The global breastfeeding accessories market size was estimated at USD 2.51 billion in 2023 and is projected to grow at a compound annual growth rate (CAGR) of 6.48% from 2024 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 propel 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 the 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. Milk banks can offer major advantages in cases such as if the mother is infected with a risk of disease transmission, the mother is unable to lactate, or the baby is orphaned. Thus, an increase in the number of milk banks may increase the use of breastfeeding accessories, thereby driving the market growth 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, and 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. Hence, the market is expected to witness a gradual surge in demand for breastfeeding accessories.
The Market growth stage is medium, and pace is accelerating. The market is characterized by a high degree of innovation owing to the development of wearable and hands-free breast pumps, incorporation of technology into breastfeeding accessories, such as smart breast pumps paired with mobile applications, which empowers mothers to monitor and 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 market is experiencing a growing level of regulatory scrutiny, driven by concerns regarding patient safety, efficacy, and the quality of medical devices and products associated with breastfeeding. Governments globally are actively formulating regulations to oversee the development and utilization of breast pumps. The implementation of such regulations has the potential to exert a substantial influence on the market.
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.
End-user concentration is a significant factor in the market. The distribution channels chosen for breastfeeding accessories can be influenced by the concentration of end users. Depending on the preferences of the target consumers, these products may be available in specialty stores, pharmacies, online platforms, or through healthcare providers.
In terms of product, breastmilk storage and feeding segment dominated the market with a revenue share of 19.02% in 2023. 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 growth 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 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 the market 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. These products are used postpartum, therefore, the increase in global birth rate, and a rise in fertility rate globally is expected to boost the segment growth. 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 the market growth.
In the postpartum recovery accessories segment, the others sub-segment dominated the market in 2023, and disposable gowns held the second-largest revenue share in the year 2023. 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 UNICEF, every year 27 million births are recorded in India alone. Similarly, the CDC recorded 3,664,292 births during the year 2023 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.
Asia Pacific dominated the market with a revenue share of 42.75% in 2023. 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 growth in this region. For instance, according to the Australian Bureau of Statistics, 300,684 births were registered in Australia in 2022. Thus, with an in crease in birth rate across the Asia Pacific region, the market is anticipated to witness growth over the forecast period.
India held the largest share of Asia Pacific market in 2023. The increase in the birth rate is expected to drive the segment growth. For instance, according to the Pew Research Center, the birth rate in India is 2.0 births per woman in 2023. Further, market for breastfeeding accessories in India is also anticipated to increase because of increasing awareness campaigns in this region.
Middle East and Africa is anticipated to witness significant growth in the market. 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. These factors are expected to propel the market growth in the Middle East and Africa region over the forecast period.
Saudi Arabia held the largest share in the Middle East and Africa market in 2023. The market growth 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.
Some of the key players operating in the market include Koninklijke Philips N.V., Pigeon Corporation, and Mayborn Group Limited.
Willow Innovations, Inc. and Motif Medical are some of the emerging market participants in the market.
Willow Innovations, Inc. manufactures revolutionary breast pumps designed to positively impact women's lives through the provision of completely mobile and hands-free wearables. The company's cordless and spill-proof breast pumps incorporate a mobile application and online portal to monitor milk output, empowering mothers to pump conveniently and hassle-free in any location.
Motif Medical is a manufacturer and designer of breastfeeding and maternity products with a focus on offering affordable and comfortable support tools for lactating women. The company provides a diverse range of products, including breast pumps, silicone breast pumps, milk containers, resupply kits, milk-boosting and support supplements, postpartum recovery garments, and more. This array of options allows mothers to find the support they need for their bodies and facilitates a stronger bond with their babies.
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.
Market size value in 2024
USD 2.67 billion
Revenue forecast in 2030
USD 3.90 billion
CAGR of 6.48% from 2024 to 2030
Base year for estimation
2018 - 2022
2024 - 2030
Revenue in USD million/billion and CAGR from 2024 to 2030
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
North America, Europe, Asia Pacific, Latin America, MEA
U.S., Canada, Germany, U.K., France, Italy, Spain, Denmark, Sweden, Norway, China, Japan, India, South Korea, Australia, Thailand, Brazil, Mexico, Argentina, Saudi Arabia, UAE, South Africa, Kuwait
Key companies profiled
Medela AG; Ameda Inc.; Willow Innovations, Inc.; Koninklijke Philips N.V.; Chiaro Technology Limited; Pigeon Corporation; Spectra Baby; Lavie Mom; Motif Medical; Mayborn Group Limited
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This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global breastfeeding accessories market report based on product, and region:
Product Outlook (Revenue, USD Million, 2018 - 2030)
Nipple Care Products
Breastmilk Preparation & Cleaning Products
Breastmilk Storage & Feeding
Perineal Cooling Pads
Breast Heating Pads
Breast Cooling Pads
Baby Weighing Scales
Nursing Tank Tops
Breast Pump Carry/Tote Bags
Postpartum Recovery Accessories
Regional Outlook (Revenue, USD Million, 2018 - 2030)
Middle East & Africa (MEA)
b. The Asia Pacific dominated the breastfeeding accessories market with a share of 42.75% in 2023. This is attributable to presence of a large target audience and increasing awareness campaigns in this region.
b. Some key players operating in the breastfeeding accessories market include Medela AG, Ameda Inc., Willow Innovations, Inc., Koninklijke Philips N.V., Elvie (Chiaro Technology), Freemie, Spectra Baby, iAPOY, Lavie Mom, and Motif Medical
b. Key factors that are driving the breastfeeding accessories market growth include an increase in women’s employment rate, development in healthcare infrastructure in emerging economies, an increase in the number of milk banks, and rising user awareness about breastfeeding accessories.
b. The global breastfeeding accessories market size was estimated at USD 2.51 billion in 2023 and is expected to reach USD 2.67 billion in 2024.
b. The global breastfeeding accessories market is expected to grow at a compound annual growth rate of 6.48% from 2024 to 2030 to reach USD 3.90 billion by 2030.
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