Published September 2019

Parents rely most on pediatricians when it comes to all things related to feeding baby within the first year. That means the discussion around feeding with families has a big influence on their decisions. Medical professionals may not realize that what they recommend matters; especially when it comes to infant formula, because formula feeding is often unplanned and unresearched.

In fact, 92% of moms plan on breastfeeding baby, so they don’t research infant formulas before baby arrives¹. More importantly, 57% of moms start using formula earlier than planned (2-3 months earlier than planned, on average).²

It’s important for pediatricians to consider the cost when recommending an infant formula to the families within their practices. While it feels good reaching into a sample closet knowing the family is going home with quality nutrition for a few days, that free sample can have major cost implications. Research says 69% of families see it as an endorsement of the name brand.¹

It turns out that being helpful isn’t always helpful. The “free” sample of name brand formula can end up costing parents up to $1,800 a year or more.³ At a time when 40% of Americans find it difficult to afford a $400 emergency expense4, spending more than $1,800 for national brand infant formula is a big deal.

With that “free” sample of nationally advertised infant formula, pediatricians may be unintentionally recommending something families can’t easily afford. In some cases, it can actually lead to unsafe feeding practices such as diluting infant formula to stretch their budget. Store brand infant formula is a smart, safe option that medical professionals can feel confident in recommending since it provides complete nutrition that families can more easily afford. That’s because store brand infant formula costs up to 50% less than national brands and can save families up to $900 a year.³

Recommending store brand infant formula is just like recommending generics. Medical professionals confidently recommend generics in other categories to help families save money. Recommending store brand infant formula is no different because it matches the nutrition of advertised name brands such as Enfamil® or Similac®.⁵

How to Talk About Store Brand Infant Formula to Help Parents

When you reach for the sample closet, be sure to grab a store brand infant formula rebate and feel confident about recommending complete nutrition, so your patients stretch their paycheck, not their formula. Here’s what they need to know:

• Matches the nutrition of Similac® and Enfamil®⁵
• Easy to switch because it is proven to be as well-tolerated as Similac® and Enfamil®⁶
• Clinically-proven to support growth and development⁷
• Meets FDA quality and nutritional standards
• Costs up to 50% less than national³