Breastfeeding Accessories Market

Market Overview

The global breastfeeding accessories market size was valued at USD 2.05 billion in 2022. It is estimated to reach USD 3.50 billion by 2031, growing at a CAGR of 6.15% during the forecast period (2023–2031). The global breastfeeding accessories market is boosted by a notable decrease in infant death rates due to developments within the healthcare industry. There has also been a surge in the initiatives for breastfeeding accessories by market players and governments worldwide, fueling the market growth.

Breastfeeding accessories include a variety of items used by nursing mothers. Breastfeeding accessories are useful for mothers with a low or irregular milk supply, as they facilitate milk expression. Breastfeeding accessories encompass a diverse range of products utilized by nursing mothers during the act of breastfeeding. Breast pumps facilitate the extraction of milk from lactating mothers, enabling them to provide nourishment to their infants in their absence.

A breastfeeding cushion is an advantageous adjunct that is likely to be highly valued by mothers who engage in nursing. Lactating mothers may relieve pregnancy-related ailments, such as back discomfort, through the assistance provided during the baby's feeding periods. Breastfeeding accessories provide enhanced support and convenience to nursing mothers, hence facilitating their caregiving responsibilities.

Market Dynamics

Global Breastfeeding Accessories Market Drivers:

Declining Infant Mortality Rate

In the past few years, there has been a decline in infant mortality rate due to advancements in the healthcare industry. According to a January 2023 UNICEF report, the world has made remarkable progress in child survival over the past three decades, and millions of children now have superior chances of survival than they did in 1990. In 2021, only one in twenty-six children died before age five, compared to one in eleven in 1990.

In addition, progress in reducing infant mortality rates accelerated during the 2000s compared to the 1990s, with the annual rate of decline in the global under-five mortality rate increasing from 1.8% in the 1990s to 4.0% for 2000-2009 and 2.7% for 2010-2021. More than 60% of deaths of children under five are believed to be preventable through low-cost measures such as continuous breastfeeding and improved nutrition. Thus, the declining infant mortality rate will expedite market growth over the forecast period.

Increasing Initiatives to Support Breastfeeding

Numerous studies have demonstrated that breastfeeding confers many health advantages for both newborns and mothers, alongside significant socioeconomic and ecological benefits for communities. Therefore, the governments of several nations and key players worldwide are creating awareness and supporting breastfeeding. For instance, in December 2020, Medela, the most-trusted and most-recommended breast pump brand by moms, announced the next generation of The Moms' Room, which provides unrivaled support for breastfeeding families facing critical, journey-defining obstacles and milestones.

The free program will continue to provide customized breastfeeding support, empowering mothers with resources and education throughout their breastfeeding journey, and now includes sneak previews and opportunities to test products, in addition to assisting mothers in acquiring an insurance-covered breast pump, initiating a healthy milk supply, and returning to work after maternity leave. Such initiatives are predicted to propel the market growth over the forecast period.

Global Breastfeeding Accessories Market Restraint:

Negative Impact of Breastfeeding Accessories

The use of breastfeeding accessories can have a negative impact on the baby's health. For instance, a recent Centers for Disease Control and Prevention report stated that two infants have been infected with Cronobacter sakazakii, a rare but potentially fatal bacterium. The first case was reported in September 2021 after a baby was fed formula. It is suspected that contamination originated from the scooper or another implement based on the exhaustive testing performed by the CDC on the powdered formulation.

Furthermore, in February 2022, one more infant succumbed to this bacterium, expiring 13 days subsequent to the onset of the infection. The outbreak is hypothesized to have been caused by the presence of infected nursing devices. This is expected to restrict market growth.

Global Breastfeeding Accessories Market Opportunities:

Product Innovation

Market leaders are concentrating on product innovation to endure the intense competition. For instance, in May 2016, Lansinoh Laboratories, a global leader in breastfeeding products and accessories, introduced the Lansinoh® Smartpump ™, a double electric breast pump designed for today's busy mothers. The new Smartpump is the first pump on the market to feature Bluetooth® technology, allowing for the pump's seamless pairing with a new, free Lansinoh Baby ™ app.

Furthermore, in January 2023, Willow Innovations, Inc. (Willow), the leader in Femtech disrupting the pumping industry with best-in-class technology, introduced the official Apple Watch companion app for Willow® 3.0 pumps. The Willow 3.0 is the first wearable breast pump with a companion app for a smartwatch, providing mothers with superior pumping freedom. With a single tap, moms can control, view, and track their pumping session from their wrists. Such launches are expected to create opportunities for market growth.

Regional Analysis

North America Dominates the Global Market

Based on region, the global breastfeeding accessories market is bifurcated into North America, Europe, Asia-Pacific, Latin America, and the Middle East and Africa.

