Breast Milk Substitutes Market Outlook, 2030

The global Breast Milk Substitutes (BMS) market is witnessing significant growth, fueled by increasing demand driven by shifting lifestyles, urbanization, and evolving demographics. As more women enter the workforce, especially in emerging economies, the need for convenient infant feeding alternatives has grown rapidly. With limited time and workplace challenges around breastfeeding, parents increasingly turn to infant formulas and substitutes that offer convenience without compromising on nutrition. Moreover, rising disposable incomes, especially in developing countries, have enabled middle-class families to invest in premium and specialized products, such as organic or fortified formula enriched with DHA, ARA, and prebiotics.

This demand is also influenced by improved healthcare awareness and pediatric recommendations supporting safe and nutritionally adequate alternatives to breast milk when needed. Despite international regulations, especially the WHO’s International Code of Marketing of Breast-milk Substitutes, which restricts direct advertising to mothers and offering of free samples, many companies continue to promote their products subtly through healthcare professionals, parenting websites, and social media influencers. These efforts are particularly strong in urban centers where digital literacy is high and product visibility is critical. Furthermore, companies are positioning their offerings not just as substitutes but as scientifically advanced nutritional solutions for infants, often emphasizing safety, hygiene, and brain development. In parallel, pro-breastfeeding campaigns and public health agencies are working to uphold breastfeeding rates through education, hospital initiatives, and social messaging, creating a delicate balance in public perception.

According to the research report “Global Breast Milk Substitutes Market Outlook, 2030”, the global Breast Milk Substitutes market is projected to reach market size of USD 78.29 Billion by 2030 increasing from USD 55.67 Billion in 2024, growing with 5.97% CAGR by 2025-30. As more mothers rejoin their professional careers shortly after childbirth, the practicality and convenience offered by breast milk substitutes become essential. This is particularly significant in urbanized regions, where time constraints, commuting, and the lack of breastfeeding facilities in workplaces create barriers to exclusive breastfeeding.

Urbanization itself is a major growth catalyst-urban centers are home to nuclear families and rising middle-class populations who are more exposed to modern childcare practices and have the financial capacity to afford high-quality infant formulas. Moreover, changing societal norms around parenting, growing acceptance of formula feeding, and enhanced access to retail and e-commerce platforms have made BMS products more visible and readily available, especially in countries like China, India, Brazil, and Indonesia, which represent some of the largest infant populations globally. Parents are now more conscious of providing optimal nutrients to support early development, particularly in the critical first 1,000 days of a child’s life. This has led to a surge in demand for specialized formulas fortified with ingredients like DHA, ARA, nucleotides, and pre/probiotics, all designed to mimic the composition and benefits of breast milk. Leading companies like Abbott, Nestlé, Danone, and Reckitt are heavily investing in research and development to enhance product formulations that support brain development, immunity, and digestion. The market is also benefiting from innovations such as organic formulas, plant-based alternatives for lactose-intolerant infants, and ready-to-feed liquid variants which provide convenience for on-the-go consumption. In addition, increased hospital births and growing neonatal care access in developing nations have expanded the initial point-of-contact for introducing infant formula in clinical settings, further reinforcing market reach.

Market Drivers

• Rising Female Workforce Participation: One of the primary drivers of the global breast milk substitutes market is the increasing participation of women in the workforce. As more women pursue full-time careers, balancing work and motherhood becomes a challenge, especially in the absence of extended maternity leave and breastfeeding support at workplaces. This shift has led to a higher reliance on infant formula and other breast milk substitutes to ensure infants receive essential nutrition during the early months. Working mothers, particularly in urban areas of emerging economies, increasingly opt for convenient and nutritious alternatives like formula milk that can be prepared quickly, stored easily, and fed by caregivers, thereby driving market growth.
• Growing Awareness and Availability of Nutritionally Enhanced Products: The growing awareness among parents about infant nutrition and the availability of scientifically formulated breast milk substitutes enriched with DHA, ARA, probiotics, and essential vitamins and minerals have significantly boosted the market. Leading manufacturers are investing in R&D to develop products that mimic the composition of human breast milk, which has enhanced consumer trust and acceptance. With increasing education and healthcare access in emerging regions, more parents are informed about proper infant feeding, thereby increasing demand for high-quality alternatives that support healthy development.

