Other factors such as the child's temperament and preferences, fear of tainted milk products.

The more premium brand are the most well received by consumers despite having more than 150 different brands selling at the supermarkets.

All infant formula sold in Singapore must meet the standard and requirement of Sale of Food act. There actually no difference among the brands. It depends on the company's marketing strategy.

 It was revealed to the mothers that the amount manufacturers spent on marketing between 2010 to 2014 increased by 42%. This increase in marketing cost was cited as being one of the main reasons behind the huge increase in price.

 

Mothers agreed that the marketing cost should not be passed on to consumers.

 

The government has plans to tighten regulation on labeling and advertising of formula milk for infants up to the age of 12. However, many feel that the measures is unlikely to affect the way mothers decide which brand to patronize.

Companies have credited the price increases to research and development in improving their products and rising overhead costs. Even though, Pricing differs from each country as operation costs and taxes vary considerably. Firms ultimately fix prices based on the perceived value of their products and consumers' spending power. Parents bear with high prices as they see it as a short term expense thus creating inelastic demand.
 
Competition Commission of Singapore (CCS) uncovered that companies were competing on building "premium" brand images, driven by consumer demand as rising breastfeeding rates and low birth rates constrains volume growth. They invest heavily in research and development, constantly introducing new products and ingredients to boost mental development and vision, accompanied by more spending on marketing and "aggressive" tactics, such as "first-mover" advantage, creating barriers to entry for new brands, coupled with weak price competition, giving manufacturers the market power to increase prices. 20% of Asia pacific parents said price was a top factor.

 
Government implemented measures to tighten regulations on production costs and importation, strengthening public education and encouraging good practices in hospitals. 

FairPrice and Cold Storage are looking into creating house brands, but more options will not help if there is no demand for them. 

Regulations address supply, but demand must be served by better breastfeeding support and consumer education.
 
Two top - selling brands in Singapore last year were ranged, for children a year and above. Children above 12 months do not require formula, but shelves are stocked with formula for older kids. Some parents were unaware that formula milk can be stopped after one, making it largely an unnecessary expense.
 
With the entrance of more affordable options, better consumer education and more support for breastfeeding, prices of formula milk should become more competitive over time.