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Study Shows How Free Formula Affects Breastfeeding Rates

Posted by sierra on March 18th, 2010 at 1:45 pm

403px breastfeeding infant 201x300 Study Shows How Free Formula Affects Breastfeeding RatesA new study of Canadian women reveals that new moms sent home from the hospital with free samples of formula are less likely to exclusively breastfeed.

The study found that almost 40% of Canadian women leave the hospital with formula samples. Women who don’t get the formula samples are 3.5 times more likely to be exclusively breastfeeding after 2 weeks.

That’s a big number.

A similar study of U.S. mothers in 2005 came up with similar results: first-time moms were 4.4 times more likely to exclusively breastfeed if they were not offered supplemental food for their babies. For experienced mothers, that number jumped to 8.8 times.

Why is it so hard for women to breastfeed exclusively after being offered formula?

Parentcentral.ca says:

“They give it to the women ‘just in case’,” she said. “But the real message is that you will probably fail… and one bottle leads to another.”

Women who are given formula instead of support for breastfeeding get the early message that breastfeeding is hard, and they probably won’t succeed. They’re subtly encouraged to rely on formula as an alternative.

The World Health Organization recommends exclusive breastfeeding for at least 6 months and continued breastfeeding for at least two years. UNICEF believes that improved breastfeeding rates could save the lives of 1.5 million babies a year.

Given the widely acknowledged health benefits of breastfeeding, why don’t our hospitals do more to encourage its success?

The crass answer would seem to be that there’s no money in it. Formula is pushed by big food companies, whose PR and lobbying budgets exceed that of breastfeeding advocacy groups. No money changes hands when a mother nurses a baby.

Behind that issue though lies the larger one of education and cultural expectation. Many hospital nurses know little about breastfeeding. Most hopistals employ a lactation consultant, but not every mom gets to see the LC. Additionally, moms and nurses both live in a culture that treats bottle-feeding as normal and breast-feeding as somehow controversial.

We expect to see babies taking a bottle, and many of us have lives that are geared towards bottle feeding. Few of us have a lot of experience watching other women breastfeed, or remember being breastfed ourselves. There’s a paradigm shift that has to happen if women are going to breastfeed at higher rates.

What about you? Did you get formula samples at the hospital when your child was born? Did you use them? Did they affect your choice – or your partner’s choice – to breastfeed?

Photo:Public Domain

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 Study Shows How Free Formula Affects Breastfeeding Rates

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18 Comments

[...] Study Shows How Free Formula Affects Breastfeeding Rates – Strollerderby – A new study of Canadian women reveals that new moms sent home from the hospital with free samples of formula are less likely to exclusively breastfeed. [...]

Sleep Wars, Mean Mamas and Other Drama in My Weekly Links — ChildWild commented on Mar 20 10 at 12:16 pm

I’m so confused by all this. To me, you breastfeed unless you’re sick or have some problem. I am always surprised to hear about people who formula feed so I don’t think its viewed as “not normal” to breastfeed. Now, exclusively, maybe…or only from the breast, even in public, or for an extended time, that’s all considered “weird”. I def. think there needs to be WAY more education about BFing.

PowerMama commented on Mar 18 10 at 1:53 pm

For me it did, because my midwife told me to just feed the baby formula when I called two days after she was born with concerns about feeding. If she didn’t think I could do it and wasn’t interested in helping me figure out the situation, then I didn’t feel like I could do it and so I took the easy way out. It felt like the only way out. I’d say the problem in my case was less that I had a sample on hand and more that my ‘support system’ was not so supportive. I wish there was some free or low cost resource that would give women accurate advice and support, like a hotline or something.

Samantha commented on Mar 18 10 at 2:43 pm

We got the magical Similac bag – ours contained the ready to use uber expensive type of formula plus nips for it, coupons galore for all things for mom and baby, a breastfeeding book, nursing pads, and nip cream. I also received in the mail, over the course of my child’s first year, something on the order of six cans (half sized) of both Similac and Enfamil, along with coupons.
Did I use it myself? No. My family raises “titty babies” (as another poster so humorously expressed and I’ve since co-opted the phrase!), no formula. Its just what we do. I’ve been exposed to it since I was little, I had a ton of support from my husband AND my family (side note: we will just not go there about my ILs thank you) AND my bosses (in regards to my “as many as you need pump breaks” and the setting up of my nursing room in the office). I was also lucky that EVERY new mom where I delivered saw a LC within an hour of giving birth. That was their “policy”. You had to sign off on a ton of paperwork if you wanted formula supplementation or straight up formula.
The samples? They were not wasted. I do know that not everyone is successful for whatever societal/social or medical reason. The coupons weren’t wasted either.

I *did* keep the one kind of formula I would have used had I “had to” in the house til I was certain that “I can do this, and not only can I do this, I have a couple days pumped supply in the freezer”.