Market Challenges

• Health Concerns and Pediatrician Preference for Breastfeeding: Despite advancements, health organizations like WHO and UNICEF continue to strongly advocate exclusive breastfeeding for the first six months due to its unmatched immunological and developmental benefits. Pediatricians often discourage early introduction of formula milk unless medically necessary, creating a perception barrier. Breast milk substitutes may lack certain antibodies and may increase risks of infections, obesity, and allergies in some infants. This professional and public preference for breastfeeding, backed by global health campaigns, poses a significant challenge to market growth.
• Stringent Regulations and Marketing Restrictions: Another major challenge is the increasing stringency of regulations governing the labeling, composition, and marketing of infant formula products. Many countries enforce strict rules to prevent misleading promotion and ensure mothers are not discouraged from breastfeeding. The International Code of Marketing of Breast-milk Substitutes, adopted by WHO, limits how companies can advertise their products. Compliance with different national policies and certification requirements raises operational costs for manufacturers and limits aggressive promotional strategies, thereby hindering market penetration in sensitive regions.

Market Trends

• Shift Toward Organic and Plant-Based Formulas: There is a noticeable trend toward organic and plant-based breast milk substitutes, driven by rising demand for clean-label, allergen-free, and vegan-friendly products. Consumers are becoming more ingredient-conscious, seeking formulations free from GMOs, synthetic additives, and animal-derived components. This trend is particularly strong in developed markets like North America and Europe, where sustainability, health consciousness, and ethical concerns shape purchasing decisions. This has led manufacturers to innovate with ingredients like almond, soy, and rice protein blends suitable for infants with dairy sensitivities or specific dietary preferences.
• E-Commerce and Direct-to-Consumer Sales Growth: The global shift toward online retailing has significantly impacted the distribution of breast milk substitutes. E-commerce platforms and direct-to-consumer (DTC) models are gaining popularity due to their convenience, wider product choices, and subscription-based services. Parents prefer online purchases for recurring needs like infant formula, especially in urban areas. Digital platforms also enable companies to educate consumers, showcase certifications, and receive instant feedback, enhancing customer engagement. This trend is further accelerated by tech-savvy millennial parents and increasing smartphone penetration, especially in Asia-Pacific.

Milk-based formula is leading in the global breast milk substitute industry due to its nutritional similarity to human breast milk, making it a widely trusted, safe, and accessible option for infant feeding across all regions.

Milk-based formula holds the dominant position in the global breast milk substitute industry primarily because it closely mimics the nutritional composition of natural human breast milk; making it the most preferred and widely accepted choice among parents, healthcare professionals, and regulatory bodies. Typically derived from cow’s milk that has been modified to be more digestible and infant-friendly, milk-based formulas offer a well-balanced mix of essential nutrients such as proteins, fats, carbohydrates, vitamins, and minerals that are vital for an infant’s growth and development.

This formulation ensures that babies receive adequate nourishment when breastfeeding is not possible or insufficient, thus giving parent’s confidence in the product’s safety and efficacy. Additionally, milk-based formulas are generally well tolerated by the majority of infants, with minimal instances of allergic reactions compared to soy-based or specialized formulas. Their availability in various fortified versions, such as iron-enriched or DHA/ARA-added products, further enhances their appeal by catering to specific developmental needs like brain and eye development. The wide product variety and accessibility of milk-based formulas, both in retail stores and online platforms, also contribute significantly to their market dominance. Global manufacturers have heavily invested in research and innovation to improve the nutritional profile and digestibility of milk-based formulas, making them increasingly similar to breast milk in both composition and function. Moreover, the affordability and mass production capacity of milk-based formulas give them a significant competitive edge in both developed and developing economies.

