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breastfeeding accessories market

Breastfeeding Accessories Market Share, Size, Trends, Industry Analysis Report, By Product (Nipple Care Products, Breast Shells, Breast Pads, Baby Scales, Breastmilk Preparation & Cleaning Products, Breastmilk Storage & Feeding, Others); By Age Group; By Distribution Channel; By Regions; Segment Forecast, 2021 - 2028

  • Published Date: Jan 2021
  • Pages: 108
  • Format: PDF
  • Report ID: PM1787
  • Base Year: 2020
  • Historical Data: 2016 - 2019

Report Summary

The global breastfeeding accessories market was valued at USD 1.62 billion in 2020 and is expected to grow at a CAGR of 9.1% during the forecast period. The surge in women’s employment in developed economies, breastfeeding awareness campaigns, and increase in lactating consultants across the globe are boosting the accessories market growth. Moreover, factors such as longer maternity leaves and lactating rooms at the commercial spaces also favoring the sale of such accessories in the market.

For instance, as per the market estimates of the International Labor Organization (ILO), in 2018, emerging countries have reported female employment at 45.6 percent, which is increasing at the fastest rate, as compared to Arab countries, Eastern Asia, and East European nations, which reported 18.9%, 59.1%, and 51.8%, respectively. However, the breastfeeding accessories industry is curtailed with the milk substitutes such as infant formulas and in-time delivery of highly perishable mother’s milk, while the economics of such supply chain is still having to achieve its economies of scale.

The increasing participation of women in leadership positions, requires a lot of business traveling, decreasing their lactating time. One such disruptor in the breastfeeding accessories industry includes the U.S.-based, “Milk Stork”, solving the pain-point of super busy moms. The company is the world's first supplier of breast milk for working mothers and boasts of 44,000 deliveries supplying over USD 2.5 million ounces of breast milk.

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Industry Dynamics

Growth Drivers
Breastfeeding awareness campaigns in developed as well as developing countries are augmenting the breastfeeding accessories industry growth across the markets. Mothers’ education towards healthy baby, improvement in male to female employability ratio, the establishment of milk banks to maintain robust supply for the women business travelers also favoring its market growth. The individual government across the globe is introducing campaigns to promote the importance of breastfeeding.

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According to the study done by the World Health Organization (WHO), due to malnutrition 1 in 3 infants die in India, and over 66 percent of infants die within their first year. Such a high infant mortality rate is primarily due to improper feeding practices due to a lack of education among Indian women. Breast milk is essential for infants; it acts as an instigator in developing innate immunity. Infants should be breastfed for the initial six months for proper body development.

Breastfeeding Accessories Market Report Scope

The market is primarily segmented on the basis of product, age group, distribution channel, and region.

By Product

By Age Group

By Distribution Channel

By Region

  • Nipple Care Products
  • Breast Shells
  • Breast Pads
  • Baby Scales
  • Breastmilk Preparation & Cleaning Products
  • Breastmilk Storage & Feeding
  • Others
  • 0-6 months
  • 7-12 months
  • Online Channel
  • Offline Channel
  • North America (U.S., Canada)
  • Europe (France, Germany, UK, Italy, Spain, Netherlands, Austria)
  • Asia Pacific (Japan, China, India, Malaysia, Indonesia, South Korea)
  • Latin America (Brazil, Mexico, Argentina)
  • Middle East & Africa (Saudi Arabia, UAE, Israel, South Africa)

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Insight by Product

In 2020, the breast-milk storage and feeding accessories market segment accounted for the largest share. This high share is owing to the establishment of milk banks and bread feeding awareness campaigns in the developed economies. Milk storage bags are easy to use, disposable, and inexpensive. The nipple care product segment of breastfeeding accessories industry is projected to register the highest market growth over the forecast period.

The projected market growth is due to the high adoption of nipple care accessories among women residing in developed high-income countries. The launch of products in the category also creates a fruitful breastfeeding accessories industry growth opportunity. In line with this, in December 2019, the U.S.-based market leader, introduced organic nipple balm to tender nipples and dry skins.

Insight by Distributing Channel

Based on the distribution channel, the global breastfeeding accessories market is bifurcated into online and offline channels. In 2020, the offline market segment accounted for the largest share in the global breastfeeding accessories industry. High share is since all the companies operating in the breastfeeding accessories industry are following an already established distribution model. The most method is the hub and spoke model, though it is changing rapidly towards online channels, as the competition getting fiercer. The marketplace is getting crowded, with the advent of new players and start-ups.

Geographic Overview

Geographically, the global breastfeeding accessories market is bifurcated into North America, Europe, Asia Pacific, Latin America, and Middle East & Africa (MEA). North America market is the largest revenue contributor followed by Europe and the Asia Pacific region. In 2020, the North American breastfeeding accessories industry accounted for over 50% of the global market.

Regional factors responsible for the market growth of these accessories include a surge in breastfeeding rates both in the U.S. and Canada. To increase the breastfeeding among working female population several campaigns have been carried to showcase the importance of mother’s milk for the born child.

Social marketing has played a pivotal role in the sale of breastfeeding accessories through high-quality campaigns. One such campaign launched was the “Babies Were Born to Be Breastfed” tagline of the National Breastfeeding Awareness Campaign organized by the U.S. Department of Health and Human Services’ Office on Women’s Health and the Advertising Council. It is aimed to increase breastfeeding in the U.S.

Competitive Insight

The prominent players operating in the breastfeeding accessories industry are Edgewell Personal Care, Newell Brands, Koninklijke Philips N.V., Pigeon Corporation, Nuby, Medela LLC, Ameda, Mayborn Group Limited, Artsana S.p.A., and HandiCraft Company (Dr. Brown’s). The companies in the market are focusing on working mothers having high purchasing capability through breastfeeding campaigns.

Key Take-Away
Polaris Market Research
Breastfeeding Accessories Market Size | Global Industry Report, 2028