Formula prices continue to rise post CMA findings
Published on The Grocer
Infant formula brands have had a challenging couple of years. Following an investigation into soaring prices in the category, the Competition & Markets Authority advised last February that parents could save as much as £200 in their baby’s first year by switching to lower-priced formula.
A subsequent cereulide contamination crisis saw suppliers pull a swathe of products from shelves in early 2026.
Against this backdrop, branded babymilk value sales are down 5.3% on volumes down 9.6% [NIQ 52 w/e 28 February 2026]. The five top-selling brands – Aptamil, Cow & Gate, Kendamil, SMA and Hipp Organic – are all in volume decline.
The CMA’s investigation highlighted the manufacturers had increased infant formula prices by 18%-36% from 2021 to 2023. Despite it’s findings that parents were overpaying for formula, shelf prices have continued to rise. The Grocer’s analysis of 310 like-for-like SKUs available across the traditional big four found 157 baby formula products rose in pre-promotional price by an average of 9.4% in the first two months of 2026 [Assosia 1 January 2026 vs March 2026]. Danone’s Aptamil and Cow & Gate brands accounted for 84.1% of the hikes – 132 SKUs cost more in March than they did in January.
Published on The Grocer, 2nd June 2026.
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