Breast Shells Market - Global Industry Size, Share, Trends, Opportunity & Forecast, Segmented by Sales Channel (Hospital Pharmacy, Retail Store, E-Commerce, Wholesaler/Distributor, Direct Purchase), By Region, & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 80.26 Million
CAGR (2026-2031)	4.13%
Fastest Growing Segment	Hospital Pharmacy
Largest Market	North America
Market Size (2031)	USD 102.32 Million

Market Overview

The Global Breast Shells Market will grow from USD 80.26 Million in 2025 to USD 102.32 Million by 2031 at a 4.13% CAGR. Breast shells are hollow, lightweight plastic devices worn inside a nursing bra to protect sore nipples from friction and collect leaking milk. The Global Breast Shells Market is primarily driven by the rising prevalence of breastfeeding initiatives and the subsequent demand for accessories that manage lactation discomfort. This expansion is supported by global health directives that encourage longer nursing durations, creating a sustained need for therapeutic aids among new mothers. According to UNICEF, in 2024, 48% of infants under six months were exclusively breastfed globally, indicating a robust baseline of consumers potentially requiring lactation support products.

One significant challenge impeding market expansion is the lack of product awareness in developing regions where specialized breastfeeding accessories are not utilized in standard postnatal care. Consequently, many mothers utilize disposable pads instead of reusable shells, unaware of the latter's therapeutic benefits for tissue healing. This gap in education, coupled with limited distribution channels in low-income areas, restricts the product from reaching its full commercial potential.

Key Market Drivers

The surge in female workforce participation serves as a primary catalyst for the Global Breast Shells Market. As women increasingly return to professional environments shortly after childbirth, there is an intensified requirement for lactation aids that facilitate comfort and hygiene during working hours. Breast shells are widely adopted by this demographic to prevent milk leakage on professional attire and to protect sensitive tissue from friction caused by movement or restrictive clothing. This structural shift in the labor market is substantiated by recent statistics indicating high engagement levels among mothers. According to the U.S. Bureau of Labor Statistics, April 2024, in the 'Employment Characteristics of Families — 2023' news release, 74.0% of mothers with children under the age of 18 participated in the labor force, underscoring the substantial consumer base currently navigating the balance between lactation management and employment responsibilities.

Simultaneously, rising global awareness regarding the health benefits of breastfeeding has led to higher initiation rates, directly expanding the addressable market for therapeutic accessories. Health organizations actively promote nursing for its immunological advantages; however, this increase in initiation often correlates with a higher incidence of transient issues such as nipple soreness and engorgement, for which breast shells are a primary remedy. According to the Centers for Disease Control and Prevention, August 2024, in the 'Breastfeeding Report Card', 84.1% of infants born in 2021 started to breastfeed, reflecting a massive population potentially requiring nipple care solutions. This sustained focus on maternal health translates into tangible commercial stability for sector leaders. According to Koninklijke Philips N.V., February 2024, in the 'Annual Report 2023', the Personal Health businesses, which encompass mother and child care solutions, achieved a comparable sales increase of 3%.

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Key Market Challenges

The lack of product awareness in developing regions constitutes a substantial barrier to the commercial expansion of the Global Breast Shells Market. In many low-income areas, standard postnatal care protocols rarely include education on specialized lactation aids, leading to a widespread inability among new mothers to distinguish between basic absorbent pads and therapeutic breast shells. This knowledge gap results in a consumer preference for familiar, disposable alternatives that manage leakage but fail to alleviate the friction and tissue trauma associated with nursing. Consequently, the market struggles to penetrate these demographics, as the specific healing value proposition of breast shells is not effectively communicated to the target audience.

Furthermore, this educational deficit is exacerbated by limited distribution infrastructures that restrict physical access to these medical-grade devices. When mothers encounter lactation discomfort without access to proper remedial accessories, they are more likely to discontinue nursing prematurely, thereby shortening the usage lifecycle for such products and reducing overall market volume. This correlation between unmanaged discomfort and reduced nursing duration is evident in recent data. According to the U.S. Breastfeeding Committee, in 2024, national statistics revealed that only 27.2% of infants were exclusively breastfed at six months, highlighting a significant drop-off from initiation rates often attributed to physical challenges. This high attrition rate demonstrates a critical unmet need for supportive products, yet the prevailing lack of awareness prevents breast shells from bridging this gap, ultimately capping market revenue.

