Overview

• The Competition and Markets Authority (CMA) found that parents could save £300 annually by switching to lower-priced baby formula brands with the same nutritional benefits.
• Proposals include introducing non-branded formula in hospitals, clearer nutritional labeling, and banning unverifiable claims on packaging.
• The CMA recommends allowing parents to use loyalty points, vouchers, and gift cards to purchase baby formula, addressing barriers for low-income families.
• A 25% price surge over two years has left many families struggling, with some resorting to watering down formula or turning to baby banks for help.
• While the CMA stopped short of recommending price caps, it emphasized the need for government and industry action to address affordability and competition in a market dominated by three major companies.