Infant formula and follow-on formula market study
Source: gov.uk (2025-02-14)

The CMA is undertaking a market study into infant formula and follow-on formula in the United Kingdom.

The government has responded to the recommendations set out in the CMA’s final report, and has published its response online.

Infant formula: government response to CMA market study (https://www.gov.uk/government/publications/infant-formula-government-response-to-cma-market-study)

Administrative timetable

Final report

14 February 2025: The CMA has published the final report in its infant formula and follow-on formula market study setting out its findings and recommendations to the UK, Northern Irish, Scottish and Welsh governments for action to deliver better outcomes for parents who depend on infant formula to feed their babies.
- Overview (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-final-report) (14.2.25)
- Executive summary (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-final-report) (14.2.25)
- Final report (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-final-report) (14.2.25)
- Appendix A: regulatory and policy framework (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-final-report) (14.2.25)
- Appendix B: the consumer journey (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-final-report) (14.2.25)
- Appendix C: shares of supply methodology (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-final-report) (14.2.25)
- Appendix D: pricing analysis methodology (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-final-report) (14.2.25)
- Appendix E: margins methodology (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-final-report) (14.2.25)
- Appendix F: supporting evidence and analysis relating to competition in the market (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-final-report) (14.2.25)
- Glossary (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-final-report) (14.2.25)
- Experiences using infant formula and follow on formula – updated qualitative research report (Thinks Insight & Strategy) (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-final-report) (14.2.25)
- Press notice: Infant formula: CMA outlines clear path forward to help parents save hundreds of pounds a year (https://www.gov.uk/government/news/infant-formula-cma-outlines-clear-path-forward-to-help-parents-save-hundreds-of-pounds-a-year) (14.2.25)
Responses to interim report

