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(Buzzmetrics) Mom Syndicated Report - 2022-Đã Nén

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(Buzzmetrics) Mom Syndicated Report - 2022-Đã Nén

Uploaded by

Minh Pham

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SYNDICATED REPORT

MOMs
Reporter: Consumer Insight Team – Buzzmetrics

Published Date: May 2021

Research Time Range: Jan 2020 - Dec 2020

TERMS OF USE
Syndicated Report Hub offers reports conducted by the analysts of Buzzmetrics to provide insights into social media as well
as analysis of factors that benefits brand marketing.

Please read the following terms carefully before using our Syndicated Report Hub. These terms are generally referred to as the
“Terms of Use”. We may occasionally make changes to these terms, but any changes will be notified publicly and will be
applied only to future reports.

1. By using Syndicated Report Hub (through purchasing reports), you agree to our terms.

2. The content of Syndicated Report Hub, including, without limitation, text, data, charts, logos and trademarks are the
exclusive property of Buzzmetrics.

3. Purchased report must be used or shared internally. You are not allowed to sell, copy, lease, modify, distribute, publicly
present, public or license the report unless it has been expressly authorized by Buzzmetrics.

4. Once you have purchased and received the report, Buzzmetrics has no responsibility to automatically update the
information in the report.

5. If you request more information or updates on the purchased report, Buzzmetrics will consider the possibility of your
request and suggest incurred cost.

If you have any questions about our Terms of Use, please contact us via the Contact page.

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics.
AGENDA
I. Research background & objective
II. Research methodology
III. Detailed findings
1. Motherhood journey on social media
• Pre-pregnancy
• Pregnancy
• Infant (kid 0-6m & 6m-1y)
• Kid 1y-2y
• Kid 2y-5y
• Kid 5y-11y
2. A look at GenZ moms on social media
3. Appendix - Top sources by stage of motherhood journey

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics.
4

RESEARCH BACKGROUND & OBJECTIVE

Moms have always been the key focus of brands, as this group make and influence household purchase
decisions. However, getting moms to unleash their purse can be a struggle if brands and marketers fail to follow
motherhood journey, or in other words, fail to acknowledge their concerns, problems and expectations in specific stage.
Moreover, your target audience are now not just GenY (Millennials) & GenX moms but also GenZ ones (who are
transitioning into parenthood and becoming your consumers already). And the big question is, how GenZ moms look like
when they transfer from “single” to be “a mom”.

To help marketers in demystifying how to best connect with Moms on social media, Buzzmetrics has conducted a
syndicated research with key focuses on:

• Moments of moms & their concern transition over stages

• How to approach moms and closely follow the motherhood journey

• A look at GenZ moms on social media

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics.
5

RESEARCH METHODOLOGY

How we unlock motherhood journey? How we look at genZ moms on social media?

Build up research sample

Define keywords by mom stage
From social user pool, extract a TA sample of 300ID
• For example, keywords for “pregnancy stage”
GenZ moms based on criteria:
include: “mang thai” “mang bầu” “bầu bí” “thai kỳ”
• Birthyear: 1997-2000
“cấn bầu” “dự sinh” “dự sanh”…
• Status: being mom

1 •
•
Collect data
Crawl discussion with relevant keywords
Data coverage: Facebook, Youtube, Ecommerce,
•
Collect data
Crawl discussion generated by TA sample
2
• Data coverage: Facebook
Forum, Blog and Online News
• Time tracking: Jan 01 – Dec 31, 2020
• Time tracking: Jan 01 – Dec 31, 2020
• Online tracking tool: Social Heat
• Online tracking tool: Social Heat

Analyze data Analyze data

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics.
7

OVERVIEW OF MOTHERHOOD JOURNEY

Infant Infant Kid Kid Kid

Pre-pregnancy Pregnancy
0-6M 6-12M 1Y-2Y 2Y-5Y 5Y-11Y

1.2 M 22.6 M 36.9 M 10.1 M 8.0 M 20.0 M 14.5 M

buzz buzz buzz buzz buzz buzz buzz

• Conception • Moms getting back to work • 1st day at • Age crises (2-5) • When kids gain
• Childbirth • 1st weaning school academic
• 1st birthday achievement

Moments of Moms are special milestones that marks significant transition in moms’ concerns. On these moments, moms are quite
sensitive & willing to share their stories on social media (with long and detailed posts about experiences & feelings).
➔ Brands could catch these moments to touch moms and boost UGC by encouraging them to share.

ready for motherhood, other preparations are also needed. ➔ Potential for prenatal health services.

TOPICS OF DISCUSSION

Other preparations for pregnancy

44.6% 42.6%

4.0% 3.9% 2.3% 1.3% 1.1% 0.3%

Fertilization Tips to Vaccination Prepregnancy Finance Horoscope Stopping Mom-to-be

method improve fertility check-up prediction birth control handbook

Các mom ơi, trước Chào các mom. Mn Các mẹ chuẩn bị có

Em đã uống thuốc
khi mang thai nên cho em xin ít thông con chú ý chuẩn bị
ngừa thai loại uống
tiêm những mũi tin về khám sàng tiền nhiều nha, trong Mom xem giúp em
hàng ngày liên tục
nào ạ. Em mới tiêm lọc trước khi mang thời gian mang thai với. Vk 98 và ck 93
4 năm và bây giờ
mũi rubella mà thấy thai ở bệnh viện tiền khám, siêu âm, thụ thai tháng nào Cẩm nang kiến thức
em muốn có thai
bảo phải tiêm mũi phụ sản tw với ạ? thuốc bổ này kia tốn được với ạ? cho mẹ bầu trước
thì phải ngưng
tổng hợp rubella Theo bsi nào là ok hơn tiền sinh rất rất khi mang thai để
thuốc bao lâu ạ? mẹ khỏe, con
sởi quai bị. nhất ạ? nhiều.
thông minh.

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N=1,210,833 mentions. Time Range: Jan 01 – Dec 31, 2020
Compared to natural method, artificial ones are much concerned and discussed, especially among 10

infertile couples who struggle with reproductive health problems.

FERTILIZATION METHOD

➢ Ovulation tracking is a natural method to get ➢ IUI and IVF are two most-discussed artificial
pregnant. By closely observing ovulation and method on social media, especially among
adjusting the time of having sex, women can infertile women and couples struggling with
increase the chance of conception. ovary-and-sperm related problems .
12.8%
• Nhóm mình có ai kinh nguyệt không đều không ạ? Em kinh • Em 36t muốn làm IUI thì cần làm những xét nghiệm gì và
nguyệt không đều bây giờ phải canh trứng rụng như nào chi phí hết bao nhiêu, nhờ các mom chỉ dẫn giúp em với ạ.
đây các mom nhỉ?
• Em bị tắc một bên vòi trứng, chồng tinh trùng bình thường,
• Các mom cho em hỏi như này là rụng chưa ạ. Lần này em em dự định muốn làm ivf, vì cũng muộn con 3 năm rồi, các
canh que mà que lên vạch mờ quá. chị làm ơn cho em hỏi, ai giống trường hợp của em bị tắc
vòi trứng khi làm ivf có phải thông vòi trứng không ạ?

74.4%

➢ When selecting artificial method, consumers

weigh up the cost & pregnancy rate.
Artificial method Compared to IUI, IVF is perceived as:
➢ Compared to artificial method, ovulation tracking • Higher pregnancy rate
Natural method
is much convenient and cheaper for women to • Sex selection
get pregnant naturally. • Costlier

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N=630,312 mentions. Time Range: Jan 01 – Dec 31, 2020
However, infertile women are not the only ones concerning about fertilization method. A part of 11

moms-to-be also crave for baby with desired gender or birthyear. ➔ Room for expanding TA group.

WHO DISCUSS ABOUT FERTILIZATION METHOD?

Infertile woman
• Có ai bị buồng trứng đa nang giống em mà làm IUI thành công không ak? Làm
84.7%
IUI cần chuẩn bị gì ak! Em cảm ơn!

Who want to select • Em 3 gái rồi sắp tới e định săn zai bằng phương pháp iui. Các mom đi trước cho
12.1%
baby's gender em xin ít kinh nghiệm và hiệu quả có cao ko ạ.?

Who want to select • Cho e hỏi, chồng em sinh năm 93, e sinh năm 97. Nếu muốn săn trâu đực thì
2.7%
baby's birthyear nên thụ thai những tháng nào ạ?

• Em có ý định làm mẹ đơn thân và sinh con vào năm 2022. 2021 muốn có thai và
Who want to be
0.6% sinh con vào năm 2022. Sinh đôi bằng pp thụ tinh nhân tạo. Mọi người xem giúp
single moms
em đường con cái xem có ổn không ạ.

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N=573,116 mentions. Time Range: Jan 01 – Dec 31, 2020
The biggest concern during pre-pregnancy is all about “the probability of conception” and moms- 12

to-be look forward to signs of pregnancy. ➔ It’s a must for brands to take care of this concern.

MOM-TO-BE CONCERNS ABOUT FERTILISATION METHOD

Probability & sign of conception 29.0%

➢ Moms-to-be eagerly look for sign of conceptions and try to figure out
whether they conceive or not by using pregnancy-test stick.
Doctor & hospital 21.1%

• “Các mẹ cho e hỏi bơm iui ngày 3,4/12 thì cuối tuần
Cost & budget 18.3% này đã thử que đc chưa nhỉ.”
• “E xx từ hôm 11 đến ngày 13/12. E vừa thử que được
như hình ạ. Mn cho e hỏi như vậy là e có chưa ạ.”
Implementation process 11.2%

Symptoms after implementation 9.7% ➢ This concern is best reflected via the way Moms-to-be “xin vía” - a
way to show off their expectations and their expectations will also change
over motherhood stages.
Baby gender 9.7%
• Thành tâm xin vía chim non của mom tháng này ạ. Em đang mong lắm.

Implementation time 1.1%

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N=717,487 mentions. Time Range: Jan 01 – Dec 31, 2020
As a result, moms-to-be hunt for any possible way to increase their chances of conceiving. ➔ This 13

paves a way for health-care brands (especially in nutrition category) to approach target audience.

TIPS TO IMPROVE FERTILITY

Nutrition 61.2%

DAILY DIET
Healthy mind 17.5% “Chủ yếu phụ thuộc vào chế độ ăn. Mình hay cho ck ăn hàu,
bò, trứng, giá đỗ, hạn chế rượu bia, mình thì kiêng đồ chua.”
Resting 9.0%

VITAMIN & SUPPLEMENT

Exercising 5.5%
“Mình uống vitamin tổng hợp + vitamin E. Chồng uống viên
hàu. Kết hợp ăn uống nhiều đồ biển chất đạm.”
Doing charity 1.8%

Tracking & picking right time 1.8% HERBAL & ENDOCRINE MEDICINE
Trước khi có ý định mang bầu, mình uống 10 thang thuốc bắc
Vaginal hygiene 1.7% với bột củ gai thay máu, hết rồi thì uống thêm 1 tháng thuốc
tây bổ trứng +vitamin E.
Having-sex skill 1.3%

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N=653,946 mentions. Time Range: Jan 01 – Dec 31, 2020
Mom’s sentiment during this period is fragile, especially for infertile women struggling with their 14

own expectation & husband’s family. ➔ Room for emotional campaigns to pamper mom’s feelings.

MOMS-TO-BE SENTIMENT DURING PRE-PREGNANCY

23.8%

49.3%

27.0%

Stressed & pressured when failing to conceive

Happy & joyful when conceiving

Longing to get pregnant

KEY LEARNING FOR PRE-PREGNANCY

➢ Pre-pregnancy is usually a low-competitive landscape as there are not much brands

utilizing and approaching moms-to-be during this stage. ➔ Room for brands to reach
moms in the full journey
➢ The key concern and desire of moms-to-be is all about conception. ➔ Key touchpoint
➢ Moms-to-be hunt for effective methods to conceive, from fertilization methods to
nutrition intake ➔ Potential for prenatal healthcare services and nutrition suppliers
➢ TA group of this stage not only covers infertile women, but also moms-to-be hunting
for baby with specific gender/birthyear, single moms. ➔ Diversify TA
➢ Moms-to-be emotion is more skewed to being stressed & pressured ➔ Room for
emotional theme to touch moms’ heart and show off sympathy with them

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics.
PREGNANCY

journey, not just a single shade. ➔ Require brands to catch moments to engage with them.

