By the WahLiao desk · Last verified 28 September 2026

Formula milk costs so much in Singapore largely because of how it is sold, not because the expensive tins are better. A market inquiry by the competition authority found that manufacturers’ heavy spending on marketing and research was pushing prices up, and that many parents stay with the brand the hospital gave them. The government accepted its findings: formula marketing and labelling rules were tightened, and the official position is that every infant formula allowed on sale in Singapore must meet a baby’s full nutritional needs. Cheaper options, including supermarket house brands, have been on the shelf since 2017.

So a lower price is not a lower standard. If you want to pay less, compare the price per 100g across brands, and talk to your baby’s doctor or nurse before switching, so the change is made calmly and correctly.

Formula milk: quick facts

Why it costs so much	A 2017 competition inquiry found manufacturers’ marketing and research spending was inflating prices
Official position	Formula options are allowed for sale only if they meet all of an infant’s nutritional needs
Marketing rules	Restrictions on promoting formula for infants up to 12 months; nutrition and health claims and idealised images banned from formula labels and adverts
House brand	FairPrice launched its own formula range in October 2017 at about half the price of leading brands at the time
How to compare	Price per 100g of powder, for the same stage
Before switching	Ask your baby’s doctor or nurse, and follow the preparation instructions on the new tin exactly

The WahLiao Verdict

Cost	Formula is one of the largest recurring grocery costs for a family with a baby.
What you get	From any formula on sale here, a product that must meet an infant’s nutritional needs. From a premium tin, mainly brand and marketing.
The alternative	A lower-priced brand or house brand at the same stage, after a word with your doctor or nurse.
Worth it for	Every formula-feeding family: the saving over a year can be substantial.
Skip it if	Your baby is on a specialised formula for a medical reason. Change only on medical advice.
Last verified	28 September 2026, against the Ministry of Health, Health Promotion Board and competition authority publications.

Why is formula milk so expensive in Singapore?

In 2017 the Competition Commission of Singapore, now the Competition and Consumer Commission of Singapore, completed a market inquiry into formula milk after years of rising prices. It found that manufacturers were spending heavily on research and marketing, and that these costs were being passed on to parents. It also found that brand loyalty was strong: many parents continue with whichever brand was introduced in hospital, and worry that a cheaper tin means shortchanging their child.

The Ministry of Health, the Health Promotion Board and the food regulator of the time broadly accepted the recommendations. They set out three lines of action: adjust the rules on advertising, labelling and import to encourage price competition; strengthen public education; and encourage hospitals to give stronger support for breastfeeding.

What changed after the inquiry?

• Marketing: the industry code that governs the marketing of breast milk substitutes was extended to cover all infant formula for babies up to 12 months.
• Labels and adverts: rules were tightened to prohibit nutrition and health claims and idealised images on formula labels and advertising, which also removes a reason to spend heavily on marketing.
• Imports: import requirements were streamlined to encourage more brands into the market.
• Hospitals: the Ministry of Health said it would work with industry to make more affordable formula brands available in ready-to-feed form in hospitals, for cases where breastfeeding is not possible during the stay.

The Ministry was also clear on one point: formula options will be allowed for sale in Singapore only if they meet all of an infant’s nutritional needs.

Are cheaper formula brands safe?

Yes. The rule that every formula on sale must meet an infant’s nutritional needs applies to cheap and expensive tins alike. The differences between brands are mostly in added ingredients, marketing and packaging. Some babies do need a particular formula, such as a hypoallergenic or specialised one, for medical reasons; if that is your baby, stay with what your doctor recommends.

In October 2017 FairPrice launched its own house-brand formula range for three stages, priced at $29 for a 900g tin (and $27 for the growing-up stage) at a time when leading brands generally cost more than $50. Prices have moved since, so compare current shelf prices, but the principle holds: house brands exist precisely to offer a lower price for a product that meets the same standard. Our guide to supermarket house brands explains how they work.

How to pay less for formula

1. Compare price per 100g, for the same stage. Tin sizes vary, and a bigger tin is not always cheaper per gram.
2. Look at the house brand and lower-priced brands, not only the brand the hospital used.
3. Talk to your baby’s doctor or nurse before switching, and ask how to make the change.
4. Watch promotions and stock up sensibly, checking the expiry date on every tin. Our guide to supermarket promotions covers the traps.
5. Use a price comparison tool such as Price Kaki for a first look across supermarkets; see our guide to comparing supermarket prices.
6. Never stretch formula by adding extra water. Always follow the preparation instructions on the tin. Saving money must never mean diluting a feed.

What about growing-up milk?

Growing-up milks are marketed for children over 12 months. Health authorities generally advise that, from around one year, children can move to fresh milk as part of a varied diet, and that growing-up milk is not essential. If you are unsure what suits your child, ask your doctor or a nurse at a polyclinic.

Frequently asked questions

Why is formula milk so expensive in Singapore?

A 2017 competition inquiry found that manufacturers’ spending on marketing and research was inflating prices, and that strong brand loyalty reduced price competition.

Is cheaper formula milk safe in Singapore?

Yes. The Ministry of Health has said formula options are allowed for sale only if they meet all of an infant’s nutritional needs.

Does FairPrice have its own formula milk?

Yes. FairPrice launched a house-brand formula range in October 2017, priced well below leading brands at the time.

Can I switch my baby’s formula to save money?

Many families do. Ask your baby’s doctor or nurse first, particularly if your baby has any medical condition or is on a specialised formula.

Is growing-up milk necessary?

Health authorities generally advise that it is not essential for children over one year who eat a varied diet. Ask your doctor if unsure.

Read next

This page belongs to How Supermarket Works, our series on the grocery network behind the shelf. Continue with supermarket house brands and how much a household spends on groceries.

Sources checked 28 September 2026: MOH, HPB and AVA, Response to the Competition Commission of Singapore’s Recommendations on Formula Milk (10 May 2017); reporting of FairPrice’s house-brand formula launch (October 2017). Prices quoted are 2017 launch prices; check current shelf prices. This page is not medical advice; talk to your baby’s doctor or nurse about feeding. Last updated 28 September 2026.