14 February 2025: The CMA has published responses to its interim report (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-interim-report) (published on 8.11.24).
- Anonymous 1 (PDF, 103KB) (https://assets.publishing.service.gov.uk/media/67aded3163d7f4cceef9e152/Anonymous_1.pdf) (14.2.25)
- Anonymous 2 (PDF, 640KB) (https://assets.publishing.service.gov.uk/media/67aded46a75f02dffca29ad1/Anonymous_2.pdf) (14.2.25)
- Anonymous 3 (PDF, 103KB) (https://assets.publishing.service.gov.uk/media/67aded602c594609b38acd65/Anonymous_3.pdf) (14.2.25)
- Anonymous Academic Paediatrician (PDF, 169KB) (https://assets.publishing.service.gov.uk/media/67aded7563d7f4cceef9e155/Anonymous_Academic_Paediatrician.pdf) (14.2.25)
- Anonymous retired infant feeding midwife, previously at a BFI accredited maternity unit (PDF, 263KB (https://assets.publishing.service.gov.uk/media/67aded8b6e6c8d18118acd60/Anonymous_retired_infant_feeding_midwife__previously_at_a_BFI_accredited_maternity_unit.pdf) (14.2.25)
- Advertising Standards Authority (ASA) (PDF, 158KB) (https://assets.publishing.service.gov.uk/media/67aded9ea75f02dffca29ad2/Advertising_Standards_Authority__ASA_.pdf) (14.2.25)
- Association of Breastfeeding Mothers (PDF, 80KB) (https://assets.publishing.service.gov.uk/media/67adedcfe270ceae39f9e163/The_Association_of_Breastfeeding_Mothers.pdf) (14.2.25)
- Baby Milk Action, member of the International Baby Food Action Network (IBFAN) (PDF, 317KB) (https://assets.publishing.service.gov.uk/media/67adededa1d2c59f9ba29acb/Baby_Milk_Action__member_of_the_International_Baby_Food_Action_Network__IBFAN_.pdf) (14.2.25)
- Behavioural Science Workstream of the Healthy Weight Policy Research Unit, University College London (PDF, 189KB) (https://assets.publishing.service.gov.uk/media/67adee01a75f02dffca29ad3/Behavioural_Science_Workstream_of_the_Healthy_Weight_Policy_Research_Unit__University_College_London.pdf) (14.2.25)
- British Specialist Nutrition Association Ltd (BSNA) (PDF, 367KB) (https://assets.publishing.service.gov.uk/media/67adee27a1d2c59f9ba29acc/British_Specialist_Nutrition_Association__BSNA_.pdf) (14.2.25)
- The Breastfeeding Network (PDF, 430KB) (https://assets.publishing.service.gov.uk/media/67adee3f63d7f4cceef9e156/The_Breastfeeding_Network.pdf) (14.2.25)
- British Retail Consortium (BRC) (PDF, 111KB) (https://assets.publishing.service.gov.uk/media/67adee54e270ceae39f9e164/British_Retail_Consortium__BRC_.pdf) (14.2.25)
- Caroline King, retired Neonatal Dietitian, formerly at Imperial HNS Healthcare Trust London (PDF, 67KB) (https://assets.publishing.service.gov.uk/media/67adee6663d7f4cceef9e157/Caroline_King__retired_Neonatal_Dietitian__formerly_at_Imperial_NHS_Healthcare_Trust_London.pdf) (14.2.25)
- Committee of the Paediatric Specialist Group, the Association of UK Dietitians (PDF, 153KB) (https://assets.publishing.service.gov.uk/media/67adee9ea75f02dffca29ad4/Paediatric_Specialist_Group__British_Dietetic_Association.pdf) (14.2.25)
- Declan Butterfield (PDF, 79KB) (https://assets.publishing.service.gov.uk/media/67adeeb0a75f02dffca29ad5/Declan_Butterfield.pdf) (14.2.25)
- Ellen Dicicco (PDF, 90KB) (https://assets.publishing.service.gov.uk/media/67adeec42c594609b38acd66/Ellen_Dicicco.pdf) (14.2.25)
- Ellie Lee (Dr), Professor of Family and Parenting Research, Director of Centre for Parenting Culture Studies, University of Kent (PDF, 346KB) (https://assets.publishing.service.gov.uk/media/67adf1072c594609b38acd70/_Ellie_Lee__Professor_of_Family_and_Parenting_Research.pdf) (14.2.25)
- Baby Feeding Law Group UK (compiled by First Steps Nutrition Trust) (PDF, 517KB) (https://assets.publishing.service.gov.uk/media/67adef14a75f02dffca29ad6/Baby_Feeding_Law_Group_UK_compiled_by_First_Steps_Nutrition_Trust.pdf) (14.2.25)
- Feed (PDF, 535KB) (https://assets.publishing.service.gov.uk/media/67adef25a75f02dffca29ad8/Feed.pdf) (14.2.25)
- The Food Foundation (PDF, 611KB) (https://assets.publishing.service.gov.uk/media/67adef3ba75f02dffca29ad9/The_Food_Foundation.pdf) (14.2.25)
- HiPP UK Ltd (PDF, 378KB) (https://assets.publishing.service.gov.uk/media/67adef5b2c594609b38acd69/HiPP_UK_Ltd.pdf) (14.2.25)
- Infant Feeding Alliance (PDF, 190KB) (https://assets.publishing.service.gov.uk/media/67adef6f6e6c8d18118acd63/Infant_Feeding_Alliance.pdf) (14.2.25)
- Neonatal Dietitians Group, British Dietetic Association (PDF, 205KB) (https://assets.publishing.service.gov.uk/media/67adef836e6c8d18118acd64/Neonatal_Dietitians_Group__British_Dietetic_Association.pdf) (14.2.25)
- Nestle UK Ltd (PDF, 280KB) (https://assets.publishing.service.gov.uk/media/67adef95a1d2c59f9ba29acf/Nestle_UK_Limited.pdf) (14.2.25)
- Nutricia Limited trading as Danone UK (PDF, 672KB) (https://assets.publishing.service.gov.uk/media/67adefaa2c594609b38acd6a/Nutricia_Limited_trading_as_Danone_UK.pdf) (14.2.25)
- Obesity Health Alliance (PDF, 184KB) (https://assets.publishing.service.gov.uk/media/67adefbaa75f02dffca29ada/Obesity_Health_Alliance.pdf) (14.2.25)
- Professors Amandine Garde and Andrea Gideon, University of Liverpool (PDF, 208KB) (https://assets.publishing.service.gov.uk/media/67adefcf6e6c8d18118acd66/Professors_Amandine_Garde_and_Andrea_Gideon__University_of_Liverpool.pdf) (14.2.25)
- Professor Stewart Forsyth, University of Dundee (PDF, 65KB) (https://assets.publishing.service.gov.uk/media/67adefe2a1d2c59f9ba29ad0/Professor_Stewart_Forsyth__University_of_Dundee.pdf) (14.2.25)
- Public Health Wales (PDF, 360KB) (https://assets.publishing.service.gov.uk/media/67adeff9e270ceae39f9e166/Public_Health_Wales.pdf) (14.2.25)
- Scottish Infant Feeding Advisor Network (SIFAN) (PDF, 232KB) (https://assets.publishing.service.gov.uk/media/67adf00e2c594609b38acd6b/Scottish_Infant_Feeding_Advisor_Network__SIFAN_.pdf) (14.2.25)
- Sustain, the Alliance for Better Food and Farming (PDF, 275KB) (https://assets.publishing.service.gov.uk/media/67adf0296e6c8d18118acd67/Sustain_the_Alliance_for_Better_Food_and_Farming.pdf) (14.2.25)
- Unicef UK Baby Friendly Initiative (PDF, 255KB) (https://assets.publishing.service.gov.uk/media/67adf03ae270ceae39f9e168/UNICEF_UK_Baby_Friendly_Initiative.pdf) (14.2.25)
- Wales Infant Feeding Network (WIFN) (PDF, 219KB) (https://assets.publishing.service.gov.uk/media/67adf04e2c594609b38acd6c/Wales_Infant_Feeding_Network__WIFN_.pdf) (14.2.25)
- World Breastfeeding Trends Initiative UK (WBTi) UK Steering Team (PDF, 318KB) (https://assets.publishing.service.gov.uk/media/67adf0652c594609b38acd6d/World_Breastfeeding_Trends_Initiative_UK__WBTi__UK_Steering_Team.pdf) (14.2.25)
- World Cancer Research Fund International (210KB) (https://assets.publishing.service.gov.uk/media/67adf07c2c594609b38acd6e/World_Cancer_Research_Fund.pdf) (14.2.25)
Update

