(3/25/99)

If you have an infant who feeds on baby formula, we have a tip that could save you hundreds of dollars a year. News Specialist Scott Light shows us how.

Marjorie Sansone buys name brand baby formula because that's what she got in the hospital and that's what her doctor recommends.

She hasn't ventured down the generic aisle yet."This stigma is, it's not as good," she says.

Emily Smith has always bought a lesser known brand of formula.

"We've looked at labels and talked to our doctor about it. He said they are pretty much the same. We by the Carnation because it's a cheaper brand," Smith says.

There are two brands that absolutely dominate the baby formula market.

One is Similac. The other is Enfamil. Put them together and they swallow up 90-percent of the formula market.

They're also the most expensive. Dr. James DeMarco says part of the massive sales is psychology.

"Do you think there's a psychological factor?"

Kim Crapo, "I do, because when he was younger I definitely wanted the best brands, but I tolerate things more now and it didn't bother me as much."

Many parents do feel guilty for using a less expensive brand. But should they?

Dr. DeMarco says, "When you get down to it, it's all really controlled and monitored and they're all pretty much the same."

For the most part, he's right.

The FDA controls what goes into all formulas. The government dictates the nutritional levels of 25 or more nutrients.

We checked the labels, and found some differences. But the nutritional levels were often the same between the off-brand and the name brand.

If you can deal with the stigma of a lesser known brand, you'll save money.

Emily Smith says she saves $10 a week by buying the lesser-known formula.