EMOTIONAL JOURNEY WHEN MOMS ARE AWARE OF CONCEPTION

CONFUSED CHEERFUL CURIOUS CAUTIOUS & CONCERNED

• Moms-to-be feel a little bit • Moms-to-be burst with joy after a Moms-to-be feel curious with many Moms-to-be are cautious and worried
confused and bewildered when they long wait for their babies, especially questions bumping up in their heads: whenever minor problems happen:
are not sure if they get pregnant among infertile women. • What is the fetal gender? Boy or • Fear of danger when the pregnancy is
(especially when pregnant test stick • Moms-to-be are willing to share girl? close to the previous one.
is blurred). their happiness widely on social • Will baby be like Dad or Mom? • Worry about miscarriage, birth defect
• In this case, moms-to-be seek for media, with pregnancy test and • What is a good name for the baby? (bleeding, slow fetal heartbeat,…).
advices from other moms or HCP fetal ultrasound image. • How many weeks old will the fetus • Don’t know which one is a good
on social media, about signs of • Reaction of husband and 1st kid also have a fetal heart? pregnancy diet? Foods do & don’t?
conception, to reconfirm. contribute to moms’ happiness. • Suffer with pregnancy symptoms.

Healthcare advices from social moms Brands need to catch the moments to The curiosity shows off how much Moms look for and share guidebook or
and HCP are most trustworthy encourage moms sharing their moms-to-be are eager and long for things-need-to-know ➔ Brands need to
sources for moms-to-be. happiness to boost UGC. the baby birth. a counselor of moms-to-be.

of mind. Preparation for delivery is also much concerned, especially during the last trimester.

TOPICS OF DISCUSSION

Key topics

30.0%

25.7%

15.8%

9.5% 8.8%

4.3%
3.1%
2.2%
0.5%

Health Nutrition Preparation for Mom Mom Baby gender Moms-to-be Prenatal education Baby name
delivery relationship self-care handbook (for baby in womb)

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N=22,578,709 mentions. Time Range: Jan 01 – Dec 31, 2020
HEALTH Moms are super cautious whenever struggling with health problems and their concerns also 19

vary over trimester ➔ It’s all to ensure the fetal development.

MOMS’ CONCERNS ABOUT PREGNANCY HEALTH

➢ Moms’ health concerns vary by stage of pregnancy

Mom's health problems 22.7%

Trimester Moms’ concerns

Fetal development 20.8%
• Look for signs of pregnancy and firstly struggle with pregnancy symptoms (morning
Signs of labor & sickness and vomiting)
20.0% 1st trimester
postpartum complications • Worry about miscarriage and birth defects (especially when the pregnancy is close to the
previous one) ➔ "I may lose my baby" is one of the biggest concerns
Signs of pregnancy 16.6%

• Keep track fetus development and be worried when fetus fails to meet standards
Fetal complications 7.9% 2nd trimester • Worry whenever suffering with health problems that may negatively affect fetus health
• Experience a whole new set of pregnancy symptoms (back pain, abdominal pain, leg
cramps, constipation, heartburn,…)
Pregnancy exercising 5.9%

• Look for nutritious food and supplements which would be good for breastfeeding after
Vaccination 4.6% giving birth. However, they are afraid of preeclampsia, gestational diabetes and early birth.
3rd trimester
• Watch-out signs of labor ➔ Most concern about "Labor is too tough or painful“ and worry
about postpartum complications
Pregnancy check-up 1.7% • Start preparing for delivery (next slide)

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N=8,315,983 mentions. Time Range: Jan 01 – Dec 31, 2020
PREPARATION
FOR DELIVERY
Moms start preparing for delivery in 3rd trimester (rather than earlier) to be fully-prepared 20

for the safest birth. ➔ Rooms for health care services (hospitals, birth-basket trading,…)

HOW MOMS PREPARE FOR DELIVERY?

32.5%

23.5% 22.2%

16.1%

3.6%
1.1% 1.0%

Tracking Registering Preparing Choosing delivery Maternity Picking hospitals Health

delivery date birth-package birth-basket methods leave & doctors insurance

Mình dự sinh 8/1 tính Các mom cho e tham

E nay đc 36w. Dự sinh Có Mom nào hiểu rõ về
đăng ký khâu thẩm khảo chi phí sanh dịch Mình 12/1 dự sinh. Các
27/11. Nhưng e đang chế độ nghỉ thai sản
Mấy mẹ cho e hỏi e có mỹ luôn nhưng hỏi bs vụ ở Hùng Vương. mom sinh tháng 1 biết
tính nếu không rục rịch trước sinh giúp em với
bầu bé đầu mà e nghe đang theo khám thì bác Các mom ơi chuẩn bị Mình sanh bên dịch vụ luật mới bhyt chưa?
chuyển dạ đẻ thường ạ. Em viết đơn xin nghỉ
mấy mom kia nói bé nói mới sinh xong rộng đi đẻ cần mang những lúc chưa có phòng là Những ai hộ khẩu nội
thì e sẽ xin mổ vào tầm chế độ thai sản từ ngày
đầu thường đẻ trước và chảy máu nhiều gì cho mẹ và con vậy ạ? phải nằm hành lang hay trú tại hcm sẽ đc bhyt
15-20/11 lúc đấy là 04/10/2020. Xét về mốc
ngày dự sinh đúng ko khâu thẩm mỹ như #chuanbidide sao mấy mom. Các y tá 100% mà không cần xin
bước sang tuần 39w rồi. thời gian trên có đáp
ạ không. Vậy nên mình này kia có khó khăn với giấy chuyển tuyến nữa
Lúc đấy con đã hoàn ứng không vượt quá 02
đang phân vân k biết mình ko vậy? Bv có chỗ phải ko các mom?
thiện hết chưa? tháng không ạ ?
nên đăng ký k. để xe ô tô ko?

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N=2,107,917 mentions. Time Range: Jan 01 – Dec 31, 2020
HEALTH Moms simply assess fetal development by tracking fetal weight. In case of unstandardized 21

fetal weight, the TOM solution is to adjust nutrition intake from pregnancy diet.

HOW MOMS ASSESS FETAL DEVELOPMENT?

➢ Compared to other indexes, weight is the simplest one for Moms to understand
Weight 81.4%
and keep track of fetal development.
➢ Moms compare their fetal weight with the standard to figure out whether the fetus is
Fetal heart rate 7.5% too big or tiny ➔ Super worry when fetal weight fails to meet standard ➔ Adjust
pregnancy diet to ensure standardized fetal weight.

Fetal movements 6.4%

• Nay mk đi gặp chuột về. Em dks 31/12 nay được 35w
mà thai được 3538gr, bác sĩ bảo thai to quá. Trong khi
Length indicators 4.3% mình hãm ăn mỗi bữa chỉ bát cơm, còn lúc nào đói thì
ăn thêm hoa quả, không uống sữa gì nữa mà con vẫn
tăng ầm ầm. Có ai 35w mà thai to như em không ạ?

Amniotic fluid index 0.3%

Diameter indicators 0.04% • Mình đang bầu 28 tuần, con được 1100g bác sĩ bảo
con bị bé. Giờ ăn gì cho con tăng cân nhanh, mà vào
con chứ ko vào mẹ vậy các mom.

Circumferen indicators 0.02%

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N=1,688,652 mentions. Time Range: Jan 01 – Dec 31, 2020
NUTRITION For moms, fetal weight gain is the must-have attribute of pregnancy diet. This paves a way 22

for a nutrition trend: “Vào con không vào mẹ” ➔ Change in nutritional perception of moms

WHAT MOMS EXPECT FROM PREGNANCY DIET?

Fetal weight gain/"vào con" 35.9% ➢ Nutrition trend for pregnant moms: “Vào con không vào mẹ”

Smooth digestion 12.1%

Easy-to-consume taste 9.6%

Less sweet/sugar 8.8%

Breastmilk stimulation 7.7%

Full of nutrients 6.0%

No weight gain for moms 4.8%

Brain development for kids 4.6%

Kids' height 4.3%

Immunity & resistance 2.2%

Comprehensive development for kids 2.1%

Easy to absorb 1.7%

(N= 5,248,060)
Low carb 0.2%

and usage of nutritional products for pregnant women, especially formula milk.

PREGANCY DIET FOLLOWING “VÀO CON KHÔNG VÀO MẸ”

➢ Common rules for “vào con không vào mẹ” diet:

• Limit foods high in sugar and starch
• Don't eat too much, let’s eat in proportion
• Eat small meals
• Diversify foods
• Abstain from unhealthy foods and drinks
• Drink 3 liters of water a day

➢ Limit foods high in sugar and starch is the core principle of “vào
con không vào mẹ” ➔ Moms adapt their pregnancy diet

pregnancy formula milk ➔ Moms start looking for better alternatives.

WHY DON’T MOMS CONSUME PREGNANCY FORMULA MILK?

➢ Moms look for other options to replace pregnancy formula milk

Discussion about
NO fetal weight gain 27.0%
pregnancy formula milk
CEREALS
Bad smell & taste 22.8% “Mom chịu khó bồi bổ ăn trứng vịt lộn, uống sữa tươi không
đường kết hợp dùng ngũ cốc bầu dễ uống, vào con nhiều,
mẹ không bị táo, tiểu đường thai kì. Mình uống có mấy tuần
Not good for digestion 16.3%
cuối trộm vía lúc sinh bé được 3.8kg.”

43.6% Gestational diabetes 12.4% NUT MILK

55.4% “Theo mình thì không nên uống sữa bầu vì mình thấy sữa
Moms' weight gain 12.1% bầu chỉ vào mẹ là nhiều, nếu muốn mình có thể uống sữa
tươi không đường hoặc sữa hạt sẽ vào cả mẹ lẫn con,
nhất là con được nhiều hơn,
Expensive price 6.50%

FRESH MILK
Too sweet taste 2.3%
Negative feedbacks “Uống sữa tươi không đường á chị. Sữa bầu chỉ vào mẹ
chứ không vào con. Còn uống sữa tươi không đường vào
Other discussion Fake milk 0.6% con lắm nhưng mẹ không tăng cân.”

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N=208,405 mentions. Time Range: Jan 01 – Dec 31, 2020
NUTRITION REASON-TO-BELIEVE: “Vào con không vào mẹ” nutrition trend is widely promoted by many 25

parties on social media. ➔ Occupy Share of Attention & overwhelm moms by communication.

ONLINE SELLERS
MOMS HEALTHCARE PROFESSIONALS
Detailed sharing + Evidence for weight +
Detailed sharing + Evidence for weight + Picture showing-off fit body Detailed sharing + Brief illustrations
Repetitive seeding

especially husband’s side. ➔ “Sympathy” & “support” are mom’s needs and desires.

DISCUSSION ABOUT MOMS’ RELATIONSHIPS

Problems with surrounding relationships

➢ Husband:
6.7% • Feel sad when husband is heartless and gives no help
9.1% • Worry about sex during pregnancy & how to nurture love with husband
➢ Husband’s family:
• Feel stressed when there is conflict in pregnancy care
15.2%
• Feel upset when not receiving sympathy & help from husband’s family
➢ First kid:
68.1%
• Be tired when taking care of first kids
• Feel sorry for first kids when moms can't spend more time with them

Mom’s expectation

Husband Husband's family ➢ Moms look for sympathy and support from surrounding ones, especially
from husband, such as:
Wife's family First kid
• Understand mom’s suffering
Work-related • Interact and play with fetus
• Help and pamper moms

sharing their experience. This moment also opens a whole new stage of motherhood.

MOMS’ SENTIMENT ALONG CHILDBIRTH JOURNEY

Moms’ feelings before giving birth Moms’ feelings after giving birth

Eager & excited Happy & joyful

Moms look forward to meeting their babies by counting • Be happy when first meet their babies
down to the delivery date • Recall childbirth journey as the most
memorable moment: tough &
Restless & nervous painful, but also happy & great.
Moms have butterflies in their stomachs when: ➔ Moms are willing to share and recap
• Tracking signs of labor their journey on social media
Much more intense

• Preparing for delivery

Full of concern
Full of fear
• Be stressed & worried when suffering
When delivery date comes closer, moms’ fear is also greater: with postpartum complications
• Fear of surgery/pain • Full of new concerns related to baby
• Fear of postpartum complications care (for example: health of infant
➔ “Xin vía” (“xin vía sinh thường/không rạch”, “vía chuyển dạ breastfeeding, etc.)
nhanh”,…) is a way for moms to reassure themselves ➔ Open a new stage of motherhood

KEY LEARNING FOR PREGNANCY

➢ Moment of Moms: conception awareness & childbirth mark important milestones

in motherhood journey. ➔ Capture moms’ moments and encourage them to share
about the happiest & toughest moments ever ➔ Boost engagement & UGC
➢ For Health:
• Fetal development is the key touchpoint
• Adapt your approach to health concerns by trimester in order to follow moms
closely
➢ For Nutrition:
• Beware of the change in moms’ nutrition perception – “vào con không vào
mẹ” ➔ Hugely impact on the way pregnant moms consume nutrition products
• Refer to the content formula that moms/online seller/healthcare professionals
use to widely promote this nutrition trend

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics.
INFANT

period, there would be some significant changes, especially for nutrition.

