Supermom Pulse, Indonesia. Dark social listening across Supermom's Mom communities on WhatsApp, January to September 2026.

Formula is talked about like medicine.Liquid milk is talked about like food.

Across 11,291 unique messages from 248 Mom groups, formula conversations lean negative while liquid milk conversations lean informational and slightly positive. Formula is debated as a clinical decision; liquid milk is handled as an everyday food with rules.

Formula4,071 messages

-11.8net

Liquid milk1,113 messages

+4.2net

More negativeMore positive

Bars show the share of messages scored negative (left) and positive (right). The rest are neutral or mixed. Messages naming both types are excluded here.

Headline Findings

What the conversation says when every message is read together.

A clear tone gap. Formula messages score 27.7% negative against 15.9% positive. Liquid milk messages score 19.4% positive against 15.2% negative, and 62.4% are neutral, mostly how-to questions and advice.

Formula is a clinical decision. 25.0% of formula messages involve a doctor, prescription, or indication, against 15.2% for liquid milk. The community's reflex reply is to ask whether a paediatrician (DSA) advised it.

Formula's pain is refusal and digestion. Refusal appears in 10.3% of formula messages. Stool changes, bloating, rashes, and weight stalling follow. Its clearest win is weight gain.

Liquid milk is judged on the label. Sugar and ingredients is the top liquid milk theme at 18.9% of messages, against 10.6% for formula. Plain, 100% milk UHT is the benchmark.

Allergy is liquid milk's main risk. 16.2% of liquid milk messages touch allergy or intolerance, often during cow's milk reintroduction. Convenience, at 11.5% against 5.7% for formula, is its quiet strength.

Formula tone softened through the year. Net sentiment moved from -16.0 in January to +0.7 in September. Mentions of MBG, Indonesia's free nutritious meal programme, spiked in May and August, tied to UHT supply and quality worries.

Sentiment by Milk Type

Messages naming formula, liquid milk, or both. Questions make up a large share of the conversation, so you can also view first-hand statements only.

Formula only

4,071 messages, net -11.8

15.9%50.5%27.7%

Liquid milk only

1,113 messages, net +4.2

19.4%62.4%15.2%

Mentions both

403 messages, net -16.9

15.9%46.4%32.8%

PositiveNeutral or informationalMixedNegative

Over Time

Monthly volume and net sentiment (positive share minus negative share). Formula and liquid milk series include messages that mention both.

FormulaLiquid milk

Liquid milk has fewer messages per month, so its line moves more from month to month. Hover a point for its value.

What Moms Talk About

Share of formula and liquid milk messages touching each theme. A message can touch several themes.

Theme

Formula share

Liquid milk share

Net tone

Medical guidance

25.0% of formula, 1,117

15.2% of liquid milk, 231

-15.5-1.7

Acceptance & taste

19.3% of formula, 864

18.9% of liquid milk, 286

-24.3+2.5

Weaning & transition

21.9% of formula, 982

13.1% of liquid milk, 199

-14.3-10.5

Sugar & ingredients

10.6% of formula, 475

18.9% of liquid milk, 286

-9.9+6.3

Allergy & intolerance

11.6% of formula, 517

16.2% of liquid milk, 245

-51.8-27.8

Growth & weight

14.5% of formula, 649

6.7% of liquid milk, 102

-5.0+1.0

Digestion

13.3% of formula, 593

7.4% of liquid milk, 112

-45.2-61.6

Amount & rules

10.3% of formula, 461

8.8% of liquid milk, 134

-8.7+1.5

Convenience & on-the-go

5.7% of formula, 255

11.5% of liquid milk, 174

-8.3+6.4

Brand advice

7.2% of formula, 324

7.7% of liquid milk, 117

-9.6-6.8

Price & value

1.8% of formula, 82

2.0% of liquid milk, 30

-30.5-6.7

MBG & public programmes

0.9% of formula, 40

2.2% of liquid milk, 34

-17.5-17.6

What Drives the Tone

The specific signals behind positive and negative scores, as a share of all messages about each milk type.

