Findings suggest families are falling into debt, reluctantly adopting feeding practices they know could harm their babies and even taking formula from shops without paying as a last resort. Led by Swansea University and funded by the Medical Research Council, the research is the first of its kind in the UK.

Recording the experiences of 281 struggling parents through surveys and interviews, the study found that financial strain has triggered anxiety, guilt and isolation among parents. Nearly every parent surveyed reported damage to their mental health.

Driven by the high cost of formula, parents reported a range of coping strategies:

• Compromised infant safety: Almost 40% of parents resorted to unsafe feeding practices, including reusing leftover formula, watering down formula and reducing sterilisation.
• Extreme personal sacrifices: More than a third of parents (37%) left their homes unheated, 43% fell behind on bills and nearly half (47%) took on debts that are difficult to repay. For 21% of mothers, it meant cutting maternity leave short to return to work early.
• Cheaper alternatives: Nearly half of the families (48%) introduced solid foods before their baby was ready or switched to cheaper milk intended for older babies (45%).
• Acts of last resort: Facing absolute desperation, 10% of parents reported taking formula from a shop without paying.