World Breastfeeding Week 2025: Expectation vs experience

Feeding your baby should feel empowering. But for too many Australian mums, it feels like the opposite. Feeding should never feel like failing, that’s why we’re opening the conversation. 

As we mark World Breastfeeding Week (August 1st-7th), we want to have an honest, judgement-free conversation about feeding. Because there’s no one “right” way to feed your baby, only the way that works for you and your family. 

We recently conducted research with mums across the country about their feeding experiences, and the findings were clear, and confronting. 

• Over half (52%) stopped breastfeeding before they were ready. 
• 92% wanted to breastfeed, but 42% couldn’t continue despite trying. 
• The biggest barriers? Physical pain (37%), lack of hands-on help (30%), mental health struggles (32%), and difficulty accessing breastfeeding specialists (30%). 

But behind those statistics are real feelings. 

• 53% felt ashamed when they couldn’t continue breastfeeding. 
• 49% felt judged when they were unable to breastfeed. 

We believe that feeding should never come with shame, guilt, or pressure. 

Why mums feel they’re failing, when they’re not 

Almost two-thirds (62%) of mums told us they felt pushed to feed a certain way, even when it wasn’t right for them or their baby. It’s no surprise that 87% believe Australia urgently needs more investment in feeding support. 

It’s time to change the conversation 

Too many mums are walking away from breastfeeding not because they want to, but because they feel they have no other option. 

This World Breastfeeding Week, we’re not just celebrating breastfeeding, we’re shining a light on the realities of feeding and calling for better understanding, better conversations, and better support for every parent. 

Feeding your baby shouldn’t feel like a test you can fail, you deserve support that works for you, not someone else’s expectations. 

That’s why we’re creating spaces where you can ask questions without fear of judgement. 

Join us on Sunday the 3rd of August @tommeetippeeaustralia for an Ask Me Anything Live with Midwife Tahlia Darvas aka @wolfe.and.cub, where you can get expert, practical guidance on everything from milk supply to combination feeding, all in a safe, supportive space. 

We’re here for you 

Explore our full range at tommeetippee.com and remember you’ve got this. And we’ve got you. 

About the research 

This survey was conducted with respondents who identify as women and use the term 'mother' to describe themselves. Tommee Tippee recognises and respects the diverse identities and experiences of all birthing and feeding people. 

An online survey was conducted by WALR among 2354 Australian women of childbearing age (18-45), including 1009 mothers. Minimum quotas have been applied to major cities. Fieldwork took place between 11 July 2025 - 16 July 2025. Data has been collected adhering to MRS (Market Research Society) and ESOMAR guidelines to ensure ethical and accurate data collection.