Europe Breast Pumps Market Grows with Demand for Convenient Motherhood Solutions


The European breast pumps market is entering a period of significant expansion, fueled by converging demographic, technological, and social trends that are reshaping maternal and child healthcare across the region. Valued at an estimated US$ 672 million in 2025, the market is projected to surge to approximately US$ 1,144.7 million by 2032, reflecting a healthy compound annual growth rate (CAGR) of 7.9% over the forecast period, according to industry data.

Breast pumps have become indispensable tools for modern motherhood, enabling lactating women to express and store breast milk when direct breastfeeding is impractical. With a diverse range of devices—from traditional manual pumps to sophisticated wearable and app-connected solutions—the European market is increasingly characterized by innovation, convenience, and personalization.

Workforce Dynamics Drive Market Demand

One of the primary engines of growth is the increasing participation of women in the workforce across Europe. As of 2021, roughly 72% of mothers aged 25 to 54 in the European Union were employed, according to Eurostat. This structural shift has created robust demand for efficient, time-saving breastfeeding solutions that accommodate working mothers’ busy schedules.

“Breastfeeding remains the gold standard for infant nutrition, but modern mothers need solutions that support both career and caregiving,” said an industry analyst. “Employers and policymakers are increasingly recognizing this, driving adoption of breast pumps in both personal and professional contexts.”

Working mothers now represent over 58% of market demand, underscoring how professional obligations are intersecting with maternal health priorities. Supportive workplace policies, flexible working arrangements, and corporate wellness initiatives are further contributing to market growth.

Technology Redefines the Market

Technological innovation is reshaping the competitive landscape of Europe’s breast pumps market. Manufacturers are investing heavily in advanced features aimed at enhancing comfort, discretion, and efficiency. Wearable pumps that fit seamlessly into a bra, app-enabled controls, and smart tracking features are transforming the consumer experience.

The launch of Medela’s Magic InBra wearable breast pump in May 2025 exemplifies the market’s shift toward high-tech solutions. Featuring proprietary FluidFeel Technology to replicate natural breastfeeding, the product boasts a slim, leak-proof design paired with smart app connectivity. The device reflects growing consumer demand for discreet, comfortable, and personalized pumping experiences.

Another notable development occurred in March 2025, when Willow Innovations, a U.S.-based start-up, acquired UK femtech leader Elvie. The strategic move unites two prominent players in the wearable breast pump space, consolidating technological expertise and market presence.

Such innovations are translating into strong consumer preference for electric breast pumps, which are projected to capture approximately 39.5% of the market share during the forecast period. Hospitals and maternity wards increasingly recommend electric and wearable pumps for mothers encountering lactation challenges, further boosting adoption.

Closed-System Pumps Dominate Technology Segment

From a technology standpoint, closed-system breast pumps are emerging as the dominant segment in Europe. These pumps incorporate a barrier that separates milk from the pumping mechanism, mitigating contamination risks and ensuring higher hygiene standards—a key priority among health-conscious consumers.

Closed systems are expected to secure around 60% of the market share by 2025, driven by increasing hospital preferences and regulatory emphasis on hygiene and patient safety. The appeal is strongest among healthcare providers and working mothers who value sanitary operation and low maintenance.

By contrast, open-system pumps—which allow potential backflow of milk into tubing—are losing favor due to heightened hygiene awareness and regulatory scrutiny.

Government Policies and Awareness Campaigns Bolster Growth

Governments across Europe are actively promoting breastfeeding as a public health priority. National campaigns emphasize the benefits of breastfeeding for infant immunity, maternal health, and long-term child development, thereby enhancing market prospects for breast pumps.

Moreover, policy measures such as maternity leave extensions, workplace lactation rooms, and public education initiatives are fostering a supportive environment for breastfeeding mothers. Rental and subsidy programs are emerging as crucial market drivers, providing cost-effective access to high-quality devices.

Hospitals, lactation consultants, and specialized medical supply stores increasingly offer rental options for hospital-grade pumps, making advanced technology accessible to broader socio-economic groups. Insurance coverage for breast pumps in certain countries further reduces financial barriers for consumers.

“The integration of breast pumps into public health infrastructure and insurance schemes signals a maturing market,” noted a healthcare economist. “It’s no longer just a retail consumer product—it’s an essential health device.”

Market Constraints: Costs, Regulation, and Demographics

Despite strong tailwinds, the Europe breast pumps market faces several challenges. Advanced wearable and smart breast pumps often retail for between €250–€500, placing them beyond the reach of many low-income families. Limited insurance coverage exacerbates affordability issues.

Cultural norms and traditionally low breastfeeding rates in regions such as Southern Europe, including parts of France and Italy, act as further headwinds. In rural areas, lack of awareness and misinformation about breast pumps persist, suppressing demand.

Moreover, Europe’s stringent Medical Device Regulation (MDR) imposes significant compliance costs on manufacturers. These regulatory hurdles raise barriers to entry for new players and slow the pace of innovation. The COVID-19 pandemic also caused supply chain disruptions and delayed maternity services, although the market is now stabilizing.

Demographic trends present an additional challenge. Declining birth rates in key European countries—including Spain and Italy—reduce the addressable consumer base, potentially moderating market growth in the longer term.

Competitive Landscape and Strategic Initiatives

Competition in the European breast pumps market remains intense, marked by continual product development, strategic acquisitions, and expansion into new distribution channels. Industry leaders are leveraging technology, partnerships, and digital retail strategies to strengthen market share.

Key players include:

  • Medela: Known for innovations such as the Magic InBra wearable pump, combining cutting-edge technology with user comfort.

  • Koninklijke Philips N.V.: A major player leveraging its global healthcare ecosystem to expand its breast pump portfolio.

  • Spectra Baby and Pigeon Corporation: Gaining traction with affordable yet feature-rich products, appealing to cost-conscious consumers.

  • Elvie (now part of Willow Innovations): Leading the wearable pump segment with sleek, discreet designs targeting modern, tech-savvy mothers.

  • Chicco, Haakaa, Ameda, Mayborn Group Limited, Ardo Medical Ltd.: Offering diverse product ranges that cater to various price points and user preferences.

Digitalization is reshaping distribution dynamics. Manufacturers are forging partnerships with online pharmacies and e-commerce platforms, enhancing product accessibility and enabling personalized marketing. Rental platforms and subscription-based models are also gaining traction, offering flexibility to consumers wary of high upfront costs.

Outlook: A Market Defined by Innovation and Evolving Demographics

While the European breast pumps market faces obstacles, its fundamentals remain solid. Rising maternal employment rates, supportive government policies, and technological advancements are expected to sustain market momentum. The expanding array of innovative products tailored to modern lifestyles underscores the sector’s resilience and adaptability.

“The European breast pumps market is transitioning from niche to necessity,” said the analyst. “It’s driven by a powerful combination of health priorities, workplace trends, and consumer expectations for convenience and technology.”

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