I think this is a really difficult issue to discuss honestly because there can be a lot of finger pointing, plus mums who used formula often get defensive at what they (often rightly) perceive as criticism.
I can only speak from personal experience but support for breast feeding in this country is abysmal.
I had premature twins - they had no sucking reflex as they were too early, and had to be fed via a dropper. I hadn't actually realised that I had any particular feelings about breastfeeding but when they were in SCBU in the Intensive Care section, I suddenly realised that I really wanted to breastfeed. I couldn't pick them up or cuddle them, and it felt as if breastfeeding was the one thing that I COULD do to help. I can vividly remember how important it suddenly felt to me.
Fuck me, it was hard going. The vast majority of mums in SCBU would have had to pump because the babies were too small/early/sick. There was only one place to pump and that was a chair behind a curtain in the kitchen. Cold, draughty, and with people whooshing past every minute - it's hard enough to pump but in those circumstances it felt almost impossible.
There was a lack of expertise in the hospital for breastfeeding - allegedly there was an expert, just the one, but she wasn't ever on SCBU - I'm guessing she was maybe in the main maternity ward only? As we moved down through the dependency levels in SCBU I managed to introduce breastfeeding but it was hard to know what to do with twins. Because they were so tiny, they struggled to get my nipples into their mouth. And one had really severe reflux. It was a really difficult time.
On another occasion not long after I the birth, I had a proper meal for the first time. I was sick because I'd not eaten full meals at all during my pregnancy due to horrible pregnancy sickness throughout, so when I picked up a McDonalds on the way home from the hospital, it made me vomit as I wasn't used to the high fat. No one knew what to do with the breast milk or whether it was contaminated because I'd thrown up. No one knew how long the breast milk would be contaminated for. I had to stand outside in a corridor holding my bag of milk bottles while they had a meeting to decide what to do about me. I was very hormonal and honestly just sat and cried.
I was determined to establish breastfeeding but I was struggling. They kept trying to get me to switch to formula "because it will just be easier with twins". The whole breast is best message wasn't mentioned, EVER. Lots and lots of information available in SCBU about the different bottles and the various formulas, but virtually nothing about breastfeeding apart from one tatty old poster about how to get a baby to latch.
One of the nurses even said to me "don't you WANT to take your babies home?!" when I said I wanted to persist with trying to breastfeed.
The only help I had was from two Indian health care assistants - they said where they grew up in India, breastfeeding was par for the course. They were really positive and supportive - but their advice was limited to just trying to cram my nipples into the babies' mouths!
Once home, there was no support for breastfeeding or advice from anyone. The health visitor seemed clueless how to deal with prem babies or twins (not going to even get into her suggestions on how to wean which involved sterilising the spoon between each mouthful!)
I really really wish now that I'd kept breastfeeding for longer. I managed to get to about 3/4 months with just the occasional formula top up before giving up completely. Those three months or so were a bloody struggle. I had two very small babies that needed feeding every few hours and it was just so hard. There weren't any local support groups. I am sure that if I'd been given good advice and support at the start, I would have found it easier. And I really could have done with ongoing help as everything seemed to be written for babies that were bigger/different developmentally to mine.
I know there are women who choose to formula feed, and that's fine. But as PP have said, some of those reasons will revolve around social stigmas, and also the practicalities of breastfeeding.
Other women may want to breastfeed but can't manage it - but probably with better quality support, lots more might be able to. I know now there are lots of different types of help for women who struggle to breastfeed - but none of those were ever mentioned to me when I was having a hard time.
We shouldn't shy away from acknowledging that breast is usually best - but if we're going to do this, then there HAS to be better support for women trying to breastfeed. And other measures put in place to reduce the social stigma/misconceptions - including breastfeeding mums being able to feed their baby in any place where they'd be able to give them a bottle.
By constantly slating formula providers and putting in draconian measures, all that happens is that women who aren't able to breastfeed feel even more of a failure (you're not!!!!), and women who have opted to formula feed voluntarily are made to feel like shitty mums (also not true!!).
The focus on formula providers is looking in the wrong direction - the emphasis should be on support and help for new mums. No one gives a shit what colour the packaging is.