Research reveals challenges of breastfeeding with almost three quarters of mums in Scotland experiencing difficulties
In the lead up to World Breastfeeding Week (1st – 7th August), a series of research from Munchkin reveals the stark reality of breastfeeding in the UK as almost three quarters (70%) of mums in Scotland struggle with breastfeeding, the second highest in the UK, topped only by the East Midlands (71%).
mThe study lifts the lid on the physical, emotional, and practical barriers that lead to almost three quarters of mums in Scotland (60%) to stop breastfeeding prematurely6. 90% of mums in the UK who stopped in the first six weeks admitted they didn’t want to but felt compelled to due to challenges they faced7, ranging from latching issues and low milk supply to uncertainty about milk flow. While uncertainty and doubt regarding milk flow, was most prevalent with younger mums aged 16 – 24 across the UK with a third (33%) of them identifying this as a major concern.
The research also discovered one in five mums in the UK were unable to overcome the challenges they faced9. To address these challenges Munchkin is launching the Flow Nipple Shield +, an innovative solution designed to provide real-time visual confirmation of milk flow, with a see-through channel. Made from soft, ultra-thin silicone to feel as natural as possible, the Flow Nipple Shield+ is designed to support latching success and encourages continued breastfeeding.
To further support mums on their breastfeeding journey, Munchkin will have a qualified midwife available online from 21st July for 8 hours a day for personalised guidance and support. Outside of these hours, AI assistance will be provided, ensuring continuous support.
Diana Griffiths, Senior Director, Marketing EMEA, from Munchkin said, “This innovative product comes in response to findings that over 96% of breastfeeding mums in Scotland have sought out and tried products to assist their journey10, with popular options including breast pumps, support pillows, and nipple shields. By offering a product that directly addresses the issues of milk flow, latching, and confidence, we hope to empower mums to overcome the hurdles of breastfeeding and create a positive and fulfilling experience for themselves and their babies.”
“In a world where many mums are faced with breastfeeding challenges, the Flow Nipple Shield + stands out as an invaluable tool for those who need one” added Marley Henry, UK Registered Midwife and Breastfeeding Supporter. “Many mums often feel that they don’t have enough support from healthcare professionals and family members to face breastfeeding challenges. Issues such as latch problems, painful nipples, and trying to navigate feeding a premature baby are common, so it’s not surprising that almost three quarters of mums in Scotland struggle in their journey11. This can often prompt the use of a nipple shield. As well as helping to support these issues, Flow can add an additional layer of confidence by allowing mums to see their milk flowing in real-time.
“This innovative product has been designed to address one of the primary concerns that can prematurely end a mum's breastfeeding journey – the doubt about milk production. With its unique design, Flow not only boosts confidence by supporting with latch challenges, but can encourage mums to continue breastfeeding, fostering a longer, more fulfilling breastfeeding experience and strengthening the mum-infant bond as they navigate this rewarding journey together.”
The research also highlighted the emotional toll on partners during the breastfeeding journey. Partners in Scotland have been revealed as the most concerned (68%) about their partner’s challenges12, with over a third (37%) feeling overwhelmed and just under a third (31%) admitting to feeling helpless in providing adequate support13. Many turned to solutions, with over half (56%) in Scotland reporting that they explored breastfeeding products to help their partners navigate the journey14.
Montana Brown, Former Love Islander, TV personality and maternal health campaigner, commented, “Almost half of mums struggle with their breastfeeding journey15. It can be so tough and it is often so hard to tell how much milk baby is getting whilst feeding especially when trying to find your feet. Testing the Flow Nipple Shield + has given me that added reassurance and confidence boost when feeding, that I know will help so many mums.”
The Flow Nipple Shield + Starter Kits (shield, cleaning syringe, and travel case) is available for purchase for £19.99 (RRP) at Munchkin.co.uk, Mamas & Papas, John Lewis, Argos and Amazon. The sizing tool can be purchased for £4.99 on the Munchkin website or downloaded for free online there too.
Munchkin’s breastfeeding collection is designed to support mums as they embark on or adjust to their breastfeeding journey. The curated collection features Munchkin’s most-loved breastfeeding essentials, including the Silicone Breast Pump (RRP £11.99), Silicone Breast Milk Collector Cup (RRP £8.99) and Warm Touch Lactation Massager (RRP £32.99), made with clean safe materials and designed to be easy to use. The full collection is available at Munchkin.co.uk.