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New Survey Finds Millennial Moms Feel Confident When Choosing Baby Formula

The Makers of Store Brand Formula Explores Mom's Insights on Feeding Baby

Charlottesville, VA, May 16, 2017 – Today Perrigo Nutritionals, a leading U.S. infant formula maker, released findings from a nationwide survey* of 2,000 moms with children one to three years of age. The survey, which gained insights into moms' thoughts on baby during the first year, found millennial moms differ greatly from other generations in countless ways. This was especially true in what they expected (when they were expecting) and the reality of feeding baby infant formula with confidence.

For instance, the survey revealed only 18 percent of new moms expected to introduce infant formula to baby during the first three days of life. However, 45 percent relied on formula during those first days. Similarly, 17 percent of moms planned to wait until their baby was six months old to introduce formula; only four percent made it that long.

Interestingly, infant formula was the last topic researched by new moms while pregnant, but the number one topic researched after their baby arrived.

When reacting to the unanticipated need to use infant formula, 68 percent of younger millennial moms (34 years of age or younger) felt confident with their decision to use formula, while 79 percent of older moms (35 years of age or older) felt guilty. The survey also found that moms still seek advice from their pediatrician most (71 percent) when it comes to feeding baby during the first year, but they also look to get advice from relatives, friends and lactation consultants.

"Although doctors agree that breastfeeding is ideal for baby, it's not always possible," said Rallie McAllister, MD, MPH, family physician and co-author of The Mommy MD Guide to Your Baby's First Year. "When breastfeeding isn't an option, it's important for families to know that all infant formulas meet the same FDA standards and offer complete nutrition for baby, so parents can feel confident when choosing infant formula."

When it came to breastfeeding, more than half (61 percent) of new moms surveyed experienced issues, with low breast milk supply being the top concern. Further, three out of four moms used infant formula during their baby's first year. Some additional findings revealed:

  • Thirty-five percent of moms chose to feed their baby with infant formula so they could share the feeding responsibilities for baby with their spouse.
  • One out of seven moms said that while they were pregnant they already decided breastfeeding wasn't for them.
  • Mom still knows best – two out of five moms said they turn to their own mother or mother-in-law for feeding advice.
  • When it came to mom's favorite milestone during baby's first year, that sweet first smile rises to the top, followed by first laugh and first steps.

More highlights from the Perrigo Nutritionals Baby's First Year Survey are available online.

Perrigo is the largest manufacturer of store brand infant formula in the United States. Nationally advertised brands like Enfamil® and Similac® can cost up to 50 percent more than store brand formulas but do not offer better quality or nutrition. **

About Store Brand Formula

Store brand infant formula is manufactured in FDA-inspected, ISO 9001:2015-certified facilities in Ohio and Vermont, U.S.A. Dairy ingredients are sourced from leading dairy markets, including the United States, Canada, and New Zealand. Store brand infant formula manufacturing facilities are fully compliant with the Safe Quality Food (SQF) Program. SQF certifies a supplier's food safety and quality management system complies with international and domestic food safety regulations. Learn more on the Internet (

Enfamil® is a registered trademark of Mead Johnson & Co. Similac® is a registered trademark of Abbott Laboratories. Store brand infant formula is NOT made by or affiliated with Mead Johnson & Co. or Abbott Laboratories.

*The Perrigo Nutritionals Baby's First Year survey was conducted between February 13-20, 2017, 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.

**Total savings with Store Brand Infant Formula calculations based on a price per fl. oz. comparison of Store Brand Infant Formulas and their comparable national brands. Retail prices are from a February 2017 retail price survey of assorted stores. Actual prices and savings may vary by store and location.

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