Exclusive breast feeding has been strictly recommended by the WHO for the achievement of optimal growth, development and health of the infants. However the nursing mothers are resorting to infant formula milk feeding to their infants due to various reasons. Less milk production, maternal employment, various medical conditions and cosmetic reasons have been cited by the mothers as the main causes of disrupting the exclusive breast feeding. But the availability of numerous milk substitutes and their promotion marketing scheme by various manufacturing companies and their prescription by the pediatricians have been blamed another important factor in changing infant feeding practices all over the world including Saudi Arabia.
Result: This was a cross sectional survey done on the nursing mothers of Al Ahsa district of Saudi Arabia. The prevalence of infant formula milk feeding was 61.8% to the infants at and before the age of six months. The prevalence of infant formula milk feeding was significantly more in urban population than the urban population (Rural 268 vs Urban 320, p=0.0001).The prevalence of infant milk feeding was significantly lower among the illiterate mothers than the educated mothers. Similarly the prevalence of infant formula milk feeding under 6 months of age was significantly more among working women(74.51%) than the house wife(73%) and student (73.14), p =0.0001). Decision to start the infant formula milk feeding were taken mainly on the pediatrician (68.48%) advice which was significantly higher than that of by doctors in postnatal clinic (41,57%) ,nursing staff in the post natal clinic (55.55%), relative (56.52%) and TV advertisement (25.77%), P=0.000).Apart from the reasons of doctors’ advice due to medical condition, job engagement, insufficient milk production and the fear of disfigurement of the breast, the pediatricians’ role have been found responsible contributing to the introduction of formula milk within six months. Ronalacand Similac were the favorite choice followed by NAN. Eighty percent of the mothers each considered good taste and easy digestibility as the factors for buying their choice milk formula.
