The Europe breast pumps market is projected to grow from US$ 672 million in 2025 to US$ 1,144.7 million by 2032, expanding at a CAGR of 7.9%. Driven by rising maternal employment, increasing awareness of breastfeeding benefits, and technological advancements, breast pumps are becoming an indispensable part of modern maternity care across the region.

Market Outlook: Strong Growth Momentum Ahead

Breast pumps have transitioned from niche medical devices to widely adopted tools that empower mothers to continue breastfeeding despite lifestyle or workplace challenges. In Europe, where women’s workforce participation rates are steadily increasing, the demand for convenient, efficient, and hygienic solutions is rising.

From traditional manual models to advanced wearable devices with smartphone connectivity, breast pumps today address a wide spectrum of consumer needs. Their adoption is not only linked to working mothers but also to women facing lactation challenges, premature births, or medical conditions requiring expressed milk storage.

Between 2019 and 2024, the market recorded a CAGR of 6.7%, supported by government awareness campaigns, hospital recommendations, and broader acceptance of breast pumps in mainstream maternity care. The forecast period to 2032 signals even stronger growth as digital health, e-commerce, and workplace breastfeeding policies converge to expand the user base.

Key Drivers: Women’s Employment and Breastfeeding Awareness

One of the strongest forces shaping the Europe breast pumps market is the rising participation of women in the workforce. According to Eurostat, nearly 72% of mothers aged 25–54 in the European Union were employed in 2021. This demographic trend is fueling demand for breast pumps that allow mothers to sustain breastfeeding while balancing career responsibilities.

Breastfeeding advocacy is another catalyst. Governments and health organizations are stepping up campaigns highlighting the nutritional, immunological, and psychological benefits of breastfeeding. In many European countries, hospitals and maternity wards recommend or provide breast pumps, further normalizing their use.

Together, these factors are driving adoption across diverse socioeconomic groups, reshaping breastfeeding culture, and positioning pumps as an essential maternal health product.

Technological Advancements: Wearables and Smart Pumps

Product innovation remains at the heart of market expansion. The latest generation of breast pumps offers features designed to maximize comfort, efficiency, and user independence.

  • Wearable pumps: Compact and hands-free, they allow mothers to pump discreetly at home, at work, or on the move.

  • App connectivity: Bluetooth-enabled devices sync with smartphones, enabling mothers to monitor milk volume, track pumping sessions, and personalize suction settings.

  • Closed-system technology: Designed to separate milk from the pump mechanism, these systems prevent contamination and enhance hygiene, appealing to health-conscious users.

For instance, in May 2025, Medela introduced the Magic InBra wearable breast pump with FluidFeel Technology, designed to mimic natural breastfeeding while offering leak-proof, comfortable, and app-connected usage. Similarly, Willow Innovations’ acquisition of UK femtech pioneer Elvie in March 2025 underscored the industry’s push toward consolidation and high-tech solutions.

These innovations not only improve user convenience but also expand the appeal of breast pumps to first-time users, strengthening market growth.

Market Challenges: Costs, Regulations, and Cultural Barriers

Despite its growth trajectory, the Europe breast pumps market faces hurdles that temper adoption.

  • High costs: Advanced pumps, particularly wearable and smart models, can cost between €250 and €500. Limited insurance coverage restricts affordability for many families.

  • Regulatory hurdles: Europe’s Medical Device Regulation (MDR) imposes stringent compliance standards, raising entry costs for new players.

  • Cultural factors: Breastfeeding rates remain relatively low in countries such as France, while traditional gender roles in Southern Europe can discourage pump usage.

  • Awareness gaps: In rural or economically disadvantaged regions, limited information and misconceptions about breast pump benefits persist.

  • Demographic shifts: Declining birth rates in countries like Spain and Italy shrink the potential user base, posing long-term risks to demand.

Manufacturers and policymakers are addressing these challenges through rental programs, subsidies, and awareness initiatives, but the market still requires broader affordability and cultural acceptance.

Opportunities: Accessibility and Inclusivity

Accessibility initiatives represent one of the most promising growth opportunities for breast pump adoption.

  • Rental programs: Hospitals and lactation consultants increasingly provide hospital-grade breast pumps on a rental basis, allowing mothers to access high-quality devices without high upfront costs.

  • Subsidies and insurance coverage: Expanding reimbursement for breast pumps under public healthcare and insurance plans is helping to close affordability gaps.

  • E-commerce: Online marketplaces and specialized digital retailers are expanding access to pumps, especially in underserved regions.

These initiatives, when combined with strong advocacy for breastfeeding benefits, are likely to boost inclusivity and expand adoption across diverse demographics.

Segment Insights: Products, Technology, and End-Users

Product Type:

  • Electric pumps dominate the market, projected to account for 39.5% share by 2025. Their efficiency and time-saving design align with the needs of working mothers and healthcare facilities.

  • Manual pumps retain relevance as cost-effective, portable solutions for occasional users.

  • Battery-powered pumps occupy a smaller share but offer flexibility for travel and outdoor use.

Technology:

  • Closed-system pumps are projected to capture around 60% market share by 2025, owing to their hygienic design and ability to prevent contamination.

  • Open-system pumps, though less costly, are declining in popularity due to hygiene concerns.

End-Users:

  • Working mothers lead the demand, representing over 58% of the market share. Their reliance on pumps reflects workplace breastfeeding policies, urban lifestyles, and time management needs.

  • Stay-at-home mothers contribute modestly, primarily using manual or basic electric pumps.

  • Healthcare facilities including hospitals and maternity clinics play a critical role by offering pumps to mothers with lactation challenges.

Country-Level Dynamics

The market is not uniform across Europe. Northern and Western Europe, with higher female workforce participation and greater awareness of breastfeeding, show stronger adoption of advanced pumps. In contrast, Southern and Eastern Europe face slower adoption due to cultural reservations and economic barriers.

The UK, Germany, and France remain the largest markets, driven by well-developed healthcare systems, high purchasing power, and proactive breastfeeding campaigns. Countries like Italy and Spain, despite declining birth rates, are showing gradual improvements in adoption due to urbanization and e-commerce penetration.

Competitive Landscape

The Europe breast pumps market is highly competitive, with multinational corporations and regional players alike focusing on product differentiation and distribution partnerships.

Key Players Include:

  • Medela

  • Koninklijke Philips N.V.

  • Pigeon Corporation

  • Spectra Baby

  • Chicco

  • Haakaa

  • Mayborn Group Limited

  • Ardo Medical Ltd.

  • Ameda

These companies are investing in wearable designs, smart connectivity, and user comfort to capture the evolving preferences of modern mothers. Collaborations with healthcare providers, pharmacies, and online retailers further strengthen their market presence.

Recent Developments

  • May 2025 – Medela launched the Magic InBra wearable pump with FluidFeel Technology, offering enhanced comfort and natural milk expression.

  • March 2025 – Willow Innovations acquired UK-based Elvie, marking a consolidation in the wearable breast pump space.

  • 2024 – Haakaa expanded its European online distribution network, targeting affordability-conscious mothers.

Outlook: A Growing Role in Maternal Health

By 2032, the Europe breast pumps market is set to surpass US$ 1.14 billion, with adoption driven by working mothers, hospital support, and technological innovations. While high costs, cultural barriers, and declining birth rates pose challenges, accessibility programs and inclusive policies are expected to mitigate these concerns.

Breast pumps are no longer auxiliary devices but core maternal health products empowering mothers to sustain breastfeeding, support child health, and balance professional commitments. As the region embraces digital health and gender-inclusive policies, breast pumps are poised to play an even greater role in shaping modern maternity care.

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