The authors have studied the incidence and duration of breast feeding (BF) among children from Sassari born in the period 1976 to 1987 (3608 full-term, normal infants). The data have shown a progressive decrease in the incidence and duration of B.F. from 1976 to 1983 followed by a progressive increase in the last 4 years of the study. The authors point out the need for structured incentive program aimed at a better education of the mothers concerning the advantages of breast feeding.