TOPICS OF DISCUSSION - BREAKDOWN BY PERIOD

Health 46.2% Health 42.1%

Nutrition 12.2% Nutrition 19.7%

Mom relationship 11.2% Education 11.9%

Mom self-care 10.6% Beautycare for kids 11.3%

Beautycare for kids 9.6% Mom relationship 7.8%

Kid 0-6m Kid 6m-1y

Entertainment for kids 6.0% Entertainment for kids 5.0%

Education 2.3% Mom self-care 1.3%

Finance 1.9% Finance 0.9%

(N= 36,945,224) (N= 10,117,736)

balancing kids time for sleeping, feeding and playing).

HEALTH CONCERNS OVER PERIOD

Routine 41.0% Routine 35.7%

Disease 22.2% Disease 24.4%

Hygiene 12.3% Motor skill 9.5%

Weight 7.1% Weight 7.6%

Oral care 6.3% Hygiene 7.2%

Motor skill 5.0% Height 5.7%

Kid 0-6m Kid 6m-1y
Language 3.2% Oral care 5.7%

Height 2.1% Language 3.0%

Vaccination 0.7% Vaccination 1.2%

(N= 30,325,727) (N= 2,393,225)

struggle with countless problems, especially related to sleeping & feeding time.

ROUTINE-RELATED PROBLEMS

Mọi người cho mình hỏi bé nhà mình 8

tháng mà thức khuya lắm đêm cứ 1-
Trong bữa ăn bé chỉ quay mặt đi, đẩy gạt tay mẹ, bặm
2h sáng mới ngủ, mà ngủ cứ trằn
miệng, giãy nãy, rên la, khóc lóc, phun ra, nhè ra, cảm Bé mình nay gần
trọc ko sâu giấc. ban ngày thì cũng
giác như bị tra tấn. Mỗi giờ cho ăn dài lê thê. Mình thì 11m. Bé cực ham
toàn chơi ko ngủ. vậy là sao ạ, hay do
chỉ muốn trong vòng 30’ là nghỉ, ăn k ăn thì cũng 30’ là chơi. 2 hôm nay
con mình bị thiếu chất gì ạ. Mong mọi
45.4% người giúp ạ. Em cảm ơn
nghỉ, bà thì yêu cầu phải cho ăn cho hết, rất mệt mỏi. ban ngày bé chỉ
Mình không biết là do đến giai đoạn biếng ăn, hoặc đồ chịu ngủ 1 giấc
ăn quá nhàm chán hay lịch sinh hoạt chưa phù hợp. thui tầm 1 tiếng
Các mom chỉ giúp mình với, tiện chia sẻ giúp mình thực hơn là bé dậy. Cử
đơn và lịch sinh hoạt phù hợp cho bé. trưa ru không ngủ.

11.3% 10.9%
9.3%
6.6% 5.4%
4.3%
1.3% 2.5% 1.6% 1.1%
0.4%

Poor sleep Sleeping late Refusal to Catnap Night feeds Prolonged Anorexia Feeding at Conflict among Messy/unsuitable Hard to Prolonged
quality self-sleep feeding time improper time family members schedule adapt routine playing time

Sleeping Feeding Disagreement Routine arrangement Playing

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N= 1,757,029 mentions. Time Range: Jan 01 – Dec 31, 2020
HEALTH To deal with those problems, moms try to figure out the best schedule for their kids and 33

hunt for any effective routine-setting method – EASY is a typical one.

ROUTINE METHOD - EASY

➢ EASY method is a baby routine with a dedicated order for eating, playtime, and sleep, as well as time for the caregiver

E (EAT) S (SLEEP)

• Time for feeding baby breastmilk or formula (or solids, once • Sleep is essential for baby's growth. Babies' naps can range from
they're ready). 20 minutes (early on and for catnaps) to 2 hours.
• For the first few months of baby's life, though, the EASY routine • Napping throughout the day will help your baby sleep at night,
29.9% also includes two important evening and night feeds: the cluster but if baby naps too long throughout the day, they'll likely have
feed and dream feed. trouble sleeping through the night.

70.1% • Time for doing activity after feeding baby. This also help tire • Once baby is sleeping, savor the precious and valuable time to
them out so they're ready for a nap. do whatever moms want! Call a friend, watch a favorite show,
• Activities could include tummy time, bath time, reading to baby, read, catch up on social media, take a bath, or recharge with a
singing to baby, taking baby outside, or giving baby a toy to play nap of your own.
with. Diaper changes should also take place during activity time.
Discussion abou EASY method

Other discussion about routine

A (ACTIVITY) Y (YOUR TIME)

Source: readysetfood.com (Link)

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N= 23,918,954 mentions. Time Range: Jan 01 – Dec 31, 2020
HEALTH EASY method is a rising trend among moms which dramatically change their perception and 34

behavior (to become smart moms). ➔ Impact on moms’ budget & the rise of new categories.

HOW EASY METHOD IMPACTS ON MOMS?

Traditional Mom EASY Mom

• Extremely stressed • Less stressed

Stress level • Be confused and worried whenever kids have • Well prepare from the beginning and beware of potential problems
troubles in eating or sleeping,… ➔ Understand kids thoroughly

• Weight gain is must-have attribute

Eating • Focus on quality & eating manner
• Focus on quantity

• Focus on milestone of motor development + Educate kids through playing time

➔ Impact on the trend of early education, for example: schooling materials, picture books (Ehon
Activities (playing) • Don’t pay much attention to
Moi Moi), toys for motor development, learning courses & methods (Gymbore, Montessori,…)
➔ Moms’ budget has been shared for many other things, not just milk and diaper

• There is no concept of a safe sleeping

• Build up a safe sleeping environment
environment
Sleeping • Equip your baby with essentials for sleep (cot, pupa pant, white noise machine, humidifier, room
• Lull baby to sleep in traditional ways (holding
temperature meter,…) → Impact on moms’ budget
baby, swinging on a hammock)

• Many new products & categories emerge to support moms, old categories (milk, diaper) are no longer the only focus ➔ Cut down moms’ attention to old categories
• Under the impact of EASY method, moms’ image have been changed: from suffering moms (usually perceived as negative) to smart moms = understand kids +
have time for self-care → A new trend for caring infant

independently sleep, eat or play. This, as a result, frees moms from childcare.

WHAT MOMS EXPECT FROM EASY METHOD?

Kids become ANGEL BABY

Self-sleep Eat well Play well
(“em bé thiên thần”)

(Link) (Link)

expectation about baby products (related to nutrition, healthcare, entertainment,…)

DIFFERENCES IN MOMS’ EXPECTATION

Traditional Mom EASY Mom

• Self-sleep
• Focus on sleep quality (no cat nap, sleep soundly)
Sleeping • Just sleep
• Sleep time based on specific schedule (instead of sleeping through the day and night)
• Stop feeding at night to ensure the quality of sleep

• Focus on eating quality rather than quantity

• Eat a lot
Eating • Eat with specific portion
• No vomiting/choking
• Eating time based on specific schedule

• Focus on self-play
Playing • Not focus • Playing time based on specific schedule
• Playing in correspondence with the milestone of kids’ brain development and motor skills

• Don’t put much emphasis on kids’ weight

Key expectation • Extremely favor chubby kids
• Focus on the sleep-eat-play quality and kids’ independence (“angel baby”)

necessary items and monitor kids’ signals for appropriate adjustments.

WHAT “EASY MOMS” HAVE TO DO?

Prepare knowledge Prepare necessary item Build up kids’ routine, keep tracking & customize by stage

• Cat nap • Wonder week Pupa pant Pacifier

• Witch hour • Winddown
• Wake time • Growth spurts
• Sleep time • Cry it out
• Wake to sleep • Pick up put down
• White noise • REM
• Dream feed • Non-REM
• Cluster feed • And many other things
Electronic
thermometer Baby cot

…And air-conditioner, white noise

machine, humidifier, camera, etc.

(this success is a super pride for moms). ➔ Turn from stressed moms into happy moms

SENTIMENT OF “EASY MOMS” THROUGH STAGE

Before applying EASY During applying EASY Having applied EASY successfully

➢ Be stressed with kids’ messy schedules. ➢ Struggle with many problems raising when moms try ➢ Be happy when kids have “graduated” EASY
➢ Be confused and worried whenever kids to set proper routines for kids. class – when kids can self sleep, well eat & play.
suffer with any routine related problems. Due ➢ However, moms are not much confused & worried as ➢ Be proud and show-off their “angel babies”
to the shortage of knowledge, moms don’t they are aware of problems at the beginning. ➢ Share their own journey & experience to other
well beware of problems as well as reasons. ➢ Wait patiently & determinedly until the crisis is over. moms.

Góc khoe... luyện Easy thành công! Trộm vía 6.9897269 lần nữa
Ww19 đích thị là cái ww tệ nhất của bọn tôi. Kiểu gì tôi cũng vật
Các mẹ thông thái ơi, cho e hỏi với ạ. Cu e nay 9 tháng hiện tại Sóc theo E 2 2.15 2.5 ko chệch nhịp nào, chơi tự lập 45' 1
vã. Cho ngủ sớm thì tôi lại catnap, ngủ 30p thì tỉnh, cho ngủ
rồi mà e rầu với cu nhà e quá. Ăn khó ngủ cũng khó tiếng. Về ông bà nội ai cũng tấm tắc:
muộn thì tôi lại vật quá rên rỉ cả ngày. Lịch 3 nap cũng dậy mà lịch
đêm thức cả tới 5-7 lần trằn trọc hơn người lớn ạ. Giờ e - Eo ngoan thế ngủ tù tì cả đêm ko khóc!! (đi khoe khắp nơi)
2 nap cũng dậy, xem lịch nào dậy ít hơn thoai. Sáng thì REM điên
tập cho cu nhà e theo EASY được không ạ. Và phải bắt - Ngày ị có 1 lần á, như ng nhớn ấy nhỉ .
loạn từ 4-5 giờ sáng. Vẫn may mẹ vẫn giữ vững lập trường k
đầu từ đâu ạ. Chớ em strees quá. Các Mẹ có kinh - Ăn giỏi thế ăn hết cả bình sữa 260ml !!
cho ăn đêm lại chứ k còn mệt nữa các ông ạ. Thôi cố gắng
nghiệm chỉ cho em với ạ? Các tuần ww m thấy đều trôi qua ngon lành. Hầu như ko thấy biểu
qua đoạn này. Nên các ông cứ bình tĩnh, đừng manh động.
hiện của ww cơ ạ!

EASY has converted moms from STRESSED MOMS… … to be HAPPY MOMS

period: from breastfeeding to weaning ➔ This causes change in mom’s concerns as well.

NUTRITION INTAKE FOR INFANT

Breastfeeding 55.6% Weaning 43.2%

Formula milk () 22.3% Formula milk () 40.8%

Weaning 14.4% Breastfeeding 9.5%

Kid 0-6m Kid 6m-1y

Vitamin & supplement 7.8% Vitamin & supplement 6.5%

(N= 8,007,000) (N= 2,393,225)

(*) For formula milk, kid 6m-1y could be considered as the most potential period for tap-in as:
• In previous stage (0-6m), breast milk is the key nutrition source ➔ Formula milk is just a substitute when moms lack breast milk.
• In later stages (over 1y), formula milk has to compete with other rising intakes, such as fresh milk (refer to next stage for more details)
• During the stage 6m-1y, weaning has risen to be one of key nutrition sources; however, weaning is more meant to help kids get used to foods & kids have not
yet consumed much. Moms also get back to work, which blurs the role of breast milk. ➔ Moms rely heavily on formula milk to supplement nutrients for kids

struggle with the lack of breast milk after birth, along with kids’ refusal to breastfeed.

BREASTFEEDING – MOMS’ PROBLEMS

Mom-related

Lack of breast milk 31.5% ➢ Lack of breast milk and kid’s refusal to breastfeed are two biggest problems

Problems of breast & nipple 6.6%

Diluted breast milk 4.0% • Mình mới đẻ được 2 tuần không có sữa.
Các mom giúp mình với.
Refusal to breastfeed 19.2% • Các mom ơi, cho em hỏi, em sinh nay dc 4th
mà sữa ngày càng ít đi, phải làm sao cho
Refusal to bottlefeed 10.5% nhiều sữa như mấy tháng đầu ạ?

