North America to retain its
dominance in the global breast feeding accessories market
North America is expected to be
the dominant Breast
Feeding Accessories 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.
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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.
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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.
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