PlumbLucky commented on Mar 18 10 at 2:43 pm

I was given formula from the hospital and I can’t tell you how much I appreciated that sample. My milk was not sufficient overnight and the baby was crying for hours. I pulled out one bottle, and went to sleep immediately. I still nursed successfully for a year afterwords. It did not have any affect on my decision one way or the other. A sample is just a sample. I think there are far bigger things that affect the choice of bottle vs breast. Peer pressure is going to have a much bigger impact than one sample.

Amy commented on Mar 18 10 at 2:46 pm

Isn’t this really old news? I thought that the effect of free formula samples on breastfeeding was already known, which is why many hospitals no longer send new moms home with sample/gift bags from formula companies.

Julia @ http://notlikeacat.blogspot.com/ commented on Mar 18 10 at 3:35 pm

I do want to add that I received formula samples in the mail, which I happily passed along to moms who could and would use them. The bigger formula-sample problem for us was that I think my husband was tempted to give the baby formula in my absence (so I was happy to have none in the house!). I admit I found the samples to be a comforting “safety net” (to have in the cupboard, just in case) until I was able to figure out breastfeeding, and I think hospitals/health care providers need to focus a LOT more on breastfeeding support.

Julia @ http://notlikeacat.blogspot.com/ commented on Mar 18 10 at 3:39 pm

@Samantha (and anyone else who thinks this is a good idea, I do)- Medela (the pump folks) advertise an 800 number…
I can’t find the 800 # that is on the magnet on my fridge, BUT their website does help you find a local BF specialist http://www.medelabreastfeedingus.com/bnn (Yeah, I know. Maybe for future use?)
Also – if you have Humana for health insurance, sign up for Humana Beginnings! Its free, you have “your” nurse who you talk to roughly once a week, then you get assigned “your” LC once you’ve given birth if you opt to BF. I know its not the same as in-person, but its another source if its what you have available to you.

PlumbLucky commented on Mar 18 10 at 3:55 pm

I agree with Samantha that the samples aren’t the issue, it’s the lack of support. Every mother should have access to a lactation consultant, and more than just a 15-minute drop in at the hospital or an 800-number, although that’s good to know about! But, just to play devil’s advocate for a moment, I really despise when breastfeeding support groups demonize formula or supplementing. I even had a friend who was told by an LC that she needed to stop using nipple-shields and learn how to “nurse right”? Who cares what aid you use or whether you occassionally or frequently supplement with formula. Isn’t some breastmilk for baby better than nothing?

Penn Girl commented on Mar 18 10 at 5:58 pm

This is a really serious issue and I’m glad that there’s finally a study to back up what many have long viewed as one of the most severe barriers to breastfeeding – a lack of support that begins before you’ve even left the hospital. Babble actually reported on a breastfeeding support initiative that my company (Lansinoh) has played a major role in: the Healthy Baby Bounty Bag. It’s listed beneath this story under “Related posts.”

The Healthy Baby Bounty Bag was created by Cottonwood Kids as an alternative to formula-filled discharge bags and is full of samples, coupons, and literature that will support mom in her first days and weeks of breastfeeding. There are over 260 hospitals, birthing centers, and WIC programs that now carry the bag, but there’s still a long way to go before this can displace those formula samples. I posted a letter on my blog that you can download, sign, and send to your local hospital, requesting that they order the bag to support new moms and their help them reach their goals for breastfeeding. If you’re interested, check it out here: http://bymomsformoms.blogspot.com/2009/11/need-help-asking-your-hospital-to.html.

Gina Ciagne, CLC
Director, Breastfeeding and Consumer Relations
Lansinoh Laboratories
http://www.bymomsformoms.net

Gina Ciagne, CLC, Lansinoh Laboratories commented on Mar 22 10 at 11:55 am

I was discouraged by doctors and nurses to formula-feed. However, everyone else kept singnig formula into my ears constantly. People drove me nuts… whenever they heard I was exclusively breastfeeding, they went on to explain the dangers of not giving my baby formula. One of the dangers was that breastmilk was going to dry up at one point in the future (and I won’t know when), and when it does, the baby will refuse formula, and go hungry and starve and fall ill. And, knowing that I was going back to work and planning to leave expressed breastmilk for the baby during the few hours I worked, I thought what if I don’t have enough breastmilk to leave for the baby. So, I took people’s advise and tried to get him used to formula.

The end result is that my baby no longer takes the breast. He has grown a severe aversion to breast. He likes expressed breastmilk, but who can pump 12 times a day? And, I so miss the time we spent together when I used to breastfeed him. When you breastfeed, you really bond with your baby. I felt needed, and I felt a connection with him. Now, I feel like he’s not getting to bond with me in the same way. It breaks my heart. He was a very content kid before starting formula. Ever since starting formula, he’s been really fussy, extremely gassy (to the point of crying for 7 hours), severely consttipated (cried for 5 hours in pain before he could let it out tonight), and he’s mostly on formula now because I don’t get to pump in time, and my supply is diminishing.

