Parents warned they are paying over the odds

Parents have been “paying over the odds” for baby milk because of a lack of competition in the formula market, a government watchdog has said.

It stopped short of recommending price controls, but said they remain a possibility, adding parents have been “shouldering the costs” of price increases in the market for years.

The Competition and Markets Authority’s (CMA) interim report said the baby milk industry needed a shake-up to help parents struggling to afford it.

“We’re concerned many parents opt for more expensive products, equating higher costs with better quality for their baby,” CMA chief executive Sarah Cardell said.