13 February 2025: The CMA intends to publish the final report in its infant formula and follow-on formula market study on Friday 14 February 2025. The final report will be available on this case page once published.

Interim report

8 November 2024: The CMA has published an interim report on its infant formula and follow-on formula market study setting out its provisional findings and possible options to address its emerging concerns.

The CMA invites responses on this interim report by 5pm, 29 November 2024.
- Executive summary (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-interim-report) (8.11.24)
- Interim report (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-interim-report) (8.11.24)
- Appendix A: regulatory and policy framework (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-interim-report) (8.11.24)
- Appendix B: the consumer journey (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-interim-report) (8.11.24)
- Appendix C: shares of supply methodology and additional provisional findings (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-interim-report) (8.11.24)
- Appendix D: pricing analysis methodology and additional provisional findings (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-interim-report) (8.11.24)
- Appendix E: margins methodology (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-interim-report) (8.11.24)
- Glossary (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-interim-report) (8.11.24)
- Experiences using infant formula and follow on formula – qualitative research report (Thinks Insight & Strategy) (https://www.gov.uk/government/publications/infant-formula-and-follow-on-formula-market-study-interim-report) (8.11.24)
- Press notice: Infant formula: CMA sets out concerns and potential solutions (https://www.gov.uk/government/news/infant-formula-cma-sets-out-concerns-and-potential-solutions) (8.11.24)
Responses to invitation to comment

