Haakaa Ladybug Consumer Survey

Preliminary observations
Written by Lauren Brenton, MMid

Prepared for Haakaa
https://www.haakaa.co.nz/

 SUMMARY

We conducted a descriptive online survey of n=40 Haakaa Ladybug Silicone Milk Collector users between 18/02/2026 and 06/03/2026.

Key observations included:

• High satisfaction and recommendation, with 97.5% of participants recommending the Ladybug.
• 92.5% of participants reported improved convenience in their breastfeeding experience.
• 80.0% of participants reported using the Ladybug to build a milk stash.
• Most participants collected between 10-50ml per use (80.0%), consistent with passive milk collection during let-down.
• The majority of participants were in the early postpartum period, with 37.5% having infants aged 0-3 months, aligning with the product's intended use.

BACKGROUND

The World Health Organization (2026), recommends that all infants initiate breastfeeding within the first hour after birth, continue exclusive breastfeeding for the first six months of life, and maintain breastfeeding alongside complementary foods for two years or beyond. Despite these recommendations, many individuals face challenges in sustaining breastfeeding, including issues related to time, convenience, and milk management.

 Passive milk collection devices, such as the Haakaa Ladybug Silicone Milk Collector, have emerged as an adjunctive tool to support breastfeeding. Unlike traditional breast pumps, which rely on active suction to express milk, passive collectors are designed to capture milk released during spontaneous let-down, often from the opposite breast to the one a baby is feeding on. These devices are typically worn inside the bra, allowing for discreet and continuous collection without interrupting feeding or requiring additional time or effort.

 The aim of passive milk collection is to:

• Reduce milk wastage associated with leakage
• Improve convenience and ease of breastfeeding
• Support gradual milk storage
• Improve mother’s confidence in their ability to make breastmilk
• Minimise reliance on active pumping

 While there is limited high-quality research specifically examining passive silicone milk collectors, broader lactation literature highlights the importance of comfort, appropriate breast interface, and individual fit in supporting effective milk expression and user experience (Anders et al., 2025). Additionally, clinical guidance from the Academy of Breastfeeding Medicine (ABM Protocol #36) emphasises that excessive or unnecessary pumping may contribute to hyperlactation and mastitis-spectrum conditions, reinforcing the benefits of passive milk collection devices such as the Ladybug.

 This survey aimed to explore the experiences of Haakaa Ladybug users, with a focus on convenience, comfort, milk collection, and overall support of breastfeeding. An anonymous descriptive online survey was distributed via email and social media with the aim of examining the experiences of individuals who have used the Haakaa Ladybug.

 METHOD

Design: Online anonymous consumer survey using SurveyMonkey with participants choosing to self-enroll in the survey.

 Distribution:

• Haakaa email database
• Haakaa social media platforms

 Data collection period: 18/02/2026 to 06/03/2026

 Total responses: n=40

 Population: Self-selected Haakaa Ladybug users recruited via the brands own channels, with implications for satisfaction-bias direction.

 Analysis:

• Descriptive statistics
• Open-ended responses grouped into themes

 RESULTS

Participant profile

Age: 25–35: 75.0%, 36–44: 22.5%, 18–24: 2.5%
Parity: 1 child: 55.0%, 2 children: 37.5%, 3: 5%, 4+ 2.5%
Youngest child: 0–3 months: 37.5%, 4–6 months: 17.5%, 7–12 months: 22.5%, 13-18 months: 7.5%

Milk Leakage & Ladybug Use

• Frequency of milk leakage (first month postpartum)
  • Frequently/Very frequently: 70-75%
  • Occasionally: 20-25%
  • Rarely/Never: 5-10%
• Did leakage cause challenges?
  • Yes (soaked pads, discomfort, wasted milk): 75-80%
  • No / minimal issues: 20-25%
• Frequency of Ladybug use
  • Daily or multiple times per day: 65-70%
  • Occasionally: 20-25%
  • Rarely: 5-10% 

Helpfulness, comfort & experience

Improved convenience:

