UK Breastfeeding Accessories Market Analysis

UK Breastfeeding Accessories Market Executive Summary

UK Breastfeeding Accessories Market was valued at $65.26 Mn in 2023 and is predicted to grow at a CAGR of 4.80% from 2023 to 2030, to $90.61 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.

Globally, breastfeeding prevalence and the use of breastfeeding accessories are on the rise. According to UNICEF, exclusive breastfeeding rates in 80 low- and middle-income countries increased from 35% in 2005 to 42% in 2018. The global breastfeeding accessories market is expected to grow to $3.9 Bn by 2030, with a CAGR of 6.48%, driven by factors such as the increasing employment rate of women and a rising global birth rate. In the US, among infants born in 2019, 55.8% received any breast milk at 6 months, while 24.9% were exclusively breastfed, indicating a significant engagement with breastfeeding practices and accessories.

Market is therefore driven by significant factors like high breastfeeding rates, government support and initiatives, and growth of e-commerce. However, the high costs of accessories, lack of knowledge and support, and economic downturns 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 Rates: With approximately 81% of mothers in the UK starting breastfeeding and 34% continuing at 6 months, there is a robust demand for breastfeeding accessories. This high initiation rate supports the market for products such as breast pumps, nursing bras, and pads, as more mothers seek these items to maintain their breastfeeding practices.

Government Support and Initiatives: The UK government, through NHS programs, provides financial support and resources for breastfeeding equipment. This initiative not only encourages breastfeeding but also drives the demand for related accessories by alleviating some of the financial burdens on new parents.

Growth of E-commerce: The expansion of e-commerce in the UK has significantly increased the availability and accessibility of breastfeeding accessories. Online shopping platforms make it easier for consumers to find and purchase a wide range of breastfeeding products, contributing to market growth.

Market Restraints

High Costs of Accessories: High-quality breastfeeding accessories often come with a significant price tag, which can deter some families from purchasing them. This cost barrier may limit the overall market size, as budget constraints force some parents to seek less expensive alternatives or forgo certain accessories.

Lack of Knowledge and Support: Despite available government support, some new mothers may not fully understand how to use breastfeeding accessories effectively. This lack of knowledge can hinder the adoption of these products, as parents may not perceive them as necessary or beneficial without proper guidance.

Economic Downturns: Economic challenges can lead to reduced discretionary spending, impacting the market for non-essential items like breastfeeding accessories. During economic downturns, families may prioritize essential expenses over investing in additional breastfeeding products.

Regulatory Landscape and Reimbursement Scenario

In the UK, breastfeeding accessories are primarily regulated by the Medicines and Healthcare Products Regulatory Agency (MHRA). These products, including breast pumps, bottles, and nipple shields, fall under the Medical Devices Regulations (MDR) to ensure their safety and performance. The MHRA also oversees the labeling and advertising of these items to prevent misleading claims. Additionally, while the National Institute for Health and Care Excellence (NICE) does not regulate these products directly, its guidelines and recommendations on breastfeeding practices can indirectly influence the market for these accessories.

Regarding reimbursement, the landscape for breastfeeding accessories in the UK is relatively limited. The National Health Service (NHS) generally does not cover the cost of these items for routine use, though there may be exceptions for mothers with specific medical conditions requiring specialized equipment. Private health insurance may offer some coverage for breastfeeding accessories, but this varies significantly between insurers. Most accessories are purchased over the counter, with limited financial support available through public or private health systems.

Competitive Landscape

Key Players

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

• Medela AG
• Ameda, Inc.
• Willow Innovations, Inc.
• Koninklijke Philips N.V.
• Elvie (Chiaro Technology)
• Freemie
• Spectra Baby
• Hygeia Health
• Tommee Tippee
• Medline Industries Inc