Powdered form is leading in the global breast milk substitute industry due to its cost-effectiveness, longer shelf life, and convenience in storage and transportation, making it the most accessible option for consumers worldwide.

The powdered form of breast milk substitutes dominates the global market largely because of its affordability, extended shelf stability, and ease of distribution, making it the most practical and preferred choice for both consumers and manufacturers across diverse geographic and economic settings. Compared to liquid or ready-to-feed formulas, powdered formula is significantly more economical, allowing families especially in low- and middle-income regions to feed their infants with a nutritionally reliable product at a lower cost per serving. This price advantage makes it more accessible to a larger segment of the population and contributes to high volume sales globally.

Additionally, powdered formulas come with a longer shelf life, reducing the need for refrigeration or rapid consumption, which is especially beneficial in regions with limited access to cold chain logistics or consistent electricity. Its dry form allows for lightweight packaging and reduced shipping costs, making global transportation and distribution much more efficient for manufacturers. This logistical advantage has enabled companies to expand their market reach even into remote and rural areas where liquid formulas may not be viable due to transportation challenges or lack of refrigeration facilities. Consumers also value the flexibility powdered formulas offer in terms of portion control and mixing preferences, allowing caregivers to prepare bottles according to the baby’s immediate needs without waste. Furthermore, powdered formulas are widely accepted by healthcare professionals and are available in a range of formulations tailored to meet the varying nutritional needs of infants, including those enriched with iron, DHA, and probiotics. They also come in convenient packaging formats such as tubs, sachets, and refillable pouches which enhance ease of use and reduce environmental impact through lower packaging waste.

Cans are leading the global breast milk substitute industry in packaging type due to their superior durability, protection against contamination, and convenience in storage, handling, and reuse.

Cans have emerged as the leading packaging type in the global breast milk substitute industry primarily because they offer exceptional protection, durability, and convenience factors that are crucial for storing sensitive infant nutrition products. Breast milk substitutes, especially in powdered form, require airtight, moisture-resistant, and tamper-proof packaging to maintain product safety and nutritional integrity over time. Cans, typically made of metal or composite materials with protective inner linings, are ideal for this purpose as they effectively shield the formula from humidity, light, and contaminants, thereby preserving freshness and extending shelf life.

This robust packaging is particularly valued in regions with fluctuating climates or poor storage conditions, where exposure to air or moisture can compromise the quality of the formula. Additionally, cans are structurally strong and resistant to crushing or breakage during transportation, ensuring safe delivery from manufacturers to retailers and end-users, even in rural or remote areas. Their wide openings and resealable lids add user convenience by making scooping and storage easier, which is especially appreciated by caregivers preparing multiple feeds per day. Moreover, cans are often designed with clear labeling and measuring instructions printed directly on the surface, enhancing usability and safety in dosage. From a marketing standpoint, the cylindrical shape offers ample branding space for companies to display nutritional claims, certifications, and instructions in an organized manner that is visually appealing and informative.

Infants aged 0-6 months are the leading end user segment in the global breast milk substitute industry because this age group relies entirely on milk-based nutrition as their sole food source during the critical early stages of growth and development.

The dominance of infants aged 0-6 months as the leading end user type in the global breast milk substitute industry is rooted in the essential nutritional dependency of newborns during the first half-year of life. At this stage, infants cannot consume solid foods and require a complete, easily digestible source of nutrition that supports rapid physical and cognitive development, immune system formation, and organ maturation. For infants who cannot be exclusively breastfed whether due to maternal health issues, insufficient milk production, early return to work, adoption, or personal choice breast milk substitutes serve as the primary or supplementary source of nourishment.

The global increase in working mothers, urbanization, and changing family structures has made formula feeding a practical necessity for many families, particularly for newborns in this critical age range. Additionally, pediatricians and health professionals often recommend formula feeding for infants in cases where breastfeeding is not medically feasible, ensuring that the baby still receives the essential nutrients required for healthy development. Infant formula products are specifically formulated to mimic the composition of breast milk, offering a balanced mix of proteins, fats, carbohydrates, vitamins, and minerals necessary for the growth of 0-6-month-old infants. This has led to a significant preference for substitutes in this age group, who have no dietary alternatives during their early months. Moreover, many governments and healthcare providers support the availability of formula products for newborns through public health programs and nutrition schemes, especially in areas with low breastfeeding rates or poor maternal health outcomes.

