PUBLISHER: AnalystView Market Insights | PRODUCT CODE: 1808921
PUBLISHER: AnalystView Market Insights | PRODUCT CODE: 1808921
Nipple Shields Market size was valued at US$ 121 Million in 2024, expanding at a CAGR of 7.4% from 2025 to 2032.
Nipple shields are silicone or rubber devices designed to assist breastfeeding by covering the nipple and protecting it from soreness or latching issues. Increasing awareness around breastfeeding challenges, especially among first-time mothers, is boosting demand for supportive products. The World Health Organization estimates that over 40% of newborns are exclusively breastfed for the first six months, underscoring a wide user base. However, pediatricians in some regions caution against prolonged use due to potential nipple confusion. Opportunities exist in designing shields tailored for premature infants or post-surgical recovery, with brands expanding into hospitals and maternity clinics.
Nipple Shields Market- Market Dynamics
Rising Breastfeeding Support Tools Fuel Demand for Nipple Shields Market
The growing emphasis on maternal health and breastfeeding support has amplified interest in nipple shields, especially among first-time mothers and those facing latching issues. According to the CDC's 2023 Breastfeeding Report Card, over 83% of infants in the U.S. begin breastfeeding, but many discontinue early due to discomfort or feeding challenges, creating demand for assistive products like nipple shields. Hospitals and lactation consultants are increasingly recommending silicone-based shields to address nipple soreness and premature infant feeding. WHO and UNICEF initiatives such as the Baby-Friendly Hospital Initiative (BFHI) further boost awareness. Meanwhile, brands like Medela and Lansinoh are expanding product lines in response to rising consumer preference for reusable and skin-safe materials.
Nipple Shields Market- Key Insights
As per the analysis shared by our research analyst, the global market is estimated to grow annually at a CAGR of around 7.4% over the forecast period (2025-2032)
Based on product type segmentation, Silicone Nipple Shields were predicted to show maximum market share in the year 2024
Based on Material segmentation, Silicone was the leading Material in 2024
Based on Size segmentation, Medium (17-20 mm) was the leading Size in 2024
Based on Distribution segmentation, E-commerce (Amazon, FirstCry) was the leading Distribution in 2024
Based on end user segmentation, Lactating Mothers was the leading end user in 2024
Based on region, North America was the leading revenue generator in 2024
The Global Nipple Shields Market is segmented on the basis of Product Type, Material, Size, Distribution, End User, and Region.
The market is divided into four categories based on product type: Silicone Nipple Shields, Rubber Nipple Shields, Plastic Nipple Shields, and Customizable Nipple Shields. Silicone Nipple Shields dominate due to their softness, BPA-free safety, and hospital approval. Rubber variants follow for durability, but face latex allergy concerns. Plastic shields are less preferred for comfort. Customizable options are gaining traction among mothers needing tailored latch solutions.
The market is divided into five categories based on Material: Silicone, Medical-grade, BPA-free, Latex, and TPE. Silicone remains the top material for nipple shields due to its flexibility and skin compatibility. Medical-grade and BPA-free materials are also highly preferred for safety. Latex ranks lower due to allergy risks, while TPE is emerging for its soft texture.
Nipple Shields Market- Geographical Insights
North America, especially the U.S., leads adoption of nipple shields, supported by a strong breastfeeding support infrastructure such as IBCLCs and Baby-Friendly Hospital practices. The CDC reports that approximately 83% of infants begin breastfeeding, but this declines to 55.8% at six months, and only 24.9% continue exclusive breastfeeding, suggesting significant early challenges where nipple shields aid transitional feeding. In Europe, clinical guidelines from health agencies endorse the temporary use of silicone shields for infants with latching difficulties or maternal nipple pain. In neonatal units, especially for preterm infants, usage rates can reach 31.8% initially, with about 15.3% continuing all the time, supporting breastfeeding success in fragile babies. Lactation policies across the WHO and national governments consistently emphasize supervised, short-term use alongside professional support to optimize outcomes.
The nipple shields market is moderately consolidated, with key players focusing on innovation, hospital partnerships, and lactation consultant endorsements to expand reach. Medela AG remains a top-tier player due to its silicone-based shields available globally, often recommended in NICUs. Lansinoh Laboratories and Philips Avent also dominate, leveraging their broad maternal care product portfolios. In February 2023, Mayborn Group partnered with NHS trusts across the UK to supply feeding solutions, including nipple shields, to support Baby-Friendly hospitals. Mam Babyartikel continues expanding across Central Europe through product diversification, while startups like Haakaa gain traction via direct-to-consumer channels and strong e-commerce presence. Collaborations between manufacturers and breastfeeding support organisations, such as WIC programs in the U.S., have also helped build trust and accessibility. Government-endorsed breastfeeding initiatives further support established brands with regulatory compliance and medical validation, reinforcing their dominance in healthcare settings.
In March 2025, Munchkin launched the Flow Nipple Shiel +, featuring a transparent milk channel. A U.S. trial showed 93% met breastfeeding goals, and the company pledged to donate 50,000 units to WIC programs to support nursing mothers.
In May 2025, Medela introduced the Magic InBra(TM) wearable breast pump featuring FluidFeel Technology(TM), which surrounds the nipple with warm milk, adapts vacuum via sensors, and uses anatomically optimized 105° shields to enhance comfort and milk output in a slim, app-integrated design.