Are breastfeeding mothers a forgotten public health priority in the government’s ten-year health plan?

Pharmacists are uniquely positioned to support breastfeeding mothers and promote infant health, yet their potential remains underutilised in national health strategies. As the UK government shifts healthcare delivery into community settings, the role of community pharmacists in supporting infant feeding should be recognised and valued^​1​. This omission is at odds with the government’s broader health vision, which prioritises early-years development^​1​.

In the government’s ten-year health plan for England, the broader goal of shifting focus ‘from sickness to prevention’ includes raising the “healthiest generation of children ever”, through actions such as restricting junk food advertising targeted at children^​1​. Maternity care will also be priority through the formation of a National Maternity and Neonatal Taskforce, with the goal of providing high-quality care for all^​1​. 

However, the plan includes a quote from a patient highlighting the lack of clear information around breastfeeding as part of their maternity experience: “Care after birth was less good — we had issues with breastfeeding and we received a lot of contradictory advice, and felt a bit lost in the system.^​1​” 

Despite this, breastfeeding remains notably absent as a public health priority in the plan — even though it is one of the most effective, evidence-based strategies for preventing illness throughout a person’s lifetime.

Breastfeeding in the UK

The World Health Organization and NHS recommend exclusive breastfeeding for the first six months of life, followed by continued breastfeeding alongside complementary foods for up to two years or beyond^​2,3​. Despite evidence supporting the health benefits of breastfeeding, the UK continues to have some of the lowest breastfeeding rates globally.

In 2017/2018, NHS England began reporting on babies’ first feed status, with 74% receiving maternal or donor breast milk. This figure has remained relatively stable, with 72% recorded in early 2024/2025^​3​. The proportion of infants totally or partially breastfed at six to eight weeks increased from 45% in 2009/2010 to 53% in 2023/2024^​4​; however, there are currently no data collected beyond this point. 

The 2010 UK-wide Infant Feeding Survey, results of which were published in November 2012, revealed that only 1% of 10,768 mothers were exclusively breastfeeding by six months postpartum. Just over one-third (34%) were breastfeeding in some capacity at six months postpartum; while 80% of respondents said they stopped breastfeeding before they intended to^​5​. Survey responses also suggested that this did not always owe to personal choice alone but often stemmed from a lack of support, misinformation and cultural barriers^​6​. Some mothers may be advised not to breastfeed; such as mothers with HIV and detectable levels of virus, or infants may have a rare inborn error of metabolism, such as galactosaemia, meaning they are unable to process the sugar galactose in breast milk or animal milk. 

In comparison, data show that 39% of infants are exclusively breastfed in the Netherlands at six months postpartum, while 71% are breastfed at six months in some capacity in Norway^​7​. These figures suggest the importance of national incentives; for example, the Netherlands has one of the highest numbers of baby-friendly hospital initiative certified facilities — a global initiative set up by WHO and UNICEF to support breastfeeding — at more than 93%, compared with 49% in the UK^​7,8​.

Why should breastfeeding be a public health priority?

Breastfeeding has been associated with reduced risks of childhood infections, obesity, diabetes and sudden infant death syndrome compared with using formula, with breastfed children performing better on intelligence tests^​2,9​. Exclusive breastfeeding for the first six months of life has also been associated with better health outcomes, such as reduced risk of childhood infections, diabetes and obesity, but there are still health benefits with partial breastfeeding over no breastfeeding at all^​9​. Literature suggests that some health benefits are associated with longer durations of breastfeeding, with the nutritional and immunological value of human milk extending past the first six months of life^​10​. 

For mothers, breastfeeding has been shown to lower the risk of breast and ovarian cancer, type 2 diabetes mellitus, cardiovascular disease and stroke^​11,12​. Moreover, successful breastfeeding contributes to mothers’ positive mental health and emotional wellbeing^​13​. Economically, increasing breastfeeding rates could save the NHS £50m annually, with fewer hospital admissions and GP consultations for preventable illnesses, such as gastrointestinal disease, lower respiratory tract infections and obesity^​14​. 

Why are breastfeeding rates so low?

Barriers to breastfeeding in the UK are multifaceted^​6,15​. A lack of support services can leave many mothers without face-to-face, ongoing help, owing to cuts to health visiting services and infant feeding support groups. There is a cultural element to low breastfeeding rates, particularly a stigma with breastfeeding in public or around family members, which can cause women to feel embarrassed or anxious about feeding their infant. Misinformation around concerns in diet, medication safety and milk adequacy persist, owing to poor education and formula marketing^​15​. Policy gaps are also evident — the government’s ten-year health plan fails to integrate breastfeeding into its prevention agenda, despite its proven role in reducing preventable diseases and health inequalities^​1,15​.

