Brazil Breastfeeding Accessories Market Analysis

Brazil Breastfeeding Accessories Market Executive Summary

Brazil Breastfeeding Accessories Market was valued at $62.75 Mn in 2023 and is predicted to grow at a CAGR of 7.80% from 2023 to 2030, to $106.16 Mn by 2030.

Breastfeeding accessories are essential tools that aim to improve the overall breastfeeding experience for both mothers and babies, addressing various needs from comfort to convenience. Key categories include manual, electric, and hospital-grade breast pumps, which cater to different pumping needs and frequencies, while nursing pads and nipple shields provide comfort by managing milk leaks and protecting sore nipples. Breast shells help collect excess milk and shield sensitive areas, and milk storage containers ensure the safe storage of expressed milk. Nursing bras and covers offer support and discreet breastfeeding options, and breastfeeding pillows provide ergonomic support to both mother and baby during feeds. Additionally, nipple creams soothe and protect against irritation. These accessories not only enhance comfort and ease for mothers but also support health by preventing infections and maintaining milk quality, ultimately contributing to a more positive, manageable, and flexible breastfeeding experience.

Exclusive breastfeeding (EBF) in Brazil has significantly increased from 3.1% in 1975 to 45.7% in 2019, and overall breastfeeding duration has improved, with the median rising from 2.5 months to 11.3 months by 2008, and total breastfeeding prevalence reaching 60.9% in children under 24 months by 2019. Policies like the National Breastfeeding Program, the Baby-Friendly Hospital Initiative, and the Brazilian Feeding and Breastfeeding Strategy have driven these advancements. To support breastfeeding, the Brazilian government regulates the marketing and labeling of products like baby bottles and pacifiers through Decree #8552/2015 and has established the world's largest network of human milk banks, with over 270 units providing breast milk to premature and low-weight infants.

The market is therefore driven by significant factors like increased awareness, supportive government initiatives and rising employment rates. However, economic instability, cultural barriers and geographical disparities restrict the growth and potential of the market.

A prominent player in this field is Medala, in 2024, Medela AG launched a new line of breast pumps with smart technology for real-time tracking and personalized support, enhancing milk production and breastfeeding practices. Similarly, Elvie introduced an updated wearable breast pump featuring improved suction technology and longer battery life, offering greater comfort and efficiency based on user feedback. Other contributors include Willow Innovations, and Koninklijke Philips among others.

Market Dynamics

Market Growth Drivers

Increasing Breastfeeding Awareness: Growing awareness about the health benefits of breastfeeding has driven the demand for breastfeeding accessories in Brazil. Educational campaigns and health initiatives have informed mothers about the importance of exclusive breastfeeding. A survey by the Ministry of Health in 2019 showed that 56% of Brazilian mothers breastfed exclusively for the first six months. This high rate of exclusive breastfeeding has created a robust market for related accessories. The trend is expected to continue as awareness increases.

Government Initiatives: Government programs promoting breastfeeding have significantly boosted the market for breastfeeding accessories. The "Amamenta e Alimenta Brasil" initiative, launched in 2012, encourages breastfeeding and provides support to mothers. These programs have led to increased breastfeeding rates and a higher demand for accessories. Government support has also helped normalize breastfeeding, reducing stigma. Such initiatives have a long-term positive impact on the market.

Rising Employment Rates: The rise in female workforce participation has increased the demand for breastfeeding accessories that facilitate breastfeeding while working. According to IBGE, the female employment rate reached 53.3% in 2020. Working mothers often need breast pumps, storage bags, and portable coolers to manage breastfeeding and work responsibilities. This trend has led to a growing market for convenient and efficient breastfeeding accessories. As more women join the workforce, the demand is likely to rise further.

Market Restraints

Economic Instability: Brazil's economic challenges, including the 2020 recession due to COVID-19, have reduced disposable incomes. Many families prioritize essential expenses over non-essential items like breastfeeding accessories. This economic instability has limited market growth for these products. The recession's impact on purchasing power continues to be a significant restraint. Future market growth depends on economic recovery and stability.

Cultural Factors: Cultural barriers in some Brazilian regions affect the use of certain breastfeeding accessories. For instance, many mothers feel uncomfortable breastfeeding in public, reducing the demand for items like nursing covers. A 2018 survey found that 38% of mothers were uneasy about breastfeeding in public. These cultural factors can limit the acceptance and use of breastfeeding accessories. Addressing these barriers is crucial for market expansion.

Limited Access in Rural Areas: Rural areas in Brazil often have inadequate retail distribution networks and healthcare facilities. This limits the availability of breastfeeding accessories for mothers in these regions. The lack of access impacts market growth as potential customers cannot easily purchase these products. Improving distribution and healthcare support in rural areas is essential to tap into this segment. Without it, market growth remains constrained.

Regulatory Landscape and Reimbursement Scenario

Brazil's regulatory framework for medical devices, including breastfeeding accessories, is robust and comprehensive. The primary regulatory body, ANVISA (Brazilian Health Regulatory Agency), oversees the safety and efficacy of these devices. Breastfeeding accessories, such as breast pumps, are classified as medical devices and require registration and authorization from ANVISA before being marketed and sold in the country. ANVISA enforces specific technical regulations, including labeling, packaging, and performance requirements. Additionally, importers and distributors must comply with ANVISA's regulations and obtain the necessary legal permits.

The reimbursement landscape for breastfeeding accessories in Brazil is complex and varies based on several factors. The Brazilian public healthcare system (SUS) generally does not cover the cost of breastfeeding accessories, although there may be exceptions or specific programs in certain regions. Conversely, some private health insurance plans cover these costs, but the extent of coverage varies widely depending on the plan and specific conditions. Consequently, many Brazilian mothers rely on out-of-pocket payments to purchase breastfeeding accessories.

Competitive Landscape

Key Players

Here are some of the major key players in Brazil Breastfeeding Accessories

• Medela AG
• Ameda, Inc.
• Willow Innovations, Inc.
• Koninklijke Philips N.V.
• Elvie (Chiaro Technology)
• Freemie
• Spectra Baby
• Hygeia Health
• NUK USA
• Mayborn Group (Tommee Tippee)