PHE recognises that many mothers feel unsupported and find breastfeeding difficult, that it is seen as unacceptable in public, and is difficult to combine with work and lifestyles. “Families live in a culture where formula feeding is seen as normal and nearly as good as breastfeeding.”³

With so much promotion of the virtues of breastfeeding, it is important to be aware of the impact this may have on mothers who are unable to breastfeed or choose not to. The National Childbirth Trust provides a range of advice and support around breastfeeding issues, saying it “supports all parents, however they feed their baby.”¹¹

Mothers who may have planned to fully breastfeed but then use formula, whether partially or fully, temporarily or longer-term, might have mixed feelings about using formula. “You may feel disappointed or angry – even guilty. You might think people are criticising you, or judging you,” says the NCT.

“These negative feelings can be very real. Logically, of course, guilt is misplaced – guilt is what you feel when you deliberately and consciously decide to do something you know to be wrong, and this does not apply with a baby who needs to be fed!” it argues. “But feeding produces emotional responses. The reality of the situation is that most people don’t judge or criticise you, but you might still be sensitive to their comments and maybe ‘read’ them in that way.”

Other mothers may not have planned to breastfeed at all. “Regardless of how you feed your baby, you are entitled to support and understanding. If you’re feeling concerned about using formula, share this with someone who can help you feel more positive, and support you,” says the NCT.

The Baby Friendly Initiative adds: “Early relationship building is also vital for formula-feeding mothers: support and guidance on how to feed safely and build strong, loving bonds with their baby will promote healthy development and attachment in formula-fed babies.”¹⁰