional media and all five product labels assessed contained one of more instances of non-compliance.

Observed incidences of non-compliance with the Code per country

Absolute number of incidences of non-compliance
Category
Infant Formula
Follow-up Formula
Growing-up Milk
Product brand

Main in-country findings

Nestlé’s highest number of incidences of non-compliant marketing practices were found in Indonesia (84), followed by China (44), Viet Nam (42), Germany (32) and the United States (17).

Across all country assessments, the majority of incidences of non-compliance (109 out of 219) for Nestlé were identified through the social listening of online platforms. Many incidences of non-compliance were also attributed to inappropriate product labels (85). Most incidences of non-compliance found on traditional media were in Indonesia (21), with some also observed in Germany (2) and the U.S. (2). The incidences of non-compliance found online and on traditional media were largely concerning growing-up milks and advertisements of brands associated with BMS products, whereas non-compliant labels were found across all types of BMS.

Online findings

• Among the total incidences of non-compliance found online, only 5 related to point-of-sale promotions for growing-up milks found on online retailer platforms in Indonesia and Viet Nam, mainly in the form of discounts and gifts. There were no observations among the online retailers monitored in Germany and the US. Although promotions of Nestlé BMS products were found on the online retailer websites monitored in China, the company informed ATNI it had no contractual relationship with these retailers, thus the findings were excluded.

• The remaining 104 online observations were found on the company’s local websites and social media platforms, with the highest number of findings in Indonesia (53) while only two online advertisements were found in Germany. Across all five countries, an average of two incidences of non-compliance were identified with each observation. Apart from advertising BMS – a non-compliance with the Code in itself – other common incidences found with those advertisements included incentivizing the purchase of those products through offering giveaways, gifts, and prizes (especially observed in Germany and Viet Nam), as well as providing education and information about infant and young child nutrition and feeding, as found mainly in China, Indonesia, and the U.S. Other, but less common, observations include soliciting caregivers in Viet Nam to sign-up to online contests and the promotion of bottle feeding in China. The majority of advertisements also included claims, ranging from 50% of the identified advertisements in Germany and the US containing at least one type of claim to 96% in Indonesia.

Traditional media findings

• In total, 23 BMS advertisements by Nestlé were identified on television, 21 for growing-up milks in Indonesia and two BMS brand commercials in the US, whereas two advertisements of follow-up formula were found in printed magazines in Germany. All 25 advertisements had at least one type of claim.

BMS product label

• The number of Nestlé BMS products assessed ranged between five in the US up to 30 in China.

• For all Nestlé product labels assessed, at least one incident of Code non-compliance was observed, except for four products in Indonesia that met all requirements of the Code. The average number of incidences of non-compliance per product label assessed ranged from two in Indonesia to five in Viet Nam. Generally, more incidences of non-compliance on a label were identified in follow-up formula and growing-up milks.

• Over 86% of all the labels with one or more incidences of non-compliance were missing a statement on the importance of exclusive breastfeeding in the first six months and continued breastfeeding for up to two years or beyond. Most of the product labels assessed contained at least one claim (70 out of 89). The most common claim was nutritional claims, followed by health claims. Other common observations classified as non-compliant with the Code include idealization of the BMS product and marketing claims. Although the Code does not restrict the use of graphics for illustrating methods of preparation or for easy identification of products as BMS, it does restrict the use of other images that portray infants and caregivers, their health, and emotions, such as the parent and younger birds in the nest. In Germany and Viet Nam, several product labels (16 and 12 respectively) did not state the need to only use the product on the advice of a health professional before deciding to feed with formula, irrespective of the age at which formula is introduced. Compared to the other countries, a key observation in Germany related to the labels of liquid formula products for pre-term infants. These are sold through healthcare channels in full cases that include the products and a leaflet with instructions for use. The labels of most of these products did not include important information about the product, as required by the Code. China was the only country where Nestlé BMS products did not have all the labelling information in the local language for seven products.

• It is worth noting that ATNI did not have the resources to collect products from the different markets and take pictures of their labels. In this iteration, ATNI’s research was based on product label images from an external provider. For some products, images were not clear enough or did not show all parts of the package, thus ATNI asked the respective companies to provide images of the labels. While Nestlé provided images of product labels (as requested by ATNI) to help complete the assessments, it did not do so for all products. Therefore, incomplete assessments remained for seven products in China, two products in the U.S., and three products in Viet Nam. Since at least one incidence of non-compliance was identified from the existing images, these labels were counted as a non-compliant observation.

Recommendations

• It is notable that four products by Nestlé in Indonesia - were found to be in full compliance with the Code requirements on BMS product labels. ATNI encourages Nestlé and other companies to follow this example in Code compliance for all types of BMS products, without exception, in all markets.

• Given the substantial number of incidences of non-compliant marketing practices observed (219) across the five markets assessed, Nestlé is strongly encouraged to strengthen its responsible BMS marketing policies and ensure their full alignment with the recommendations of the Code and all subsequent relevant resolutions, including the guidance supported by WHA resolution 69.9. ATNI has developed a model company policy on the responsible marketing of BMS which can guide the company on how to incorporate Code provisions and align with the latest public health requirements in practice.

• Nestlé is urged to restrict the advertising and promotion of all types of BMS products and brands on all forms of media platforms globally. The company should also refrain from soliciting contact with caregivers and providing education and information on infant and young child feeding across all platforms.

