The baby formula market needs to be shaken up to help parents struggling to afford it, according to the UK's Competition and Markets Authority . Its interim report concluded there are 'limited incentives' for the industry to compete on prices and that parents have suffered the consequences of high prices. Among its recommendations is a call for better public health messaging and clarity for parents trying to choose between different brands.
' Sarah Cardell, chief executive of the CMA, said: 'This is a very important and unique market. We're concerned that companies don't compete strongly on price and many parents - who may be choosing infant formula in vulnerable circumstances and without clear information - opt for more expensive products, equating higher costs with better quality for their baby.