China Breastfeeding Accessories Market Analysis

China Breastfeeding Accessories Market Executive Summary

China Breastfeeding Accessories Market was valued at $201.77 Mn in 2023 and is predicted to grow at a CAGR of 8.30% from 2023 to 2030, to $352.58 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.

Breastfeeding rates in China vary significantly by location, with higher rates in rural areas (81.0% to 82.0%) compared to big and medium cities (68.8% to 68.2%). Despite a slight increase in exclusive breastfeeding rates from 20.7% in 2013 to 29.5% in 2018, it remains well below the global average and the WHO's target of 50% by 2025.

Market is therefore driven by significant factors like government initiatives and support, increasing awareness and education, and a growing number of working mothers. However, the cost of accessories, inadequate support systems, and product quality concerns 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

Government Initiatives and Support: The Chinese government supports breastfeeding through various policies and programs. For instance, the National Health Commission promotes breastfeeding as part of its maternal and child health policies. The "Healthy China 2030" plan emphasizes breastfeeding as a key aspect of infant health.

Increasing Awareness and Education: Awareness of the benefits of breastfeeding has increased due to educational campaigns. In 2023, around 85% of new mothers in China received breastfeeding education during pregnancy, leading to a rise in breastfeeding initiation rates.

Growing Number of Working Mothers: The increasing number of working mothers has driven demand for breastfeeding accessories like pumps and storage solutions. In 2023, over 60% of women in China were employed, necessitating convenient breastfeeding solutions.

Market Restraints

Cost of Accessories: High-quality breastfeeding accessories can be expensive, which may deter some consumers. For example, premium breast pumps can cost between $1,000 and $3,000, making them less accessible to lower-income families.

Inadequate Support Systems: Inconsistent support from healthcare providers can limit the use of breastfeeding accessories. A 2023 survey found that 40% of new mothers felt they did not receive sufficient breastfeeding support from healthcare professionals.

Product Quality Concerns: Concerns over the safety and quality of breastfeeding accessories can impact consumer confidence. In 2023, around 20% of consumers reported concerns about the quality and safety of locally produced breastfeeding products.

Regulatory Landscape and Reimbursement Scenario

In China, the regulatory landscape for breastfeeding accessories is becoming increasingly stringent. The State Food and Drug Administration (SFDA) is the primary regulatory body responsible for ensuring the safety and efficacy of medical devices, including breastfeeding accessories like breast pumps. Manufacturers must navigate a rigorous registration process, which includes clinical trials and quality control assessments before launching their products in the Chinese market. Additionally, there are strict regulations governing the labeling and advertising of breastfeeding accessories to ensure that consumers receive accurate and truthful information. E-commerce platforms such as Alibaba and JD.com have also implemented stricter rules for selling medical devices and related products.

In terms of reimbursement, breastfeeding accessories in China generally do not qualify for direct reimbursement through public health insurance, unlike in some Western countries. Coverage is limited, with certain maternal and child healthcare programs potentially offering partial or full coverage for specific breastfeeding accessories, depending on regional policies and income levels. Consequently, most mothers bear the full cost of breastfeeding accessories out-of-pocket, which can be a significant financial burden for some families.

Competitive Landscape

Key Players

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

• Medela AG
• Ameda, Inc.
• Willow Innovations, Inc.
• Koninklijke Philips N.V.
• Elvie (Chiaro Technology)
• Freemie
• Spectra Baby
• Mayborn Group Limited
• Mama's Milk Wrap
• Nuby