Seattle, WA -- (SBWIRE) -- 11/11/2019 -- Breastfeeding accessories are those products that aid lactating mothers to store breast milk to feed the baby later. Breast pumps are the most common accessory used by mothers who have irregular milk flow. The growing population of working mothers, increasing awareness regarding the importance of breastfeeding, and advancement in breastfeeding accessories is expected to boost the market growth. For instance, Lansinoh in 2016, introduced Bluetooth enabled breast pump, Smartpump. Smartpump connects with the Lansinoh Baby app to help women in tacking their pumping sessions. According to the 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 the World Health Assembly (WHA), a part of WHO. WHA has adopted and implemented policies, which prohibits the 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 to escalate in the future, owing to the increasing working women population. High cost of frequent replacement and repurchase of breastfeeding accessories is expected to hamper the growth of the global breastfeeding accessories market size.
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North America is expected to dominate the global breastfeeding accessories market
North America is expected to be the dominant market over the forecast period and this can be attributed to the rising number of women in the workforce in the U.S. region, high consumer awareness about the benefits of breastfeeding and a large pool of healthcare workers. At the same time, the Asia Pacific market is projected to register the highest growth rate in volume over the forecast period owing to growing consumer awareness, and technical advancements in the emerging economies.
Europe is also projected to account for a substantial share in the market owing to the increasing number of the working population and growing awareness of breastfeeding. For instance, Royal Philips in August 2017, rolled out an awareness campaign for Indian mothers. The campaign will promote the importance of breastfeeding 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 was comprised of females.
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Moreover, the introduction of easy-to-use products such as nursing bras and breast pumping bras by major key market players are factors expected to boost breastfeeding accessories market growth in the region.
Key market players expanding their product portfolio
Key players are focusing on adopting strategic initiatives such as new product launches and mergers and acquisitions to strengthen their foothold in the global breastfeeding 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 the 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.
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