LONDON–(BUSINESS WIRE)–Technavio’s latest report on breastfeeding
supplies market in the US analyses the key trends expected to
impact the breastfeeding supplies market through 2016-2020. Technavio
defines an emerging trend as a factor that has the potential to
significantly impact the market and contribute to its growth or decline.
The breastfeeding supplies market in the US is likely to exceed USD 2
billion by 2020, growing at a CAGR of almost 6%. The breastfeeding
supplies market is likely to grow as a result of high awareness of
mother and baby care products among consumers in the US and market
penetration by vendors providing breastfeeding supplies.
According to Brijesh Kumar Choubey, lead analyst at Technavio for general
retail goods and services, “The easy availability of different
and convenient breastfeeding supplies in the US is another factor that
will significantly aid market growth over the next five years. A few
examples of such convenient breastfeeding products include electric and
battery-powered breastfeeding pumps, which are portable and can
therefore be used while traveling.”
The top three emerging trends in the breastfeeding supplies market
according to Technavio’s consumer
and retail research analysts are:
Increasing number of reimbursement policies
The breastfeeding supplies market in the US has recently seen the
introduction of insured breast pumps approved by the Affordable Care Act
(ACA). According to this act, health insurance carriers will be required
to provide breastfeeding pumps to pregnant and nursing mothers. Thus,
insurance companies in the country have to cover the cost of these
breastfeeding pumps, along with lactation counseling and other
precautionary health services.
As a result of this act, most of the leading vendors are focusing on the
production of insured breastfeeding pumps. For instance, Medela
incorporated a third shift of its workforce in 2013 to escalate the
production of breastfeeding pumps due to the sudden increase in demand
after the announcement of the approved law by the Affordable Care Act.
“This trend is likely to positively propel the market over the next five
years, as an increased number of consumers would now prefer insured
breastfeeding pumps and the act would also cover that section of the
population who couldn’t afford to purchase these expensive breastfeeding
pumps,” says Brijesh.
Innovations in product enablers
Busy lifestyles and the need for convenient and easy-to-use products are
encouraging baby product and maternity care manufacturers to introduce
products that suit the changing needs of babies and their parents.
Innovations in product enablers in the genre of breastfeeding pumps and
associated products have become varied and widespread. To make the
process of expressing breast milk easier and more convenient,
manufacturers have come up with nursing bras or breast pumping bras,
which enable lactating mothers to express milk without the need to
constantly hold the breastfeeding pump in place. Lansinoh’s hands-free
pumping bra is one example of a reliable and popular breast pumping bra
available in the market.
These product enablers are becoming very popular, and will further
propel the growth of the breastfeeding supplies market in the US, during
the forecast period.
Growth of online retail
Brick-and-mortar retailing remains the key channel for the sale of
breastfeeding supplies in the US, but online retailing is predicted to
grow rapidly during the forecast period. Quick delivery services and
competitive prices are major factors for the growth of online retailing
in the country.
Major players like Philips and Medela have ventured into online private
retailing, which has helped them increase their sales significantly. The
growing customer base for online retailing, combined with faster
shipping, is expected to impact the market positively during the
The top five vendors for the breastfeeding supplies market in the US, as
researched by Technavio analysts are:
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and proprietary databases. They corroborate this data with the data
obtained from various market participants and stakeholders across the
value chain, including vendors, service providers, distributors,
re-sellers, and end-users.
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