Nursing Products Market

Nursing Products Market Size

The global nursing products market was valued at USD 5.8 billion in 2024. The market is expected to reach from USD 6.2 billion in 2025 to USD 12.8 billion in 2034, growing at a CAGR of 8.4% during the forecast period. The market is driven by increasing awareness of the convenience provided by nursing products, technological advancements, and growing disposable incomes.

Additionally, rise in number of caesarean section deliveries is a key parameter projected to fuel the product growth. For instance, as per the data published in a 2021 World Health Organization (WHO) report, caesarean section deliveries accounts for more than 21% of all childbirths. The women undergoing C-section delivery spends comparatively more time at-home, needing more breastfeeding and other related products, thus pushing the industry growth.

Moreover, the market is expanding rapidly due to growing awareness about the health benefits of breastfeeding for both mothers and infants. Parenting education, access to breastfeeding equipment, and better maternal health are some of the key reasons due to which more families are turning to nursing aids. For many working mothers, the need for simple and convenient breastfeeding solutions is driving this products shift. In addition, surge in awareness and focus on improved health of both mother and the infant is supported by introduction of technologically advanced and novel nursing products.

The growing accessibility and convenience of e-commerce platforms are playing a key role in driving market growth. Availability of wide product options, access to products at the tip of finger coupled with faster and scheduled delivery services for new mothers is anticipated to fuel the industry growth. Additionally, supportive awareness campaigns is expected to further propel the product demand.

Nursing products include a range of breastfeeding devices, nursing wears, and other products targeted especially at both mothers and the infants. These products provide smooth, reliable and practical recovery solutions during pregnancy and the postpartum phase.

Nursing Products Market Trends

Wearable and hands-free breast pumps are among a key product category influencing and aiding the working women to take care of their new-borns in their daily routines.

• Some of the breast pumps offer personalized solutions to women's making their daily schedule more comfortable and convenient. These breast pumps are designed with features including quieter motors and adjustable suction to assist working mothers.
  
• The focus on patient-centered care is driving the creation of customized aids and equipment, making nursing care more personal and tailored to individual needs. Simultaneously, manufacturers are designing the nursing products with a vision to support the global cause and sustaninbility by focusing on resuable product portfolio.
  
• The use of AI and IoT in nursing products is changing the landscape how patients are taken care of. The automated medication dispeners along AI systems that monitor patients are greatly advancing the precision of healthcare. In addition, the expansion of home healthcare services is raising the demand for portable and user-friendly nursing appliances.
  
• Eco-conscious consumers are also making their mark by choosing organic nursing clothing, reusable nursing pads, and other environmentally friendly postpartum recovery products. These buyers are motivated by concerns about the environmental impact of disposable items. With a preference for premium, sustainable goods, supported by their disposable income, they’re encouraging manufacturers to create high-end eco-friendly products.
  

Impact of Trump’s Tariff on the Market

• ?The Trump’s tariffs will significantly impact the U.S. and global market for nursing products, including breastfeeding and maternal care items. Many of these goods, including breast pumps, storage bags, nursing covers, and some accessories, are either made in China or have Chinese parts. The tariffs of 10% to 245% will increase the cost of production and imports of these goods which were ultimately shifted to the consumers.
  
• Disrupted pricing strategies and supply chains will likely felt mostly by companies that cater to the affordable and insurance-covered device market such as Motif Medical and some Medela product lines. Small and mid-sized brands were hardest hit because they lacked the ability to absorb cost increases after sudden shifts in manufacturing possibilities.
  
• Consequently, numerous firms will start looking into alternate sourcing in Vietnam and India and re-evaluated assembly opportunites in the U.S. The long-term effects will prompt more resilient, tariff-diversified supply chains.
  

Nursing Products Market Analysis

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Based on product type, the market is segmented into breastfeeding aids, maternity and nursing wear, hygiene and sanitation, and postpartum recovery. The breastfeeding aids segment generated the highest revenue of USD 5.8 billion in 2024.

• Nursing bras, nipple shields, breast milk storage containers and pumps, assist in breastfeeding, making them the top selling products in the market. The growing number of women who return back to work, or cannot directly breastfeed, has created a considerable need for breast pumps and other breastfeeding supported products. It is the convenience and portability that drives the market for these pumps. The growing acceptance of pumping and expressing milk, along with the advanced features in automatic and manual pumps also plays an important role in their adoption. Moreover, reduced noise levels emitted by modern pumps has resulted in greater acceptance of hands free, wireless, and portable breast pumps.
  
• Additionally, breast pumps that can be utilized in the home or on the go are now prerequisites of modern motherhood. As working women make up an increasing percentage of the global workforce, breastfeeding aids will remain the cornerstone of the nursing products market, holding a substantial market share.
  
• The introduction of modern technology such as the ability to monitor the setting via mobile applications and smart connectivity has resulted in enhance breast feeding and new market growth. The development of e-commerce systems enabling easy access, and purchase of various breastfeeding supports is another reason for increased product demand. The advancement in technology and changing social attitudes strongly demonstrates the changing needs of mothers and the necessary development.
  

Based on usability, the nursing products market is classified into reusable and disposable. The reusable segment held 66.4% share of the market in 2024, driven by several key factors.

• The reusable segment which includes products such as nursing pads and breast pads holds a significant importance because of its ecological relevance and cost efficiency. Many mothers are opting for reusable products as opposed to disposables which is a shift toward greater environmental consciousness. Especially with reusable nursing pads as they lower waste, are soft on the skin, and provide value sustenance over time, appealing to many consumers. 
  
• Changing preferences of consumers in tandem with high levels of environmental consciousness is driving the demand for reusable products. Additionally, many regulatory policies are changing as well across various regions. Stricter policies related to waste reduction at a global level and promotion of circular economy concepts are encouraging businesses to adopt reusable packaging solutions. 
  
• Hence, aforementioned pointers along with other factors such as changing consumer preferences for more durable and reliable products drives the growth of the reusable segment. Durable products, such as cloth nursing pads, breast shells, and storage bags, designed to be used multiple times are more economical in the long run, making them appealing.
  
• Furthermore, with advances in antimicrobial fabrics and easy-to-clean materials, reusable nursing aids are becoming more practical, hygienic, and appealing. Thus, reusable nursing supplies are also being favored for their durability and environmental benefits, especially as institutions aim to meet green certification standards.
  

Based on distribution channel, the nursing products market is segmented into pharmacies and retail stores and E-commerce. The pharmacies and retail stores segment was valued at USD 4.3 billion in 2024 and is expected to grow at a 7.9% CAGR between 2025 and 2034.

• The pharmacies and retail outlets remain the most important distribution channels for nursing products because of their ease of access, immediate service, and reputation among consumers. Majority mothers prefer buying nursing products from pharmacies and retail outlets because they can see the products and make decisions with the aid of a trained professional. The rapid growth of pharmacy chains and retail shops that specialize in supplying expectant mothers with baby care products means that a wide range of customers have access to nursing products.
  
• In addition, supermarkets and retail pharmacies have been known to stock a variety of breastfeeding aids, nursing clothing, and products associated with postpartum recovery, thus assisting mothers in brand and product comparison. The ease of access to professionals for consultation, alongside the ability to examine items at their own pace, makes learners confident in purchasing nursing products from these stores.
  
• There is an increase in the use of nursing care products among health care consumers in urban and semi-urban areas. This is fueled by the increased awareness of health issues, the growing elderly population, and the rise in cases of chronic diseases.
  
• Furthermore, the automation of retail pharmacies has streamlined service and inventory tracking. Pharmacies are able to forecast demand, maintain proper stock levels, and provide customized care to their consumers using digital tools. Owing to this the players are able to fulfill requirements of the caregivers and patients using the required nursing products.

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• Increased adoption of breastfeeding by mothers lead to wider utilization of breast pumps, nursing attire, and postpartum care products intended for domestic use. Residing in patients own place while recovering post-delivery, significantly enhances the milk expression and breastfeeding.
  
• In addition, homecare is cost-effective compared to institutional care for patients and healthcare systems. This sustainability stems from reduced hospital readmission and associated costs, underscoring the long-term value. With increased understanding of these merits, there is heightened demand for nursing products meant for homecare settings.
  
