In a recent article I read on the Star online, parents are demanding the government to set a price ceiling on babies milk. At first glance, setting a price ceiling would be a great move to ease burdens on parents especially the middle income group of people. But, setting a price ceiling would actually mean setting the price level of baby milk below the equilibrium price level. Implementing a price ceiling on baby milk prices will disrupt the natural price that market forces impose to stabilise the quantities supplied and demanded for baby milk because of the interference from the government regulations.
First of all, a look on theprices of baby milk today. There are many types of milk to retail shelves today, ranging from the high end to the lower quality ones. If you go to hypermarkets today, we can see prices of baby milk at whopping prices. Take a high end brand Enfalac for example, it stores they cost around RM45 just for a 700 gram refill pack, which is insane. Besides that, baby milk is not the only thing parents have to spend on their babies. And another high end brand, Isomil Plus, recently advertised in the newspaper by Giant, a 700 gram milk powder tin is priced at RM58.99. From forums where mothers have their discussion with each other, I found out that the estimated cost of buying baby products is around RM1500. This includes things like milk bottles, diapers, food and nursing expenses. And if you want to buy toys and baby strollers, you need to add on another estimated cost of RM2500.In my opinion, this problem is only occurring because baby milk is considered as an inelastic product. This means that even if the prices of baby milk are high, people will still need to buy them. Some may argue that parents can opt for cheaper baby milk sources, but how many parents would actually take risks and potentially harming the growth of their own child? This is why baby milk is considerably inelastic. Another source of argument would be parents can opt for soya milk instead as a substitute. Again the question here would be, does soya milk provide the same vitamins and nutrients that the normal baby milk provides? Well, the answer is obvious, no. So this shows that baby milk has actually very weak substitutes making it inelastic. Another test that can prove that baby milk is inelastic is to see the proportion of income spent on baby milk. So because of this, many business firms understand that when they increase the price of baby milk, they can increase their total revenue. This business strategy is a concept very simple for firms to use. Most firms are smart enough to realise that reducing prices for inelastic products will only mean that they will make less money. Since, prices of baby milk will not be going lower anytime soon, it is only logical that parents demand a price ceiling to be imposed.
What happens when a price ceiling is imposed? When a price ceiling is introduced to baby milk, the price will now be lower than the market equilibrium price. Any price higher than the price set is now deemed illegal. To the common people it all sounds like a dream come true. And their financial burden will now be eased. Will that really be the case? Let us look into the price ceiling deeper. In contrary to what people believe, a price ceiling actually causes negative effects. The first negative effect is that it would create a shortage of baby milk. This shortage of baby milk occurs because business firms are now not allowed to sell at any price higher than the price ceiling. Because of this, many firms are now not willing to sell baby milk at a large quantity at such a low price causing the quantity supplied to decrease. Subsequently, as firms are now supplying less baby milk than they should be, resources will not be utilised fully causing inefficiency.
As quantity supplied continues to decrease, the quantity demanded will soon exceed it. And when demand is more than the supply, a shortage will occur. This actually means not everybody will be able to get baby milk at the level of the price ceiling. If the rich people were the one to buy all the baby milk at a cheap price first, then what would happen to the other middle and low income people? So in truth, this is actually unfair. And because the quantity supplied of baby milk is now in a shortage, people will spend more time in searching for baby milk. And when that happens, the opportunity cost of baby milk is increased. In this situation the opportunity cost involved is not only time but petrol and possibly phone calls as well which could be used more productively. In the end, the baby milk actually costs more than it when it was before the price ceiling is implemented.
Also, when people are unable to purchase baby milk, feelings of frustration that will soon develop into desperation will exist. When people are desperate, they can be willing to do many things. Since a great demand for baby milk exists, black markets will not let such a great opportunity to make money go to waste. As a result, people will turn to black markets in order to get baby milk where they will be required to pay very high prices. In addition, if the price ceiling is set too low, the prices people have to pay for baby milk will be even higher. When that happens, the people end up worse off than they were before the price cap was set.
Therefore I would like conclude that setting a price ceiling on baby milk will not be the best solution. Since baby milk is considered a financial burden, there are many other ways the government can use to help. The government can offer help in other areas financially to low and middle income earners so that the people will have more disposable income such as providing 100% exemption on housing loan stamp duty, providing free medical health check-ups at government hospitals and maybe even reduce taxes. In other words, offering other money incentives would be better options.
By Eugene Tan Jia Sheng











