Parents can save £300 annually by shopping around for cheaper baby formula brands to help keep bills down, according to the competition regulator which has made a series of recommendations aimed at tackling prices.
But in its final report on surging prices of recent years, the Competition and Markets Authority (CMA) stopped short of recommending that bans on price promotions be overturned.
It cited government rulings on the encouragement of breastfeeding but added that it was ready to re-examine the issue if asked.
The report was released nearly two years after Sky News revealed, at the height of the cost of living crisis inflation peak, how a black market had evolved as desperate families struggled to feed their babies.
Parents openly described having no choice but to steal products to keep their child alive as prices spiked across the economy – largely driven by unprecedented energy costs.
The CMA has previously reported a 25% increase in prices over the past two years, with just three companies, Nestle, Kendamil, and Danone, controlling 90% of the market.
The watchdog had determined that the lack of manufacturers meant there was no incentive to compete on prices which, it said, had meant that additional costs had been passed on “quickly” and in full to shoppers.
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