Breastfeeding Accessories Market Size, Share & Trends Analysis Report By Product (Breastmilk Storage & Feeding, Postpartum Recovery Accessories), By Region, And Segment Forecasts, 2024 - 2030

Breastfeeding Accessories Market Trends

The global breastfeeding accessories market size was estimated at USD 2.51 billion in 2023 and is projected to grow at a CAGR of 6.48% from 2024 to 2030. The demand for breastfeeding accessories is increasing owing to the rise in women’s employment rate globally. Furthermore, an increase in awareness campaigns by government and market players for breastfeeding accessories is anticipated to impel growth during the forecast period. For instance, various players such as Medela LLC, Laura & Co., Newell Brands, and Ameda, along with universities such as Washington University & Fudan University, are raising awareness among women regarding breastfeeding and its benefits by arranging campaigns & providing informative magazines. In addition, social media platforms such as YouTube, Facebook, and Instagram have enabled individuals to access information about breastfeeding & 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 a mother is infected & there is a risk of disease transmission, unable to lactate, or the baby is orphaned, milk banks can offer a major advantage. Thus, an increase in the number of milk banks may impel the use of breastfeeding accessories, thereby driving the market over the forecast period.

Moreover, favorable demographics, such as the increasing birth rate in emerging and underdeveloped countries, provide opportunities for players to expand their presence in these regions. For instance, as per the Centers for Disease Control and Prevention, in January 2023, there were 3,664,292 recorded births in the U.S., marking a 1% increase from the previous year. The overall fertility rate also saw a 1% rise from 2020, reaching 56.3 births per 1,000 women aged 15 to 44 in 2021. This increase in the number of births is anticipated to drive the use of breastfeeding accessories, thereby boosting market growth over the forecast period.

Even though the pandemic had an adverse impact on the industry, the use of breastfeeding accessories is expected to increase postpandemic. Moreover, as COVID-19 vaccines were launched globally, countries opened their international borders, resulting in the resumption of supply chains. Furthermore, the birth rate was expected to increase postpandemic. For instance, researchers at the University of Michigan predicted an increase in the number of births postpandemic. Hence, the market is expected to witness a gradual surge in demand for breastfeeding accessories.

Market Concentration & Characteristics

The industry growth stage is high, and the pace of market growth is accelerating. The market is characterized by a high degree of innovation owing to the development of wearable & hands-free breast pumps and the incorporation of technology into breastfeeding accessories, such as smart breast pumps paired with mobile applications, which empower mothers to monitor & track breastfeeding sessions, milk supply, and feeding patterns.

The market is also characterized by a high level of Merger and Acquisition (M&A) activity by the leading players. This strategy enables companies to increase their capabilities, expand product portfolios, and improve competencies.

The breastfeeding accessories market is experiencing a growing level of regulatory scrutiny, driven by concerns regarding patient safety, efficacy, and the quality of medical devices & products associated with breastfeeding. Governments globally are actively formulating regulations to oversee the development and utilization of breast pumps. Implementing such regulations has the potential to exert a substantial influence on the industry.

While there are no direct substitutes for breastfeeding accessories, various products, including formula milk, donor milk, and milk from animal sources, can be employed to achieve similar outcomes. In certain applications, these products may serve as alternatives to breastfeeding accessories.

The distribution channels chosen for breastfeeding accessories can be influenced by the concentration of end users. Depending on the preferences of target consumers, these products may be available in speciality stores, pharmacies, online platforms, or through healthcare providers.

Product Insights

The breastmilk storage and feeding segment dominated the market with a revenue share of over 19.02% in 2023. Breastmilk storage and feeding products are used to store breastmilk properly to ensure the safety & quality of expressed milk. A major aspect driving the segment is the increase in 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 the World Bank in January 2022, 52.9% 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 over the forecast period.

The postpartum recovery accessories segment is anticipated to expand at the fastest CAGR during the forecast period. Postpartum recovery accessories include disposable gowns, nursing pillows, and others. As these products are used postpartum, an increase in the global birth rate and a rise in fertility rates across the globe are expected to drive the segment. For instance, as per Knoema, as of 2022, the birth rate in India was 16.3 per 1,000 people. Similarly, as per Eurostat, 4.09 Million babies were born in the European Union in 2021, 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 growth.

In the postpartum recovery accessories segment, the others segment dominated the market in 2023 and disposable gowns held the second-largest revenue share. Disposable gowns are comfortable during the postpartum hospital stay and enable easy access to the chest area for breastfeeding. Disposable gowns are used after birth; thus, an increase in the number of births globally may increase the use of disposable gowns. For instance, according to UNICEF, every year, 27.00 Million births are recorde in India alone. Similarly, the CDC recorded 3,664,292 births during the year 2023 in the U.S. Hence, 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 during the forecast period.

Regional Insights 

The North America breastfeeding accessories market held the second-largest share of the global revenue in 2023. It is driven by heightened awareness & advocacy of breastfeeding advantages, a growing focus on maternal & infant well-being, continuous advancements in breastfeeding technology & product development, increasing disposable income facilitating higher expenditure on baby care items, and government support through initiatives that foster breastfeeding-friendly settings. These factors are expected to drive the demand for breastfeeding accessories in North America.

