Infant Foods: Prices

The Government, working with the devolved administrations of Wales, Northern Ireland, and Scotland, has set out a strong package of measures on 3 December 2025 in the four-nations’ Government response to the Competition and Markets Authority’s market study on competition in the infant formula market. This will give parents and carers the confidence to choose lower priced infant formula products, encourage manufacturers and retailers to compete more on price, and remove unnecessary barriers to making infant formula more affordable.

As part of this work, we will update guidance to retailers making clear when store loyalty card points, coupons, or gift vouchers may be used as payment for infant formula, in lieu of cash.

We anticipate that the guidance will remove an unnecessary barrier to supporting families with the cost of infant formula, as well as enabling retailers to confidently offer the use of these cash alternatives in compliance with the infant formula regulations.

Modelling by the Competition and Market’s Authority estimated that switching from the most expensive to the cheapest infant formula products on the market could save families up to £540 in a baby’s first year. Our package of measures is aimed at supporting parents to make informed choices, including understanding that all infant formula products meet the same nutritional standards and are sufficient for a growing baby’s needs, regardless of the price or brand.