Digestive problem 9.8%

Kid-related

Vomiting & spitting 7.6%

• Bé mình được 3m không bú mẹ. Mình hút
Refusal to formula milk 5.0% sữa ra cho con ti sữa mẹ hoàn toàn. Có
mom nào giống mình không.
CPMA & lactose intolerance 2.9% • Bé em 4 tháng mà không chịu ti mẹ, ti
bình cũng không. Cả ngày ép lắm mới ti
Sucking less breast milk 2.2% được chút thì phải làm sao ạ? Mong mấy
mom giúp e với.
Improper latching-on 0.6%

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N= 2,990,136 mentions. Time Range: Jan 01 – Dec 31, 2020
NUTRITION To increase breastmilk supply, moms hunt for lactogenic foods and add them to daily diet. 41

However, the effectiveness of some foods being passed down by folklore are still skeptical.

BREASTFEEDING – SOLUTIONS TO LACK OF BREASTMILK

Adjusting daily diet 27.7% ➢ To increase breastmilk supply, moms prioritize adjusting their daily diet and adding
more foods that are good for breast milk stimulation.
Supplementing with formula milk 25.1% ➢ However, consuming some recommended foods that are passed down by folklore is still
a debatable topic due to the shortage of scientific evidences.
Adding vitamin & suplement 10.1%
• Mom ăn những thực phẩm lợi sữa với uống thêm ngũ cốc ý
Asking for breastmilk from other moms 9.1% mon ạ. Mom ăn các món như là canh móng giò heo, cháo cá
chép,... các thực phẩm như là thịt bò, trứng, sữa, rau xanh,
Keeping relaxed mind như súp lơ, rau cải, bí đỏ, cà rốt, ớt chuông,.... mom uống
8.9%
thêm sữa nữa nhé với nhớ uống nhiều nước mom nhé. Mom
chăm cho con ti nữa để nhanh có sữa mom ạ.
Resting 5.9%

Expressing milk 4.7%

Massaging breast 3.7% • Mình đính chính lại cho các mom hiểu nha: sữa là từ cơ địa
mình, nó ra theo tuyến sữa, mọi người cứ bảo ăn cái này
Lettking kids suck more nhiều sữa, uống cái này nhiều sữa, riêng bản thân mình chả ăn
2.7%
gì, ăn cơm như bình thường mà sữa về vẫn nhiều vô bờ bến.

Using herbal treatment 2.2%

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N= 934,060 mentions. Time Range: Jan 01 – Dec 31, 2020
NUTRITION Moreover, moms look for formula milk as a supplementary source for breast milk. Weight- 42

gain-for-kids and good-for-digestion are most-expected attributes of formula milk.

BREASTFEEDING – SOLUTIONS TO LACK OF BREASTMILK

Adjusting daily diet 27.7% ➢ Formula milk is considered as an additional source of nutrition besides breast milk

Supplementing with formula milk 25.1% ➢ Expected attributes of formula milk

Adding vitamin & suplement 10.1% Good for digestion 19.2% • Các mom cho e xin review sữa
nào dễ tăng cân cho con mà
Weight gain for kids 14.7% không bị bón ạ! E đang cần
Asking for breastmilk from other moms 9.1%
tìm vì con 3 tháng rồi chỉ lên
Full of nutrients 12.0% được 1kg.
Keeping relaxed mind 8.9%
Immunity & resistance 11.4%
Resting 5.9% "Sữa mát" 10.9%
• Bé nhà e đc 2 tháng muốn
Expressing milk 4.7% Good for height 10.3% dặm thêm sữa ngoài. E đang
phân vân giữa Colos Baby và
Good for brain development 9.8%
Massaging breast 3.7% Vinlac. Các mom có kinh
nghiệm tư vấn giúp e với.
Easy to absorb 7.3%
Lettking kids suck more 2.7%
Comprehensive development 4.3%
(N= 3,423,732)
Using herbal treatment 2.2% (N= 934,060)

challenge for moms as they have to balance their careers with baby caring.

MOMS SENTIMENTS WHEN GETTING BACK TO WORK

Feel stressed & pressured Feel rushed to prepare for back-to-work

When returning to work, moms struggle with many huge pressures. Baby To reduce the sense of insecurity, moms rush to find solutions and try to
care is the key driving moms stressed, but it is not the only one. prepare earlier. However, it is not easy to make preparation, and
whenever failing to do something, it really depresses moms.
Baby-care pressure
➢ How moms prepare for getting-back-to-work?
Moms feel worried & insecure when leaving their kids alone at home
• Adjust kids’ routine
(especially kids usually stick to their moms). Lack of baby care &
• Get kids used to weaning earlier
bonding are their biggest concerns.
• Supplement with bottle feeding (formula milk)
Family pressure (especially from husband’s side): • Express breastmilk and store it for later usage
Lack of support & sympathy from husbands and other members in • Look for support from family members
family (especially mother-in-law) • Look for a maid or babysitter
Financial pressure • Arrange workload to save time for baby care (for example: moms
Moms go back to work to share the economic burden with husband, take advantage of the break time at noon to go back home)
and to be financially-independent (avoid being known as a “parasite”). • …
➢ In the worst case, moms even quit the job. However, this option even
Working pressure
causes more stress and depression for moms.
Moms have to reintegrate with the working environment after maternity
➢ When kids get used to the new routine (kids can eat, play & sleep well
leave. The great working pressure, combined with baby care after work,
when moms are back to work), this is the super pride of moms!
makes moms extremely exhausted.

change in moms concerns and adjustment in baby diet.

1st TIME OF WEANING – THE WEANING JOURNEY

Moms raise demand of weaning for kids Moms experiment and customize weaning menu Moms share their pride & experience

At the beginning of weaning journey, moms Moms struggle with many rising problems (see • When kids get used to weaning, especially eat well,
are super confused and full of concerns: details in next slide), spend much time & effort to moms are super proud of this ➔ Moms are willing
• Which is the right time for weaning? Too early help kids get used to weaning: to show off the weaning moment of their kids on
or too late? • Try to figure out the suitable dishes/ weaning social media, along with a memory recall of the
• Which weaning method they should apply? schedule/ food amount for their kids. weaning journey
• Which weaning rule they should follow? • Adapt weaning diet/ method to kids’ reaction • They also share their experience about how to
• Which foods they should introduce to kids? • Find solutions to create eating excitement for succeed in feeding ➔ Give lessons to be learnt for
• How to process foods for weaning? kids other moms.

Mới làm mẹ lần đầu, ăn dặm thật sự rất dễ gây hoang mang,
• Các M ơi thực đơn bé 6M lần đầu ăn dặm nên Lần đầu ăn dặm các mẹ cho ăn gì thế? Bột Hipp này có vẻ
dễ căng thẳng và không biết nên chọn cách nào cho hợp?
nấu gì cho bé đây ạ. Bé mình 24 này là tròn 6M không ngon cho lắm hay sao á. Bé vẫn ăn hết 30ml mẹ pha
Danny ăn dặm từ 6 tháng 2 ngày… Mình cảm giác đồ ăn lạnh
mà mình ko biết nấu gì cho bé nhưng có vẻ không thích cho lắm. Đưa bình sữa bú tiếp thì
không có mùi vị ngon, mất vị và trái cây đông đá xong lấy ra
• Còn 1 tuần nữa là bé nhà e dc 5m. E muốn tập tỏ vẻ thích thú hẳn, quất hết luôn 150ml trong vòng 1 nốt
cũng ăn kỳ kỳ… Mình chuyển sang nấu cháo trắng một lần ăn
cho bé ăn dặm. Các c có kinh nghiệm chỉ cho e nhạc. Có mẹ nào cho ăn cháo rây 1:10 với nấu dashi không
cho 3 cử. Sáng nấu ăn cho 1 ngày. Nhưng lần này cháo trắng
với. Lần đầu ăn dặm bột gì ạ.? E tập đầu nên cho e xin tí kinh nghiệm. Mong con gái của mẹ lúc nào
nấu riêng. Các loại rau mình mua mỗi thứ một ít… Chúc các
còn ngu ngơ. cũng ăn ngon ngủ ngon.
mẹ bình tĩnh, ráng tìm cách nào đó phù hợp với con mình.

new challenges for moms, especially how to deal with kids’ refusal & digestive problems.

WEANING – MOM’S PROBLEMS

35.2% 33.6%

12.3%
10.4%
5.1%
3.0%
0.5%

Digestive Anorexia & Disagreement on Food Choking & Refusal to Complicated

problems refusal to weaning weaning method allergy vomiting breastfeed & bottlefeed preparation

Con em nay gần 10 Gần đây em học thêm

tháng rồi, bé ăn dặm Có mom nào biết cách Có mẹ nào sau khi cho được pp blw rất hay.
Bé nhà em 9m bị táo
truyền thống và ăn thô Bé mình 7m15d rùi. Mà cho bé 7m+ ăn lại con ăn dặm thì con Nhưng mà thật sự là rất
bón rất nặng kể từ khi
Có bé nào như nhà em tốt, em muốn cho bé chưa ngồi vững. Bé ăn không mách e với. Bé không bú sữa mẹ nữa cực, em phải kiên
ăn dặm. Hơn 1 tuần k ị
không ạ, 7 tháng rồi lên cơm nát, mà bà bảo bánh ăn dặm trứng rau nhà em ăn dặm lúc không ạ. Bé nhà em nhẫn lắm mới ngồi với
dc. Mình toàn phải thụt.
không chịu ăn dặm là ăn hại dạ dày nó, củ, bị dị ứng đỏ quanh 5m10d đến gần 7m bỏ 7m ăn dặm vẫn ngon con hết 1 bữa ăn, mà
Mom nào biết cách
không ạ? em cho bà coi các bài miệng. Nên mình cho ăn luôn. Bột thì ăn được nhưng đưa sữa mẹ thì ăn xong còn phải dọn
chữa táo chỉ em với ạ.
báo về việc ăn thô ăn rau củ ko àh. 1,2 muỗng còn cháo chối, tính ra chỉ bú đêm đống chiến trường để
Em cảm ơn ạ.
sớm không hại dạ dày, rây ăn vô nôn hết ra . lúc đi ngủ thôi ạ. lại. Nhiều hôm bận là
bà vẫn không tin, . nản thôi rồi.

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NUTRITION Under the impact of EASY method, BLW becomes a rising trend. ➔ Impact dramatically on 46

specific categories (like weaning powder & complementary foods for weaning).

WEANING – METHODS OF WEANING

Baby led weaning Traditional weaning

• Account 30% of discussion about weaning • Account 18% of discussion about weaning
method. method.
• Offer baby solid foods and let them feed • Mom will feed baby and begin with smooth
themselves from the start ➔ Eating manner is purees before moving to mashed and
more important than the quantity chopped foods, then finger foods and finally
• BLW is a weaning trend, under the impact of small bites.
EASY trend.

• Account 29% of discussion about weaning

method. • Account 23% of discussion about weaning
• Let baby eat light food, separate dishes (not method.
mixed together). Prepare food (“daishi”) in • Mix different methods when mom is unsure
frozen form, freeze it in the refrigerator for up which one is the best, so mom can apply a
to a week, and then each meal will thaw a combination to see which method baby
sufficient amount for baby. prefers or is more confident with.

Japanese weaning Mixed weaning

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N= 180,988 mentions. Time Range: Jan 01 – Dec 31, 2020
NUTRITION Each method has their own advantages and disadvantages. Moms usually choose weaning 47

method based on their expectations as well as kid’s likes or wishes.

WEANING – METHODS OF WEANING

Method Baby led weaning Japanese weaning Tradition weaning Mixed weaning

• Kids eat independently ➔ Moms don’t get

• Much more flexible for moms (Link)
involved in feeding (Link) • Help kids explore the sense of taste
• Easy to absorb (Link) • Balance the pros and cons of
• Create eating excitement for kids (Link) (Link)
• Good for digestion (Link) combined methods (Link)
Advantage • Help kids develop grip skill (Link) • Help kids develop chewing skill & get
• Much favored by grandma (Link) • Kids are more willing to cooperate
• Help kids develop chewing skill (Link) used to solid foods (Link)
• Save time & effort for mom (Link) (Link)
• Help kids eat diverse food (Link) • Avoid anorexia (Link)
• Adapt flexibly by period (Link)
• Get used to solid foods early (Link)

• Kids don’t eat much (usually playing with • Hard to develop chewing skill (Link)
• Worry about frozen foods (Link)
foods or throwing away), which can cause • Kids can feel anorexic & have no
• Invest much time & effort in preparing
Disadvantage shortage of nutrients (Link) eating excitement (Link) • (Combine disadvantages of previous
(Link)
• Solid food can choke baby (Link) • Hard to get used to solid foods methods)
• Hard to convince grandma to apply
• Moms spend much time on cleaning (Link) (need to combine with other
(Link)
• Hard to convince grandma to apply (Link) methods) (Link)

moms have gone through so far. This also opens a new chapter of kids’ life.