Formula

Negative signals

Refusal

10.3%

Allergy symptoms

8.4%

Weight stalling

5.4%

Dislike / not good

4.3%

Diarrhoea / loose stools

4.1%

Worry / fear

3.8%

Constipation

3.0%

Not suitable

2.7%

Positive signals

Safe

7.4%

Gratitude / relief

4.8%

Child enjoys

3.4%

Fit / suits child

3.3%

Child accepts

3.0%

Weight gain

2.8%

Good quality

2.7%

Healthy

2.0%

Liquid milk

Negative signals

Allergy symptoms

7.5%

Refusal

5.9%

Dislike / not good

3.8%

Diarrhoea / loose stools

3.5%

Worry / fear

3.4%

Constipation

1.8%

Weight stalling

1.4%

Vomiting

1.2%

Positive signals

Safe

5.9%

Child enjoys

4.9%

Gratitude / relief

4.1%

Pure / low sugar

2.8%

Child accepts

2.1%

Tasty

1.8%

Good quality

1.8%

Fit / suits child

1.7%

In Their Own Words

The stories behind the numbers. Each example is a short English paraphrase of a Mom's message, with names and brand names removed.

Prescribed, Not Chosen

Medical guidance: 25.0% of formula messages, against 15.2% for liquid milk.

Formula is framed as something a paediatrician (DSA) authorises. Replies to formula questions often open by asking whether it was advised by a doctor.

What does the doctor say? Formula is like medicine, it needs a doctor's prescription.

You need to consult a paediatrician, as formula is for medical indications, especially while Mom can still breastfeed.

Formula is given on medical indication. Above two, calories come fully from food, so growing-up milk is not needed. Flavoured milk has more sugar, so offer plain.

The Refusal Battle

Refusal: 10.3% of formula messages, the top negative signal.

Refusal is the single most common negative signal in formula talk. Breastfed babies reject the bottle, and Moms hunt for a formula that tastes like breast milk.

Why won't my child take formula? We keep switching brands, and she only drinks it once or twice.

Only 20ml at most. Is there a formula that tastes like breast milk? The two brands I tried are both sweet.

Breastfed, cow's milk allergy, now 22 months on soy formula. She refused at first, but switching brands and being consistent got her there, bit by bit.

Cocok-Cocokan: The Digestive Gamble

Digestion: 13.3% of formula messages, against 7.4% for liquid milk.

Finding a formula that suits (cocok) is described as trial and error. Loose stools, constipation, bloating, and rashes are the usual signs a formula does not fit.

She was fine on her usual formula, but for six days now she has diarrhoea every time she drinks it, and none when she does not.

On formula now but it does not seem to suit her: often bloated, pooping up to five times a day, and a rash on her hands.

When my paediatrician prescribed formula, I was warned she must poop within three days or we go back, as formula carries more constipation risk than breast milk.

Where Formula Wins: Weight Gain

Growth & weight: 14.5% of formula messages, against 6.7% for liquid milk.

The clearest positive role for formula is catching up on weight. Moms credit it when the scale moves, and prescribed high-calorie milk (sutingkal) is a frequent topic.

While breastfeeding her weight never went up, but after switching to formula it kept rising, 1 to 2kg a month.

Mixed feeding while I work. Eating was hard so I moved to more formula, and thankfully her weight is up nicely.

One brand was accepted straight away, while the one our doctor suggested was refused. Breastfed children may reject sweeter high-calorie milk, and fuller tummies mean less eating.

The Price of a Tin

Price & value: 1.8% of formula messages, against 2.0% for liquid milk.

Cost is a smaller theme by volume but is sharply negative when it appears, especially for specialist and premium formulas.

Full formula at four months. Any recommendation that is less pricey? The one we use is draining us, over 1 million rupiah a month.

I did not continue with that brand. Very expensive, hundreds of thousands of rupiah. I would rather keep trying to breastfeed.

After weaning we moved to a growing-up milk, but she only drank it twice a day. The doctor said switch to UHT so she can drink more. Besides, formula is expensive.

Judgement in Both Directions

Formula carries identity weight. Some Moms defend themselves against breastfeeding pressure, while others are pushed towards formula by family.

