France Breastfeeding Accessories Market Analysis

France Breastfeeding Accessories Market Executive Summary

France Breastfeeding Accessories Market was valued at $69.03 Mn in 2023 and is predicted to grow at a CAGR of 5.80% from 2023 to 2030, to $102.43 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.

Globally, breastfeeding prevalence and the use of breastfeeding accessories are on the rise. According to UNICEF, exclusive breastfeeding rates in 80 low- and middle-income countries increased from 35% in 2005 to 42% in 2018. The global breastfeeding accessories market is expected to grow to $3.9 Bn by 2030, with a CAGR of 6.48%, driven by factors such as the increasing employment rate of women and a rising global birth rate. In the US, among infants born in 2019, 55.8% received any breast milk at 6 months, while 24.9% were exclusively breastfed, indicating a significant engagement with breastfeeding practices and accessories.

The market is therefore driven by significant factors like rising employment rates for women, urbanization and lifestyle changes, and technological advancements. However, high costs, cultural and social barriers, and limited awareness in rural areas 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

Rising Employment Rates for Women: The increase in female employment in France, from 67.3% in 2018 to 68.5% in 2023, has created a demand for breastfeeding solutions that allow working mothers to manage both their careers and motherhood. Products like breast pumps and nursing bras have become essential for many women, enabling them to continue breastfeeding while maintaining their professional commitments. This trend reflects a broader societal shift towards gender equality in the workplace, where supportive policies and flexible working hours are increasingly prevalent. Employers are also recognizing the importance of providing lactation support to retain female employees. Consequently, the market for breastfeeding accessories is experiencing growth, driven by the need for practical and efficient solutions.

Urbanization and Lifestyle Changes: The shift towards urban living and the rise of nuclear families in France have increased reliance on breastfeeding accessories for convenience and support. Urban population growth, which reached 80.4% in 2023, has led to lifestyle changes that often require efficient time management and balancing work-life responsibilities. In urban settings, mothers face challenges like commuting and demanding work schedules, making accessories like portable breast pumps and nursing covers indispensable. The trend towards smaller family units and dual-income households further emphasizes the need for products that facilitate breastfeeding in diverse settings. This urbanization has also driven innovation and accessibility, with more retail outlets and online platforms offering a wide range of breastfeeding products.

Technological Advancements: The introduction of innovative breastfeeding products, such as smart breast pumps and eco-friendly nursing pads, has attracted consumers seeking enhanced functionality and sustainability. Smart pumps, which feature connectivity to mobile apps for monitoring and control, cater to tech-savvy mothers looking for convenience and efficiency. These advancements have expanded the market, with smart pump sales projected to grow significantly. Additionally, eco-friendly products appeal to environmentally conscious consumers, driving demand for reusable and sustainable options. This focus on technology and sustainability reflects broader consumer trends and reinforces the attractiveness of the breastfeeding accessories market.

Market Restraints

High Costs: The high cost of premium breastfeeding accessories is significant barrier for many consumers in France. Products such as electric breast pumps, which range from $150 to $300, are often seen as expensive investments, particularly for families with limited financial resources. This cost factor can deter potential buyers and limit market growth, especially among first-time parents or those uncertain about their long-term breastfeeding plans. While some subsidies or insurance coverage may be available, the out-of-pocket expense remains a challenge for many. The need for affordable, high-quality options is critical to expanding the market reach.                                                                                                            

Cultural and Social Barriers: Cultural norms and social stigmas surrounding public breastfeeding in France can impact the adoption of breastfeeding accessories. While breastfeeding is widely encouraged, some mothers may feel uncomfortable using accessories like pumps or nursing covers in public or social settings due to perceived judgment or lack of support. This hesitation can limit the use of these products outside the home, reducing their overall adoption. Efforts to normalize breastfeeding in all environments are essential to overcoming these barriers and promoting the use of accessories as practical tools for mothers.

Limited Awareness in Rural Areas: Despite national efforts to promote breastfeeding, awareness and accessibility of breastfeeding accessories remain limited in rural areas of France. Mothers in these regions may have less exposure to breastfeeding products and fewer retail options, making it challenging to access the latest innovations. Additionally, breastfeeding initiation rates tend to be lower in rural areas, further affecting the demand for accessories. Bridging the gap in awareness and access through targeted education campaigns and improved distribution networks is crucial for expanding the market in these underserved regions.

Regulatory Landscape and Reimbursement Scenario

France has a comprehensive regulatory framework for medical devices, including breastfeeding accessories. The Agence Nationale de Sécurité du Médicament et des produits de santé (ANSM) is responsible for regulating these products, classifying items like breast pumps as medical devices that must adhere to strict regulations. As a member of the European Union, France follows EU regulations to ensure a harmonized approach to product safety and efficacy across member states. There are also stringent guidelines for labeling and advertising to protect consumers and ensure accurate product information.

France's public healthcare system emphasizes maternal and child health, influencing the reimbursement scenario for breastfeeding accessories. The French social security system generally covers the cost of breast pumps and related accessories, especially for mothers with specific medical conditions or premature births. Additionally, many French citizens have complementary health insurance plans that can provide further coverage for these accessories, often reducing out-of-pocket costs. In some cases, obtaining a prescription from a healthcare professional might be necessary to qualify for reimbursement, ensuring that mothers receive appropriate support based on medical needs.

Competitive Landscape

Key Players

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

• Medela AG
• Ameda, Inc.
• Willow Innovations, Inc.
• Koninklijke Philips N.V.
• Elvie (Chiaro Technology)
• Freemie
• Spectra Baby
• Hygeia Health
• Mama’s Milk Wrap
• Pigeon Corporation