• An aging population and the increasing prevalence of chronic diseases have led to a higher need for in-home care solutions that offer comfort and convenience. Patients and caregivers are seeking products that facilitate daily living and medical care within the home environment.
  
• Furthermore, the shift toward home healthcare solutions, particularly in the aftermath of the COVID-19 pandemic, has driven the adoption of nursing products in homecare settings. Many mothers prefer to use products in the comfort of their own homes, and the flexibility to use nursing aids as needed has become a key advantage.

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U.S. nursing products market was valued at USD 2.1 billion in 2024 and is projected to grow substantially in the coming years.

• In the U.S., there has been an increase in the awareness and advantages of breastfeeding which is driving the adoption of nursing products at a very high rate. Increase in the number of working mothers has also increased the demand for breastfeeding aids such as breast pumps. Government initiatives for promoting breastfeeding, like providing free breast pumps to eligible women, further enhances market adoption. On top of that, private companies are investing more in creating innovative nursing products that cater to the needs of modern moms.
  
• The use of nursing products in the U.S. is steadily growing, driven by an aging population, the rise in chronic diseases, and a shift toward home and long-term care is contributing to market growth. With over 54 million Americans aged 65 or older, there is a constant need for products that support daily living, like adult diapers and other nursing essentials.
  
• At the same time, the market is moving toward convenience. Portable, hands-free breast pumps are becoming more popular because they let moms pump while working or multitasking. The increasing use of e-commerce platforms to buy nursing products has also helped the market grow, as these platforms make it easier for moms to find and purchase a wide variety of items. Combined with the ongoing focus on maternal care, these factors have made the U.S. one of the top markets for nursing products.
  

UK nursing products market is projected to grow remarkably in the coming years.

• In the UK, more parents are turning to nursing products, thanks to government health campaigns and accessible breastfeeding support services. Many working mothers are managing both their jobs and breastfeeding with the help of breastfeeding aids. Products like electric breast pumps and accessories are becoming increasingly popular because they make life easier and more efficient for busy moms.
  
• In addition, the country is also experiencing the shift to home based care model, resulting in seniors preferring to age in place, remaining in the comfort of their own homes rather than moving to institutional settings. As a result, the UK market for nursing products is set to grow continuously and expected to meet the changing needs of the country’s older citizens.
  
• Moreover, retail shops and pharmacies in the country are emerging as primary nursing product distribution channels, conveniently providing mothers with various breastfeeding aids, maternity clothes, and postpartum recovery products. The growth of the market for nursing products is also supported by the wide availability of more sophisticated consumer-grade items such as hospital breast pumps and organic nursing pads. With an increasing number of mothers in the UK focusing on breastfeeding and postpartum recovery, the use of nursing products continues to increase steadily.
  

China holds a dominant position in the Asia Pacific nursing products market.

• Due to the increased concern of urban population towards the significance of breastfeeding, there is a considerable increase in the demand for nursing products like breast pumps, nursing wear, and nursing hygiene products. The adoption of modern healthcare systems and increased employment opportunities for women has led the working mothers to use these products and thus, the adoption of nursing products is increasing in China.
  
• Government support, an aging population, and the growing need for home-based care are making nursing products more widely accepted in China. For example, about 21% of the population was over 60 years old, and this number is expected to climb to nearly 40% by 2050. Key product segments driving growth include adult diapers, nipple creams, breast pumps, and other related devices.
  
• The market growth is driven by the increased access to nursing products through e-commerce and retail outlets. The expansion of internet retailing has improved access to a multitude of nursing products for Chinese consumers. In addition, government policies aimed at supporting breastfeeding and maternal health in China have bolstered the nursing products market and its prospects. The adoption of maternal wellness and self-care practices is on the rise, which will further increase the use of nursing products.
  

Brazil holds a leading position in the Latin America nursing products market and is projected to record healthy growth over the forecast timeframe.