34 weeks and my milk has not come in. If it does not, formula is fine. It does not make me a failure as a mother.

When we go back to my hometown, my breastfed child is compared with formula-fed children, who are chubbier.

Is formula really compulsory? I am team UHT, but my whole family criticises me.

The One-Year GateWeaning & transition: 13.1% of liquid milk messages, against 21.9% for formula.
Liquid milk is governed by a simple rule the community repeats often: not as a drink before one year, fine as a cooking ingredient, and plain full cream once past the first birthday.
Let us set this straight. UHT must not be a drink for children under one. Cooked into food, it is fine.100% UHT milk for under-ones is fine as a food ingredient. As a drink, over one.The full cream one with 100% cow's milk, not the chocolate-flavoured ones.Label Readers: Purity and SugarSugar & ingredients: 18.9% of liquid milk messages, against 10.6% for formula.
Sugar and ingredients is the biggest liquid milk theme. Moms compare grams of sugar per pack and look for 100% milk, positioning plain UHT as simpler than formula.
UHT is 100% fresh milk, nothing extra in it, unlike formula.I prefer the brands where there is more milk in it than sugar.Moms compare packs gram by gram: one small kids' box has 6g of sugar, another 5g, a third 5 or 6g.The Grab-and-Go MilkConvenience & on-the-go: 11.5% of liquid milk messages, against 5.7% for formula.
UHT boxes are the travel and school option. Convenience is roughly twice as prominent in liquid milk talk as in formula talk, and it is often how children first switch.
I started bringing UHT when travelling instead of preparing formula. At home it was still formula, but over time she preferred UHT and refused formula.Above two, milk is not compulsory. Focus on food. UHT is a snack when we are out, for convenience.If my child is on formula, is it safe to give UHT as an in-between or when we are out? It is quicker when going out.Cow's Milk on TrialAllergy & intolerance: 16.2% of liquid milk messages, against 11.6% for formula.
The main negative in liquid milk talk is allergy. Many Moms reintroduce UHT under an oral food challenge (OFC) and watch closely for rashes, coughs, and loose stools.
Almost two months of strict OFC with no UHT and no coughing. Today I tried full cream UHT and the cough came straight back. Does that mean cow's milk allergy?At our first consult we were advised UHT. I gave it right away, but a rash appeared around his mouth. Do we continue so it can be assessed?So above one, formula is not required and UHT is fine up to 500ml a day? My child has no diarrhoea on UHT, but always digestive issues on formula.The MBG SqueezeMBG & public programmes: 2.2% of liquid milk messages, against 0.9% for formula.
The free nutritious meal programme (MBG) enters the conversation in two ways: plain UHT becoming harder to find, and worries about the milk content of programme packs.
Plain milk has been really hard to find since MBG.Plain kids' UHT has been hard to get around here lately, reportedly because of the MBG programme. Is buying online safe?We got MBG boxed milk and its fresh cow's milk content is below 50%, so more additives than milk. Really worrying.Taste Lock-InAcceptance & taste: 18.9% of liquid milk messages, against 19.3% for formula.
Once children are used to one milk, switching is hard in either direction. Sweeter formula makes the move to plain UHT difficult, and some children simply do not take to milk at all.
Near two, better stop formula and switch to UHT. Our doctor advised it, but it is so hard to stop because formula tastes better than UHT.At the supermarket she goes straight for her favourite UHT. She is used to plain full cream and will not take anything else.I was told to give just UHT, but my child does not like milk and never finishes even one small box.

Brands in the Conversation

Mentions across all 11,291 messages, including spelling variants. Counts are small for most brands, so read the tone split as directional.

