Marking Breastfeeding Month, the global maternal care brand introduces free access to lactation experts, new comfort-led feeding technology and a hospital partnership to support mothers across the region, as new data shows how much time, and how little support, breastfeeding really involves
Mothers spend more than 23 hours a week breastfeeding in their baby’s first year, close to a full working week, every week, yet many still navigate that journey with little structured support. This Breastfeeding Month, Momcozy, the world’s No.1 wearable breast pump chosen by over 6 million mothers across 80 countries,* is bringing its global 600 Hours of Support initiative to the Middle East: a year-long commitment to give mothers across the region access to expert guidance, education and comfort-led technology at the moments they need it most
The initiative arrives at a telling time for the region. Female workforce participation in Saudi Arabia has reached record levels under Vision 2030, and in the UAE women now lead the majority of new business registrations among those under 40. Yet the support available to mothers once they return to work has not kept pace. In the UAE, only around a third of mothers exclusively breastfeed to six months. In Saudi Arabia, national data shows breastfeeding rates fall well short of global targets, with early return to work repeatedly cited as one of the leading reasons mothers stop sooner than they intended
New research commissioned by Momcozy underlines the scale of the challenge. In a survey of 2,000 mothers, 40% named breastfeeding as one of the hardest parts of becoming a mother, and nearly three-quarters described the experience as exhausting, citing low milk supply, emotional wellbeing and sheer fatigue among the biggest, unexpected challenges.
Melissa Kotlen, International Board-Certified Lactation Consultant (IBCLC), RN, and Clinical Manager at Momcozy said: “These findings reflect what we hear from mothers every day. While breastfeeding is often described as natural, that doesn’t mean it comes naturally. It requires an incredible investment of time, energy and emotional resilience throughout a baby’s first year, yet many mothers feel like they’re falling short when they’re actually experiencing challenges that are incredibly common”
She added: “Whether that support comes through practical tools that make breastfeeding more manageable, guidance from a lactation consultant, or simply knowing you’re not alone, every mother deserves to feel informed, confident and supported throughout her feeding journey”
The 600 Hours of Support initiative is a year-long commitment to walk with mothers through every stage of their breastfeeding journey, combining expert guidance, education and comfort-led technology. It begins with The Lactation Line, a free, round-the-clock service connecting mothers directly with International Board Certified Lactation Consultants by phone, live chat and email. Available from 1–14 August, the line alone provides 336 hours of complimentary expert access, delivering more than half of the year’s 600-hour commitment through this first activation. Across the year, Momcozy will expand the initiative through expert-led webinars, educational resources and one-to-one consultations, all accessible through the Momcozy Breastfeeding Support Hub
Momcozy’s commitment to supporting mothers also extends to product innovation. Guided by its CozyTech philosophy, the brand believes technology should adapt to mothers, not ask mothers to adapt to it. CozyTech begins by understanding the real challenges mothers experience every day, then applies thoughtful design and practical technology to help reduce discomfort, uncertainty and the mental load of motherhood. This philosophy is reflected across Momcozy’s product portfolio
Among the innovations Momcozy is introducing to the region is the Wellness 1 Warm-Massage Wearable Breast Pump. Pumping can often feel cold and mechanical, particularly when mothers are already tired or uncomfortable. The Wellness 1 was designed in response, combining gentle warming technology, synchronised massage and a soft, adjustable wearable design to make pumping more comfortable while delivering hands-free performance, helping mothers spend less energy managing the experience and more time with their babies
The initiative also comes to life on the ground in the Kingdom. Momcozy is sponsoring the Breastfeeding Awareness Week programme at King Abdullah bin Abdulaziz University Hospital in Riyadh, running from 25 to 27 August in partnership with the hospital’s Baby Friendly Hospital Initiative Committee. Held across the hospital’s main lobby and OB-GYNE clinic and led by its medical and lactation teams, the programme offers mothers and families expert education on the benefits of breastfeeding, milk expression and storage, and the importance of the first hour after birth, bringing trusted support to where a mother’s journey begins