Retail stores lead the global breast milk substitute industry’s distribution channel segment due to their widespread availability, immediate product access, and the trust consumers place in physical outlets for essential infant nutrition purchases.

Retail stores have emerged as the dominant distribution channel in the global breast milk substitute industry primarily because they provide convenient, immediate access to products that are considered essential and time-sensitive by caregivers. Supermarkets, pharmacies, baby product stores, and general retailers are deeply embedded in both urban and semi-urban consumer ecosystems, allowing parents to purchase infant formula and related items easily and without delay. This accessibility is especially critical when it comes to feeding newborns, as formula is often needed urgently whether due to sudden depletion at home or immediate health-related recommendations from a pediatrician.

Many parents and caregivers prefer purchasing breast milk substitutes from physical stores because it allows them to personally inspect packaging, verify expiry dates, and seek direct assistance or product recommendations from in-store pharmacists or staff, which enhances their confidence in the product's safety and quality. In addition, retail stores frequently offer a wide selection of brands, packaging sizes, and formulation types, enabling parents to compare options and make informed choices based on their infants' specific nutritional requirements or doctor’s advice. Promotional discounts, loyalty programs, and product bundling commonly offered in physical stores further drive consumer preference for this channel. Moreover, cultural habits and shopping behavior in many parts of the world, particularly in Asia Pacific, Latin America, and Africa, still favor brick-and-mortar retail over e-commerce for critical health-related products like infant formula.

Asia Pacific leads the global breast milk substitutes market due to its large infant population, rising female workforce participation, and increasing urbanization, which collectively drive high demand for convenient infant nutrition solutions.

The Asia Pacific region dominates the global breast milk substitutes market, primarily owing to a confluence of demographic, socio-economic, and cultural factors that drive strong and sustained demand for infant formula and related products. One of the foremost contributors is the region’s substantial infant population, with countries like China, India, Indonesia, and the Philippines recording some of the world’s highest birth rates. This expansive base of newborns creates a consistently high need for infant nutrition products, including breast milk substitutes. Additionally, rising female workforce participation has significantly influenced infant feeding practices in urban and semi-urban areas.

As more women engage in full-time employment, particularly in metropolitan centers, the need for time-saving and convenient feeding solutions has grown, pushing demand for formula-based nutrition as a practical alternative to breastfeeding. Urbanization across Asia Pacific is also transforming traditional family structures and lifestyles; nuclear families, smaller households, and increased reliance on packaged consumer goods have led to a shift from traditional breastfeeding practices toward commercially available breast milk substitutes. Furthermore, improved healthcare access and increasing awareness of infant nutritional needs through healthcare professionals, advertising, and social media are positively shaping consumer perceptions and acceptance of formula products. In countries like China and India, rapid economic growth has also contributed to rising disposable incomes and changing consumer behavior, with parents becoming more willing to invest in premium, scientifically-formulated infant nutrition products to ensure better health outcomes for their children.

• In September 2024, Perrigo Company plc, announced a new brand partnership with Good Start and Dr. Brown's infant formula solutions. Good Start, a trusted infant formula brand for over 50 years, and Dr. Brown's, makers of the No. 1 pediatrician-recommended baby bottle in the U.S., shared a long-standing mission of creating confident feeding experiences for families. This partnership strengthened Perrigo's position in the infant nutrition market and enhanced its portfolio of trusted, high-quality products for parents.
• In July 2023, Bobbie, the only mom-founded and led infant formula company in the U.S., announced the acquisition of Nature’s One, an Ohio-based pediatric nutrition company. This industry-disrupting acquisition enabled Bobbie to reach its full growth potential while strengthening its domestic manufacturing capabilities.