8 November 2024: The CMA has published responses to its invitation to comment (published on 20.2.24) on its infant formula and follow-on formula market study.
- Anonymous response (PDF, 126KB) (https://assets.publishing.service.gov.uk/media/672cc980bd79990dfa67cb36/_Anonymous_response_.pdf) (8.11.24)
- Baby Feeding Law Group UK (compiled by First Steps Nutrition Trust) (PDF, 897KB) (https://assets.publishing.service.gov.uk/media/672cc99fcfb0b183cd67cb22/_Baby_Feeding_Law_Group_UK__compiled_by_First_Steps_Nutrition_Trust__.pdf) (8.11.24)
- Baby Milk Action, member of the International Baby Food Action Network (IBFAN) (PDF, 541KB) (https://assets.publishing.service.gov.uk/media/672cc9bbeee595f5288bdc06/_Baby_Milk_Action__member_of_the_International_Baby_Food_Action_Network__IBFAN__.pdf) (8.11.24)
- British Dietetic Association (BDA) (PDF, 151KB) (https://assets.publishing.service.gov.uk/media/672cc9d9bd79990dfa67cb37/_British_Dietetic_Association__BDA__.pdf) (8.11.24)
- Feed (PDF, 894KB) (https://assets.publishing.service.gov.uk/media/672cc9eb83959cc8c18bdc0b/_Feed_.pdf) (8.11.24)
- The Food Foundation (PDF, 445KB) (https://assets.publishing.service.gov.uk/media/672cca0021fd56bd96b1a32f/_The_Food_Foundation_.pdf) (8.11.24)
- Nestle UK Ltd (PDF,286KB) (https://assets.publishing.service.gov.uk/media/672cca1e62831268b0b1a325/_Nestle_UK_Ltd_.pdf) (8.11.24)
- Nutricia Limited trading as Danone UK (1,114KB) (https://assets.publishing.service.gov.uk/media/672cca3dbd79990dfa67cb38/_Nutricia_Limited_trading_as_Danone_UK_.pdf) (8.11.24)
- Public Health Wales (PDF, 225KB) (https://assets.publishing.service.gov.uk/media/672cca54cfb0b183cd67cb23/_Public_Health_Wales_.pdf) (8.11.24)
- Scottish Infant Feeding Advisor Network (SIFAN) (PDF, 425KB) (https://assets.publishing.service.gov.uk/media/672cca6deee595f5288bdc07/_Scottish_Infant_Feeding_Advisor_Network__SIFAN__.pdf) (8.11.24)
- Professors Amandine Garde and Andrea Gideon, University of Liverpool (PDF, 418KB) (https://assets.publishing.service.gov.uk/media/672cca8421fd56bd96b1a331/_Professors_Amandine_Garde_and_Andrea_Gideon__University_of_Liverpool_.pdf) (8.11.24)
Decision not to make a reference

16 August 2024: The CMA has decided not to make a market investigation reference at this stage. The CMA has identified significant concerns that the combined effect of the current regulatory framework, the behaviour of manufacturers and suppliers and the needs and reactions of people buying formula, are resulting in poor market outcomes.

The CMA considers these concerns will be best addressed by progressing with our market study and developing recommendations to governments to improve these market outcomes rather than moving to a more extensive market investigation. We expect to publish an interim report setting out our concerns along with provisional recommendations for action in October this year.
- Notice of decision not to make a market investigation reference (PDF, 91KB) (https://assets.publishing.service.gov.uk/media/66bde258c909b91981323e8b/Notice_of_decision_not_to_make_a_market_investigation_reference.pdf) xx-xxxx-xxxx)
- August 2024 update (PDF, 136KB) (https://assets.publishing.service.gov.uk/media/66bdee5cc32366481ca4914c/August_2024_update.pdf) xx-xxxx-xxxx)
Update to timetable

26 July 2024: The CMA has updated its administrative timetable. Given the timing of the general election and the central role of government policy and regulation in this market, the CMA plans to publish an interim report on the market study in the autumn, and invite views on this. This will help to ensure that the CMA can effectively engage with the UK, Northern Ireland, Scottish and Welsh governments and provides parties the opportunity to submit views on the CMA’s emerging thinking.

Find out more about what we are doing to help people get a fair deal (https://www.gov.uk/government/publications/cost-of-living-update) as they face the rising cost of living.

This update covers our recent work on road fuel prices, groceries, infant formula, vet services, online shopping and housing.

Launch of market study

20 February 2024: The Competition and Markets Authority (CMA) is undertaking a market study into infant formula and follow-on formula in the UK.

We are inviting comments by 13 March 2024 from all interested parties on the issues raised in the invitation to comment.

Market study notice (PDF, 151KB) (https://assets.publishing.service.gov.uk/media/67122c84b40d67191077b34b/Market_study_notice.pdf) (20.2.24)

Invitation to comment (PDF, 321KB) (https://assets.publishing.service.gov.uk/media/65d7097f2197b201e57fa6dd/Invitation_to_comment_.pdf) (20.2.24)

Press release: CMA to scrutinise infant formula market through a market study (https://www.gov.uk/government/news/cma-to-scrutinise-infant-formula-market-through-a-market-study) (20.2.24)

Price inflation and competition in food and grocery manufacturing and supply (https://www.gov.uk/government/publications/price-inflation-and-competition-in-food-and-grocery-manufacturing-and-supply) (29.11.23)

Contact

Case team email: xxx@xxx.xx (mailto:xxx@xxx.xx)

Personal information

The CMA may collect, use and share personal data for its market studies under the Enterprise Act 2002. This includes processing personal data for the purposes of the UK General Data Protection Regulation and the Data Protection Act 2018.

For more information about how the CMA handles personal information, visit the CMA’s Personal information charter. (https://www.gov.uk/government/organisations/competition-and-markets-authority/about/personal-information-charter)