To address these issues, a national infant feeding strategy — such as that recommended by UNICEF — must be more effectively executed^​5​. This strategy recommends that countries provide breastfeeding support across all relevant policy areas, fund community-based peer support programmes, enforce the International Code of Marketing of Breastmilk Substitutes and train healthcare professionals, including pharmacists, to provide consistent, evidence-based breastfeeding support.

Some argue that breastfeeding is a personal choice and that formula feeding is a viable alternative. This is true, but this perspective overlooks the systemic barriers that prevent women from breastfeeding even when they wish to. The goal is not to pressure mothers either way, but to enable informed choice through accessible, unbiased support.

Pharmacists are uniquely positioned to offer front line, community-based support, especially in areas with lower breastfeeding rates. Pharmacists can be trained to support mothers from diverse backgrounds, including migrants, young mothers and parents with disabilities, ensuring equitable access to breastfeeding support.

Equipping pharmacists to support every feeding journey

Pharmacists can play a transformative role in supporting breastfeeding mothers. Their obvious role is in medication safety advice during lactation^​16​. Some mothers may discontinue breastfeeding unnecessarily owing to concerns around drug transfer into breastmilk, but this is not applicable to all medicines. Pharmacists can provide evidence-based reassurance, drawing on specialist resources such as LactMed, Specialist Pharmacy Service and the Breastfeeding Network. 

Studies show that most medicines are compatible with breastfeeding, and the ‘pump and dump’ approach or cessation of breastfeeding is often unnecessary^​16​. It is important for pharmacists ask if patients are breastfeeding when purchasing over-the-counter (OTC) medicines, dispensing prescription drugs or during medication history-taking. By offering accurate, timely advice, pharmacists can prevent premature weaning and support maternal confidence.

Pharmacists can help identify and manage breastfeeding complications, such as mastitis, engorgement, nipple pain or blocked ducts. Breastfeeding complications are common and can lead to early cessation if not managed effectively. By offering self-care advice, OTC treatments, such as anti-inflammatory drugs, or referrals when necessary, pharmacists can play a pivotal role in enabling breastfeeding mothers to manage minor ailments effectively, thereby supporting the continuation of breastfeeding. In addition, strengthening referral pathways to lactation consultants, health visitors and GPs can ensure holistic care.

Community pharmacies are increasingly recognised as health and wellbeing hubs. Pharmacies can create breastfeeding-friendly spaces by offering private, welcoming, signposted areas for feeding, helping to normalise breastfeeding in public. There is also an important role for pharmacists to play in education and advocacy. They can discuss the health benefits of breastfeeding and provide resources on infant feeding to pregnant women and new mothers, along with up-to-date referral lists for local breastfeeding support groups. With the rapid increase in digitalisation of pharmacy services, pharmacists could offer virtual consultations or digital resources for breastfeeding support, especially in rural or underserved areas. This would improve access and continuity of care. 

However, it is important for pharmacists to demonstrate sensitivity to women’s personal boundaries, cultural contexts, individual preferences and prior experiences with infant feeding – for some mothers, formula feeding is the best choice.

Supporting formula feeding with sensitivity

In addition to supporting breastfeeding, pharmacists must also provide safe advice on formula feeding, whether exclusively or in combination. NICE guidelines outline the importance of responsive bottle feeding and safe preparation practices^​17​. Pharmacists can help parents navigate these issues, especially in the context of rising formula costs and food insecurity. They can also advise on specialist formulas for certain conditions, such as cow’s milk protein allergy, ensuring appropriate use and referral when needed^​18​.

Community pharmacists can participate in or lead small-scale studies, evaluating interventions — such as breastfeeding support services, medication counselling or educational campaigns — to help identify areas of best practice and areas for improvement. Pharmacists can collaborate with universities, public health teams and maternity services to explore breastfeeding outcomes, barriers and the impact of pharmacy-led support.

Breastfeeding offers lifelong benefits for mothers and babies, reduces healthcare costs and narrows health inequalities. Yet, it remains conspicuously absent from the government’s ten-year health strategy.

Pharmacists, as accessible and trusted healthcare professionals, must be empowered to support breastfeeding mothers through education, counselling and advocacy. With the right training and policy support, pharmacy teams can become enablers of breastfeeding success, helping mothers achieve their feeding goals and improving population health for generations to come.

It is time to put breastfeeding — and pharmacists — at the heart of the UK’s prevention agenda.