• Nestlé is strongly encouraged to take responsibility for monitoring its marketing practices beyond local regulations, according to the principles and the aim of the Code and subsequent relevant resolutions, and to take steps to ensure this includes online media channels.

• Among the officially contracted in-country online retailers monitored, point-of-sale promotions were found for growing-up milks, which is contrary to the requirements of the Code, specifically the guidance supported by WHA resolution 69.9 that extended the scope of the Code to growing-up milks. ATNI urges Nestlé to ensure its commitments are extended to include growing-up milks in all markets.

• Nestlé is strongly encouraged to cooperate fully with any future independent third-party assessments by providing clear and comprehensive product label images. Incomplete assessments can lead to inaccurate evaluations and hinder efforts to address incidences of non-compliance effectively.

• ATNI is calling on Nestlé to review all incidences of non-compliance identified across all marketing channels, which were shared in detail with the company, and to take corrective action in each of the markets.

BMS Corporate Profile

Corporate Profile
Score
35.7%

The Corporate Profile component of the BMS and CF Marketing Indexes 2024 evaluates the extent to which a company’s policies align with various provisions of the Code, the effectiveness of its related management systems as well as the company’s level of disclosure on commitments relating to BMS marketing. Nestlé’s BMS marketing commitments were assessed across 11 topics that cover different aspects of the Code on which the company scored an average of 54%. This score is equivalent to the company’s initial overall Corporate Profile score before a geographic penalty (if applicable) is applied to each BMS product type. The final Corporate Profile score considers how the company’s BMS marketing commitments are applied for the different BMS product types sold by the company, and across different markets. As Nestlé sells infant formula, follow-up formula, and growing-up milks, the company’s application of BMS commitments was evaluated for each product type, as shown in the next section on ‘Geographic application of BMS commitments by product type’. The scores and findings on each topic are described in further detail in the section below on ‘BMS Commitments by Topic’.

Geographic application by Nestlé of BMS commitments by product type

The table below shows the percentage of product sales where commitments are upheld and the geographic penalty applied to each type of BMS. The penalty ranges from 0% up to 90% depending on whether a company fully upholds its BMS marketing commitments in all or none of the countries in which it operates, respectively, where national Code regulations are absent or less stringent than the company’s policies and standards.

Corporate Profile
score before
penalty
Product
type
Percentage of Nestlé’s global sales from markets where BMS commitments are upheld Geographic
penalty applied
Final Corporate
Profile score
53.9% Infant
formula
85% 13.5% 35.7%
Follow-up
formula
69% 27.9%
Growing-up
milk
0% 90%
Commitments are upheld
Upheld for all products in this category - without exception - globally
Upheld for some products in this category - without exception - globally
Upheld for all products in this category - without exception - only in some markets
Upheld for some products in this category, and only in some markets
Not upheld for this product category in any market
No policy found in the public domain nor shared by the company, therefore no information on how commitments are upheld

ATNI referred to Nestlé’s 2021 Policy for Implementation of the WHO Code to assess how the company’s BMS marketing commitments are upheld for each product type and in which markets. Euromonitor retail sales estimates were used to calculate the proportion of Nestlé’s global product sales covered per BMS product type.

Infant formula

The company upholds its commitments for this product type globally, even where local Code regulations are absent or weaker than the company policy.

This is a notable improvement in the company’s policy scope compared to the last assessment in 2021 when the policy was only upheld for infant formula in higher-risk countries.

Nestlé continues, however, to exclude these commitments from infant formulas for special medical purposes. Thus, commitments for infant formula products are upheld globally, but this only represents 85% of the company’s global infant formula sales due to the exclusion of some types of infant formula which are for special medical purposes. The corresponding geographic penalty for this product type is 13%.

The Code does not distinguish between the different types of infant formula, therefore its provisions apply to all product types. To further improve the scope of the company’s policy, ATNI encourages Nestlé to cover all infant formula, without exception, including formulas for special medical purposes.

Follow-up formula

The company only upholds its commitments for this product type in higher-risk countries, even if local Code regulations are absent or weaker than the company policy in those countries.

Nestlé also excludes these commitments from follow-up formulas for special medical purposes. Thus, commitments for follow-up formula products are only upheld in higher-risk markets, and for products that are not for special medical purposes, which represents 69% of the company’s global follow-up formula sales. The corresponding geographic penalty for this product type is 28%.

To further improve the scope of the company’s policy, ATNI encourages Nestlé to cover all follow-up formula, without exception, including formulas for special medical purposes, and in all markets.

Growing-up milk

The company does not apply its BMS marketing commitments to growing-up milks. This is evident from the country assessments where the majority of the observed incidences of non-compliance were attributed to growing-up milk products.

The corresponding geographic penalty for this product type is a maximum of 90%.

ATNI calls on Nestlé to consider the expanded definition of the Code, following the World Health Assembly resolution 69.9 recommendations, to cover any milk products up to three years of age.

Based on the company’s application of its BMS commitments to the different BMS product categories across its global markets, the final Corporate Profile score is 36%.

Topics Overview

Average score Highest score
These represent the initial overall scores before applying the penalty.

BMS commitments by topic

Most topics include assessments on both policy commitments and management systems, except for the topic on ‘Implementation and Monitoring’, which mostly considers management systems, and the topic ‘Overarching Commitments’, which considers policy commitments only. A separate topic assesses the level of disclosure and transparency practiced by companies on the different aspects of the Code.

Select one of the 11 topics from the drop-down menu below.
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