The Competition and Markets Authority’s final report into the formula milks sector, published today, was a missed opportunity for producers, retailers, healthcare professionals and others to support parents and carers who are trying to do their best for their babies.
Some of the CMA’s points are helpful, including an acknowledgement that parents need better access to information, guidance and support as they make all-important feeding choices. But there aren’t enough measures to fully support parents and carers, and a lot of the recommendations will make it impossible to create a more balanced and competitive infant formula market.
Anyone who’s soothed a crying newborn at 3am, spent hours researching colic, or plodded through the day after two hours of sleep will tell you they need support and advice – not criticism or judgement for their choices.
Yet parents say they feel shamed for choosing or needing to feed their babies formula milks. Everyone should feel supported in their feeding journey, and of course breastfeeding is best for babies, but when parents can’t or choose not to, formula milk is the only life-sustaining alternative.
Support for parents
Rather than blame formula milks for contributing to low breastfeeding rates in the UK, we should look at the differences in countries with almost identical products being offered yet higher breastfeeding rates, and develop policy accordingly.
One of the big differences in those countries is the experience of parents. Support and unbiased professional opinion at all stages of parenthood is widely available and appropriately funded. These are the key issues to address to support parents and improve public health goals. Personally, switching to formula feeding for my two babies came at points where the typical mum guilt was already high – I didn’t need reminding that I was failing.
Bringing home a new baby feels incredible, life-changing and sometimes scary. Independent, expert feeding information and support is essential. The CMA acknowledged this isn’t always available in the hospital environment, when everything is new and daunting.
Yet the proposed solution to enforce standardised milks packaging in hospitals sends the wrong signal. I’m concerned it would perpetuate negative views about formula milks and add more pressure. Likewise, extending the advertising ban on formula milks for newborns to cover follow-on milks for age six to 12 months drives the same message.
Formula pricing
We understand why the CMA has focused on cost. The rising cost of living is having a real impact on everyone, and families are having to manage budgets carefully. We have worked hard to manage and absorb increasing costs and make savings where possible, but have had to act to ensure our business is sustainable now and in the future to offer accessible organic formula milks for those who choose them.
Meanwhile, the CMA recommends changes to the retail environment. Providing nutritional information on shelf and online makes sense. But clustering infant formula away from formula milks for age six to 12 months makes little sense, because we know people don’t shop this way.
Formula milk is the only category I know of where having a seat at the table with a range of stakeholders, such as government and healthcare professionals, is very difficult due to legacy issues and historic perceptions of the sector. The goal of increasing breastfeeding rates is the right thing to do, and is fully supported by industry. But critics are so busy trying to shut out formula producers that all their insight, knowledge and solutions are simply lost.
It’s essential that the focus shifts to giving parents information, choice and accessibility. What do I think will make a difference? Parents should be able to access information and advice freely, without judgement or shame.
Retailers should have the freedom to create a baby aisle that is easy and informative to shop. Producers should be able to play a role in sharing easy-to-understand information with parents. Let’s work together to make parents’ and carers’ lives easier, not harder.
Emma Rossington is the MD at Hipp Organic UK
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