Every infant formula sold in the US must meet the same FDA nutritional standard, so a store brand is a complete, safe formula with the same required nutrients as Enfamil or Similac. Store brands are made by major manufacturers and cost 33 to 50 percent less, which adds up to $750 to $1,200 over a formula-fed baby's first year. Here is every option by true cost per prepared ounce.
Prices reviewed 31 July 2026 . Cost per prepared fluid ounce, in USD. Not medical advice; follow your pediatrician for your baby's needs.
We costed baby formulas by cost per prepared ounce. Store brands (Parent's Choice up&up Kirkland Amazon) run about $0.55 to $0.65; name brands Similac and Enfamil run $1.10 to $1.30. All meet the same FDA nutritional standard set with the AAP, and store brands are made by major manufacturers and approved by pediatricians. Over a formula-fed first year the difference is $750 to $1,200.
Method: cost per prepared fluid ounce from typical US powder prices at label mixing. All US infant formula meets the same FDA nutritional standard (with the AAP); store brands are made by major manufacturers (often Perrigo) to that standard. Specialty formulas (hypoallergenic) cost more in both store and name brands. Prices are indicative and change. Cite this: "usefulHQ Baby Formula Cost Study 2026", usefulhq.com/baby-formula-cost/. Not medical advice.
A baby drinks roughly 20 to 30 oz a day on average across the first year; newborns less, older babies more before solids take over.
| Formula | Type | Per oz | Cost / month | Over term | Best for | |
|---|---|---|---|---|---|---|
| Kirkland Signature (Costco)Best value FDA-standard cow's-milk formula; the lowest cost per ounce among store brands, needs a Costco membership. |
Standard | $0.55 | $413 | $4,950 | Cheapest (membership) | Check price |
| Parent's Choice (Walmart) Same FDA nutritional standard as Similac and Enfamil, made by a major manufacturer, about half the price. |
Standard | $0.60 | $450 | $5,400 | Cheapest without membership | Check price |
| Amazon / Mama Bear Amazon's own infant formula; FDA-standard nutrition, convenient subscribe-and-save. |
Standard | $0.62 | $465 | $5,580 | Cheapest online | Check price |
| Target up&up Advantage Target's house brand; FDA-identical nutrition to the name brands for far less. |
Standard | $0.62 | $465 | $5,580 | Store-brand value | Check price |
| Store-brand gentle/sensitive The store-brand version of Gentlease or Sensitive (partially broken-down protein or reduced lactose), same idea for less. |
Gentle | $0.75 | $563 | $6,750 | Gentle value | Check price |
| Similac 360 Total Care Standard cow's-milk formula; the same FDA nutrition as store brands at roughly twice the price. |
Standard | $1.15 | $862 | $10,350 | Popular brand | Check price |
| Enfamil NeuroPro Standard formula; meets the same FDA standard as the store brands, you pay for the name. |
Standard | $1.25 | $938 | $11,250 | Popular brand | Check price |
| Store-brand hypoallergenic Store-brand version of a hypoallergenic formula for milk-protein allergy; cheaper, but use under pediatrician guidance. |
Hypoallergenic | $1.30 | $975 | $11,700 | Specialty value | Check price |
| Enfamil Gentlease / Similac Sensitive Name-brand gentle formula; the store-brand gentle meets the same standard for much less. |
Gentle | $1.40 | $1,050 | $12,600 | Brand gentle | Check price |
| Enfamil Nutramigen / Similac Alimentum Name-brand hypoallergenic for diagnosed allergy; the priciest, always use with your pediatrician. |
Hypoallergenic | $2.50 | $1,875 | $22,500 | Brand specialty | Check price |
Nutritionally yes. All US formula meets the same FDA standard (with the AAP), so store brands are complete, safe formulas with the same required nutrients, made by major manufacturers and approved by pediatricians. They cost 33 to 50 percent less.
About $750 to $1,200 over a formula-fed first year, since a baby uses 50 to 60 cans. Store brands are ~$0.55 to $0.65 per prepared ounce versus $1.10 to $1.30 for name brands, roughly half.
Costco Kirkland if you have a membership, then Walmart Parent's Choice, Target up&up and Amazon's own, all around 55 to 65 cents per prepared ounce. Buy the largest tub of your baby's type and compare price per prepared ounce, not per can.
Generally yes, between brands of the same type, because all meet the same standard. Some babies briefly have different stools or gas, which settles. Match the type to your baby's needs and follow your pediatrician for allergies or medical conditions. Never dilute or homemake formula.