While I am very happy with the fact that hospital doctors and nurses really discouraged me from formula feeding, I am regretful that I took my friends’ and mother’s advise and formula fed my baby. It breaks my heart that he’s not getting the nutrition he deserves.

sunShine Mum commented on Mar 30 10 at 2:33 am

That’s why I automatically binned any free samples of formula I was given or sent. I was determined not to feed that crap to my baby if I could possibly help it – and I succeeded! It wasn’t always easy, but I did it. Free samples of formula is an awful thing. I have nothing against mothers formula feeding their babies, but it should be their choice and not one influenced by freebies when we’re at our most hormonal and vulnerable!

Kell commented on Apr 17 10 at 3:22 am

When my daughter was born, we were given formula and even really pushed to give my baby some because “she needs more than what you’re giving her,” while still at the hospital. She never had a problem with breastfeeding until I caved and let a nurse take her away and give her a bottle. After that, as soon as the next feeding, she had latch problems that we struggled with for the first few weeks. We were given a bunch of “just in case” formula samples too, but after that nightmare I just left them sitting on the hospital room table when we checked out. I’m forever thankful we did.

Jen commented on Apr 17 10 at 8:38 am

With my first baby, I was encouraged to formula feed because he was jaundiced and they actually convinced me to give him a bottle. I was pressured by the nurses and pediatricians saying I was starving my baby because my milk hadn’t come in and he hadn’t figured out how to latch yet. I took the formula samples home and used them. I also received a small can of powdered formula at my first OB appointment.

My second, I was adament about breast feeding. Again, we had jaundice to deal with and a pediatrician saying, “A bottle of formula never killed anyone.” My answer was, “You might be the first.” :) I made sure HE saw me throwing away the formula samples. She also had problems latching, but we worked really hard and syringe fed until she got it. She exclusively breast fed for 7 months and continued to nurse until she was 13 months old and SHE stopped. I didn’t wean her.

My third baby was my little latching pro. She was born at home and latched on while I was still holding her in the tub. My milk came in the next day and there was never a question of jaundice. She’s 8 months old and is very close to exclusively breast fed. She snacks on finger foods, but the majority of her calories and nutrition comes from me. I plan to let her lead weaning, just like her big sister. I gave the formula samples to my friend who happened to be using that brand.

Point in all of this? YOU CAN BREASTFEED! Yes, it takes work, but all that work is worth it. Babies are healthier, stronger, develope faster, smarter, etc. I can’t say enough about the differences between my formula fed and my breast fed babies.

Charity commented on Apr 28 10 at 11:27 pm

I gave birth at a military hospital in Idaho. They had the free bag and the nurse told me to throw it away. My son had no problems and I wanted to nurse him. We got home and had some issues. But my husband said, its only one more day until you get a follow up app with the LC and you’ll be fine. ah ha… I was. Still nursing a 14 month old boy. I pump at work (thanks to the AFI, they have to let me) and nurse at home. I donate extra to a mom who had twins prematurely and life worked out. I am really glad I listened to that nurse. (who btw, was male)

Christina commented on May 27 10 at 9:47 am

I gave birth in PA, and everyone in the hospital was focused on breastfeeding. Lactation consultants, nurses, the doctors (both OB and pediatrician). The hospital had rooming-in and no option of a nighttime nursery. I always planned to breastfeed exclusively. But I didn’t like the way I felt bullied into breastfeeding in the hospital. I had a complicated delivery in which my blood pressure dropped so low I almost died– followed by a c-section. I was so exhausted and in so much pain. I remember asking the nurse if someone could just hold my son so that I could get a few hours of uninterrupted sleep. Her reply was that they would need to wake me so he could breastfeed– even though he was waking every 2- 2 1/2 hours and nursing for 30-45 minutes at a time. I asked if they could just feed him a bottle of formula so I could sleep and recover. They made me feel like that would be a horrible thing since it could cause nipple confusion. So even though I was in no condition to breastfeed, I did it.

I understand that nipple confusion is a bad thing, but I felt (and still believe) that the first priority should be taking care of the mother. Would it be better for my son to have breastmilk or for him to have a healthy mother? Is it fair to guilt trip a new mom who is asking/begging for some help? By the time I left the hospital, I was extremely sleep deprived and already showing symptoms of PPD. I really feel like the insistence on breastfeeding at all costs in the hospital increased the severity of my PPD symptoms and the speed of its onset.

Lillian commented on Mar 28 11 at 5:34 pm

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