1ST BIRTHDAY OF KIDS

Baby’s 1st birthday is a special milestone for both moms and kids:
➢ For moms: they have experienced various shades of feelings on this day
• Feel happy & grateful when they can be “moms” and angel babies have come to
them
• Feel touched and nostalgic for the motherhood journey they have gone through
so far.
➔ Moms are willing to write down a long and detailed motherhood diary (from
the early stage – pregnancy & delivery date, to how hard moms nurture their
kids – breastfeeding, caring of sick babies, etc.)
➔ Baby is turning 1 = Mom is turning to be “a mature mom”
• Feel motivated: moms are willing to do anything to give the best for their kids –
the reason & goal of moms’ lives
• Feel hopeful – moms wish their kids have a peaceful, happy & healthy lives.
➢ For kids: 1st birthday is a milestone marking the transition in kids' development.
Coming to the next stage, the child will have new development milestones ➔ Moms
are faced up with new concerns.

KEY LEARNING FOR INFANT

➢ Moment of Moms:
• Moms get back to work ➔ Impact on baby care
• The transition over breakdown periods: from breastfeeding to weaning
• The 1st birthday of kids = Recall of moms’ journey
➢ For Health
• Kids’ routine is the top concern of moms
• EASY method has huge impacts on moms’ perception & behaviors
➔ Form a new type of moms – EASY moms ➔ Change moms’ consumption in baby-care
categories
➢ For Nutrition
• Lack of breast milk is the biggest problem during 0-6m stage ➔ Diet adjustment is
the top priority while the role of formula milk is more skewed to be a substitute
• For kids 6m-1y:
o Weaning rises to be one of the key nutrition sources. BLW is a notable method
(under the impact of EASY)
o This stage could be the most potential period for formula milk to tap-in

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KID 1Y-2Y

marks a transition from infant to toddler who first going to kindergarten (around 18 months old).

TOPICS OF DISCUSSION

Key topics

34.5%

20.7%
18.7%

9.0%
5.7%
4.3% 4.1%
3.0%

Education Health Nutrition Mom relationship Mom self-care Beautycare for kids Entertainment for kids Finance

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N=7,982,719 mentions. Time Range: Jan 01 – Dec 31, 2020
EDUCATION This stage marks a milestone in kids’ development – the first time of going to school. 52

However, whether moms should send kids early to kindergarten is still a controversial topic.

MOMS START LOOKING FOR KINDERGARTEN

➢ Moms start looking for kindergarten ➢ However, moms are full of concerns and worries that kids can not well
adapt to school environment in too early stage

• Trong khu ĐTĐX, trường mầm non nào dạy tốt và chất
lượng các mẹ gợi ý cho mình tham khảo với ạ. Bé nhà mình
14 tháng. Ăn thô tốt, ăn theo pp blw.

• E cần tìm trường ở quận 7 chị bé 20 tháng ,giúp e nhé !

Cám ơn !

• Hi các mẹ, em muốn tìm chỗ gửi bé 18months, tv bé tự

ăn, tự bú, tự ngủ, mình chỉ cần trông bé cho an toàn thôi
ah. Với đảm bảo sạch sẽ là được. Em ở gần ngã tư Gò Mây.
Các mẹ tư vấn giúp em ah. Tha thiết cảm ơn các mẹ nhiều.

also marks an environment change (home ➔ school) which raises new concerns for moms.

MOMS SENTIMENTS TOWARDS KIDS’ 1st DAY OF SCHOOL

Before 1st day of school

• Feel confused whether it's too early to send kids to school
• Feel insecure & worried about their kids’ adaptability at school
• Feel rushed & pressured to prepare for kids’ schooling (look for qualified
kindergarten, arrange kids’ routine to fit with schooling schedule, etc.)

On 1st day of school

• Feel nervous when kids are out of moms’ embrace ➔ Closely keep track via
camera or catch up with teachers
• However, NOT all of moms are overwhelmed with worries. EASY moms tend to be
much more relaxed and confident with their kids’ adaptability.
• Moms are willing to recap kids’ 1st day of school and share widely on social media
➔ Just a way to save a special milestone on kids’ journey.

After 1st day of school

• Feel released and proud when kids get used to the schooling environment
➔ Reduce the burden of baby care & moms can go to work with peace of mind.
• However, moms have to cope with new problems relating to the environment
change (for example: infectious diseases, schooling issues,..)

stage due to immunity gap, environment change & health risks from motor development.

HEALTH DISCUSSION - ABOUT DISEASE

➢ Why disease matters during this period? ➢ Moms’ solution to kid’s diseases:
Disease 24.5%
1. Immunity gap (among kids 6m-3y) Nutrition & diet
Motor skill 18.7% “Cũng cố cho con ăn uống đủ chất không ốm vặt
Environment change: kids start going
nhiều, mình cứ phải đổi món suốt rồi cho con uống kẽm
2. to kindergarten, which puts them at sắt organic hằng ngày ấy chứ..”
Weight 10.8%
risk of infectious diseases (*)
Medical check-up
Oral care 10.1% Kids develop motor skills, touch
3. “Khám đi. Con mình cũng ỉ i thấy sốt rồi hạ, khám cũng
around and put anything into mouth
có uống thuốc nhưng không khỏi. Đi nhi đồng bị viêm
Hygiene 9.3% phổi nặng phải nhập viện chích kháng sinh cả tuần nay.”
➢ Common kinds of diseases:

Height 9.1% Respiratory diseases 49.9% Folk remedies

Intestinal diseases 21.3% “Bạn lấy hoa đu đủ đực hấp với mật ong hoặc lá
Language 8.0% sương xông lá hẹ hấp mật ong cho bé uống.”
Skin infections 14.5%

Infectious diseases… 7.5% Vaccination

Sleep & schedule 5.8%
Heart disease “Với các bé bệnh lý tai mũi họng, em cần cho bé đi khám
4.6%
để bs cho đơn thuốc, em có thể cho bé tiêm phòng phế
Vaccination 3.8% Congenital diseases 2.2% cầu, uống Bronchovaxom sẽ hạn chế tái phát.”
(N=2,689,484) (N=849,024)

(besides weight & height). Notably, gross motor delay is the biggest moms’ concern.

HEALTH DISCUSSION - ABOUT MOTOR SKILL

➢ Moms start paying more attention to develop fine ➢ Gross motor skill is considered as an indicator for
motor skills for kids, especially using chopstick or kid’s development.
spoon. ➢ Mom’s concerns:
5.3%
➢ Moms’ concerns: • Kids are slow to crawl, roll or flip
• When & how to teach fine motor skills • Kids are hard to firmly stand
• Left-handed kids • Kids are delayed to walk or have gait abnormality
➔ However, moms are not seriously concerned or ➔ Moms are super worried about gross motor delay as this
worried (compared with gross motor skill) when kids is perceived as a sign of the developmental delay overall.
have not fully developed those skills. ➢ Moms’ solution
• Health check-up & treatment
• Quan điểm của chị là cho tập cầm thìa sớm
94.7% • Using walker
thì người phục vụ rất mệt, cơm canh từ tóc • Calcium add-in (via kid’s diet)
xuống chân. Cũng chẳng lo con lâu biết
cầm thìa xúc vì khi cảm thấy nó cứng
• Con em được 17 tháng, biết đi khi 15 tháng. Mà e thấy dáng bé đi cứ 2
cáp nó muốn xúc thì cho xúc tập. Cũng
hàng. Không biết là do chân yếu mới biết đi thì vậy hay là do bé bị cong
tuỳ đứa nữa. Gross motor skill
chân phải đi khám. Em cứ lo quá.
• 15m mới biết đi là chậm rồi. Nhìn cách đi còn yếu lắm.
• Anh Thơ 17m xúc tay trai các mẹ ạ. Theo Fine motor skill • Mình có bổ sung canxi và d3 cho bé mà thấy chân bé cũng còn yếu quá.
các mẹ có cần tập cho con xúc tay phải k ạ?

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NUTRITION For kids over 1 year old, weaning has moved to a higher level – weaning with solid foods in 56

order to help kids develop chewing skill & get used to adult food.

NUTRITION INTAKE FOR KIDS

➢ Compared to the previous stage (kid 7m-1y), weaning for kids over 1 year old has shifted
Weaning 42.0%
towards a higher level - Moms start letting kids consume solid food with spices & more diverse
ingredients, for following reasons:
Formula milk 26.0%

To develop chewing skills for kids

Breastfeeding 15.3%
• Tập ăn thô thì bé mới phát triển hệ răng, cơ hàm, tiết nước bọt.
• 1 tuổi là ăn cơm được rồi Mom, ăn cháo hoài không tập nhai cũng không tốt.
Fresh milk 5.1%

To get used to adult food

Yogurt & probiotics 4.5%
• Mình vẫn nấu theo kiểu ăn dặm, tuy nhiên xen kẽ cả đồ ăn người lớn cho bé
quen, lâu lâu ăn cùng cả nhà, cơm, canh, thịt, cá của cả nhà đều có gia vị.
Cereals 3.2% • 17m nếu bé đã ăn thô tốt thì ăn chung với gia đình, ko nêm hoặc nêm nhạt thôi,
suy nghĩ món này kia làm gì cho mệt mom ak.
Vitamin & supplement 2.0%
To avoid anorexia of liquid & pureed foods
Nut milk 1.5% • 13m rồi mom cứ cho con ăn cháo mãi thì con không thích đâu mom. Chuyển
dần sang ăn thô, ăn cơm và đồ ăn có màu sắc, hình khối thì bé mới hứng thú.
Whey • 13m rồi mẹ nên cho con ăn cơm, bún, nui các thể loại đi ạ. Cháo có thể mấy bé
0.4%
chán rồi í.

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NUTRITION Delay in kid’s solid weaning has risen to be moms’ top concern. To deal with kids’ refusal, 57

menu diversification and decoration are commonly needed to create eating excitement.

SOLID WEANING PROBLEMS MOMS’ SOLUTION TO SOLID WEANING

Refusal to any solid 45.9% Renew kids’ menu

“Ăn uống phải đổi bữa cho con mới gây hứng thú ăn,
dù có thích ăn món đó thế nào thì cũng để cách 3-4 bữa
Anorexia hãy ăn lại, k thì sẽ cảm giác ăn đến phát ngán.”
21.7%

Nỗi buồn của mẹ, khi

con 20 tháng vẫn ăn
Focus on decoration
Digestive problem 14.7% cháo xay. Chắc 5 tuổi
mới biết ăn cơm quá. “Em xin chia sẻ một số hộp cơm bento em làm trong giai
Cứ tập ăn cơm là nôn đoạn biếng ăn ạ. Vào những ngày ẩm ương này nếu mẹ
như cái vòi phun nước. làm những hộp cơm hay những món với hình thù lạ
mắt thì bé còn ăn được nhiều hơn chút còn không thì
Food allergy 7.6%
chỉ vài thìa là lắc đầu quay đi rồi ạ.”

Picky eater 6.2% Nutrition check-up

“Lúc 15m e cho đi dinh dưỡng ở victoria healthcare. Do
không ăn thô sớm nên con ăn kém. Bs bày cho cách về
tập bé ăn thô. 3 tháng trôi qua con từ cháo xay nhuyễn
Swallowing problem 4.0%
chuyển qua ăn cơm hạt như người lớn mình được rồi.”

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N= 143,392 mentions. Time Range: Jan 01 – Dec 31, 2020
NUTRITION …As a result, moms’ cooking habit is also changed: do more research + try new & healthy 58

ingredient + invest more time and budget for their babies’ meals.

