Philippines Breastfeeding Accessories Market Analysis

Philippines Breastfeeding Accessories Market Executive Summary

Philippines Breastfeeding Accessories Market was valued at $5.52 Mn in 2023 and is predicted to grow at a CAGR of 7.30% from 2023 to 2030, to $9.04 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 Family Health Survey, 92% of children aged 6–35 months in the Philippines have been breastfed at some point, but only 27% are exclusively breastfed in 2023. Recent studies indicate that the exclusive breastfeeding rate for infants under six months is approximately 60.1% and 57.9%, although UNICEF reports that only 34% of infants are exclusively breastfed for the first six months, which is below the global target of 50%. As of 2023, only 41.8% of children in the Philippines continue to be breastfed at age two.

The market is therefore driven by significant factors like government initiatives and policies, the increasing number of working mothers, and technological advancements. However, high costs, limited access in rural areas, and competition from alternative feeding methods 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 Policies: The Philippine government has implemented several initiatives and policies to promote breastfeeding, which positively impacts the breastfeeding accessories market. The Expanded Breastfeeding Promotion Act of 2009 mandates breastfeeding-friendly environments in workplaces and public spaces, encouraging mothers to breastfeed and use accessories that aid breastfeeding. The law also requires the establishment of lactation stations, which drives the demand for breast pumps and storage solutions. Additionally, the DOH's "First 1000 Days" program emphasizes the importance of exclusive breastfeeding, contributing to a supportive environment for breastfeeding mothers. These policies aim to increase the duration and exclusivity of breastfeeding, thereby boosting the market for breastfeeding accessories.

Increasing Number of Working Mothers: The growing number of working mothers in the Philippines is a significant driver of the breastfeeding accessories market. As more women return to work shortly after childbirth, the need for convenient breastfeeding solutions, such as breast pumps and milk storage bags, has increased. According to the Philippine Statistics Authority, the female labor force participation rate was approximately 45% in 2023. Working mothers seek accessories that enable them to maintain breastfeeding while managing their professional responsibilities. This trend is expected to drive the demand for innovative and efficient breastfeeding products that support working mothers in achieving their breastfeeding goals.

Technological Advancements: Technological advancements in breastfeeding products are contributing to market growth in the Philippines. Modern breast pumps are now more efficient, portable, and user-friendly, making them appealing to breastfeeding mothers. Innovations such as double electric breast pumps with adjustable suction levels and rechargeable batteries have improved the convenience and effectiveness of breastfeeding accessories. The introduction of smart breastfeeding devices that offer connectivity with mobile apps for monitoring milk production and feeding schedules is also gaining popularity. These technological innovations enhance the breastfeeding experience, encouraging more mothers to invest in advanced accessories.

Market Restraints

High Cost: The high cost of breastfeeding accessories poses a significant restraint on the market in the Philippines. Many breastfeeding products, such as electric breast pumps and specialized nursing bras, can be expensive, making them less accessible to low-income families. According to the Philippine Statistics Authority, around 16.7% of the population lived below the poverty line in 2021, indicating that affordability remains a challenge for many mothers. The cost barrier may prevent some mothers from purchasing necessary accessories, limiting market growth despite the increasing awareness and demand for these products.

Limited Access in Rural Areas: Limited access to breastfeeding accessories in rural areas is a notable restraint in the Philippines. While urban centers have better access to a variety of breastfeeding products through physical stores and online platforms, rural areas often face challenges in terms of availability and distribution. According to the World Bank, approximately 47% of the Philippine population lived in rural areas as of 2020. This geographical disparity can hinder the adoption of breastfeeding accessories among mothers in remote locations, restricting market expansion and the potential reach of these products.

Competition from Alternative Feeding Methods: Competition from alternative feeding methods, such as formula feeding, poses a restraint on the breastfeeding accessories market in the Philippines. Despite efforts to promote breastfeeding, formula milk remains a popular choice for many mothers due to convenience and aggressive marketing by formula companies. According to UNICEF, formula sales in the Philippines have been increasing, with a significant portion of infants receiving formula milk before six months. The availability and marketing of formula milk can influence mothers' decisions, leading to reduced demand for breastfeeding accessories as some parents opt for bottle feeding instead.

Regulatory Landscape and Reimbursement Scenario

In the Philippines, the regulatory framework for medical devices, including breastfeeding accessories like breast pumps, bottles, and nipple shields, is overseen by the Food and Drug Administration (FDA). These products are classified as medical devices and must undergo a regulatory process to ensure their safety and efficacy before they can be marketed. The FDA also regulates the labeling and advertising of these products to prevent misleading claims. Manufacturers and importers are required to obtain the necessary licenses and registrations from the FDA before distributing breastfeeding accessories in the country.

The reimbursement landscape for breastfeeding accessories in the Philippines is relatively limited compared to other countries. The Philippine government generally does not provide direct financial support or reimbursement for these products. Some private health insurance plans may offer partial or full coverage for breastfeeding accessories, especially for high-end products or specific medical conditions, but this coverage varies significantly between insurers. Consequently, most Filipino mothers bear the full cost of breastfeeding accessories out of pocket. The Philippine Health Insurance Corporation (PhilHealth) mainly focuses on hospitalization and medical procedures and does not cover breastfeeding accessories.

Competitive Landscape

Key Players

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

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