U.S. Breastfeeding Accessories Market Trends

The breastfeeding accessories market in the U.S. held the largest share in the North America market in 2023. The ongoing advancements in breastfeeding technology, high number of working women, and presence of key players in the country are some of the major factors that can be attributed to this share. These factors are expected to continue to drive the demand for breastfeeding accessories over the forecast years.

Europe Breastfeeding Accessories Market Trends

The breastfeeding accessories market in Europe is growing due to increasing awareness regarding the health advantages of breastfeeding in both mothers and infants and rising disposable income.

The breastfeeding accessories market in the UK is driven by ongoing advancements in breastfeeding accessories, such as breast pumps, nursing bras, and nipple shields, which enhance convenience & comfort for breastfeeding mothers, thereby driving their need. These factors are also expected to drive growth over the forecast period.

The breastfeeding accessories market in France is anticipated to witness significant growth over the forecast period owing to several key factors, such as France has a strong tradition of breastfeeding, and cultural acceptance & encouragement of breastfeeding contribute to the demand for related accessories.

The breastfeeding accessories market in Germany is driven by various factors such as many companies undertaking strategic partnerships, launching new products, and engaging in mergers & acquisitions. In addition, high disposable income in Germany enables families to afford breastfeeding accessories, resulting in rising adoption rates and increased demand for breastfeeding accessories.

Asia Pacific Breastfeeding Accessories Market Trends

The breastfeeding accessories market in Asia Pacific held the largest share and accounted for 42.75% of global revenue in 2023. This can be attributed to the presence of a large target audience and increasing awareness campaigns in the region. Moreover, an increase in birth rate is expected to help the industry grow. For instance, according to the Australian Bureau of Statistics, 300,684 births were registered in Australia in 2022. Thus, with an increase in birth rate across the Asia Pacific region, the market is anticipated to witness growth over the forecast period.

The breastfeeding accessories market in India held the largest share in Asia Pacific breastfeeding accessories market in 2023. The growing birth rate is expected to drive the segment’s growth. For instance, according to the Pew Research Center, the birth rate in India was 2.0 births per woman in 2023. Furthermore, market for breastfeeding accessories in India is also anticipated to expand because of rising number of awareness campaigns.

The breastfeeding accessories market in China accounted for the second-largest share of the Asia Pacific breastfeeding accessories market in 2023. As urbanization and lifestyle patterns evolve, there is an increased focus on convenience and effectiveness, encouraging demand for breastfeeding accessories like portable breast pumps & nursing covers that enable breastfeeding while on the move.

The breastfeeding accessories market in Japan is moderately competitive, with the presence of some major companies offering breastfeeding accessories. Moreover, the widespread availability of e-commerce platforms grants convenient access to a diverse array of breastfeeding accessories, fueling sales and market expansion in Japan.

Latin America Breastfeeding Accessories Market Trends

The breastfeeding accessories market in Latin America is driven by growing awareness of the benefits of breastfeeding for both babies & mothers and technological advancements in the region.

MEA Breastfeeding Accessories Trends

The breastfeeding accessories market in the Middle East and Africa is anticipated to witness significant growth, which can be attributed to the change in lifestyle 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. These factors are expected to propel market growth in the MEA region over the forecast period.

The breastfeeding accessories market in Saudi Arabia accounted for largest share of the Middle East and Africa breastfeeding accessories market 2023. Growth of the market is primarily propelled by the increasing birth rate. According to The World Bank, in 2021, the fertility rate in Saudi Arabia was 2.4 births per woman. These factors are expected to drive the segment growth over the forecast period.

Key Breastfeeding Accessories Company Insights

Top players are adapting to the shift toward user comfort through technological advancements and innovative products. These innovative products are expected to drive the market over the forecast period.

Recent Developments

• In November 2023, Pigeon launched its much-anticipated second-generation GoMini electric breast pump, the GoMini Plus. Specifically designed for today's busy mothers, this revolutionary advancement ensures a pumping experience unlike any other, which is perfectly suited to the dynamic lifestyles of modern mothers.

• In April 2023, Pigeon introduced an innovative nursing nipple known as “The third generation of New SofTouch,” aiming to enhance the breastfeeding experience. This design facilitates smoother and more comfortable tongue movement for babies, promoting a seamless transition between breastfeeding and bottle feeding, thereby minimizing nipple confusion.

• In January 2023, Medela launched its inaugural in-bra wearable breast pump solution, introducing the Freestyle Hands-free Breast Pump. This innovative pump incorporates ultra-lightweight, comfortable, and discreet collection cups that seamlessly connect to a portable pump motor, offering an exceptional hands-free pumping experience.

Breastfeeding Accessories Market Report Scope

Global Breastfeeding Accessories Market Report Segmentation

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

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

  • Nipple Care Products

  • Breast Shells

  • Breast Pads

  • Breastmilk Preparation & Cleaning Products

  • Breastmilk Storage & 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

    • Germany

    • France

    • Italy

    • Spain

    • Denmark

    • Sweden

    • Norway

  • Asia Pacific

    • China

    • Japan

    • India

    • South Korea

    • Australia

    • Thailand

  • Latin America

    • Brazil

    • Mexico

    • Argentina

  • MEA

    • South Africa

    • Saudi Arabia

    • UAE

    • Kuwait