North America is the most significant global breastfeeding accessories market shareholder and is expected to expand during the forecast period. The regional market growth is majorly ascribed to the growing number of women employed, along with high awareness about the health benefits of breastmilk for an infant. Various institutes in the region are taking initiatives to enhance the breastfeeding rate in the region. For instance, in November 2022, the University of California Health (UCH) and University of California San Diego Health (UC San Diego Health) established a non-profit human milk bank to service families in Southern California and throughout the state via all six UCH academic health centers.

Additionally, California has a high breastfeeding rate, and excess milk is abundant. Donated pasteurized human milk is essential for sick or premature infants whose parents do not have enough milk to meet their nutritional requirements. Thus, establishing such milk banks in the North American region increases the demand for breastfeeding accessories to extract and store breast milk properly. This is fueling the market expansion in the North American region.

The Asia-Pacific region proliferates in the breastfeeding accessories market due to the higher birth rate than other developed economies like North America and Europe. As per the report by UNICEF, India is responsible for nearly one-fifth of the globe's annual childbirths, with 25 million children being born yearly. Similarly, since 2000, infant mortality rates have decreased significantly throughout the Asia-Pacific region, with several nations seeing notable reductions. For instance, in 2018, the infant mortality rate in lower-middle and low-income Asia-Pacific nations was 27.2 deaths per 1000 live births, half the rate observed in 2000. The fatality rate in upper-middle-income Asia-Pacific nations decreased from 18.2 per 1000 live births in 2000 to 10 in 2010. All these factors boost the breastfeeding accessories market in the region.

The Middle East and Africa are expected to have the highest CAGR during the forecast period. This can be attributed to changing lifestyles that have led to increased diseases. For instance, in South Africa, the breastfeeding rate is extremely low due to the prevalence of HIV-positive mothers and the widespread belief that breastfeeding can transmit the disease to the infant. Nursing mothers must breastfeed their infants following the Department of Health's Breastfeeding Regulations 2017. Therefore, the market for breastfeeding accessories in this region may experience significant growth.

In addition, the nations in this region have the highest birth rates in the world. For instance, according to Statista statistics, in 2023, Niger had the highest birth rate in the world, with 46.86 births per 1,000 inhabitants. Angola, Benin, Mali, and Uganda followed with a birth rate of over 40 children per 1,000 inhabitants in that year. The 20 countries with the highest birth rates in the world, excluding Afghanistan, were all in Sub-Saharan Africa. This surge in birth rate is anticipated to spur market growth in the Middle East and Africa region over the forecast period.

Segmental Analysis

The global breastfeeding accessories market is segmented by product.

Based on product, the global breastfeeding accessories market is bifurcated into nipple care products, breast shells, breast pads, breastmilk preparation and cleaning products, breastmilk storage and feeding, perineal cooling pads, breast heating pads, breast cooling pads, baby weighing scales, maternity/nursing bras, nursing tank tops, lactation massager, breast pump carry/tote bags, and postpartum recovery accessories.

A breast pad (or nursing pad) is a disposable or reusable pad worn against a nursing mother's nipple and breast to absorb any milk leaking between feedings. It is placed between the bra and breasts. Breast pads can easily be found online or in specialty stores. Nursing or breast pads can be disposable or reusable and come in various shapes and sizes. They may conform to the shape of a woman's breasts or come with adhesive tape to secure the pad in place. In addition, five distinct categories of nursing pads are available, including disposable, reusable, handmade, silicone, and hydrogel. Reusable fabric pads can be laundered and reused. These options could be more cost-effective. Replacing the pad when wet will help ensure the nipple remains clean and dry.

A lactation massager is a tiny, portable gadget that stimulates breast tissue and releases blockages by vibrating and, occasionally, heating it. These palm-sized massagers, usually silicone, are useful in emergencies but aren't necessarily essential for nursing mothers. Some women with obstructed milk ducts place the narrow end of a lactation massager against the sore area of the breast while moving it toward the nipple to unclog the duct. Others massage the breasts from the torso to the nipple with the massager's wider end to alleviate engorged breasts. In New York City, Leigh Anne O'Connor, IBCLC, LCCE, a licensed lactation consultant, says massagers are a great option for those who are uncomfortable stroking their breasts or who suffer from diseases like carpal tunnel syndrome or other disorders that make manual manipulation difficult.

Breast milk and the weight of infants are measured using baby weighing scales. Medical professionals use a baby weigh scale to measure breast milk consumption when an infant is born prematurely or has a medical condition. The baby weight Scale weighs the infant before and after breastfeeding and calculates the infant's intake at the stroke of a button. The Baby Weight Scale can measure the difference of a half teaspoon of breast milk for young infants.

Recent Developments

• June 2023- Momcozy, the renowned maternity and baby brand endorsed, displayed its most recent wearable breast pumps and massagers from June 21 to June 23 at the Florida International Medical Expo (FIME).
• January 2023- Medela, a brand trusted by millions of mothers, introduced the Freestyle Hands-free Breast Pump, its first in-bra, wearable breast pump solution. The new pump features ultra-lightweight, comfortable, and discreet collection cups connected to a portable pump motor to provide a hands-free pumping experience of the highest caliber.