The United Kingdom has some of the lowest breastfeeding rates in the world, with eight out of ten women stopping breastfeeding before they want to. For over 30 years, UNICEF UK’s Baby Friendly Initiative has worked with public services to support families with infant feeding to give babies the best possible start in life.
Breastmilk benefits
Breastmilk provides all the energy and nutrients infants need for the first months of life. It contains antibodies which help protect against many common childhood illnesses. The World Health Organization (WHO) and UNICEF recommend babies are exclusively breastfed for the first six months of life, and that children are breastfed until two years old or beyond.
Breastfed children perform better on intelligence tests, are less likely to be overweight or obese, and less prone to diabetes later in life. Women who breastfeed also have a reduced risk of breast and ovarian cancers.
When breastfeeding is protected and supported, women are more than twice as likely to breastfeed their infants.
However in the UK, the country’s last survey on infant feeding in 2010 found the rate of babies that were exclusively breastfed at six weeks was 24% in England, 17% in Wales and 13% in Northern Ireland. Exclusive breastfeeding at six months, as recommended by WHO, was at around 1%.
“The evidence is clear, when women are supported, they are more likely to breastfeed for longer, with lifelong benefits for both mother and child. Yet too many women in the UK stop breastfeeding before they want to, often due to a lack of support or exposure to aggressive marketing that undermines their confidence,” says Shereen Fisher, Programme Director for the Baby Friendly Initiative, UNICEF UK.
“This is why our work to embed Baby Friendly standards across relevant public services, universities and health settings is so vital.”
Setting standards for infant feeding
To help increase breastfeeding figures, UNICEF UK has developed a set of standards for maternity, health visiting, community and hospital-based children’s services. There are also standards for universities seeking accreditation for pre-registration midwifery and health visiting university programmes. Facilities are assessed by UNICEF UK as part of a staged accreditation process, and if they pass, they receive accreditation as ‘Baby Friendly’.
“By creating environments where parents are respected and support is readily available, we can help ensure every baby gets the best possible start in life,” says Shereen Fisher.
The standards include ensuring there is no promotion of breastmilk substitutes by staff; supporting pregnant women to understand the benefits of breastfeeding; and helping mothers and babies initiate feeding soon after birth.
UNICEF and WHO encourage skin to skin contact after birth, which helps mother and baby recover and bond, and supports breastfeeding. The hormones released help with both the formation of a strong attachment and the production of milk.
UNICEF UK’s initiative offers training and personalised support; and works with universities to ensure newly qualified midwives and health visitors implement the standards in the workplace.
It also supports families who are bottle feeding by providing guidance and information on safer preparation of infant formula and responsive bottle feeding.
Breastfeeding challenges
Many new parents struggle to get breastfeeding off to a good start. Some mothers are unable to breastfeed, or choose not to.
Many mothers need practical support with positioning their baby for breastfeeding and making sure their baby is correctly attached to the breast. Some babies have tongue-ties, which can make it harder for their baby to breastfeed by preventing them from latching on properly.
Breastfeeding takes time and practice for both mothers and babies. Breastfeeding is also time intensive, so mothers need space and support at home and work. If challenges arise, it is important to ask for help from a midwife, health visitor or breastfeeding specialist.
Aggressive marketing practices
Parents may decide they need to use formula. It is important to seek unbiased information on formula and other products that replace breastmilk.
A 2022 report by WHO and UNICEF found 84% of women in the UK reported exposure to formula milk marketing.
Much of the marketing analysed in the report is in breach of international standards on infant feeding practices. The findings uncovered systematic and unethical marketing strategies to influence parents’ infant feeding decisions.
A sustained flow of misleading marketing messages is reinforcing myths about breastfeeding and breastmilk, and is undermining women’s confidence in their ability to breastfeed successfully.
Results with impact
Since UNICEF UK’s initiative was launched, the rate of any breastfeeding at six weeks has risen from 48% in 2005 to 55% in the UK.
In Scotland, there has been a rise in breastfeeding at six months from 32% in 2010 to 43% in 2017, highlighting the positive impact of a national infant feeding strategy. All maternity and community services in Scotland have achieved the Baby Friendly accreditation.
Improving children’s lives for the future
Improving the UK’s breastfeeding rates would have a profoundly positive impact on child health.
For example, increasing the number of babies who are breastfed could cut the incidence of common childhood illnesses such as ear, chest and gut infections and save the NHS up to £50 million each year.
This World Breastfeeding Week (Friday 1 August to Thursday 7 August), find out more about the benefits of breastfeeding.
Learn more about UNICEF UK’s Baby Friendly Initiative.