‘Pregnancy, Boobs, Breastfeeding & Babies’ - An explorative insight into the enabling factors supporting successful breastfeeding among young mothers from low socioeconomic groups in Cheshire

Exclusive breastfeeding to six months of age has been one of the primary aims of nutrition and public health programs across the world (Shahla, Fahy, & Kable, 2010). The benefits of breastfeeding particularly in recent times have been quite established and despite public health initiatives,breastfeeding practice rates in western countries including the UK do not appear to be significantly improving; with most women not continuing breastfeeding until six months postpartum (Shahla, Fahy, & Kable, 2010). Globally, breastfeeding makes an important contribution to meeting the target to reduce infant mortality (Youens, Chisnell, & Marks-Maran, 2014). It has been shown that mothers from lower socio-economic groups, who are less educated, single and younger are less likely to breastfeed (Stewart-Knox, 2013). Low breastfeeding rates in the UK have led to an increased incidence of illness which in turn, has a significant cost implication on the health service (Entwistle, 2013). According to UNICEF, increasing breastfeeding rates in the UK could save the NHS up to £40 million (Thomas, 2014). The Infant Feeding Survey (IFS) 2010, has shown initial breastfeeding rates in the North West of England at 76%. This is below the national average of 83% for England. After 6 months this rate drops to 29%. The Department of Health in England recommends exclusive breastfeeding for the first six months of life yet by six months, in England, only 34% of babies are breastfed and only 1% of infants are exclusively breastfed (Health and Social Care Information Centre, 2012). Many women do want to breastfeed but without the necessary support, many do not achieve this goal (Thomas, 2012). By understanding what encourages and supports this 29% breastfeeding group to continue breastfeeding, it can help breastfeeding leaders, coordinators and support workers to apply these factors to future campaigns and activities surrounding breastfeeding practices