feature BREAST PUMPS
Image courtesy Fraupow
Aimee Cestrone Founder, Pippeta Are there emerging trends when we look at breast pumps, particularly in terms of technological advancements and innovations?
Pumping sales Expressing milk is something mums do on a regular basis when choosing to breast feed. Breast pumps have revolutionised breastfeeding over the years, offering flexibility and convenience for nursing mothers. Fortunately, to cater to the needs of breastfeeding mothers, or indeed giving fathers or caregivers the opportunity to feed and bond with baby when bottle feeding, there are now many options available. For example, manual pumps are a cost-effective and portable solution and are ideal for occasional use, whereas electric pumps, with their adjustable suction levels and faster pumping times, cater to frequent users. Innovations in electronic pumps have enhanced the overall user experience, with features like customisable settings, memory functions, and quieter operation, promoting efficiency and comfort. Wearable pumps have also been introduced and have emerged as a game-changer, allowing discreet and hands-free pumping, enabling multitasking and mobility. These pumps integrate seamlessly into daily life, making pumping less intrusive and more manageable. Some models even sync with smartphone apps, offering tracking and control options remotely. To find out more, Nursery Today spoke to Pippeta’s founder, Aimee Cestrone and Fraupow’s Director, Sunita Boyes to gain further insight into this product category.
Sunita Boyes Managing Director, Fraupow Is this a category that is researched online prior to purchase and how do you leverage your own website and digital platforms to inform consumers on your product ranges, and also give valuable advice?
Mums do spend time researching before choosing a breast pump. This is typically in the third trimester, or during the first year as her needs change and she may be looking for a different type of pump to use instead of or as well as her first. The Fraupow website and social channels are rich in useful content both from us and from the many experts we work with. This content helps Mums to find answers to feeding issues they may be having as well as steering them toward the right equipment to meet their needs. We also offer a free online feeding course, presented by Midwife Marley. We developed this video course with Now Baby TV, and it is designed to complement the brief feeding lesson given during NHS antenatal classes. It goes into much greater depth about feeding techniques, latch, positioning, common problems and more. Fraupow shoppers can learn a lot of genuinely useful advice from experts from watching the course, and so they build trust in Fraupow and our understanding of their needs.
What factors are currently driving the usage of breast pumps and how do you feel brands are responding to these needs through product development and marketing strategies?
The most common reason our customers tell us they want to use our breast pumps is that they are looking for an affordable and reliable way to pump milk whilst carrying on with their day to day lives. UK Mums are strongly encouraged to feed their babies breast milk, and they understand the benefits for baby, but it can be hard to find the time to sit down and feed a baby on demand if that Mum is also working, looking after other children or otherwise has her hands full. Brands are responding to this by creating products that enable Mums to pump when they want, and still get stuff done. The Fraupow Wearable Breast Pump is hands free and wire free and tucks comfortably into a bra so that Mums can pump on the go. 30
Breast pumps first became popular in the early 2000s. Since then, the breast pump marketplace has changed considerably. Advanced technology means that today’s pumps offer mums more flexibility when pumping, together with faster, more efficient and discreet hands-free devices. Ultimately, what mums want is an efficient pump that fits into their life and even better if it’s at an affordable price too! We’ve also noticed a growing trend of consumers purchasing two single pumps in one transaction, which prompted us to update our product offering to include a new Duo Pump Pack.
What factors are currently driving the usage of breast pumps and how do you feel brands are responding to these needs through product development and marketing strategies?
Ultimately, it’s the convenience and the flexibility that pumping offers to mothers. Not all mothers are able to breastfeed straight away (if baby is premature for example). Pumping means that baby doesn’t miss out and can still enjoy the benefits of breastmilk. Mums also need to know they are supported in their breastfeeding journey. Some new mums feel conscious of breastfeeding (especially in public) or stop early (or not start at all) because they don’t feel they are getting the support and advice they need. As a brand, our belief is that breast-milk-feeding should be supported and made as easy as possible. We demonstrate this through offering free lactation support, from a fully qualified Lactation Consultant with every pump purchased. Additionally, we invest in relatable consumer initiatives, such as our #BreastfeedingBeauties campaign, which promotes a positive narrative around breastfeeding by encouraging mothers to embrace their beauty, strength, and confidence while nursing.
How does the integration of wearable technology impact the usability and effectiveness of breast pumps?
Hands-free pumps are completely portable and fit into a mum’s bra and schedule with minimum fuss and complete discretion. Plus, there’s no need to take ‘time out’ to pump. Whilst it effectively and quietly expresses milk, mums are hands free to enjoy cuddles or carry on with household chores. However, not all hands-free pumps are the same. Customers may not understand that wearable still has restrictions, some wearable pumps still have tubes and a separate pump hub that needs to be clipped to mum when in use. Additionally, because a wearable breast pump is designed to be lightweight and compact, some hands-free pumps may not be as powerful as a traditional electric pump. not the most powerful. However, a Pippeta hands-free pump offers hospital grade suction of 300 mmHg, plus the addition of functions such as auto-shut-off, 12-suction levels, a massage settling (to help stimulate milk production) and a long charge time of 100-120 mins usage.
Do you have any insights or recent studies/research findings that highlight the efficacy and benefits of using breast pumps?
A recent report suggests that 85% of mothers are now using breast pumps at least some of the time to support their breastfeeding journey. Women are seeking to regain some control over a process that can be all consuming and leave them feeling trapped. Breast pumping provides the opportunity to share the responsibility for infant feeding more equally and to ensure that balancing the needs of infant, maternal and family wellbeing don’t fall squarely on mum’s shoulders. This is reflective of the shift that we’re seeing in society more broadly, as parenting becomes more inclusive and we recognise that it can’t all be ‘on mum’. For others, it’s about supporting breastfeeding - pumping helps to reduce some of the barriers to breastfeeding such as pain, poor latch, concerns around not having enough milk and fear of feeding in public.
What do you feel are the benefits to retailers who stock products within this sector?
Retailers who choose to include breast pumps as part of their product offering are demonstrating their commitment to supporting and empowering mums to feed (and parent) on their terms by providing options that facilitate this. When it comes to buying baby equipment, a key factor for parents is knowing and trusting the brand they choose to buy. Retailers should look to work with recognised brands that offer high-quality, effective products that are designed with mum in mind.
nursery today
feature Breast pumps.indd 1
13/05/2024 15:55