In 2022, the US baby formula shortage forced thousands of international parents to scramble for alternatives — and many discovered that US-made formulas, especially Costco's Kirkland Signature line, were cheaper and just as good as the name brands they had been buying locally. Three years later, the international demand for US formula hasn't gone back down. If anything, more parents are bulk-importing every quarter.
This guide covers what to buy, where, what it actually costs, and — most importantly — how to navigate customs in the markets where Selectido ships most formula: Mexico, Brazil, the Philippines, Nigeria, UAE, Saudi Arabia, and India.
What's in this guide
Why US formula specifically?
Three reasons keep US formula in demand internationally:
Price. Bulk warehouse retailers like Costco and Sam's Club price formula at near-wholesale. A 36-oz can of Similac Pro-Total Comfort sells for ~$32 USD at Costco; the equivalent retail-channel price in Mexico, Brazil, or the Gulf is often 2-3× that after import margins, taxes, and distribution. Even after Selectido's booking fee plus international shipping, the math still favors US imports for a 6-12-month bulk buy.
Formulation consistency. US formula manufacturers (Abbott for Similac, Reckitt for Enfamil, Perrigo for Kirkland) operate under FDA oversight with batch testing requirements. The international versions of "the same brand" are sometimes manufactured by licensees in different facilities with formulation tweaks for local regulations. Many parents find their child responds differently to the local version vs. the US version.
Specialty formulations. Hypoallergenic (Nutramigen, Similac Alimentum, Enfamil Pregestimil), amino-acid-based (Neocate, EleCare), preterm and high-calorie variants — these are not always available locally, and when they are, prices in Mexico, Brazil, India, and Nigeria run 3-4× the US retail.
The brands worth importing (and the ones not worth it)
Here's a practical breakdown of what we ship most often:
Worth importing
Kirkland Signature ProCare — Costco's house brand, manufactured by Perrigo Nutritionals. The macronutrient profile closely mirrors Similac Pro-Total Comfort. Price per ounce is roughly half. The catch is the membership wall (which Selectido handles — see the Costco without membership guide).
Similac Pro-Total Comfort, Pro-Sensitive, Pro-Advance — the Abbott flagship, available at Costco (multipacks), Walmart, Target. Most-shipped name brand in our experience.
Enfamil NeuroPro, Gentlease, Reguline, A2 — Reckitt's lineup. Particularly in demand in Brazilian and Argentine markets where the local Enfamil distribution is patchy.
Walmart Parent's Choice — Walmart's house brand, manufactured by Perrigo (same as Kirkland). Cheapest of all — typically 30-40% below Similac. Quality is identical to the name brand. Underrated by international parents who haven't tried it.
Bobbie — premium organic formula based on EU dairy standards. More expensive ($26-30/can retail) but in high demand among parents looking for organic-grade nutrition. Whole Foods or directly from bobbie.com.
Earth's Best Organic — long-established US organic formula, available at Whole Foods, Target, Walmart.
Not always worth importing
Generic store brands (CVS, Target Up & Up) — by the time you factor shipping, the Costco/Walmart house brands are cheaper.
European brands sold in the US (Holle, HiPP, Jovie via specialty shops) — if you're in a country with easier access to European imports (UK, France, Spain, parts of LATAM), buy these locally rather than routing through the US.
The Kirkland Signature story (worth understanding)
Kirkland Signature baby formula deserves a section because it's the single biggest "discovery" most international parents make. Here's the short version:
Costco contracts Perrigo Nutritionals — one of the largest infant formula manufacturers in the world — to produce Kirkland Signature ProCare and Sensitivity. Both are manufactured in the same FDA-regulated facilities that produce many other branded formulas. The macronutrient and micronutrient profiles are explicitly designed to mirror Similac Pro-Total Comfort and Similac Pro-Sensitive, respectively.
The price difference is roughly 40-50% per ounce. For a typical 0-12-month formula-feeding child, that's $800-1,200 USD per year saved.
Many parents who switch report no observable difference for their child. A small percentage notice their child does better on one brand than the other (this is true between any two formulas, including different lots of the same brand). The rational starting point is to try Kirkland once and see.