Brand	Type	Mentions	Positive	Negative
Ultra Milk / Ultra Mimi	Liquid milk	182	15.9%	11.0%
SGM	Formula	181	18.2%	30.4%
Morinaga (Chil Kid, Chil Go, Morigro)	Formula	130	20.0%	33.8%
Neocate / Puramino	Formula	127	8.7%	60.6%
Greenfields	Liquid milk	106	13.2%	17.9%
Dancow	Formula	94	41.5%	9.6%
Bebelac / Bebelove	Formula	87	31.0%	28.7%
S-26 / Promil	Formula	64	26.6%	31.2%
Peptisol / Peptamen / Nutren	Formula	57	15.8%	26.3%
Enfamil / Enfagrow	Formula	53	15.1%	37.7%
Pediacomplete / Nutrinidrink / Infatrini	Formula	50	16.0%	38.0%
Pediasure	Formula	38	26.3%	34.2%
Diamond	Liquid milk	34	29.4%	11.8%
Nutrilon	Formula	30	20.0%	36.7%
Lactogen	Formula	24	25.0%	29.2%
Bear Brand	Liquid milk	23	8.7%	13.0%
Milklife	Liquid milk	13	7.7%	15.4%
Minboo	Liquid milk	12	8.3%	41.7%
Cimory	Liquid milk	11	9.1%	36.4%
Frisian Flag	Liquid milk	10	0.0%	10.0%
KPBS (pasteurised)	Liquid milk	3	0.0%	33.3%
Bebelac UHT	Liquid milk	2	50.0%	0.0%

What This Means for Brands

Directional implications drawn from the patterns above.

Formula

Earn the paediatrician's permission. Moms defer to their DSA, so credibility travels through doctor-led content, not direct claims.
Solve the switch. Transition guides for breastfed babies and taste reassurance address the largest negative signal.
Show digestive comfort. Stool, bloating, and rash worries dominate negative experiences, so tolerance evidence matters.
Address value openly. Price complaints are rare but intense, especially for specialist variants.

Liquid Milk

Make the label do the work. Moms compare sugar grams and milk percentage, so front-of-pack clarity is a selling point.
Own the first birthday. The one-year rule is widely known, making the transition moment a natural entry point.
Support allergy reintroduction. Cow's milk challenges are the main source of worry, and calm guidance is welcome.
Watch availability. Plain UHT shortages linked to MBG are a live frustration in several regions.

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Method and Caveats

Data. Messages from 248 Supermom community groups on WhatsApp in Indonesia, gathered from 1 January to 24 September 2026. After removing duplicates and exact repeat posts, 11,291 unique messages remain.

Milk type. Each message is tagged from its own text. Formula covers "sufor", "susu formula", high-calorie and specialist milks, and formula brands. Liquid milk covers UHT, fresh, pasteurised, full cream, and boxed milk, and liquid milk brands. Messages that mention milk without saying which type are excluded from the formula versus liquid milk comparison.

Sentiment. Scored per message with a lexicon built for Indonesian parenting slang, covering refusal, stool changes, allergy signs, price, sugar, weight, relief, enjoyment, and suitability, with negation handling. Positive words inside questions are ignored, while described symptoms still count. A hand check of random messages agreed with a human reading roughly 7 times in 10, so treat scores as directional.

Themes. Twelve themes are tagged by keyword. A message can carry several themes. Theme shares use formula and liquid milk messages, including those naming both.

Limits. Sentiment is scored for the whole message, not for each milk type within it, so comparison messages count towards both. Sarcasm and emoji are read literally. Health signals are self-reported and are described directionally only.

Privacy. No individual messages are published on this page. The examples shown are short English paraphrases with names, contacts, and brand names removed. Group names and member details are never shared.

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Formula is talked about like medicine.Liquid milk is talked about like food.

Headline Findings

Sentiment by Milk Type

Over Time

What Moms Talk About

What Drives the Tone

Formula

Liquid milk

In Their Own Words

Prescribed, Not Chosen

The Refusal Battle

Cocok-Cocokan: The Digestive Gamble

Where Formula Wins: Weight Gain

The Price of a Tin

Judgement in Both Directions

The One-Year Gate

Label Readers: Purity and Sugar

The Grab-and-Go Milk

Cow's Milk on Trial

The MBG Squeeze

Taste Lock-In

Brands in the Conversation

What This Means for Brands

Formula

Liquid Milk

Hear What Moms Say About Your Category

Method and Caveats

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