CHANGING IN MOMS’ COOKING HABITS

Try new recipes

“Mình bắt đầu tự làm nước ép tại nhà từ 2017, đến giờ là hơn 3 năm. Ban đầu
động lực ép juice của mình là bạn Thỏ (bây giờ 4 tuổi) của nhà ăn mãi chẳng
chịu lớn, suốt ngày bị quở còi cọc, không hấp thụ nên thay vì nhồi nhét quá
nhiều, mình chuyển sang cho con ăn uống chất lượng, khoa học hơn, để khỏe!
Chắc nhiều mẹ trong nhóm sẽ đồng cảm với mình về lý do bắt đầu thói quen
này nhỉ, và vô hình chung nó cũng làm mình quen, yêu juice hơn.”

Research for decoration

“Mình cũng nghiên cứu rất nhiều trong giai đoạn cho con ăn dặm, tìm cách
giúp con ăn ngon miệng và thích thú với đồ ăn (dùng bát đĩa xinh xắn, trang trí
rau củ cho thật sinh động, vừa ăn vừa kể chuyện với con về nguyên liệu)
Cái khó là mỗi ngày lại phải suy nghĩ xem hôm nay nên làm con gì, màu gì,
bố cục thế nào thôi ạ.”

Invest more time

Có thời gian thì học cách nấu ăn cho con, chăm sóc con cho tốt vào, con không
ăn thì xem lại cách nấu ăn hoặc món đó như thế nào, có hợp khẩu vị của con
không chứ không phải cứ nấu cho có rồi con không ăn thì bảo: Đã nấu cho ăn
rồi mà không chịu ăn thì nhịn.

formula milk). A typical choice is fresh milk. ➔ Room for more dairy brands to jump in.

NUTRITION INTAKE FOR KIDS

Weaning 42.0%

Formula milk 26.0%

Breastfeeding 15.3%

Fresh milk 5.1%

Yogurt & probiotics 4.5%

Cereals 3.2%

Vitamin & supplement 2.0%

Nut milk 1.5%

Whey 0.4%

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N= 1,851,807 mentions. Time Range: Jan 01 – Dec 31, 2020
NUTRITION Fresh milk is considered as a nutrition supplement for kids and are much favored thanks to 60

its practical value – convenient for usage and bring-along at kindergarten.

MOMS’ ATTITUDE TOWARDS FRESH MILK EXPECTED ATTRIBUTES OF FRESH MILK

Less sugar 15.5%

Why moms allow kids to drink fresh milk?
• Be a nutrition supplement (besides breast & formula milk) Taste 13.8%
• Be a nutrition alternative (when kids get bored and refuse
to drink breast and formula milk) Good for digestion 13.3%

• Be convenient for kids to bring along at kindergarten Weight gain 12.6%

46.5% Good for height 11.5%

Why moms prevent kids from drinking fresh milk?
53.5%
• Be not as nutritious as breast & formula milk Immunity & resistance 9.7%
• Contain lots of preservatives
Origin 8.2%
• Put pressure for digestion (containing too much nutrients)
Full cream milk 4.6%

Ultra pasteurized milk 3.7%

Allowing kids to drink fresh milk
Pasteurized milk 3.6%
Prevent kids from drinking fresh milk
Organic 2.2%

(N=90,547) Skim milk 1.4% (N=849,024)

KEY LEARNING FOR KID 1Y-2Y

➢ Moment of Moms: 1st time kids going to school ➔ Capture moms’ emotions with
two main shades:
• Be worried about kids’ first day at kindergarten
• Be proud of kids’ first schooling experience (especially EASY moms)
➢ For Health
• Disease is the top concern, partly impacted by a newly arising factor –
environment change (from home nurturing to kindergarten learning)
• Motor skill becomes a key indicator for kids’ development (instead of weight)
➢ For Nutrition:
• Weaning steps to a higher level (solid weaning). Moms invest much more
time and effort for kids’ diet
• Diversification of dairy sources (in addition to breast and formula milk)
➔ Open more rooms for nutrition players

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics.
KID 2Y-5Y

(instead of health & nutrition) ➔ This period marks a major shift in moms’ concerns.

TOPICS OF DISCUSSION

Key topic

45.2%

17.1% 17.0%

7.0%
5.2% 4.7%
2.1% 1.7%

Education Health Nutrition Mom relationship Entertainment for kids Mom self-care Beautycare for kids Finance

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Base N=19,996,204 mentions. Time Range: Jan 01 – Dec 31, 2020
EDUCATION Moms pay most of their attention to at-school education, especially kindergarten learning. 64

Moreover, they also start preparing their kids for the primary education (1st grade).

TYPES OF EDUCATION DISCUSSION ABOUT AT-SCHOOL EDUCATION

At-school education 79.1%

11.1%

Moral education 10.9%

Life-skill education 3.7%

88.9%
Physical & gifted education 2.8%

Kindergarten education
Behaviour education 2.1%
Preparation for 1st grade

Sex education 1.5%

(N=9,219,945) (N=7,293,448)

detailed attributes like camera or caring teachers to find more sense of security.

CRITERIA FOR CHOOSING KINDERGARTEN

• Hi các mẹ, em muốn tìm chỗ gửi bé, tv bé tự ăn, tự bú, tự

ngủ, mình chỉ cần trông bé cho an toàn thôi ah. Với đảm
bảo sạch sẽ là được.
• Mình đang tìm trường mầm non ở khu vực gần khu công
nghệ cao Quận 9, đường lê văn việt, nguyễn xiển, đường • Chào các mom. Hiện tại e chuẩn bị chuyển xuống ngay khu
nguyễn văn tăng. Học phí cao nhưng an tâm là được ạ! công nghiệp long hậu, e ko rành khu vực này, ko biết ai đã ở
đây có con e học trường nào ok tốt, lớp ít bé, có camera trực
13.1% tuyến chia sẻ giúp e ạ. Bé e hiện tại 28 tháng nhưng vẩn chưa
12.4%
biết nói ạ. Chỉ nói đc mấy từ đơn thôi nên e rất lo mong muốn
10.6% 10.2% tìm trường nào cô giáo yêu trẻ và nhẹ nhàng có tâm ạ.
9.2%
8.6% 8.3%

5.2% 5.1%
4.6%
3.9%
2.5%
1.6% 1.6% 1.5%
0.8% 0.7%

Safe Tuition fees Space Diet Life-skill Hygiene Babysitting Teacher Location Gifted School type Admission Camera Infrastructure English Teaching Class size
babysitting activities hours subjects procedures learning quality

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EDUCATION Moms don’t put much focus on kindergarten curriculum or academic achievement. Instead, 66

education is also meant to help kids be fun and have first schooling experience.

WHAT MOMS EXPECT FROM KINDERGARTEN LEARNING?

Before sending kids to kindergarten After sending kids to kindergarten

➢ Moms put much emphasis on kids’ experience, rather than curriculum ➢ Moms don’t serious focus on kids’ academic achievement. Education is
only meant to helps kids to first experience schooling and get used to
Safety learning environment.

Eat well
Curriculum
Play well

Skill & communication

• Em xin phép hỏi các trường mầm non tốt ở gần chợ Hạnh Gò Vấp, Em chỉ cần con
được ăn uống ngon và các cô thương yêu, có nghiệp vụ cao. Ko có yêu cầu gì cao
về chương trình học. Nhìn con viết chữ tôi muốn trầm Con đi múa ké thôi ạ. Mà vui
• Các chị ơi. E mới chuyển đến Nguyễn ảnh thủ q12 và đang tìm trường mầm non để cảm 🤣🤣🤣 Chữ quốc ngữ mới quá không chịu về, bảo "Mẹ về
qua dịch cho bé học. Không cần song ngữ hay montessori. Em chỉ cần bé dc vui của Giáo sư đó nha. Ha ha trước đi, Ngọc về sau "
chơi, hoà đồng với các bạn, nề nếp hơn, rèn luyện dc nhiều kĩ năng vậy thôi ạ.

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EDUCATION Besides kindergarten education, a part of moms start preparing for primary schooling to 67

ensure their kids keeping up with other classmates and reduce learning burden in the future.

PREPARATION FOR 1ST GRADE

Tutoring for pre-school entrance Writing learning Counting learning English learning

• Em đang tính cho con em thi Nguyễn • E muốn tìm lớp dạy chữ cho bé chuẩn • Còn 11 tháng nữa mới vào lớp 1. Học • Con trai ngoan chưa vào lớp 1 đã học
Siêu mà mù tịt ko biết cho con ôn bị vào lớp 1 khu vực phố 8/3 quỳnh cộng trừ trong phạm vi 10 và tính giỏi tiếng anh rồi!!! Cố gắng học giỏi sau
luyện thi ở đâu. Ở nhà e cũng cho bé mai hai bà trưng ạ không nhớ trong phạm vi 100 thì khá là này kiếm công việc nhàn hạ. Làm công ăn
làm bộ sách chim đa đa và 1088 rùi. Mà • Các chị ơi bé con nhà em sắp vào lớp 1 thoải mái. Mỗi ngày vài phút thôi. Hy lương con nhé !!
ko biết liệu có cần ôn bên ngoài nữa ko. rồi mà chữ xấu quá, các chị có tài liệu vọng sau con vào lớp 1 đã chuẩn bị kỹ
Trong nhóm có mẹ nào đang cho con hay lớp luyện chữ nào hay hay share em càng xong tư duy về tính toán ban
ôn luyện hoặc cbi ôn luyện chia sẻ cho với !! đầu và tinh thần cầu thị trong học tập,
em với nhé. hiểu được vì sao phải học

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AGE CRISIS (the period in which kids undergo psychological and behavioral changes) is the 68

biggest challenge for parenting during this period. ➔ Cause stress & suffering for moms.

MOMS’ REACTION TOWARDS AGE CRISES AMONG KIDS (2-5)

Notice signs of age crises among kids Struggle with their kids Look for solutions

➢ Moms first beware of kids’ change in attitude and ➢ Despite being aware of age crises and having ➢ To deal with age crises among kids, moms hunt
behaviors during age crises, such as: prepared mentally, moms still struggle and suffer for solutions to reduce their suffering, the most
• Be stubborn and naughty with their naughty kids. favored way is moral education.
• Be lazy
• Yell and be insolent
• Sulk frequently
• Say no to every thing
• Be violent (hit, bite, smash, etc.)
• Cry and insist on something
• Cling to moms
• ...

with the formula: Soft attitude + Understanding + Well-prepared from the beginning.

HOW MOMS DEAL WITH KIDS’ AGE CRISIS?

Moral educating
(soft & gentle)
45.8% ➢ Moral education with soft & gentle attitude is much favored among moms, instead of
violent reaction. This is partly impacted by EASY method, quite similar to the way moms
react to kids within wonder weeks
Lookings for
33.0%
parenting materials
Beware of crisis at the beginning

Taking violent Taking

14.0%
measures Treat crisis as a milestone in kids’ development violent
measures
Understand & softly react to kids’ change
Ignoring 5.0%

Waiting for the • Khủng hoảng tuổi lên 3 b ơi. Thời gian này b nên tâm sự với con. Nói nhẹ nhàng, ko nên cáu gắt,
1.6% hãy làm bạn với con. Đặt m là bạn ấy b sẽ hiểu.
end of crisis
• Tầm 5 tuổi sẽ ổn định mom ạ, đừng nóng, tội con ra.
• Bé mình lúc 17m là bắt đầu ăn vạ khóc - thời kì khủng hoảng tuổi lên 2. Nhưng mà kệ, mẹ vẫn kiên
Applying penalties nhẫn ko chiều theo ý con, nói cho bạn ý hiểu, ko đánh nhưng sai là sẽ bị phạt nghiêm khắc.
0.6%
(no hitting)

KEY LEARNING FOR KID 2Y-5Y

➢ Moment of Moms:
• Beware of age crises (for kids aged 2 – 3 – 4 – 5)
• Moral education with soft & gentle attitude is the prioritized solution (instead
of violent measures)
➔ Under the impact of EASY method
➔ Form a new type of moms: EASY moms - smart & thoroughly understand kids

➢ Education rises to be the key focus of moms

• The sense of security is a MUST when choosing kindergarten
• Focus on kids’ first schooling experience, don’t put much emphasis on kids’
academic achievement

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KID 5Y-11Y

changed significantly (corresponding to kids’ transition - from kindergarten to primary school).

TOPICS OF DISCUSSION

Key topic

34.5%

20.7%
18.7%

9.0%
5.7%
4.3% 4.1%
3.0%

Education Health Nutrition Mom relationship Mom self-care Beautycare for kids Entertainment for kids Finance

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EDUCATION Academic education keeps to be the top focus of moms. However, when compared to 73

previous stage, moms put much more emphasis on kids’ academic learning results.

TYPES OF EDUCATION

➢ Academic education is the focus of moms.

