The cost of raising a family is pushing some households over the brink
New research from Bonya has found that 41% of lower-income parents have gone without eating and sacrificed their own health in order to afford essentials for their babies. Including formula or nappies.
This reality of parenting in 2025 is also setting in for 53% of families admitting it’s becoming harder to provide for their little ones. Further, 43% were also too scared of being judged to ask for help.
On top of the financial difficulties, these parents are also facing a crushing social stigma around providing for their children. Nearly seven in 10 feel judged for feeding their children what they can afford instead of the top-shelf stuff that’s out of their budget. 56% of lower-income parents feel guilty for being forced to get cheaper food products for their children.
While food banks do offer these necessities, including formula, three in five parents that took part in the research were worried it would have negative effects on their family, such as putting their family on social services’ radar.
EastEnders star Lacey Turner is joining the fight against this growing sense of fear, confusion and guilt, sharing her own experience too. The actress, who welcomed her third child earlier this year, said: “When I became a mum, I was completely floored by how overwhelming and confusing everything felt.
“The costs for baby products alone shocked me, I’m not surprised so many parents are at breaking point. I was so overwhelmed by how many decisions there were to make. Add money worries to the mix and it’s no wonder.
“Families shouldn’t feel ashamed about looking for bargains. Being frugal is a skill – not a stigma. We need to start showing up for families in a real way, not judging their experiences, just helping!”
Lacey is supporting Bonya’s new Formula Fog Hub campaign. The Hub is meant to provide a one-stop destination for parents to get nonjudgmental guidance that fits both their babies and their budgets.
The brand is also calling on the baby formula industry to be more transparent, accessible, and affordable. Co-Founder, Dylan McMahon, said: “It’s a national scandal. While big brands are making millions, parents are skipping meals to feed their babies.”
As part of the campaign, parenting and money saving expert Gemma Bird weighed in with some “not-so-obvious” ways to save money as a family finely treading the poverty line, which start with a warning.
She said: “Don’t be fooled by flashy ‘offers’. That family-sized box might look like a bargain, but the price-per-100g (or ml) on the shelf label tells the truth. Compare those before you throw it in the trolley, you might find the smaller or own-brand version gives you more for less.”
The expert also slammed the belief that it’s only possible to get good quality products at a high price. She explained: “A big price tag and shiny branding doesn’t guarantee better quality, especially with baby products. Challenge the myth. Budget buys can be brilliant, let’s bin the stigma!”
She also urged parents to make the most of any loyalty points, cashback sites and kids meal deals. Gemma specifically recommended: “Tesco Clubcard, Lidl Plus, Nectar, Boots Advantage… they’re free and can save you a fortune.
“Before I check out online, I always pop onto a cashback site like Quidco. We’ve earned money back on everything from broadband to takeaways. Loads of places do kids meals for £1 or less; Asda, Morrisons, Hungry Horse and more, especially in the school holidays.”
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