China is the most rapidly developing and populous nation in the world. However, improvements in nutritional status due largely to economic growth have not equally benefited large segments of China's population. In Northern China, the prevalence of iron-deficiency anemia has been reported to be as high as 41%. The Institute of Nutrition and Food Hygiene, in collaboration with Heinz China, performed a study to assess the acceptability of Sprinkles amongst Chinese mothers in large urban centers and three smaller peri-urban centers in order to determine the potential acceptance of Sprinkles if they were to be widely distributed in China. Using the market research expertise and resources of the AC Neilsen Company, Sprinkles were placed in homes of families with children between six months to five years of age for a period of one month.
To assess the acceptance and attitude of mothers towards the use of Sprinkles.
Among 1375 households, across 5 cities, 70% of mothers 'extremely or somewhat' liked the product.
60% showed intent to purchase after a 4 week product evaluation.
60% of caregivers reported positive behavioral and physical changes in their child that they attributed to Sprinkles.
14% of caregivers perceived changes in stool characteristics during the first week of use and some effect on the taste of food.