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Perrigo purchases Nestlé’s Gateway infant formula plant and acquires the U.S. and Canadian rights to Good Start® infant formula brand. Learn more

Infant Feeding Realities Survey Highlights

Perrigo Nutrition, the makers of store brand infant formula, conducted a nationwide survey of 2,000 moms with children under the age of three to gain insight into mom's thoughts on preparing for parenthood and feeding baby.

Being Prepared

  • More moms are reading parenting books (67%) than taking prenatal education classes (54%).
  • Only 1/3 of moms feel that parenting books prepared them very well when it comes to feeding baby.
  • 1 in 5 moms did not feel prepared (21%) by hospital staff for how to feed baby with infant formula, yet 2 in 3 moms end up using formula in baby's first year.
  • 1 in 4 moms (26%) said their partner was unsure how to feed their baby.
  • Nearly 1 in 3 moms (32%) taught herself when it comes to learning about infant formula feeding, followed by Pediatrician (18%) and Hospital Staff (17%).
  • 1 in 5 moms (20%) worried about what formula to purchase the first few months of baby's life.
  • Not surprisingly, moms who already have two or more kids felt very prepared for the new baby (63%).
Baby with Formula


  • 1 in 5 moms (21%) said they have used more water than required by the instructions when preparing infant formula.
  • Top reasons to dilute formula included: to help make it easier to digest (35%), to help baby poop easier (33%) and to make formula last longer (24%)
  • In fact, nearly half (49%) of moms DON'T believe Store Brand formula provides complete nutrition and another 22% DON'T believe Store Brand formula meets the same FDA standards as nationally advertised brands.
  • Nearly one third of moms (32%) were unsure if adding extra water to infant formula is dangerous and 15 percent said it was NOT dangerous.
  • Nearly 1 in 10 moms (9%) have attempted to make their own baby formula, with majority stating it was healthier for their baby (48%)
  • Half of moms (51%) have thrown a partially used infant formula bottle back in the fridge to use for the next feeding time.
  • 1 in 4 moms (26%) admitted that they have skipped washing their hands before preparing baby's bottle
  • Half of moms (50%) also said they always or sometimes use the microwave to make a bottle


  • According to mom, getting into a good routine (69%) makes her feel like she has mastered parenthood the most, followed by knowing what to do when baby cries (58%) and what each cry means (45%).
  • Majority of moms (61%) are surprised by the amount of time it took before they felt like they had the hang of parenthood.
  • 1 in 10 new moms (11%) admitted they still haven't figured out the hang of parenthood!
  • The biggest worries for moms during those first few months once baby arrive: baby getting sick (54%), how much to feed baby (37%) and the costs associated with baby (33%).

Survey Methodology

This survey was conducted between July 23 - August 22, 2018, among 2,000 nationally representative Americans between the ages of 18 and 65 who currently have a child between the ages of one and three, using an email invitation and an online survey. Margin of error is +/- 3 percent.

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