Breastfeeding Accessories Market Size, Share & Trends Analysis Report By Product (Nipple Care Products, Breast Shells, Breast Pads, Breastmilk Preparation & Cleaning Products), By Region, And Segment Forecasts, 2023 - 2030

Market Size & Trends

The global breastfeeding accessories market size was valued at USD 2.3 billion in 2022 and is projected to grow at a compound annual growth rate (CAGR) of 6.47% from 2023 to 2030. The demand for breastfeeding accessories is increasing owing to a rise in the global women’s employment rate. Furthermore, an increase in awareness campaigns by government and market players regarding the availability of breastfeeding accessories is anticipated to impel the market growth during the forecast period. For instance, various market players such as Medela LLC, Laura & Co., Newell Brands, and Ameda, along with universities including Washington University and Fudan University are raising awareness among women regarding breastfeeding and its benefits by arranging campaigns and providing informative magazines. In addition, social media platforms such as YouTube, Facebook, and Instagram have enabled individuals to access information about breastfeeding and related accessories.

Similarly, an increasing number of milk banks around the globe is predicted to propel market growth further. Due to the high demand for breast milk storage, the number of milk banks is increasing. Milk banks are beneficial for mothers and are considered a progressive initiative. If the mother is infected and there is a risk of disease transmission, the mother is unable to lactate, or the baby is orphaned, milk banks can offer major advantages. Thus, an increase in the number of milk banks may increase the use of breastfeeding accessories, thereby driving the market over the forecast period.

Moreover, the presence of favorable demographics such as the growing global birth rate in emerging and underdeveloped nations provides opportunities for the market players to expand their presence in these countries. For instance, as per the Centers for Disease Control and Prevention, the birth rate in the U.S. has reached 11 per 1,000 population, with a fertility rate of 56.0 births per 1,000 women (aged 15 – 44). The increase in the number of births is anticipated to increase the use of breastfeeding accessories, thereby boosting the market growth over the forecast period.

Even though COVID-19 had an adverse impact on the market, the use of breastfeeding accessories is expected to increase during the post-pandemic period. The COVID-19 vaccine has been introduced globally, as a result, countries have opened their international borders, due to which the supply chain is expected to normalize during the post-pandemic period. Furthermore, the birth rate is expected to increase post-pandemic. For instance, researchers at the University of Michigan predict an increase in the number of births post-pandemic. Also, the market participants are continuously involved in extending the product line. For instance, in April 2023, Pigeon announced the launch of New SofTouch, a third-generation nursing nipple which is expected to support patients breastfeeding journey. Hence, the market is expected to witness a gradual surge in demand for breastfeeding accessories.

Product Insights

The breastmilk storage and feeding segment dominated the market with a revenue share of over 18.6% in 2022. Breastmilk storage and feeding products are used to store breastmilk properly to ensure the safety and quality of expressed milk. A major aspect driving the segment is the increase in the number of working women. This is because maternity breaks are short and new mothers return to work soon after giving birth, thus driving the need for breastfeeding supplies. For instance, as per the latest statistics by World Bank and International Labor Organization, 46% of women globally are employed, and this number is expected to rise in the future. Thus, with an increase in the female employment rate, the breastmilk storage and feeding segment is expected to dominate the market over the forecast period.

The postpartum recovery accessories segment is anticipated to expand at the fastest CAGR of 8.50% during the forecast period. Postpartum recovery accessories include disposable gowns, nursing pillows, and others. These products are used postpartum, therefore, the increase in global birth rate, and a rise in fertility rate across the globe is expected to boost the segment growth. For instance, as per Knoema, as of 2020, the birth rate in India was 17.4 per 1,000 people. Similarly, as per Eurostat, 4.2 million babies were born in the European Union in 2019, with 1.53 births per woman. Thus, an increase in the number of births is anticipated to have a significant impact on the use of postpartum recovery accessories, thereby propelling the market growth.

In the postpartum recovery accessories segment, the others segment dominated the market in 2022 and disposable gowns held the second-largest revenue share. Disposable gowns are comfortable during the postpartum hospital stay and they help to easily access the chest area for easy breastfeeding. Disposable gowns are used after birth, thus, an increase in the number of birth cases globally may increase the use of disposable gowns. For instance, according to Knoema, 24.06 million births were recorded in India alone. Similarly, the CDC recorded 3,605,201 births during the year 2020 in the U.S. Thus, with such an increase in the number of births, the use of postpartum accessories such as disposable gowns is expected to increase, thereby propelling the market growth during the forecast period.

Regional Insights

Asia Pacific dominated the market with a revenue share of over 42.8% in 2022. This can be attributed to the presence of a large target audience and increasing awareness campaigns in this region. Moreover, an increase in the birth rate is expected to help the market grow in this region. For instance, as per Work Bank, the birth rate in China has increased to 1.70 births per woman in 2019 from 1.60 in 2000. Similarly, according to the Australian Bureau of Statistics, 294,369 births were registered in Australia in 2020. Thus, with an increase in birth rate across the Asia Pacific region, the market is anticipated to witness growth over the forecast period.

The Middle East and Africa region are estimated to register the highest CAGR of 6.71% during the forecast period. This can be attributed to the changing lifestyles leading to various diseases. For instance, in South Africa, the rate of breastfeeding is very low due to the presence of a high number of HIV-positive mothers and the common notion that nursing may transmit the disease to the child. As per the rules of the Department of Health on breastfeeding in 2017, it is mandatory for nursing mothers to breastfeed their infants. Thus, the market for breastfeeding accessories may witness significant growth in this region. Similarly, as per the data by the World Bank, the fertility rate in Saudi Arabia was 2.28 births per woman in 2019, which is further increasing the birth rate, which is expected to propel the market growth in the Middle East and Africa region over the forecast period.

Key Companies & Market Share Insights

The market is highly fragmented with many large and small market players. Competitive rivalry in the market is expected to increase over the forecast period due to the presence of many players in the market. Furthermore, leading players are involved in product launches, mergers & acquisitions, and partnerships to strengthen their product portfolios. For instance, in September 2022, Willow Innovations, Inc. announced the launch of Pump Anywhere, cases and bags, created for its breast pumps. Thus, with similar strategies acquired by the leading players, the market for breastfeeding accessories is expected to witness considerable growth during the forecast period. Some prominent players in the global breastfeeding accessories market include:

• Medela AG

• Ameda, Inc.

• Willow Innovations, Inc.

• Koninklijke Philips N.V.

• Elvie (Chiaro Technology)

• Freemie

• Spectra Baby

• iAPOY

• Lavie Mom

• Motif Medical

Breastfeeding Accessories Market Report Scope

Global Breastfeeding Accessories Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis on the latest industry trends in each of the sub-segments from 2018 to 2030. For the purpose of this study, Grand View Research has segmented the global Breastfeeding Accessories market report on the basis of product, and region:

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Nipple Care Products

  • Breast Shells

  • Breast Pads

  • Breastmilk Preparation and Cleaning Products

  • Breastmilk Storage and Feeding

    • Coolers

    • Others

  • 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

  • Postpartum Recovery Accessories

    • Disposable Gowns

    • Nursing Pillow

    • Others

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

  • Europe

    • U.K.

    • Germany

    • France

    • Italy

    • Spain

    • Denmark

    • Norway

    • Sweden

  • Asia Pacific

    • China

    • Japan

    • India

    • South Korea

    • Australia

    • Thailand

  • Latin America

    • Brazil

    • Mexico

    • Argentina

  • Middle East & Africa

    • South Africa

    • Saudi Arabia

    • UAE

    • Kuwait