Singapore Breastfeeding Accessories Market Analysis

Singapore Breastfeeding Accessories Market Executive Summary

Singapore Breastfeeding Accessories Market was valued at $3.01 Mn in 2023 and is predicted to grow at a CAGR of 7.40% from 2023 to 2030, to $4.96 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.

A recent survey by the Health Promotion Board (HPB) for 2021-2022 indicates improved breastfeeding rates, with 97% of mothers reporting that they breastfeed and nearly 40% exclusively breastfeeding their infants up to six months old. Additionally, at KK Women's and Children's Hospital, the rate of mothers exclusively breastfeeding upon discharge increased from 75% in 2013 to 86% in 2021, reflecting a positive trend in breastfeeding practices.

The market is therefore driven by significant factors like high breastfeeding initiation rates, a growing number of working mothers, and cultural acceptance and support for breastfeeding. However, Limited Insurance Coverage, Cultural Misconceptions, and Stigmas, and Lack of Consistent Support for Breastfeeding Mothers 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

High Breastfeeding Initiation Rates: Breastfeeding initiation rates in Singapore are high, contributing significantly to the demand for breastfeeding accessories. According to the Health Promotion Board (HPB), 97% of mothers in Singapore reported breastfeeding in 2021-2022. This widespread adoption of breastfeeding practices has led to increased demand for accessories like breast pumps and nursing pads, which help support and facilitate breastfeeding. High initiation rates reflect a positive breastfeeding culture that encourages mothers to invest in products that enhance their breastfeeding experience.

Growing Number of Working Mothers: The increasing number of working mothers in Singapore is a key driver of the breastfeeding accessories market. As more women return to work after childbirth, the need for convenient breastfeeding solutions, such as breast pumps and milk storage bags, has risen. According to the Singapore Department of Statistics, the female labor force participation rate was approximately 60.2% in 2023. Working mothers seek products that enable them to continue breastfeeding while managing their professional responsibilities, driving the demand for innovative breastfeeding accessories that offer convenience and efficiency.

Cultural Acceptance and Support for Breastfeeding: Cultural acceptance and support for breastfeeding in Singapore contribute to the demand for breastfeeding accessories. Breastfeeding is widely recognized as the optimal feeding choice for infants, supported by cultural norms and social acceptance. Public campaigns and initiatives promoting breastfeeding-friendly environments have normalized breastfeeding, encouraging mothers to use accessories that facilitate the process. Cultural acceptance motivates mothers to invest in products that enhance comfort and convenience while breastfeeding.

Market Restraints

Limited Insurance Coverage: Limited insurance coverage for breastfeeding accessories is a notable restraint in Singapore. While some private insurance plans may cover breastfeeding products, coverage is not standardized and varies significantly between insurers. According to a survey by SingSaver, only a few insurance policies offer partial or full coverage for breastfeeding accessories, with most policies focusing on hospitalization and major medical treatments. The lack of comprehensive insurance coverage results in most mothers bearing the full cost of these products out-of-pocket.

Cultural Misconceptions and Stigmas: Cultural misconceptions and stigmas surrounding breastfeeding can negatively impact the market for breastfeeding accessories in Singapore. Despite public awareness campaigns, some misconceptions about breastfeeding accessories, such as breast pumps being unnecessary or unnatural, persist among certain segments of the population. According to a survey by the Breastfeeding Mothers’ Support Group, some mothers reported facing social pressure to rely solely on direct breastfeeding. These cultural factors can hinder the acceptance and use of breastfeeding accessories, limiting market growth.

Lack of Consistent Support for Breastfeeding Mothers: The lack of consistent support for breastfeeding mothers is a restraint on the market for breastfeeding accessories in Singapore. While there are initiatives to promote breastfeeding, many mothers still face challenges in accessing professional guidance and support for breastfeeding issues. According to the HPB, around 30% of mothers reported needing more support and counseling for breastfeeding. Without adequate support, mothers may struggle with breastfeeding challenges, reducing the likelihood of investing in accessories that could help address these issues

Regulatory Landscape and Reimbursement Scenario

Singapore has a robust regulatory framework for medical devices, including breastfeeding accessories, overseen by the Health Sciences Authority (HSA). Breastfeeding accessories that are considered medical devices are subject to stringent regulations covering registration, labeling, and safety standards. These products are typically classified as Class A or Class B medical devices based on their risk profile, with Class A posing minimal risk and Class B having a higher level of risk. Importers and distributors must comply with HSA regulations and obtain the necessary licenses to operate. Additionally, there are strict guidelines for advertising and labeling to ensure consumers receive accurate and truthful information.

Singapore's healthcare system, a mix of public and private sectors, offers varying reimbursement for breastfeeding accessories based on insurance coverage. Medisave, the national healthcare savings scheme, primarily covers hospitalization and major medical treatments and generally does not cover the cost of breastfeeding accessories. However, Integrated Shield Plans (ISPs), which are private insurance plans supplementing Medisave, may provide coverage for some breastfeeding accessories, depending on the specific policy. In many cases, mothers purchase these accessories out-of-pocket. The government may also offer subsidies or support programs for specific groups, such as low-income families or those with certain medical conditions, which could assist with the cost of breastfeeding accessories.

Competitive Landscape

Key Players

Here are some of the major key players in the Singapore 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)