Mexico Breastfeeding Accessories Market Analysis

Mexico Breastfeeding Accessories Market Executive Summary

Mexico Breastfeeding Accessories Market was valued at $37.65 Mn in 2023 and is predicted to grow at a CAGR of 7.05% from 2023 to 2030, to $60.66 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.

According to the National Demographic Dynamics Survey, the prevalence of breastfeeding in Mexico has increased, with the percentage of women who have breastfed rising from 91.8% in 2006 to 94.2% in 2020, and early initiation of breastfeeding improving from 40.8% to 59.7% during the same period. Exclusive breastfeeding for infants under six months increased from 13.0% in 2009 to 20.7% in 2020, though these figures are still below WHO recommendations. Urban areas, particularly Mexico City, saw more significant increases in exclusive breastfeeding, especially among non-Indigenous women and those with higher socio-economic status. In contrast, indigenous women and those in southern Mexico showed less improvement. Breastfeeding accessories, like pumps and storage bags, is becoming more common. Still, access varies widely based on socio-economic status and location, with urban areas having better access to support and accessories compared to rural regions, where traditional practices prevail.

The market is therefore driven by significant factors like increasing breastfeeding rates, retail and e-commerce expansion, and urbanization and working mothers. However, economic constraints, limited healthcare access, and competition from formula milk 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 Rates: Breastfeeding initiation rates in Mexico have been steadily increasing, with about 95% of mothers starting breastfeeding, according to UNICEF in 2023. This rise in breastfeeding initiation has directly contributed to the growing demand for breastfeeding accessories, such as breast pumps and nursing pads, as more mothers seek convenient solutions. The emphasis on breastfeeding as a healthy start for infants is a key factor driving this trend. Moreover, educational campaigns and community support initiatives have encouraged mothers to begin breastfeeding shortly after birth. These efforts have created a positive environment for the market of breastfeeding accessories to flourish.

Retail and E-commerce Expansion: The expansion of retail networks and e-commerce platforms in Mexico has significantly improved the accessibility of breastfeeding accessories. With online sales growing at an annual rate of 15% since 2020, more consumers can easily purchase products like breast pumps and nursing bras from the comfort of their homes. This expansion has made it easier for mothers across different regions to access a wide range of breastfeeding products, contributing to market growth. The rise of e-commerce platforms like Amazon and Mercado Libre has played a pivotal role in this expansion. The increased availability of these products through various channels has enhanced consumer convenience and choice.

Urbanization and Working Mothers: As urbanization increases in Mexico, more women are entering the workforce and residing in urban areas, creating a growing demand for convenient breastfeeding solutions. The shift towards urban living has necessitated the use of portable and efficient breastfeeding accessories, such as electric breast pumps and nursing covers, to accommodate busy lifestyles. According to INEGI data from 2022, the increase in working mothers has been a significant driver of market growth for breastfeeding accessories. This trend highlights the need for products that support mothers in balancing work and childcare responsibilities. The urban setting also provides greater access to a variety of breastfeeding products through retail outlets and online platforms.

Market Restraints

Economic Constraints: Economic disparities in Mexico mean that not all mothers can afford breastfeeding accessories, which can be relatively expensive. This financial barrier limits market growth among lower-income populations who may prioritize essential expenses over purchasing breastfeeding products. According to the World Bank, economic constraints remain a significant challenge in expanding the reach of breastfeeding accessories to all mothers. The high cost of some products, such as electric breast pumps, can deter purchase decisions. Addressing this issue requires efforts to make breastfeeding accessories more affordable and accessible to diverse socioeconomic groups.

Limited Healthcare Access: In rural areas of Mexico, limited access to healthcare services and support can restrict the distribution and use of breastfeeding accessories. The lack of infrastructure and healthcare professionals in these regions makes it difficult for mothers to receive breastfeeding support and access necessary products. According to the OECD, this disparity in healthcare access poses a significant restraint on the market's growth potential. Improving healthcare access and infrastructure in rural areas is crucial to expanding the reach of breastfeeding accessories. Providing education and support services in these areas can help overcome this challenge and promote breastfeeding practices.

Competition from Formula Milk: Aggressive marketing by formula milk companies can discourage breastfeeding and reduce the demand for breastfeeding accessories. Formula milk is often portrayed as a convenient alternative to breastfeeding, leading some mothers to choose formula over breastfeeding. The Pan American Health Organization reported in 2023 that formula milk marketing poses a significant challenge to promoting breastfeeding accessories. Counteracting this competition requires continued efforts to educate mothers about the benefits of breastfeeding. Implementing regulations on formula marketing and promoting breastfeeding as the preferred option can help mitigate this restraint.

Regulatory Landscape and Reimbursement Scenario

In Mexico, the regulatory framework for medical devices, including breastfeeding accessories such as breast pumps, bottles, and nipple shields, is primarily overseen by the Federal Commission for Protection against Sanitary Risks (COFEPRIS). These products are typically classified as medical devices and must undergo a regulatory process to ensure their safety and efficacy. Additionally, COFEPRIS regulates the labeling and advertising of breastfeeding accessories to prevent misleading claims. While federal regulations are the primary guidelines, individual states in Mexico may have additional rules or requirements specific to breastfeeding accessories.

The reimbursement scenario for breastfeeding accessories in Mexico is complex and varies based on several factors. The public healthcare system, which includes institutions like IMSS and ISSSTE, provides coverage for certain medical expenses, but the extent to which breastfeeding accessories are covered can vary depending on specific circumstances. Private health insurance plans in Mexico may also offer coverage for breastfeeding accessories, although the coverage levels can differ significantly between insurers. As with many healthcare products, consumers often bear a portion of the cost for breastfeeding accessories out-of-pocket, highlighting the mixed reimbursement landscape in Mexico.

Competitive Landscape

Key Players

Here are some of the major key players in Mexico 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)