Bounty and Momcozy Reveal the Real Story Behind Modern Mums’ Feeding Journeys
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New research from Bounty, carried out in partnership with Momcozy among 980 pregnant and new mums, uncovers a striking gap between feeding expectations and reality - with freedom to move while pumping the single biggest fix mums say they want.
Bounty has partnered with Momcozy, the world’s No.1 wearable breast pump brand*, on new research exploring how expectant and new mums really feel about feeding - and the results show just how much reality can differ from expectation.
The Bounty Feeding Insight study** surveyed 980 pregnant and postnatal members of the Bounty parenting club, finding that 64% of expectant mums worry about breastfeeding challenges before their baby arrives, and 56% worry about milk supply specifically. Once the baby arrives, though, pain and discomfort during feeding (50%) - not milk supply - is the biggest real-world hurdle.
That finding echoes exactly why Momcozy was founded. Launched in 2018 with a mission to “Always Put Mums First”, Momcozy set out to free mothers from being tethered to a wall socket while pumping - and Bounty’s research shows that need is as strong as ever. 66% of postnatal mums say freedom of movement while pumping would make their journey easier, and 62% pump specifically so a partner can bond with baby or a family member can help feed too. It’s a need mums are increasingly acting on too: Momcozy ownership more than doubles between pregnancy and the postnatal period, from 15% to 37%.
That thinking runs through the whole Momcozy range - and answers some of the specific frustrations mums raised in the research itself. Many mums mentioned struggling to find a pump that fits properly; Momcozy’s wearable pumps come with multiple flange sizes for exactly that reason. The M5, S9 Pro and S12 Pro tuck discreetly into a pumping bra for genuinely hands-free use, with a horizontal pumping angle designed to mirror a baby’s natural nursing position for gentler, more comfortable expression.
Momcozy is chosen by over 6 million mums and families worldwide*** and has a presence in over 80 countries and regions. Bounty’s research confirms that the brand’s “Cozy Tech” philosophy - designing every product around real comfort and feedback from mothers, not just function - isn’t just brand language. It’s exactly what modern motherhood is asking for.
*Based on global market share of wearable breast pumps, Grand View Research, 2024.
**Bounty Feeding Insight research conducted via the Bounty App in June-July 2026, among 980 pre- and postnatal Bounty parenting club members.
***Momcozy global sales data as of June 2026. "Mums and families" is used to describe our brand audience.
Designed to Make Motherhood Feel a Little Easier
Motherhood can be demanding, but the right support can make all the difference.
From pregnancy and postnatal recovery to feeding and everyday baby care, Momcozy offers thoughtfully designed essentials to help mums feel more comfortable, confident and in control.
Explore the Momcozy range and discover products created to support you and your family every step of the way.
You can buy directly from Momcozy, or from Boots.
The NHS and the World Health Organization (WHO) recommend exclusively breastfeeding for the first 6 months of your baby's life.