South Africa Breastfeeding Accessories Market Analysis

South Africa Breastfeeding Accessories Market Executive Summary

South Africa Breastfeeding Accessories Market was valued at $16.32 Mn in 2023 and is predicted to grow at a CAGR of 8.03% from 2023 to 2030, to $28.02 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 South Africa, breastfeeding initiation rates have improved, with approximately 67.3% of infants starting breastfeeding within one hour of birth in 2016. However, exclusive breastfeeding (EBF) rates were relatively low at 31.6%, one of the lowest in Africa. As of 2024, EBF prevalence has increased to around 39%, surpassing earlier national averages. Between 2015 and 2021, 53% of newborns were breastfed within the first hour, and 45% of infants under six months were exclusively breastfed, with a WHO goal to reach 70% by 2030. As of 2023, the EBF rate is reported at 32%, showing some progress due to various health initiatives.

The market is therefore driven by significant factors like government initiatives and health programs, raising awareness and education, and increasing the number of working mothers. However, limited availability in rural areas, cultural beliefs and practices, and inadequate support and counselling 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 Health Programs: The South African government and various health organizations promote breastfeeding through initiatives and health programs. The Department of Health's National Nutrition Strategy encourages exclusive breastfeeding for the first six months, contributing to an increased demand for breastfeeding accessories. The South African Demographic and Health Survey (SADHS) reports that 71% of children under six months are exclusively breastfed, highlighting the impact of these programs.

Rising Awareness and Education: There is a growing awareness and education about the benefits of breastfeeding, driven by public health campaigns and educational programs. According to the South African Breastfeeding Association, educational efforts have led to improved breastfeeding practices, with a significant increase in the use of breastfeeding accessories. As of 2023, about 80% of mothers are aware of the benefits of breastfeeding accessories such as pumps and nursing pads.

Increasing Number of Working Mothers: The rise in the number of working mothers in South Africa has led to a higher demand for breastfeeding accessories that facilitate breastfeeding while balancing work. The World Bank reports that approximately 43% of women in South Africa are employed, driving the need for convenient breastfeeding solutions like breast pumps and storage bags. This trend has increased the market for accessories that support working mothers.

Market Restraints

Limited Availability in Rural Areas: Access to breastfeeding accessories is limited in rural areas of South Africa, impacting their availability. According to the Rural Health Advocacy Project, only about 30% of rural areas have access to specialized breastfeeding products, creating a gap in the market. This lack of availability restricts the adoption of breastfeeding accessories among mothers in remote regions.

Cultural Beliefs and Practices: Cultural beliefs and practices can influence the use of breastfeeding accessories in South Africa. Traditional practices may prioritize direct breastfeeding over the use of accessories like breast pumps. The South African Medical Research Council notes that cultural preferences can limit the acceptance and use of modern breastfeeding products.

Inadequate Support and Counselling: Inadequate support and counselling for breastfeeding mothers can hinder the market for breastfeeding accessories. Many mothers may not receive sufficient guidance on the benefits and use of these products. The South African Breastfeeding Advisory Council reports that approximately 35% of mothers lack access to adequate breastfeeding support services, impacting accessory usage.

Regulatory Landscape and Reimbursement Scenario

In South Africa, the South African Health Products Regulatory Authority (SAHPRA) oversees the regulation of medical devices, including breastfeeding accessories. These products are subject to SAHPRA’s medical device regulations, which involve classification based on risk levels, as well as requirements for registration, licensing, and adherence to strict labeling and advertising guidelines to ensure safety and accuracy.

The reimbursement landscape for breastfeeding accessories in South Africa is variable. Private medical aid schemes cover some breastfeeding accessories, such as breast pumps, though coverage levels depend on the specific plan. The public healthcare system promotes breastfeeding and may provide basic accessories, but comprehensive coverage is limited. Consequently, many mothers pay out-of-pocket for these products, which can be financially burdensome.

Competitive Landscape

Key Players

Here are some of the major key players in the South Africa 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)