• 92.5% (37/40) Yes

 Comfort:

• Low comfort (≤10) 36.8%
• Moderate comfort (11–30) 39.5%
• High comfort (>30) 23.7%

 Would recommend the Ladybug:

• 97.5% (39/40) Yes

 Milk captured per session & stash

• Volumes per session: 
  • 10–30 mL: 42.5% (17)
  • 30–50 mL: 37.5% (15)
  • >50 mL: 5.0% (2)
  • 0–10 mL: 7.5% (3)
  • Unsure: 7.5% (3)
• Built a stash with Haakaa:
  • Yes, definitely: 80.0% (32)
  • No difference: 20.0% (8)

DISCUSSION 

This survey provides insight into the role of passive, wearable milk collection devices in breastfeeding support. The findings demonstrate very high satisfaction, with 97.5% of participants recommending the Ladybug and 92.5% reporting improved convenience.

 The Ladybug appears to meet a critical need for low-effort, discreet milk collection, particularly in the early postpartum period. Unlike active pumps, the Ladybug does not aim to stimulate milk production but rather to capture milk released during natural let-down. The reported milk volumes (predominantly 10-30ml and 30-50ml) are therefore consistent with its intended function.

 The finding that 80% of participants used the Ladybug to build a milk stash is particularly notable. This suggests that small, passive volumes collected over time can contribute meaningfully to milk storage, supporting flexibility in feeding and reducing pressure to pump. This aligns with broader evidence that access to milk collection and expression tools supports breastfeeding continuation by reducing logistical barriers (Mitchell et al., 2022).

 Convenience was highlighted as the dominant benefit, reinforcing the importance of integrating breastfeeding support tools into daily life without increasing workload (Mitchell et al., 2022). The wearable design enables continuous milk collection during feeding or routine activities, which may contribute to sustained breastfeeding through reduced burden (Nardella et al., 2024).

 Comfort findings were more variable, highlighting the importance of fit and individual user factors. This is consistent with existing literature demonstrating that milk catcher design and sizing significantly impact comfort and usability (Anders et al., 2025).

 These findings should also be interpreted in the context of clinical guidance. The Academy of Breastfeeding Medicine cautions that excessive milk removal may contribute to hyperlactation and mastitis-spectrum conditions. While the Ladybug is a passive device, incorrect use may still influence supply in some individuals, emphasising the need for appropriate user education (Mitchell et al., 2022).

 Overall, when considered alongside active pumping devices, the Ladybug serves a complementary role in supporting breastfeeding by capturing milk that would otherwise be lost, improving convenience and flexibility, supporting gradual milk storage and reducing reliance on structured pumping.

 STRENGTHS & LIMITATIONS

Strengths:

• Provides real-world insights into a wearable passive milk collection device
• Captures both quantitative and qualitative data
• Strong alignment between participant population and target user group

Limitations:

• Small sample size (n=40)
• Self-selected participants, potentially biasing results toward satisfied users
• Participants were incentivised with the chance to go into the draw to win a $500 prezzy gift card, introducing potential response bias[1] 
• Reliance on self-reported data
• No comparison group
• Inconsistent formatting of some responses (e.g., comfort ratings)

 FURTHER RESEARCH

This survey has highlighted the importance of further research in comparing passive collectors with electric pumps[2] [3] , examining impact on milk supply regulation, investigating optimal fit and comfort across populations and explore long-term breastfeeding outcomes.

 CONCLUSION
The Haakaa Ladybug Silicone Milk Collector demonstrates high acceptability, strong recommendation rates and significant convenience benefits among users.

It functions effectively as a passive milk collection device, supporting breastfeeding through ease of use, reduced milk wastage, and facilitation of milk storage.

These findings suggest the Ladybug is a valuable adjunct to breastfeeding, particularly in the early postpartum period, where milk leakage is common and convenience is critical.

 ACKNOWLEDGMENTS

Thank you to all participating parents.

Click here to view or download a full PDF copy of this report, including the survey questions and reference list.