Background The UK figures suggest that rates of breastfeeding are low compared to other countries. While initial breastfeeding rates have increased, figures are still low for those continuing to breastfeed at 6 months. Aims To understand the experiences of breastfeeding women and what affects their ability to continue breastfeeding. Methods A total of 41 women aged 18-45 years who had attempted to breastfeed between 2011 and 2016 took part in semi-structured interviews, analysed using a thematic approach. Findings Four main themes were identified: attachment, provision of information and support, sociocultural pressures and maternal role. The study found that women reported more positive attachment to their infant when breastfeeding. Conclusions While women were often highly motivated to breastfeed, they often did not receive sufficient information and support, often leading to early cessation. Women highlighted the societal pressures to breastfeed and how this was incorporated into the perception of what it was to be a ‘mother’.

Background In the UK, rates of exclusive breastfeeding at 6 months are at 1%, highlighting the need to encourage and improve the support provided to women to initiate and continue breastfeeding and to improve infant and maternal health. This study aimed to qualitatively explore the influence of media on the intention to initiate and continue breastfeeding. Methods This ethnographic study recruited 40 women; 31 with children and nine of childbearing age (19–28 years), with the intention to have children. Data were collected with semi-structured interviews and analysed using thematic analysis. Results Five themes associated with sociocultural influences on breastfeeding perceptions and behaviour were identified: family influence, privacy, media as a double-edged sword, negative exposure to breastfeeding and planned behaviour versus experience. Conclusions Media influences strengthened preconceived notions of breastfeeding. Social media can play an important role in maintaining breastfeeding though support but can also put undue negative pressure on mothers who struggle to breastfeed.

Background Breastfeeding rates at 6 months in the UK have remained low in recent years, highlighting a need to better understand the factors that influence breastfeeding behaviour. Aim To investigate factors that influence breastfeeding behaviour in the UK and to understand the role of health professionals in promoting and facilitating breastfeeding. Methods Participants with breastfeeding experience (n=1505) completed an online survey, with 30 agreeing to be interviewed. Survey data were analysed using quantitative content analysis and a mixed thematic approach was employed to analyse interview data. Themes were derived from triangulation of survey and interview data. Results The survey identified a range of feeding complications. Thematic analysis identified four themes related to factors influencing breastfeeding: attitudes, availability of information, birthing experience and maternal mental health. Conclusions Healthcare professionals play an important role in the decision to breastfeed. It is essential that appropriate support and information is made available from early in pregnancy and throughout the breastfeeding journey. Particular support and advice is needed for those who have experienced traumatic births or are struggling with poor mental health.