“Ap Úc” Milk Prices Surge Faster Than Gold – From $75 to $170/Box: Should Moms Still Splurge?

In recent days, the parenting community has been abuzz with the news of a significant price hike for Aptamil Essensis infant formula.

Across parenting groups on Facebook and TikTok, there’s been a surge in posts seeking to purchase Aptamil Essensis over the past two weeks. Many of these posts receive hundreds of comments within hours, primarily from parents sharing their struggles to find the product or encountering unusually high prices.

Some mothers report that within just one week, the price of Aptamil Essensis Stage 3 has skyrocketed. Typically priced between 1.6 million and 2 million VND per can, it now ranges from 2.4 million to 2.6 million VND.

The price surge doesn’t stop there. Aptamil Essensis from Australia has now exceeded 3 million VND per can. On some e-commerce platforms, prices have climbed to over 3.2 million VND, and in parenting groups, prices have shockingly reached 3.7 million VND per can.

The rapid price increase has led some parents to joke: “The price of formula is rising faster than gold.”

Why has the price of Aptamil Essensis increased so dramatically?

There are three main reasons:

1. Limited supply and fragile supply chain

Australia has tightened restrictions on hand-carried goods, controlling quantities and shipping routes. Many retailers report difficulty sourcing the product, driving prices up.

2. Surging demand

Aptamil Essensis is a premium organic formula from Australia, known for its A2 protein, which is easy to digest. It also contains Synbiotic and probiotics to boost immunity and support digestion. This formula is suitable for infants from birth to over 3 years old, especially those with sensitive stomachs or allergies.

Given its benefits, many parents prefer this product for their children.

3. Panic buying due to scarcity fears

Many parents, fearing shortages or further price increases, are stockpiling 3–6 cans or more. This hoarding exacerbates the shortage and drives prices even higher.

Are parents experiencing FOMO?

Parents may fear that switching formulas could harm their child, even though each child’s needs are unique. Market volatility also fuels anxiety, prompting impulsive purchases. This behavior inadvertently allows retailers to raise prices further.

While long-term stockpiling seems prudent, it carries risks: expiration, clumping, or changes in a child’s preferences can lead to waste.

These factors push parents into a FOMO mindset, leading to emotionally driven spending rather than purchasing based on actual needs.

Solutions for Parents