North America to retain itsdominance in the global breast feeding accessories market
North America is expected to bethe dominant BreastFeeding Accessories Market over the forecast period, owing to increasingnumber of women in the workforce in the U.S., high consumer awareness about thebenefits of breast feeding and large pool of healthcare workers. Asia Pacificmarket is projected to register highest growth rate in volume during theforecast period. Growing consumer awareness, and technical advancements in theemerging economies are expected to be drivers for growth of the market in thisregion.
Europe is also projected toaccount for substantial share in the market owing to increasing working femalepopulation and increasing awareness of breast feeding. For instance, RoyalPhilips in August 2017, rolled out awareness campaign for Indian mothers. Thecampaign will promote the importance of breast feeding under its Philips Aventbrand.
According to the Catalyst, anon-profit organization, in 2016, 46.2% of the total workforce in the EuropeanUnion were comprised of females. Moreover, introduction of easy-to-use productssuch as nursing bras and breast pumping bras by major key market players arefactors expected to boost breast feeding accessories market growth in theregion.
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Breastfeeding accessoriesmanufacturers offer products to aid lactating mothers store breast milk to feedthe baby later. Breastfeeding accessories such as breast pumps are mainly usedby mothers who have irregular milk flow. Major factors contributing to growthof the market are rising population of working mothers, increasing awarenessregarding importance of breastfeeding, and technical advancements in breastfeeding accessories. For instance, Lansinoh in 2016, introduced Bluetoothenabled breast pump, Smartpump. Smartpump connects with Lansinoh Baby app tohelp women in tacking their pumping sessions. According to World HealthOrganization (WHO), the percentage of working female population increased to41% in 2009 from 21% in 1960.
International Code of Marketingof Breastmilk Substitutes (ICMBS) is an international health policy frameworkfor the promotion of breastfeeding, adopted by World Health Assembly (WHA), a partof WHO. WHA has adopted and implemented policies, which prohibits promotion ofmilk substitute products. Around 135 countries worldwide have adopted fewprovisions of this code. Demand for cleaning products (solvents to clean thesurface) to maintain hygiene and breast milk storage bags is projected escalatein the future, owing to increasing working women population. Factors such ashigh cost of frequent replacement and repurchase of breastfeeding accessoriesare impeding growth of the global breast feeding accessories market size.
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Product portfolio expansion bykey market players
Key industry participants arefocusing on strategic initiatives such as new product launches and mergers andacquisition to strengthen their foothold in the global breast feedingaccessories market. For instance, in 2016, Lansinoh Laboratories Inc. (Pigeon Corporation)introduced Lansinoh Ultimate Protection Nursing Pads. In 2013, KoninklijkePhilips N.V. introduced AVENT natural bottle for storage of breast milk.
Some of the key players in themarket include Medela LLC., Newell Brands, Pigeon Corporation, Acute Ideas Co.Ltd, Babisil, Summer Infant, Inc., Playtex, Ameda, Mayborn USA Inc., EdgeWellPersonal Care, and Whittlestone Inc.
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