Breastfeeding accessories market is anticipated to grow at a CAGR of 6.3% during the forecast period (2024-2031). Growing rates of employment for women globally and more government and industry awareness initiatives are projected to fuel growth in the breastfeeding accessories market.

Market Dynamics

Increasing influence of Breastfeeding Awareness Initiatives

The demand for exclusive breastfeeding practices has increased as a result of breastfeeding awareness campaigns and educational initiatives, that additionally generated demand for breastfeeding accessories that support mothers' journey. According to the World Health Organization (WHO) in June 2023, over the past decade, there has been a significant increase in the practice of exclusive breastfeeding globally, with the prevalence rising by ten percentage points to reach 48% of children under 6 months. This advancements produces closer to the World Health Assembly's target of 50% by 2025 and motivates us to intensify efforts to achieve the 70% target by 2030.

Increasing Implementation of supportive policies and regulations

The implementation of rules and legislation that support lactation support services, a breastfeeding-friendly environment, and the safety and quality of breastfeeding accessories is an essential role of governments and healthcare organizations. According to the National Institute of Health (gov.) in September 2018, and estimates by the World Health Organization (WHO), while 98% of women globally are physiologically capable of breastfeeding, only 35% of infants are breastfed from birth to five months. This low rate is often attributed to common issues such as nipple wounds, soreness, mastitis, and breast fissures, which can lead to an unpleasant breastfeeding experience and early cessation. Despite these challenges, it is recommended by both WHO and UNICEF to exclusively breastfeed for the first 4 to 6 months of infancy, with continued breastfeeding up to 2 years alongside complementary feeding.

Market Segmentation

Our in-depth analysis of the global breastfeeding accessories market includes the following segments by product and distribution channel:

• Based on product, the market is sub-segmented into nipple care products, breast pumps, breast shells, breastmilk storage & feeding products, and others (breastfeeding pillows, and nursing pads).

• Based on distribution channel, the market is augmented into hospitals and maternity centers, breastfeeding support centers and clinics, retailers and specialty stores, online platforms and e-commerce websites, and others (pharmacies and drugstores). 

Breast Pumps is Projected to Emerge as the Largest Segment

The breast pump sub-segment is expected to hold the largest share of the market. The primary factor supporting the segment's growth includes the increasing demand for developments in breast pump technology, which offers attributes including rapid motor operation, hands-free operation, and customizable suction levels to improve comfort, convenience, and efficiency. For instance, in August 2023, Lansinoh launched the Lansinoh Wearable Pump, designed to empower new mothers by providing lightweight, hospital-strength suction and adjustable suction up to 280mmHG. The pump is a practical and pleasant choice for mothers since it allows for hands-free pumping, has four flange size options, is simple to assemble and clean, and has a long-lasting rechargeable battery. Furthermore, in March 2021, Philips Avent launched the Philips Avent Double Electric Breast Pump, Advanced, featuring Natural Motion Technology, a compact, portable design, and a combination of suction and nipple stimulation, aimed to meet the demands of modern mothers.

Hospitals and Maternity Centers Sub-segment to Hold a Considerable Market Share

Hospital policies and practices, such as encouraging skin-to-skin contact, allowing rooming-in, and supporting delayed supplementation, aim to support and promote breastfeeding practices and the use of breastfeeding accessories. According to the World Health Organization (WHO) in December 2023, breastfeeding practices, with exclusive breastfeeding being the most beneficial start, save the lives of almost 823,000 children under the age of five each year. This can assist achieve the Sustainable Development Goals and lower infant mortality. With 44% of infants under 6 months being breastfed, simply 35 nations are on track to achieve exclusive breastfeeding. Support for social determinants of health is required at the levels of services, health systems, and policy.

Regional Outlook

The global breastfeeding accessories market is further segmented based on geography including North America (the US, and Canada), Europe (UK, Italy, Spain, Germany, France, and the Rest of Europe), Asia-Pacific (India, China, Japan, South Korea, and Rest of Asia), and the Rest of the World (the Middle East & Africa, and Latin America). 

The rise in birth rates, focusing on supportive healthcare policies and birth trends in Asia-Pacific

Supportive healthcare policies and initiatives, such as, the Baby-Friendly Hospital Initiative, encourage breastfeeding practices, driving increased demand for breastfeeding accessories such as, breast pumps and nursing bras. According to the Australian Bureau of Statistics in October 2023, there were 300,684 registered births, a 3% decrease from 2021, and the total fertility rate for all Australian women was 1.63 births per woman. 

Global Breastfeeding Accessories Market Growth by Region 2024-2031

North America Holds Major Market Share

Among all the regions, North America holds a significant share owing to rapid urbanization and changing lifestyles. Working women are seeking for discreet and portable versions that enable mothers to provide milk conveniently when they're away from infants. According to data from low- and middle-income countries (LMIC) between 2000 and 2019, the global rate of exclusive breastfeeding (EBF) among children younger than 2 years of age increased to 48.6% in 2019. The analysis revealed that EBF rates improved in most regions worldwide, except the Middle East and North African regions. Additionally, a separate analysis of data from 78 LMICs estimated that sub-optimal breastfeeding contributed to 11.6% of under-5 deaths, resulting in 804,000 child deaths.

Market Players Outlook

*Note: Major Players Sorted in No Particular Order

The major companies serving the global breastfeeding accessories market include, Ameda, Inc.,Lansinoh Laboratories, Inc.,Medela AG,Philips group,Pigeon Corp.and others. The market players are increasingly focusing on business expansion and product development by applying strategies such as collaborations, mergers, and acquisitions to stay competitive in the market. For instance, in March 2022, TensCare introduced the TensCare Nouri range of breast pumps, designed to aid in breastfeeding difficulties and provide additional support to new mothers. The product includes three models: manual, electric, and dual, offering innovative features for rapid pumping and simultaneous milk expression from both breasts.

The Report Covers

• Market value data analysis of 2023 and forecast to 2031.
• Annualized market revenues ($ million) for each market segment.
• Country-wise analysis of major geographical regions.
• Key companies operating in the global breastfeeding accessories market. Based on the availability of data, information related to new product launches, and relevant news is also available in the report.
• Analysis of business strategies by identifying the key market segments positioned for strong growth in the future.
• Analysis of market-entry and market expansion strategies.
• Competitive strategies by identifying ‘who-stands-where’ in the market.