Indonesia Breastfeeding Accessories Market Report 2023 to 2030

Indonesia Breastfeeding Accessories Market Analysis

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Indonesia Breastfeeding Accessories Market was valued at $15.06 Mn in 2023 and is predicted to grow at a CAGR of 6.80% from 2023 to 2030, to $23.87 Mn by 2030. The key drivers of this industry include increasing breastfeeding awareness, government initiatives and support, and the growing middle-class population. The industry is primarily dominated by Medala, Elvie, Willow Innovations, and Koninklijke Philips among others.

ID: IN10IDMD030 CATEGORY: Medical Devices GEOGRAPHY: Indonesia AUTHOR: Sarita Yadav

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Indonesia Breastfeeding Accessories Market Executive Summary

Indonesia Breastfeeding Accessories Market was valued at $15.06 Mn in 2023 and is predicted to grow at a CAGR of 6.80% from 2023 to 2030, to $23.87 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.

In Indonesia, the prevalence of exclusive breastfeeding (EBF) for infants under six months is around 69.7%, surpassing the national target of 45% for 2020-2021 and aligning with the 2020-2024 target of 69%. Early initiation of breastfeeding (EIBF) within one hour of birth significantly increases EBF rates, particularly among working mothers, who are twice as likely to exclusively breastfeed if they start early.

Market is therefore driven by significant factors like increasing breastfeeding awareness, government initiatives and support, and the growing middle-class population. However, the high cost of quality products, limited access in rural areas, and competition from formula milk companies 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.

Indonesia Breastfeeding Accessories Market Report 2023 to 2030

Market Dynamics

Market Growth Drivers

Increasing Breastfeeding Awareness: The growing awareness of breastfeeding's benefits is driving demand for breastfeeding accessories in Indonesia. According to UNICEF, the exclusive breastfeeding rate in Indonesia was around 52% in 2021. This rise in awareness has led to a greater demand for products like breast pumps and nursing bras, which support breastfeeding mothers.

Government Initiatives and Support: The Indonesian government has implemented policies to promote breastfeeding, such as maternity leave and breastfeeding-friendly workplaces. These initiatives aim to increase breastfeeding rates and support mothers, thereby boosting the demand for breastfeeding accessories. As of 2023, the government extended maternity leave to 3 months to support breastfeeding practices.

Growing Middle-Class Population: The rising middle-class population in Indonesia has increased disposable income, leading to higher spending on healthcare and baby products. According to the World Bank, the middle-class population in Indonesia is expected to grow from 52 Mn in 2010 to over 140 Mn by 2030. This growth translates to increased purchases of quality breastfeeding accessories.

Market Restraints

High Cost of Quality Products: The high cost of quality breastfeeding accessories can be a barrier for many families. Imported products, in particular, can be expensive, making them inaccessible to low-income families. The price of a quality electric breast pump in Indonesia can range from $1.5 Mn to 4 Mn, which may deter purchases among price-sensitive consumers.

Limited Access in Rural Areas: Accessibility to breastfeeding accessories remains a challenge in rural areas of Indonesia. About 44% of the population lived in rural areas as of 2022, where limited availability and higher costs of accessories can hinder market growth.

Competition from Formula Milk Companies: Aggressive marketing by formula milk companies can undermine breastfeeding promotion efforts. Despite regulations, formula milk sales continue to impact breastfeeding rates negatively. The infant formula market in Indonesia was valued at approximately $1.8 Bn in 2022, indicating a strong preference that can overshadow breastfeeding accessory markets.

Regulatory Landscape and Reimbursement Scenario

Indonesian Ministry of Health oversees medical devices, including breastfeeding accessories, while the National Agency of Drug and Food Control (BPOM) ensures their safety, efficacy, and quality. Additional provincial or local regulations may affect the distribution and sale of these products. However, the rapidly evolving healthcare landscape, varying levels of enforcement across regions, and potential gaps in regulations specific to breastfeeding accessories pose challenges in regulatory clarity.

In terms of reimbursement, there is generally limited government support for breastfeeding accessories in Indonesia. While some private health insurance plans may offer partial or full coverage for these products, this largely depends on the specific plan details. As a result, most Indonesian mothers are likely to cover the cost of breastfeeding accessories out-of-pocket, making affordability a significant concern for many families.

Competitive Landscape

Key Players

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

Medela AG
Ameda, Inc.
Willow Innovations, Inc.
Koninklijke Philips N.V.
Elvie (Chiaro Technology)
Freemie
Spectra Baby
Edgewell Personal Care
Newell Brands
Pigeon Corporation

1. Executive Summary
1.1 Device Overview
1.2 Global Scenario
1.3 Country Overview
1.4 Healthcare Scenario in Country
1.5 Regulatory Landscape for Medical Device
1.6 Health Insurance Coverage in Country
1.7 Type of Medical Device
1.8 Recent Developments in the Country

2. Market Size and Forecasting
2.1 Market Size (With Excel and Methodology)
2.2 Market Segmentation (Check all Segments in Segmentation Section)

3. Market Dynamics
3.1 Market Drivers
3.2 Market Restraints

4. Competitive Landscape
4.1 Major Market Share

4.2 Key Company Profile (Check all Companies in the Summary Section)

4.2.1 Company
4.2.1.1 Overview
4.2.1.2 Product Applications and Services
4.2.1.3 Recent Developments
4.2.1.4 Partnerships Ecosystem
4.2.1.5 Financials (Based on Availability)

5. Reimbursement Scenario
5.1 Reimbursement Regulation
5.2 Reimbursement Process for Diagnosis
5.3 Reimbursement Process for Treatment

6. Methodology and Scope

Indonesia Breastfeeding Accessories Market Segmentation

By Product Type

Nipple Care Products
Breast Pumps
Breast Shells
Breastmilk Storage & Feeding Products
Others

By Distribution Channel

Online retail
Offline retail
Hospital pharmacies

By End User

Hospitals
Clinics
Homecare Settings
Others

Methodology for Database Creation

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How Do We Get It?

Our database is created and maintained through a combination of secondary and primary research methodologies.

1. Secondary Research

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Analyzing historical proprietary data collected from multiple projects.
Regularly updating our existing data sets with new findings and trends.
Ensuring data consistency and accuracy through rigorous validation processes.

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Searching through academic conferences, published research, citations, and social media platforms
Collecting and compiling diverse data to build a comprehensive and detailed database
Continuously updating our database with new information to ensure its relevance and accuracy

2. Primary Research

To complement and validate our secondary data, we engage in primary research through local tie-ups and partnerships. This process involves:

Collaborating with local healthcare providers, hospitals, and clinics to gather real-time data.
Conducting surveys, interviews, and field studies to collect fresh data directly from the source.
Continuously refreshing our database to ensure that the information remains current and reliable.
Validating secondary data through cross-referencing with primary data to ensure accuracy and relevance.

Combining Secondary and Primary Research

By integrating both secondary and primary research methodologies, we ensure that our database is comprehensive, accurate, and up-to-date. The combined process involves:

Merging historical data from secondary research with real-time data from primary research.
Conducting thorough data validation and cleansing to remove inconsistencies and errors.
Organizing data into a structured format that is easily accessible and usable for various applications.
Continuously monitoring and updating the database to reflect the latest developments and trends in the healthcare field.

Through this meticulous process, we create a final database tailored to each region and domain within the healthcare industry. This approach ensures that our clients receive reliable and relevant data, empowering them to make informed decisions and drive innovation in their respective fields.