Key Market Trends

The Emergence of Eco-Friendly and Biodegradable Product Variants is fundamentally altering manufacturing priorities within the Global Breast Shells Market. As environmental sustainability becomes a decisive factor for modern parents, companies are aggressively replacing conventional plastics with recyclable materials and reducing packaging waste to align with green consumerism. This shift is evident in the operational strategies of major industry players who are re-engineering their supply chains to minimize ecological footprints. According to Medela, July 2025, in the '2024 Medela Cares Impact Report', the company achieved a 37% reduction in virgin plastic across its retail packaging, underscoring the rapid industrial transition toward sustainable material usage.

Simultaneously, the Integration with Hands-Free and Wearable Pumping Technology is transforming breast shells from passive accessories into active components of automated lactation systems. This trend is characterized by the development of shells that dock seamlessly with discreet, battery-operated pumps, offering mothers mobility and freedom from stationary sockets. The massive adoption of these integrated solutions highlights a consumer preference for convenience-driven innovation over traditional manual methods. According to Taiwan News, August 2025, in a report covering the brand's market reach, Momcozy has become the trusted choice of over 4 million mothers globally, reflecting the substantial consumer migration toward these technology-enabled breastfeeding aids.

Segmental Insights

The Hospital Pharmacy segment is currently emerging as the fastest-growing distribution channel within the Global Breast Shells Market. This rapid expansion is primarily driven by the immediate requirement for post-natal care, where lactation consultants and medical professionals frequently recommend breast shells to address complications like nipple soreness directly after delivery. Furthermore, the integration of breastfeeding support into standard hospital protocols, often aligned with maternal care guidelines from the World Health Organization, significantly reinforces product adoption in clinical settings. This professional endorsement establishes immediate consumer trust, positioning hospital pharmacies as the primary point of access for these essential aids.

Regional Insights

North America maintains a leading position in the Global Breast Shells Market, driven by advanced healthcare infrastructure and widespread consumer awareness regarding maternal wellness. The region benefits significantly from favorable policy frameworks, such as the Affordable Care Act in the United States, which mandates insurance coverage for breastfeeding supplies and lactation support services. Furthermore, rigorous safety standards enforced by the U.S. Food and Drug Administration ensure high product quality, fostering strong consumer confidence. These structural advantages, combined with high disposable income levels, facilitate the broad adoption of breastfeeding aids and secure the region's market dominance.

Recent Developments

• In October 2024, Elvie released the Elvie Stride 2, an updated version of its hospital-grade hands-free breast pump, featuring newly designed soft silicone cups. These milk collection shells were engineered to conform more closely to the natural curve of the breast, enhancing comfort and fit for users. The Chief Product Officer at Elvie stated that the redesign was driven by feedback from real women, aiming to provide a superior, discreet pumping experience. The new cups are compatible with the pump's smart app technology, allowing users to track milk volume collected within the shells directly from their smartphones.
• In August 2024, Medela announced the launch of the Swing Maxi Hands-free breast pump, which features the company's new wearable Hands-free Collection Cups. These anatomically designed cups are essentially milk collection shells that fit inside a nursing bra, allowing mothers to pump discreetly while multitasking. The company highlighted that these collection cups were developed based on extensive research to maximize milk expression and comfort, weighing just 2.7 ounces each. This launch underscored the industry's shift towards discreet, in-bra shell collectors that integrate seamlessly with electric pumping technology.
• In March 2024, Haakaa introduced the Shell Wearable Silicone Pump, a hybrid device that functions as both a manual breast pump and a passive milk collector. This new product expanded the company's portfolio of silicone breastfeeding accessories, building on the design of its previous milk collectors. The Shell is designed to be worn discreetly inside a bra, utilizing natural suction to draw out milk or simply collect let-down that would otherwise be lost. The release highlighted the product's versatility, offering a compact, cord-free solution for mothers seeking to save breast milk without the use of electric components.
• In January 2024, Lansinoh Laboratories launched the DiscreetDuo Wearable Pump, a new hands-free breast pumping solution designed to fit directly inside a nursing bra. This product release was significant for the market as it introduced a wearable device featuring milk collection cups—often referred to as shells—that are fully covered by insurance plans without an upgrade fee. The company emphasized the accessibility of this shell-based technology, which allows mothers to collect milk discreetly without cords or tubes. The launch aimed to provide equitable access to convenient, wearable pumping options for a broader demographic of breastfeeding mothers.

Key Market Players

• Medela
• Lansinoh
• Philips Avent
• Evenflo
• Dr. Brown’s
• Bamboobies
• Pigeon
• Chicco
• Spectra Baby USA
• NippleShield & Boutique Brands

By Region

North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Breast Shells Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Breast Shells Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE