The Royal College of Midwives (RCM) has welcomed the Government’s response to the Competition and Markets Authority’s (CMA) report on infant formula – but warns that the proposed reforms may not go far enough to protect families struggling with the rising cost of formula milk. 

The Government announced yesterday (Wednesday 3 December) further work to ensure formula is fairly priced, and that the link between price and quality is better understood by parents and carers, to help support affordability when buying formula. 

For parents who choose not to breastfeed, or who are unable to, it is essential that they have access to affordable formula milk that complies with agreed standards. However, the RCM is concerned that current marketing may mislead parents and carers and make them pay more than they need to. 

The CMA report found average prices of formula had increased by over 25% in recent years, and that families used price as a proxy for quality, choosing more expensive products when lower priced options would also meet the nutritional needs of their baby. 

The Government has accepted many of the report’s recommendations in principle, including better information for parents in retail settings, strengthening labelling and advertising rules and ensuring effective enforcement of regulations.  

While the RCM says these measures are a step in the right direction, they are not binding on manufacturers. Voluntary action won’t, on its own, guarantee to curb inappropriate marketing of formula and exploitation of parents who are misled by higher priced products. 

Fiona Gibb, Director of Midwifery at the Royal College of Midwives, said: “We welcome the Government’s response to the CMA’s crucial report on infant formula, but we remain concerned that the proposed reforms may not go far enough. Stronger regulation is essential and relying on voluntary action by retailers won’t deliver the urgent change that struggling families desperately need. 

“No parent should ever have to choose between feeding their baby and making ends meet. While the Government’s commitments to provide better information and review enforcement are steps in the right direction, what is needed is mandatory regulation. Stronger regulation is vital to protect these families and ensure all babies can be fed safely and affordably. We urge the Department of Health and Social Care to go further and introduce binding requirements on retailers and manufacturers.”