The collaborative study between Swansea University and Cardiff University followed one hundred and twenty eight mums to be through their pregnancy until their baby was six months old. During pregnancy mothers reported how they felt about their changing shape and appearance and their concerns for their body after the birth alongside considering how they would feed their baby after it was born. Those who held higher concerns for their appearance or who were trying to limit their food intake during pregnancy were less likely to plan to or start breastfeeding at birth, or if they did so, only breastfed for a short period of time.

Further exploration showed that mothers with higher body image concerns but who did initiate breastfeeding were more likely to stop specifically because they were uncomfortable with the changing appearance of their body during breastfeeding or felt embarrassed or ashamed breastfeeding in front of other people or in public.

Dr Amy Brown, programme director for the MSc Child Public Health  from Swansea University’s College of Human and Health Sciences who led the study said: “The findings indicate that mothers’ feelings about their changing shape and how their body might look different might be affecting decision to breastfeed. What is interesting is that their feelings during pregnancy are driving their choice after their baby is born, rather than their experience of breastfeeding alone. It is likely that low confidence and anxiety about their appearance, potentially driven by the rise of celebrity culture and pressure to lose weight quickly after the birth could be affecting choice to breastfeed. Myths about the impact of breastfeeding on appearance or incorrect beliefs that you cannot lose weight whilst breastfeeding might further impact upon their choice. We need to raise awareness of positive body image during breastfeeding and reduce this unhealthy pressure on new mums to return to ‘normal’ and not look like they have been pregnant immediately after their baby is born.”

Dr. Jaynie Rance, Director of Postgraduate Research from Swansea University’s College of Human and Health Sciences added: “We know that midwives and health professionals are often aware of the increasing problem of obesity during pregnancy and important work is being done in that area to support women with healthy eating at this time. However, our findings highlight that in the other direction, concerns about putting on weight or a changing shape might be distressing to women and be affecting their decision to breastfeed. Importantly our findings show that it was not just women with a higher BMI who felt uncomfortable about their changing shape and appearance during pregnancy; women of a healthy weight had just as strong concerns. It is really important that women are supported to gain healthy levels of weight during pregnancy as it is important for both their and their infants health.”

Finally Dr Lucie Warren, Lecturer in Midwifery in the School of Healthcare Sciences at Cardiff University said:  ‘We know that breastfeeding is important for the health of both babies and mothers but many mothers tell us that they find it difficult or need more support. Understanding the multitude of factors that affect breastfeeding duration such as body image and concerns mothers may have about their changing shape and role of their body after their baby is born is important for those working to support new mothers during this time.”

The research is now published in Midwifery http://www.sciencedirect.com/science/article/pii/S0266613814001715