Infant formula prices remain close to a record high, more than 18 months after the UK’s competition watchdog began investigating the market, with government action on proposed reforms still pending.

According to campaign group First Steps Nutrition Trust, baby formula prices dropped by just 50p on average last year, to £11.99 a tin, compared with £11.10 in 2021. The most expensive ranges were priced at £18.

Speaking to The Guardian, director Dr Vicky Sibson said: “You can see that despite being exposed for maintaining 50-75% profit margins, the big brands are maintaining high prices, which we think is shameful.”

The Competitions and Markets Authority (CMA) published a report earlier this year that showed how switching to more affordable brands could save families up to £300 per year.

However, while price sensitivity typically drives shopper behaviour across most grocery categories, the regulatory body’s research found brand loyalty remains strong among formula buyers, encouraged by limited own-label availability and entrenched brand perception.

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Danone and Nestlé currently dominate the market, accounting for around 85% of UK formula sales. However, all infant formula is tightly regulated for nutritional standards, something the CMA says many parents remain unaware of.

The Department of Health and Social Care was due to publish its response to the CMA’s recommendations more than a week ago.

A spokesperson said: “There are many benefits of breastfeeding but for those mothers that cannot or choose not to breastfeed, it is vital parents can access infant formula that is affordable and high quality. Families should not be paying over the odds to feed their babies.

“As part of our plan for change, we’re determined to ensure every child has the best start to life. We are working closely with the devolved governments to carefully consider these recommendations and will respond fully in due course.”