Parents feel ‘punished’ by high baby formula costs amid breastfeeding challenges

Parents have conveyed to the BBC that the elevated cost of infant formula leads them to feel “punished” for their inability to breastfeed. In recent years, the expense of baby milk has significantly increased. Concurrently, UK retailers are prohibited from advertising or providing discounts on infant formula, a measure intended to avoid discouraging breastfeeding. According to the parenting website Mumsnet, this regulation has contributed to higher formula prices without boosting breastfeeding rates, prompting the competition watchdog to advise lifting the prohibition on price promotions. Clare Smyrell, who was medically unable to breastfeed, reported spending £30 weekly on milk for her infant and utilized online marketplaces in an effort to reduce expenses. Her son is currently eight months old, and she is transitioning him away from formula. However, Clare stated she felt “like a failure” due to her inability to breastfeed, subsequently facing the extra financial burden of purchasing formula. Clare, residing in Wolverhampton, commented, “You have offers on unhealthy adult food, but you can’t have offers on baby formula which is perfectly healthy. It feels a little bit petty.” She added, “It almost feels like those who don’t breastfeed are being punished.” The Competition and Markets Authority (CMA) determined that formula prices in the UK escalated by 18% to 36%, varying by brand, during the two-year period from December 2021 to December 2023. A mere three corporations—Danone, producers of Aptamil and Cow & Gate; Nestle, makers of SMA; and Kendamil—dominate more than 90% of the UK market. Natasha Kurzeja, based in London, described the price of formula as “extortionate”. Natasha’s son, at 12 weeks old, required prolonged hospitalizations upon birth, a circumstance she indicated rendered breastfeeding impractical. She expressed, “It’s frustrating when you drop some of the formula because you think, ‘gosh, how much did that just cost me?'” She concurred with Clare’s sentiment of feeling penalized for being unable to breastfeed, stating, “For babies under 12 months you don’t have to pay for prescriptions as medicine is something they need. So if I have to feed my baby formula, why are we having to pay through the nose?” She concluded, “For some of us formula feeding definitely isn’t a choice, but even if it is, fed is best, and mothers don’t need any more shame heaped upon them.” The CMA, in its provisional report on infant formula, proposed enhancing parental education regarding formula to prevent undue brand loyalty influenced by advertising. Additionally, it recommended that the government consider procuring formula from a third party for resale at a reduced cost under NHS branding. Nevertheless, a former director of a baby formula producer, who requested anonymity, informed the BBC that launching an NHS-branded item would instigate a “race to the bottom,” compelling companies to diminish formula quality in pursuit of the lowest price. He explained that for most other products, supermarkets would “play hard ball on margins” with suppliers. However, concerning baby milk, parents exhibit strong allegiance to their preferred brand, meaning a supplier would simply move their product elsewhere if a supermarket insisted on an excessively low price, he noted. He further asserted that certain baby milk products were marketed and priced distinctly, even though they originated from the same factory and contained identical ingredients. Concurrently, the head of the parenting platform Mumsnet stated that the government’s advertising restrictions implied it was treating baby milk similarly to tobacco. Justine Roberts remarked, “The way it’s been regulated, we totally get that it’s an effort to increase breastfeeding rates. But, let’s be frank, that simply hasn’t worked.” She added, “The UK has some of the lowest breastfeeding rates in the world… and all it’s done is raise the cost of formula for some parents.” James Gilmartin, a resident of Manchester, has nine-month-old twins, one of whom was born with fluid in the lung. He recounted, “Getting enough breastmilk for her was quite challenging. It had to be enough for her to gain enough weight to get her off the hospital machines, so it was suggested we use formula.” His partner initially adopted a combined method of breast milk and formula, ultimately transitioning to solely formula feeding. He explained, “As with a lot of newborns they had digestion issues affecting their bowel movements so we were told to go for a better baby formula – Cow & Gate Comfort which is easier to digest.” An 800g tub cost £14, and with two children to feed, James and his partner consumed two and a half tubs weekly, incurring monthly expenses exceeding £100. James stated, “I find the ban on price promotions completely disgusting and verging on discrimination.” Nelson Dean, from London, also expressed surprise at the elevated price of formula. His son, born in September, is fed a combination of formula and breast milk. Family acquaintances suggested Kendamil, priced at £15 per tin, which typically lasts his son approximately one week. Nelson believes that instead of prohibiting formula promotions, parents should receive financial assistance for the cost. He commented, “With the price of everything else going up, I expected there would be some assistance for essential things like baby milk.” Further reporting was contributed by Bernadette McCague and Rozina Sini. Copyright 2024 BBC. All rights reserved. The BBC bears no responsibility for the content found on external websites. Information regarding our policy on external linking is available.