Breastfeeding Accessories Market Analysis By Product (Nipple Care Products, Breast Shells, Breast Pads, Baby Scales, Breastmilk Storage & Feeding, Other Accessories), And Segment Forecasts, 2018 - 2025

Industry Insights

The global breastfeeding accessories market size was valued at USD 1.2 billion in 2016 and is expected to grow at a CAGR of 7.9% during the forecast period. The surge in women employment rates coupled with improvement in healthcare infrastructure in emerging economies is anticipated to drive the market growth. Furthermore, rising consumer awareness about breastfeeding and the associated accessories is expected to support the market growth during the forecast period. 

Rising women employment rate is also expected to serve breastfeeding market as a high impact rendering driver. Working mothers hold comparatively higher disposable incomes, have less time to breastfeed their infants, and thereby are regarded as ideal customers for breastfeeding accessories. As per statistics published by the World Bank, in 2012, percent of the total female population above the age of 15 years in Brazil was 56.14%, which slightly increased to reach 56.18% in 2015. Similarly, Germany’s female population, above the age of 15 years was 53.66% in the year 2012, which climbed to reach 54.53% in 2015. A similar trend was observed in few key countries including India, Italy, and Brazil.

U.S. breastfeeding accessories market, by product, 2014 - 2025 (USD Million)

Emerging Asian and Latin American economies currently have moderate adoption of these products due to low patient awareness levels. Economic development in these regions coupled with the rising disposable income of patients is likely to help the market ensure future sustainability. Manufacturers investing in the rapidly developing markets are expected to record high growth, provided pricing and distribution activities are undertaken effectively. Some organizations such as the Breastfeeding Promotion Network of India (BPNI), work towards promoting mother and child health through protection. These organizations support breastfeeding and are increasing the awareness of such products among lactating mothers and are also expected to support the market’s growth during the forecast period.

Moreover, growing consumer awareness about breastfeeding accessories is expected to assist the growth of this vertical. Various government initiatives focused on encouraging lactating mothers to breastfeed babies up to the age of 6 months in order to get benefits of breast milk that includes reducing the risk of any infection, diarrhea & vomiting, sudden infant death syndrome (SIDS), obesity, childhood leukemia & cancer, and type 2 diabetes. 

On the contrary, higher prices of breastfeeding accessories are anticipated to create resistance among the users and may impede the market growth over the forecast period.

Product Insights

The products analyzed in this study include nipple care products, breast shells, breast pads, baby scales, breastmilk preparation and cleaning products, breastmilk storage & feeding, and other accessories. The breastmilk storage & feeding segment dominated the industry in 2016 owing to the worldwide increasing usage of technologically designed breastmilk storage & feeding sets that reduce nipple confusion and are Bisphenol A (BPA) & Benzoyl Peroxide (BPS) free. Additionally, the breastmilk storage bags are convenient, less expensive, and disposable.

The nipple care products segment includes nipple shields, nipple puller, nipples & lids that are used by infants to latch on helping in an efficient feed, the segment is expected to register comparatively higher growth during the forecast period. This is attributed to the customer acceptance in the U.S., European countries, China, and India. Some of the commercially available nipple care products are Avent Niplette, AVENT BPA Free Nipple Protector (Koninklijke Philips N.V.), NUK Barely Their Nipple Shield with Case (Newell Brands), and ComfortLan Lanolin (Ameda).

Breast shells are worn on breasts to cover nipples so that the leakage of breast milk is stored and can be used later to feed the infant. The breast shells segment is expected to witness high penetration rates across the globe as it corrects the problem of inverted nipples, flat nipples, and sore nipples.

Breastmilk preparation and cleaning products include milk warmer, breastmilk bulk preparation system, and sterilizers. The increasing adoption of these equipment is due to growing awareness about hygienic products which are expected to help the growth of this space during the forecast period.

Regional Insights

North America held over 53.0% share of the breastfeeding accessories market in 2016, owing to a surge in the rate of female employment in the U.S., improved healthcare infrastructure, and customer awareness levels about breastfeeding accessories.

Global breastfeeding accessories market, by region, 2016 (%)

Europe is also anticipated to hold substantial market share during the forecast period. This is attributed to increasing number of working mothers coupled with increasing disposable income. In addition, the introduction of easy to use and convenient nursing products such as breast pumping bras and nursing bras by market players in this region are expected to assist the breastfeeding market growth.

Several emerging Asian economies that have promising economic & demographic landscape coupled with the presence of large population, increasing patient awareness level, and rising customer disposable income are expected to register comparatively higher CAGR over the forecast period.

As per statistics published by the World Health Organization (WHO), the percent of working female population was 21.0% in the year 1960, which was increased to 41.0% in 2009. This increasing share of the working female in Latin America and the Caribbean region is expected to propel the demand for breastfeeding accessories over the forecast period.

Competitive Outlook

Some of the major players include Koninklijke Philips N.V.; Medela LLC; Newell Brands; Ameda; Pigeon Corporation; Nuby; Mayborn USA Inc.; Artsana S.p.A.; Edgewell Personal Care; and Handi-Craft Company. These players focus on growth strategies such as new product launches and merger & acquisition. For instance, in October 2013, Koninklijke Philips N.V. launched AVENT Natural bottle in order to store breast milk.

Report Scope

Segments Covered in the Report

This report forecasts revenue growth and provides an analysis on the latest trends in each of the sub-segments from 2014 to 2025. For the purpose of this study, Grand View Research, Inc. has segmented the breastfeeding accessories market on the basis of product and region: 

• Product Outlook (Revenue, USD Million, 2014 - 2025)

  • Nipple Care Products

  • Breast Shells

  • Breast Pads

  • Baby Scales

  • Breastmilk Preparation and Cleaning Products

  • Breastmilk Storage & Feeding

  • Other Accessories

• Regional Outlook (Revenue, USD Million, 2014 - 2025)

  • North America

    • U.S.

    • Canada

  • Europe

    • Germany

    • UK

  • Asia Pacific

    • Japan

    • China

  • Latin America

    • Brazil

    • Mexico

  • Middle East and Africa (MEA)

    • South Africa