Research suggests intensive support should focus on mothers most likely to benefit, as 90% who stop early wanted to continue.

A striking new study published in the BMJ highlights how targeted breastfeeding support could deliver major savings to the NHS while addressing the burden many UK mothers feel when trying to breastfeed their babies.

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The research reveals that 90% of women who stop breastfeeding in the first six weeks report giving up before they wanted to. This suggests the issue isn’t lack of desire, but inadequate support systems.

The Financial Case for Better Support

The numbers make compelling reading for healthcare commissioners. Research calculated that £10 million of healthcare costs could have been avoided if all formula-fed infants had been exclusively breastfed instead. But the potential savings don’t stop there.

Moderate increases in breastfeeding rates could save the NHS roughly £40 million per year, according to UNICEF UK’s analysis. The savings come from reduced healthcare service use – breastfed infants simply need fewer medical interventions compared to formula-fed babies.

Where the UK Stands

Britain has some of the lowest breastfeeding rates globally, creating a significant cost burden for health services. Analysis of data from 502,948 babies born between 1997 and 2009 showed that just 27% were exclusively breastfed, while 64% were formula fed.

Healthcare improvements have led to more women starting to breastfeed, but support remains patchy across the country. The main barriers could be addressed through access to well-trained health professionals, quality social support in the community, and broader societal acceptance.

Beyond Individual Responsibility

The study addresses a key concern – many mothers report feeling sole responsibility for breastfeeding and describe it as a burden. This points to the need for greater systemic support rather than placing the onus entirely on individual mothers.

At the same time, the Baby Friendly Initiative and other strategies have been implemented with financial support to UK health services. Yet the research suggests that intensive support may be best targeted to specific groups most likely to benefit, rather than applying a one-size-fits-all approach.

NHS and UNICEF UK advocate for investment in breastfeeding support services as a cost-effective public health intervention with rapid financial return. Health services recognise that investing in support services provides significant economic benefits alongside improved maternal and infant health outcomes.

Key Takeaways

90% of women who stop breastfeeding in first six weeks wanted to continue longer

NHS could save £40 million annually from moderate increases in breastfeeding rates

Targeted intensive support for specific groups may be more effective than universal programmes

What This Means for Kent Residents

NHS Kent and Medway ICB could greatly benefit from implementing targeted breastfeeding support initiatives, potentially reducing local healthcare costs while improving outcomes for mothers and babies. Community health services and children’s centres across Kent have an opportunity to focus resources on mothers most likely to discontinue breastfeeding early, maximising the impact of support programmes. If you’re pregnant or breastfeeding and need support, contact your health visitor or NHS 111 for guidance on local services available in your area.

Published: 10 April 2026

Source: @bmj_latest on X. This article has been researched and rewritten with editorial balance by Kent Local News.