奶粉沒說的故事

Abstract

本深度報導論文將探究奶粉市場熱絡背後隱藏的問題。全篇報導從時下使用奶粉的現象出發，繼而發掘問題、分析問題產生的背景和脈絡，希望能引發臺灣民眾進一步思索長期對奶粉的依賴行為，並能形成更多討論與反思。 依據國際型研究機構模範市調公司的調查，民國101年的整體奶粉總市場約達114億台幣，足以顯見民眾對奶粉的需求極大。臺灣自2011年開始調降奶粉關稅，幾乎完全仰賴外銷的奶粉不但未曾降價，反而年年漲價，業者總是以國際乳品原料上漲或者是調整配方做為奶粉漲價的說詞，消費者面對市場波動只能把苦往肚子裡吞。 本論文試圖釐清奶粉產業的運作過程，從眾多母親、成人使用者、專業醫護人員、專家學者以及奶粉公司的訪談中，呈現消費者普遍對奶粉的需求；並且點出奶粉的全球化議題，探討生產加工鍊拉長時，奶粉所需面臨的風險。此外，描述奶粉公司在醫院診間的行銷手法，奶粉商與醫界，長期在互惠的關係中，讓醫師引導消費者使用單一奶粉。藥局人員販賣奶粉的話術，更是受到利潤的影響，以各式銷售說辭，影響父母親在奶粉品牌上的選擇。也發現國人追求營養機能性奶粉的迷思，過度強化單一營養素能有效提供健康效益的概念。 奶粉從牧場到餐桌的距離，透過奶粉加工、包裝行銷、上架銷售的歷程回溯，呈現奶粉產業背後龐大的商業動機與食品安全風險的衝突，試圖讓消費者從過程中，理解自己對奶粉的需求，藉此解放民眾過去自以為的自主消費，進而知曉並認清自己的消費行為。

The thesis is focus on the untold story of powdered milk in Taiwan. Starting from how people use powdered milk, the study would discuss the dependency of powdered milk by analyzing the consuming context and the market background. According to TNS, Taiwanese powdered milk market value in 2012 is about 11.4 billion NTD, the overall powdered milk market expected to continue growing. Despite the government reduced the tax of the powdered milk since 2011, consumer prices rose every year. Powdered milk suppliers are stating that the price increase is because the rise of raw material prices and enhanced formulas. There is nothing consumers can do to improve price fluctuation. According to the interviews with mothers, adult users, medical staff, experts, and powdered milk company, we found that the independency of powdered milk was deepened and the risks of eating problematic food were raised by globalization. What’s more, the doctors would persuade consumers to purchase the particular brand because of the special relationship with the powdered milk company. Parents’ choices would be also affected by how pharmacy staffs sell. We also found Taiwanese people overemphasize on functions of powdered milk, but forget balanced nutrition would benefit health. By deconstructing the manufacture process of powdered milk and unveiling the huge benefit behind the market, we hope consumers would know their buying behaviors and realize they do have a choice to the right product.