➢ In the previous stage (kids 2-5y), education is only meant to help children get
Academic education 51.2%
used to learning. However, in this stage, moms put more emphasis on kids’
achievement and learning outcomes.

Life-skill education 19.6% Moms’ concerns about academic education

66.9%

Physical & gifted education 10.4% 33.1%

12.8% 7.4% 5.4%

Moral education 8.3% Kids' learning School & course Primary school Kids' activities School things
outcomes selection curriculum at school
(N=514,928)

Sex education 6.1% ➢ Moms keep track & evaluate kids’ learning outcomes much more comprehensively
and intensely:
• Assessing performance of key subjects (Link)
Behavior education 4.4% • Learning how to have a good handwriting (Link)
(N=4,787,819) • Preparing for the entrance test of specialized high school (Link)

and widely on social media, with full of pride and joy.

WHEN KIDS GAIN ACADEMIC ACHIEVEMENTS

For moms, kids’ academic achievement is one of their biggest prides, especially when kids both gain good result and have high learning spirit (for example, kids
are diligent, eager to learn and enjoy academic interests like reading book)
➔ Moms are willing to show off their kids’ achievement on social media = Show off their pride with beloved kids
➔ Moms also recall their homeschooling journey in order to improve kids’ learning result = The pride is much greater when moms contribute to kids’
achievement

Interestingly, asking advices from other social moms or teachers is also a common choice.

PROBLEMS RELATED TO KIDS’ LEARNING MOMS’ SOLUTIONS TO IMPROVE KIDS’ LEARNING

Ineffective self-teaching by moms

Dạy trẻ con ngu người luôn. Tìm 2 số biết tích
• Don’t know how to solve homework bằng 18 hiệu bằng 7 và giải thích cách giải. Tính
Hiring tutor or letting
• Don’t know how to explain simply ra bằng 9 và 2 rồi mà ko biết hướng dẫn cách 55.3%
kids have extra-classes
• Lack of kids’ focus giải ntn mọi người ạ. 30 tuổi giải toán lớp 3 ko
xong

Spending time to
24.5%
seft-teach kids
Poor learning abilities of kids
• Poor academic performance Con em năm nay lên lớp 5 nhưng kiến thức
• Slow in acquiring knowledge của các lớp dưới chỗ nhớ chỗ quên. Trên Asking advices from
16.7%
nhóm có thầy cô hay phụ huynh nào chia sẻ other moms/teachers
• Lazy to study
cho em chút kinh nghiệm được không ạ.
• Bad handwriting, etc. Chào cả nhà mọi
người có thể
Looking for materials
3.2% hướng dẫn em bài
(book, documents, etc.)
số 6 được không ạ
Learning pressure on kids Em cũng sợ mấy vụ bệnh thành tích. Lớp 50 Em cảm ơn ạ.
đứa hết gần 40 đứa giỏi. Mà e nói thiệt lun e sợ
• Heavy curriculum Organizing
học kiểu mà k có tuổi thơ lun á chị, nghe tới 0.3%
• Inadequacies in curriculum reform lớp 1 có 26 quyển sách tự dưng e muốn khóc study groups
• Extra tutoring for kids thét dù con e nhỏ xíu.
(N=823,744)

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EDUCATION However, the race for kids’ academic achievement has always been a controversial topic, 76

which divides social moms into 2 types: achievement-oriented vs. non-achievement-oriented

MOMS’ ATTITUDE TOWARDS KIDS’ ACADEMIC LEARNING

Moms don't put too much emphasis on academic achievement Moms intensely focus on academic achievement

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EDUCATION Sex education is also a highlighted topic during this stage. Notably, moms are easily 77

attracted and much concern about sex education whenever there are cases of kid abuse.

WHY MOMS CONCERN ABOUT SEX EDUCATION?

➢ Moms feel cautious when there are real cases of child sexual abuse
Increased risk of
40.3% ➔ Feel angry and worried about the child's safety
being sexually abused
➔ Acknowledge the vital role of sex education (so kids can self
protect)
Sex education included
30.0%
in the curriculum
➢ Adding sex education into the curriculum is a debatable
topic, with different points of view:
Early puberty 14.5%
(1) Educating about sex as soon as possible, with right
scientific terms for kids to identify early
(2) Early teaching is good, but language must be skillful
More curiosity from kids 11.9% (3) Better to teach for kids of higher grades

More exposure to ➢ Early puberty is also a big concern of moms. Early puberty is perceived as a result of:
3.2%
opposite-sex classmate
• Diet & nutrition intake (overeating, fast food, milk over-consumption, etc.)
• Depraved publication (porn, cartoon with kissing scene, etc.)
Signs of masturbation or • Genetic issue
0.1%
other bad behaviours • Chemical product usage (shower gel, shampoo, etc.)

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EDUCATION To well protect kids, moms prioritize educating sexual abuse prevention with simple and 78

easy-to-remember tips. Gender difference and puberty signs are also much focused on.

WHAT MOMS EDUCATE KIDS ABOUT SEX?

Quy tắc bàn tay trong giao tiếp giúp trẻ tự bảo vệ mình.
Bàn tay của bé có 5 ngón và cũng được chia thành 5 vòng tròn giao tiếp.
Sexual abuse Vòng 1: Ôm hôn, dùng với người thân ruột thịt trong gia đình như ông bà, bố mẹ, anh chị em ruột.
44.9%
prevention Vòng 2: Nắm tay, khoác tay: Với bạn bè, thầy cô, họ hàng.
Vòng 3: Bắt tay: Khi gặp người quen.
Vòng 4: Vẫy tay: Nếu đó là người lạ.
Vòng 5: Xua tay không tiếp xúc, thậm chí hét to và bỏ chạy nếu những người xa lạ mà bé cảm thấy bất
Gender difference 28.1% an, tiến lại gần và có cử chỉ thân mật.

Puberty signs and

11.2%
how to take care
Sau khi trẻ có nhận thức về giới tính, nếu không được củng cố để
trẻ hiểu “sự khác biệt giữa nam và nữ”, rất có thể sẽ gây bất lợi
cho sự phát triển của trẻ sau này.
Nếu cha mẹ và con cái sống chung với nhau lâu ngày nhưng không
Heterosexual affection 8.4%
chú ý đến sự khác biệt, có ranh giới rõ ràng giữa nam và nữ mà
luôn tắm chung, ngủ chung, thay quần áo trước mặt con... thì sự
hiểu biết của trẻ về giới tính sẽ bị mờ nhạt.
Sau này khi tiếp xúc với bạn bè, trẻ sẽ không biết giữ khoảng
Sexual intercourse &
7.5% cách với bạn khác giới. Dẫn đến một số trường hợp như bé trai có
conception mechanism
xu hướng nữ tính hóa...

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EDUCATION Communication is both the barrier and the key to sex education for kids. The effectiveness of 79

communication not only depends on the way of explanation but also moms’ attitude.

HOW MOMS EDUCATE KIDS ABOUT SEX?

Proper communication ➢ Communication is the biggest barrier as: • Trong trường hợp con hỏi bcs sử dụng như tn? Làm như
66.2% thế nào để tinh trùng của bố gặp đc quả trứng của mẹ?
& explanation (1) Don’t know how to explain clearly and simply
Sẽ trả lời con thế nào cho đúng và dễ hiểu ạ.
(2) Find hard to be “a close friend” with kids
• Huhu e cũng đang muốn làm bạn cùng con ạ. Mà cứ bị
thấy khó nói.

Educating via
20.8%
movie/book/comic
➢ However, moms well know that proper communication is the most effective key to sex education.

Proper Soft & gentle Clear & simple Directing kids

Adding sex edution communication attitude explanation to good results
10.6%
into curriculum

• Con gái đi học có cả bạn trai đứng ở cửa lớp đợi tặng quà xúc xích heo cao bồi. Đi học về suốt ngày kể chuyện chơi với bạn
Khoai, con thích bạn Khoai lắm mẹ ạ 🤣 check cam ở lớp 2 bạn đi đâu cũng có nhau 😂 nghĩ mà buồn cười. Yêu lắm cơ.
Controlling what kids' • Trẻ con biết yêu thích mà. thân với trẻ và hướng dẫn cho con có tình cảm trong sáng là được.
2.4%
are consuming

KEY LEARNING FOR KID 5Y-11Y

➢ Moments of Moms: Kid’s academic achievement is the happiness and pride of

moms ➔ Moms are willing to show off publicly and widely on social media

➢ For academic education, moms’ concerns & expectations change significant

compared to kindergarten learning:
• Emphasis on kids’ academic achievement
• Homeschooling is also considered as a MUST (besides tutoring)
➔ Highlight the role of Moms as kids’ companions (“cùng con vào tiểu học”)

➢ For sex education, proper communication is well perceived as the key

➔ Highlight the role of Moms as kids’ close friends (“người bạn của con””)

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82

VIETNAM AGE-SPECIFIC FERTILITY RATE BY REGION

Unit: Babies/1,000 women

GENZ MOMS
Nationwide
A new generation of moms is rising…
Nationwide

Urban

Rural

Urban

Rural

(Source: 2019 Vietnam Population and Housing Census, GSO Vietnam)

Nationwide ASFR of female 20-24:

120 babies/1,000 women

Humor sense
1 Super fun & weird but so creative!

Meme
2 The language of gen Z

Unique passion point

3 Schooling - their own territory

Trendsetting power
4 Be trend-catcher & trend-setter as well

Communities
5 Their shelter on social media

FOMO
6 Their biggest fear ever

1 Whether GENZ MOMS are like our imagination?

2 Any difference between SINGLE GEN Z vs. GENZ MOM?

16%

Be interact-ers rather than content creators 41%

SINGLE
45%

36%

39%

Be more willing to create content 23%

MOM
Single genZ GenZ mom
(n=160,173) (n= 194,274)

Post Comment Share

20%
original
post 37%
Be super active in their communities only (selfie) original
post (mainly
• Active on fanpage & groups 100% matching with their about kids)
specific interests (schooling, meme, love,…) 55%
Reluctant to post publicly on personal page (only selfie) 62%
SINGLE • 42%
share
from 15% share
fanpage from
& group fanpage &
80% group
discussion
led by
communities
14%

21%

Be active on both personal page & communities

31%
• Their communities are overwhelmed with mom & baby
17%
care content (kids turn to be the key focus)
MOM • Active on personal page – willing to share kids’ moment
Single genZ GenZ mom
(n=160,173) (n= 194,274)

Group Fanpage Personal page

➢ The role of Mom has blurred the difference in moms’ social

44%
discussion by generation, especially between genZ and genY. 47%

➢ Kid has turn to be the key focus of genZ moms. Their

87%
discussion on social media is overwhelmed with kid-related
content (personal pages for showing off kids’ moments,
fanpages & groups for asking & sharing about baby-care).
56% 53%
➢ GenZ moms are mainly first moms, which means that they
have just stepped into the whole new world of motherhood –
13%
where they have countless concerns and seek for advices
from other moms and HCP on social media. GenZ mom GenY mom GenX mom
(n= 194,274) (n= 228,036) (n=275,870)

Kid-related Non-kid-related

➢ Personal pages are fulfilled with kids’ moment as well as ➢ Top sources of discussion are overwhelmed with moms &
shared posts about baby care need-to-know. baby communities

Hội Chuột Con 2020 (Canh Tý) 3,473

HỘI BÀ BẦU 3,121
TÂM SỰ MẸ VÀ BÉ 2,135
Bí quyết chăm con 1,903
Nhật Ký Làm Mẹ 1,890
Ăn dặm truyền thống 1,392
Hội Các Mẹ Bỉm Sữa Việt Nam 1,284
HỘI CHUỘT VÀNG CANH TÝ… 1,225
Tâm Sự Mẹ Nuôi Con 1,204
HỘI CHUỘT VÀNG 2020 ✔️ 1,012
Hội Khẩu Nghiệp - Hội Nhiều… 831
Lần Đầu Làm Mẹ ❤️ 762
GHÉT BẾP, KHÔNG NGHIỆN… 635
Tâm Sự Làm Mẹ 603
HỎI BÁC SỸ NHI 570