• Brazil's growing elderly population, combined with changes in the country's healthcare system and consumer behavior, is propelling the demand for nursing care. The demand for nursing care products is expected to record healthy growth owing to rise in chronic patient population. Conditions like diabetes and ischemic heart disease often require a variety of nursing aids to make home care more effective and comfortable.
  
• The move toward home care is becoming more prominent, thanks to advancements in technology. Tools like remote monitoring and telehealth are making it easier for patients to receive care at home, which has led to a higher demand for nursing devices that are easy to use and accessible.
  
• Ergonomically designed mobility aids, advanced pregnancy care products, and other nursing devices are helping improve patient comfort. With the rise of e-commerce, it’s now simpler for people to explore and purchase these products, giving them access to a wide range of options to meet their needs.
  

Nursing Products Market Share

The nursing products industry is putting a strong focus on improving customer satisfaction and making products better suited to users' needs. Companies such as Medela, Ameda, and Edison accounts for approximately 30%-35% of the market share. These companies are actively developing new technology to create breast pumps that are more efficient, portable, and quieter. The businesses are redesigning their products to include wearable pumps and hands-free breast pumps to make it possible for mothers to multitask. Further, smart breast pumps that can be connected to mobile applications for monitoring milk output, so users can maximize their breastfeeding to milk expression optimization strategies, are being integrated by the businesses alongside the digital technologies.

Nursing Products Market Companies

Prominent players operating in the nursing products industry include:

• Bamboobies
• Cake Maternity
• Dr. Brown’s
• Elvie
• Frida Mom
• Haakaa
• Kindred Bravely
• Lansinoh
• Medela
• Motif Medical
• Motherhood Maternity
• NatureBond
• Philips Avent
• Spectra
• Willow
  

USPs

• Motif Medical - Motif Medical focuses on sleek, wearable breast pumps designed for modern, on-the-go mothers. Its products emphasize quiet operation, portability, and insurance eligibility, appealing to women seeking efficient, discreet breastfeeding support integrated with active lifestyles.
  
• Medela - Medela stands out for its evidence-based, hospital-trusted breast pumps and accessories, backed by decades of lactation research. Its products are widely used in clinical settings and at home, offering reliable suction technology and comfort for long-term breastfeeding support.
  

Nursing Products Industry News:

• In October 2024, Elvie, a leading femtech brand, unveiled its latest innovation in breastfeeding technology with the launch of a new breast pump. Designed for the modern mother, the Elvie Pump is a wearable, silent, and efficient device that allows women to express milk discreetly, anywhere, anytime. The pump offers customizable settings for maximum comfort and efficiency, allowing for greater flexibility for busy mothers balancing work and family life.
  
• In September 2024, Lansinoh, a well-known brand in breastfeeding products, partnered with Kindred Bravely, a maternity wear company, to launch an innovative nursing and wearable pumping bra. This new product is designed to provide maximum comfort and convenience for breastfeeding and pumping mothers. The bra allows women to pump hands-free, supporting both manual and wearable breast pumps. The collaboration aims to offer a seamless solution for busy mothers, ensuring they can manage both breastfeeding and pumping while maintaining comfort and discretion.
  

The nursing products market research report includes an in-depth coverage of the industry with estimates and forecast in terms of revenue in USD Million from 2021 – 2034 for the following segments:

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Market, By Product Type

• Breastfeeding aids
  • Breast pumps
  • Nipple shields
  • Other breastfeeding aids 
• Maternity and nursing wear
• Hygiene and sanitation
• Postpartum recovery
  • Postpartum belly bands and shapewear
  • Perineal cooling pads
  • Postpartum pain relief sprays

Market, By Usability

• Reusable
• Disposable

Market, By Distribution Channel

• Pharmacies and retail stores
• E-commerce

Market, By End Use

• Homecare settings
• Hospitals and clinics
• Other end use

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada 
• Europe
  • Germany
  • UK
  • France
  • Spain
  • Italy
  • Netherlands
• Asia Pacific
  • China
  • Japan
  • India
  • Australia
  • South Korea
• Latin America
  • Brazil
  • Mexico
  • Argentina
• Middle East and Africa
  • South Africa
  • Saudi Arabia
  • UAE