Breastfeeding accessories manufacturers offer products to aid lactating mothers store breast milk to feed the baby later. Breastfeeding accessories such as breast pumps are mainly used by mothers who have irregular milk flow. Major factors contributing to growth of the market are rising population of working mothers, increasing awareness regarding importance of breastfeeding, and technical advancements in breast feeding accessories. For instance, Lansinoh in 2016, introduced Bluetooth enabled breast pump, Smartpump. Smartpump connects with Lansinoh Baby app to help women in tacking their pumping sessions. According to World Health Organization (WHO), the percentage of working female population increased to 41% in 2009 from 21% in 1960.
International Code of Marketing of Breastmilk Substitutes (ICMBS) is an international health policy framework for the promotion of breastfeeding, adopted by World Health Assembly (WHA), a part of WHO. WHA has adopted and implemented policies, which prohibits promotion of milk substitute products. Around 135 countries worldwide have adopted few provisions of this code. Demand for cleaning products (solvents to clean the surface) to maintain hygiene and breast milk storage bags is projected escalate in the future, owing to increasing working women population. Factors such as high cost of frequent replacement and repurchase of breastfeeding accessories are impeding growth of the global breast feeding accessories market size.
Global Breast feeding Accessories Market Taxonomy
On the basis of product type, the global breast feeding accessories market is segmented into:
- Breast Milk Bottles
- Breast Milk Storage Bags
- Sore Nipple Cream
- Nursing Pads
- Nipple Shields
- Breast Shells
- Cleaning Products
On the basis of region, the global breast feeding accessories market is segmented into:
- North America
- Latin America
- Asia Pacific
- Middle East
North America to retain its dominance in the global breast feeding accessories market
North America is expected to be the dominant market over the forecast period, owing to increasing number of women in the workforce in the U.S., high consumer awareness about the benefits of breast feeding and large pool of healthcare workers. Asia Pacific market is projected to register highest growth rate in volume during the forecast period. Growing consumer awareness, and technical advancements in the emerging economies are expected to be drivers for growth of the market in this region.
Europe is also projected to account for substantial share in the market owing to increasing working female population and increasing awareness of breast feeding. For instance, Royal Philips in August 2017, rolled out awareness campaign for Indian mothers. The campaign will promote the importance of breast feeding under its Philips Avent brand.
According to the Catalyst, a non-profit organization, in 2016, 46.2% of the total workforce in the European Union were comprised of females. Moreover, introduction of easy-to-use products such as nursing bras and breast pumping bras by major key market players are factors expected to boost breast feeding accessories market growth in the region.
Product portfolio expansion by key market players
Key industry participants are focusing on strategic initiatives such as new product launches and mergers and acquisition to strengthen their foothold in the global breast feeding accessories market. For instance, in 2016, Lansinoh Laboratories Inc. (Pigeon Corporation) introduced Lansinoh Ultimate Protection Nursing Pads. In 2013, Koninklijke Philips N.V. introduced AVENT natural bottle for storage of breast milk.
Some of the key players in the market include Medela LLC., Newell Brands, Pigeon Corporation, Acute Ideas Co. Ltd, Babisil, Summer Infant, Inc., Playtex, Ameda, Mayborn USA Inc., EdgeWell Personal Care, and Whittlestone Inc.