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PRE-PREGNANCY
TOP 20 SOURCES BY BUZZ VOLUME
No. Source name Mentions Note
1 VNVC - Trung tâm Tiêm chủng Trẻ em và Người lớn 38,327 HCP
2 CHUYỆN MANG THAI 35,693 Mom groups
3 Hội Chuột Con 2020 (Canh Tý) 17,668 Mom groups
4 Webtretho 12,958 Fanpage
5 Bệnh viện Nam học và Hiếm muộn Hà Nội 12,029 HCP
6 HỘI BÀ BẦU 8,474 Mom groups
7 Tâm Sự EVA 6,765 Mom groups
8 HỘI TRÂU VÀNG TÂN SỬU 2021 ✔️ 5,713 Mom groups
9 Bệnh Viện Chuyên Khoa Nam Học & Hiếm Muộn Việt - Bỉ 5,379 HCP
10 Cùng Con 5,122 Fanpage
11 Gieo mầm hạnh phúc 4,765 Fanpage
12 Hội những bà bầu không cô đơn 4,454 Mom groups
13 HỘI KINH NGHIỆM MANG THAI ♥️ 4,332 Mom groups
14 Hội các mẹ làm IUI - IVF tại bệnh viện nam học & hiếm muộn Việt - Bỉ 3,761 HCP
15 Thuốc Điều Kinh Và Chữa Trị Vô Sinh - Hiếm Muộn Gia Truyền Bà Sáu 3,738 HCP
16 Hội các mẹ lần đầu mang thai 3,543 Mom groups
17 Hội Các Mẹ Mang Thai Và Nuôi Con 3,281 Mom groups
18 PHÒNG KHÁM Y KHOA VIỆT - Ngã 5 mới, Kẻ Sặt, Bình Giang, Hải Dương 3,154 HCP
19 Lần đầu làm mẹ! 3,148 Mom groups
20 BÍ QUYẾT CANH TRỨNG SINH CON TRAI 2,943 Mom groups

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PREGNANCY
TOP 20 SOURCES BY BUZZ VOLUME
No. Source name Mentions Note
1 HỘI BÀ BẦU 623,177 Mom groups
2 HỘI TRÂU VÀNG TÂN SỬU 2021 ✔️ 443,826 Mom groups
3 Hội Chuột Con 2020 (Canh Tý) 350,926 Mom groups
4 CHUYỆN MANG THAI 160,233 Mom groups
5 Cửa Sổ Vàng - Nguyễn Duy Cương 130,524 Fanpage
6 Webtretho 96,921 Fanpage
7 Hội những bà bầu không cô đơn 94,962 Mom groups
8 Hội Chuột Con 2020 ( Canh Tý) 89,796 Mom groups
9 Tâm Sự EVA 78,805 Mom groups
10 Cùng Con 77,552 Fanpage
11 Hội Mang Thai Và Nuôi Con Nhỏ Tại Thanh Hoá - BH & QC 70,979 Mom groups
12 Hội những bà bầu không cô đơn Group 66,654 Mom groups
13 Hội Các Mẹ Mang Thai Và Nuôi Con 64,117 Mom groups
14 Chuyện MANG THAI và LÀM MẸ 63,763 Fanpage
15 Hội các mẹ lần đầu mang thai 62,551 Mom groups
16 Tâm Sự Làm Mẹ 49,040 Mom groups
17 Lần Đầu Làm Mẹ ❤️ 48,207 Mom groups
18 ❧GÓC REVIEW TÂM SỰ MẸღBÉ❧ 47,968 Mom groups
19 VNVC - Trung tâm Tiêm chủng Trẻ em và Người lớn 46,637 HCP
20 Lần đầu làm mẹ! 37,629 Mom groups

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Time Range: Jan 01 – Dec 31, 2020
INFANT 0–6M
TOP 20 SOURCES BY BUZZ VOLUME
No. Source name Mentions Note
1 Hội Chuột Con 2020 (Canh Tý) 194,960 Mom groups
2 KINH NGHIỆM CHĂM SÓC CON NHỎ 155,537 Mom groups
3 HỘI BÀ BẦU 154,082 Mom groups
4 HỘI CHUỘT VÀNG CANH TÝ 2020(TỚ TUỔI TÝ) 149,631 Mom groups
5 CHĂM SÓC BÉ SƠ SINH VÀ TRẺ NHỎ 110,993 Mom groups
6 Hội Chuột Con 2020 ( Canh Tý) 98,857 Mom groups
7 CHĂM SÓC TRẺ SINH NON VÀ CỰC NON 84,434 Mom groups
8 Hội Review Sữa công thức nào tốt - TS.BS NGUYỄN THANH SƠN 👨🏼‍⚕️ 82,455 Mom groups
9 HỘI KÍCH SỮA - BÉ TÍ BÚ TÌ TÌ 82,213 Mom groups
10 Hội Các Mẹ Bỉm Sữa Việt Nam 71,298 Mom groups
11 Bé bắt đầu ăn dặm kiểu Nhật (mẹ Ken) 60,338 Mom groups
12 Lần Đầu Làm Mẹ ❤️ 59,886 Mom groups
13 Cùng Con 58,624 Fanpage
14 HỘI CÁC MẸ ĐẺ MỔ 🔪🔪🔪 57,441 Mom groups
15 HỘI CÁC MẸ CHIA SẺ - HỌC HỎI KINH NGHIỆM NUÔI CON 55,167 Mom groups
16 Hội những bà bầu không cô đơn 54,408 Fanpage
17 Webtretho 51,652 Fanpage
18 HỘI TRÂU VÀNG TÂN SỬU 2021 ✔️ 49,281 Mom groups
19 Tâm Sự EVA 49,155 Mom groups
20 VNVC - Trung tâm Tiêm chủng Trẻ em và Người lớn 45,577 HCP

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Time Range: Jan 01 – Dec 31, 2020
INFANT 6M-1Y
TOP 20 SOURCES BY BUZZ VOLUME
No. Source name Mentions Note
1 HỘI ĂN DẶM KIỂU MẸ- 🍼MẸ TOM 🍼- Kết Nối Các Bà Mẹ 😍 76,593 Mom groups
2 Hội Các Mẹ Cho Bé ăn dặm kiểu Nhật 63,351 Mom groups
3 Hội Heo Vàng 2019 55,429 Mom groups
4 Lần Đầu Làm Mẹ ❤️ 47,746 Mom groups
5 Mẹ Mang Thai ♥️ Nuôi Con Khoẻ Mạnh 46,849 Mom groups
6 Ăn Dặm 3in1 (Ăn Dặm Từ Trái Tim) 45,604 Mom groups
7 CHĂM SÓC BÉ SƠ SINH VÀ TRẺ NHỎ 40,544 Mom groups
8 Hội Nuôi Con Bằng Sữa Công Thức - Bé Tí Bú Tì Tì 36,982 Mom groups
9 Hội những bà bầu không cô đơn 36,431 Mom groups
10 KHOE CON ☑ 36,258 Mom groups
11 Tâm Sự EVA 33,001 Mom groups
12 Hội những bà bầu không cô đơn Group 31,508 Mom groups
13 CHĂM SÓC TRẺ SINH NON VÀ CỰC NON 30,690 Mom groups
14 Hội Các Mẹ Mang Thai Và Nuôi Con 30,068 Mom groups
15 ĂN DẶM CÙNG CON ❤️ 26,905 Mom groups
16 Webtretho 25,953 Fanpage
17 Lần đầu làm mẹ! 25,148 Mom groups
18 Cùng Con 24,908 Fanpage
19 HỘI BÀ BẦU 24,059 Mom groups
20 Hội Chuột Con 2020 (Canh Tý) 23,444 Mom groups

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Time Range: Jan 01 – Dec 31, 2020
KID 1Y–2Y
TOP 20 SOURCES BY BUZZ VOLUME
No. Source name Mentions Note
1 Eva.vn 177,158 Fanpage
2 Lần Đầu Làm Mẹ ❤️ 50,275 Mom groups
3 TÂM SỰ LÀM MẸ ❤️ 43,163 Mom groups
4 Lần đầu làm mẹ! 38,150 Mom groups
5 Ăn Dặm 3in1 (Ăn Dặm Từ Trái Tim) 37,262 Mom groups
6 Hội Các Mẹ Trẻ Chăm Con Khỏe 32,068 Mom groups
7 Hội Cún Con 2018 (My baby) 31,010 Mom groups
8 Webtretho 28,289 Fanpage
9 Mẹ Mang Thai ♥️ Nuôi Con Khoẻ Mạnh 26,095 Mom groups
10 KHOE CON ☑ 25,983 Mom groups
11 Hội Các Mẹ Mang Thai Và Nuôi Con 24,939 Mom groups
12 Hội những bà bầu không cô đơn 24,856 Mom groups
13 Hội Heo Vàng 2019 24,288 Mom groups
14 HỘI ĂN DẶM KIỂU MẸ- 🍼MẸ TOM 🍼- Kết Nối Các Bà Mẹ 😍 23,553 Mom groups
15 Bệnh Viện Nhi Đồng Thành Phố 22,206 HCP
16 Tâm Sự EVA 21,058 Mom groups
17 VNVC - Trung tâm Tiêm chủng Trẻ em và Người lớn 20,739 HCP
18 Hội Nuôi Con Bằng Sữa Công Thức - Bé Tí Bú Tì Tì 19,726 Mom groups
19 Hội Các Mẹ Bỉm Sữa Việt Nam 16,911 Mom groups
20 HỘI CÁC MẸ CHIA SẺ - HỌC HỎI KINH NGHIỆM NUÔI CON 16,891 Mom groups

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Time Range: Jan 01 – Dec 31, 2020
KID 2Y–5Y
TOP 20 SOURCES BY BUZZ VOLUME
No. Source name Mentions Note
1 Webtretho 102,069 Fanpage
2 Tâm Sự EVA 31,449 Mom groups
3 Hội Gà Con 2017 29,169 Mom groups
4 Mầm non VSK Thăng Long 24,603 Fanpage
5 Cùng Con 24,437 Fanpage
6 Hội chợ dành cho mẹ & bé NGHỆ TĨNH 20,183 Mom groups
7 Lần Đầu Làm Mẹ ❤️ 19,514 Mom groups
8 Hội REVIEW Trường Mẫu Giáo - Mầm Non - Nhà Trẻ TPHCM 18,933 Mom groups
9 Apax English - Apax Leaders Nguyễn Tuân (Hà Nội) 18,722 Fanpage
10 Tin giáo dục Hà Nội 18,433 Fanpage
11 Little Sol Montessori Pre-School 17,589 Fanpage
12 VNVC - Trung tâm Tiêm chủng Trẻ em và Người lớn 16,818 HCP
13 Giáo viên mầm non 16,386 Fanpage
14 Hội Mang Thai Và Nuôi Con Nhỏ Tại Thanh Hoá - BH & QC 16,058 Mom groups
15 Hội những bà bầu không cô đơn 14,993 Fanpage
16 Lần đầu làm mẹ! 14,057 Mom groups
17 Phụ Nữ Gia Đình 13,827 Fanpage
18 Trường Mầm Non Tiểu Học Tư Thục Bán Trú Ngôi Sao 13,726 Fanpage
19 Hội Các Mẹ Mang Thai Và Nuôi Con 13,713 Mom groups
20 Chuyện của Em 13,632 Fanpage

This report is confidential and intended for the internal use of BRAND only. It is strictly forbidden to disseminate, distribute or copy without a written consent of Buzzmetrics. Time Range: Jan 01 – Dec 31, 2020
KID 5Y–11Y
TOP 20 SOURCES BY BUZZ VOLUME
No. Source name Mentions Note
1 Eva.vn 178,685 Fanpage
2 Bộ Giáo dục và Đào tạo 78,506 Fanpage
3 Webtretho 67,842 Fanpage
4 Học Toán Cùng Thủ Khoa 58,059 Fanpage
5 Tin giáo dục TP. Hồ Chí Minh 42,434 Fanpage
6 Nestlé Mom&Me Vietnam 25,966 Fanpage
7 Tài liệu dành cho Tiểu học 22,328 Mom groups
8 Tâm Sự EVA 20,579 Mom groups
9 Trường Tiểu học Lê Đức Thọ 20,522 Fanpage
10 Phụ nữ và Gia đình 17,452 Fanpage
11 AFamily.vn 15,363 Fanpage
12 Trung Tâm Gia Sư Hà Nội 13,660 Mom groups
13 VNVC - Trung tâm Tiêm chủng Trẻ em và Người lớn 12,465 Fanpage
14 Phụ Nữ Gia Đình 11,841 Fanpage
15 Em 10,960 Fanpage
16 Hội chợ dành cho mẹ & bé NGHỆ TĨNH 10,177 Mom groups
17 Hội Mang Thai Và Nuôi Con Nhỏ Tại Thanh Hoá - BH & QC 10,079 Mom groups
18 Mẹ 8,748 Fanpage
19 Ly Hai Minh Ha 8,069 Hot mom
20 Cùng Con 7,558 Fanpage

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