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Baby Milk Prices ‘Punish Families Who Don’t Breastfeed

by Jessica

The rising cost of baby formula is leaving many parents feeling “punished” for not breastfeeding, with some calling for a change in regulations that restrict discounts and promotions on infant milk.

Prices for baby formula in the UK have surged in recent years, with a report from the Competition and Markets Authority (CMA) showing price hikes of 18% to 36% between December 2021 and December 2023. The surge has left parents struggling to cope with the financial burden, especially as retailers are prohibited from advertising or offering discounts on formula due to concerns it might discourage breastfeeding.

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Clare Smyrell, a mother from Wolverhampton, who was unable to breastfeed for medical reasons, spent £30 a week on formula. Despite efforts to reduce costs by shopping on online marketplaces, she felt “like a failure” for not breastfeeding and being burdened by the high costs of formula feeding. “It feels a little bit petty,” she says. “You have offers on unhealthy adult food, but you can’t have offers on baby formula, which is perfectly healthy. It almost feels like those who don’t breastfeed are being punished.”

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Parents are particularly frustrated by the fact that formula costs are rising while breastfeeding rates remain low in the UK. The country has some of the lowest breastfeeding rates in the world, and parenting site Mumsnet argues that the advertising restrictions have done little to encourage breastfeeding but have instead inflated formula prices. The CMA has recommended lifting the ban on price promotions, suggesting that the current restrictions may be counterproductive.

Natasha Kurzeja from London, who struggled with breastfeeding after her son’s extended hospital stays, echoed Clare’s frustration, calling formula costs “extortionate.” She pointed out that while babies under 12 months don’t pay for prescriptions, parents are still forced to pay high prices for essential baby formula. “For some of us, formula feeding definitely isn’t a choice,” she says. “But even if it is, fed is best, and mothers don’t need any more shame heaped upon them.”

The CMA’s interim report on infant formula also suggested that the government could help by purchasing formula from third-party suppliers and selling it at a lower price under NHS branding. However, industry insiders warn that this could lead to lower-quality products. A former director of a baby formula company told the BBC that such a move might trigger a “race to the bottom,” with manufacturers lowering the quality of their products to compete on price.

Some parents argue that the current system is akin to treating baby milk like tobacco, with regulations that only serve to raise prices. Justine Roberts, the CEO of Mumsnet, criticized the government’s approach. “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.”

For parents like James Gilmartin, who has nine-month-old twins, one of whom required formula feeding due to medical issues, the high price of formula is a significant concern. James and his partner were spending over £100 a month on formula, despite using a combination of breastfeeding and formula. He described the ban on price promotions as “disgusting” and “verging on discrimination.”

Nelson Dean, another parent, was similarly shocked by the cost of formula for his newborn son. He felt that rather than restricting promotions, parents should be given financial assistance to help with the cost of essential items like baby milk. “With the price of everything else going up, I expected there would be some assistance for essential things like baby milk,” he said.

As the cost of living continues to rise, many parents are calling for a reevaluation of the policies surrounding baby formula, hoping for a system that better supports families in need.

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