Customs by destination — what you'll actually pay
This is where the difference between countries becomes very real. Here's the 2026 lay of the land for personal formula imports:
Mexico
Threshold: $50 USD per package duty-free. Above that: ~19% (IVA + tariff). Most parents ship 4-6 cans per package to stay near or under the threshold, then book multiple Selectido sessions per quarter.
Brazil
Threshold: $50 USD if shipped via Correios as a "gift between individuals" — strict interpretation by Receita Federal. Above that: 60% federal tax + 18-25% state ICMS. Recommended: ship via DHL Express (handles brokerage) and split larger orders into multiple parcels. Full Brazil guide here.
Philippines
Threshold: PHP 10,000 (~USD 180) under the de minimis rule. Above that: variable duty + 12% VAT. For OFW families, the $10,000-USD/year balikbayan exemption is separate and a huge advantage — properly documented Selectido shipments can be sent under this regime. Most-favorable destination for bulk formula buys we ship.
UAE & Saudi Arabia
UAE: 5% duty above AED 1,000 (~USD 272). Saudi: 5% + 15% VAT above SAR 1,000 (~USD 267). Both relatively friendly. DHL is the recommended carrier — handles all paperwork at delivery.
Nigeria
No meaningful de minimis. Effective duty + VAT typically 25-35% on personal formula imports. Still economically viable on bulk buys because Nigerian local pricing for US-formula equivalents runs 4-5× US retail. DHL recommended.
India
Very low de minimis (~₹100, ~USD 1.20). Duties stack to 38-77% depending on the specialty classification. Honest take: bulk-importing standard formula to India usually doesn't make economic sense after duties unless you specifically need a specialty (hypoallergenic, amino-acid-based) variant not available locally.
Shelf life, packaging, and shipping practicalities
Three things matter once formula is en route:
Expiration dates. US formula typically prints a 12-18 month shelf life from manufacture. By the time you receive your shipment, expect 8-14 months remaining — plenty for a 3-month bulk buy, tight if you ordered a year's supply. Selectido specialists check expiration dates on every can on camera before purchase.
Packaging. Powder formula ships well — sealed cans, dry, customs-friendly. Liquid concentrate ships poorly — heavy, breakable, regulated as liquid for air freight. We recommend powder unless your specific formulation only comes in liquid.
Customs declaration. Always declared accurately as infant formula at retail value. Mismarking is illegal and risks the entire shipment being seized — never do this.
How much to bulk-buy in one shipment
Rule of thumb based on what we ship most often:
- 0-3 month supply (4-8 cans) — best for first-time importers and customers in high-duty markets (Brazil, Nigeria, India). Stays under most countries' de minimis.
- 3-6 month supply (12-20 cans) — sweet spot for Mexico, Philippines (non-OFW), UAE, Saudi. Some duty applies but the per-shipment overhead amortizes well.
- 6-12 month supply (24-50 cans) — for OFW Filipinos using the balikbayan exemption, or Singapore/Chile/Colombia where thresholds are higher. Single big shipment is most economical.
The actual booking process with Selectido
If you've never done this before, the workflow looks like this:
- Open Selectido, book a one-hour session at Costco, Walmart, or Target depending on which formula brand you want.
- In the booking notes, list the specific formula(s), quantity, and your child's age. The specialist arrives at the store ready.
- Join the live video call. The specialist walks to the formula aisle, holds each can up to the camera so you can verify the brand, formulation, and expiration date, and adds it to the live cart.
- You approve the cart. The specialist pays at the register with the Selectido company card.
- Items go to the Selectido hub. We pack tightly (formula tolerates this well), declare contents accurately, and ship via your chosen carrier.
- You get tracking when it ships and, in most countries, an estimated delivery date and any customs duty estimate.
For most customers who establish a routine, the second and subsequent orders are even simpler — use the "Rebook last cart" feature to repeat the same order with the same specialist (when available) on a monthly or quarterly cadence.
Bottom line
If you're feeding a child internationally and you want US-formula consistency, US-shelf pricing, or a specialty formulation that's expensive locally, importing through a live-video personal shopping service like Selectido is now the cleanest path. The Costco-without-membership angle alone changes the economics for a year of formula. The customs landscape is friendly in most countries we ship to and manageable in the rest.
If you have a specific formula in mind and want a per-can quote with shipping to your country, the easiest first step is to book a 30-minute introductory session — the specialist can spec out exactly what works for your situation.