National survey finds many mothers fall short of their breastfeeding goals despite dedicating hundreds of hours to breastfeeding, reinforcing the need for greater support
LOS ANGELES, July 27, 2026 /PRNewswire/ -- Many mothers dedicate hundreds of hours to breastfeeding during the first year of their baby's life, representing one of motherhood's greatest investments of time, energy and emotional commitment. In recognition of that extraordinary dedication, Momcozy today announced its year-long 600 Hours of Support initiative, a comprehensive effort to provide expert guidance, educational resources, community support and thoughtfully designed products that support mothers through every latch, letdown and little win throughout their breastfeeding journey.
The initiative is rooted in a simple belief: breastfeeding can require hundreds of hours of time, care, and dedication during a baby's first year, and no mother should have to navigate that journey without meaningful support.
New research commissioned by Momcozy and conducted by Talker Research in recognition of National Breastfeeding Month was the inspiration behind the 600 Hours initiative. The survey of 2,000 U.S. mothers who are currently breastfeeding or have breastfed within the past five years found that mothers spend more than 23 hours each week or nearly 100 hours each month breastfeeding, highlighting the extraordinary time, energy and commitment the journey requires throughout a baby's first year.
The survey also found that many mothers struggle to achieve the breastfeeding goals they set for themselves. Forty percent identified breastfeeding as one of the most challenging aspects of becoming a new mother, while more than half of mothers who stopped breastfeeding earlier than planned said they felt disappointed they were unable to continue as long as they had hoped. Nearly three-quarters described their breastfeeding journey as exhausting, with many citing low milk supply (51%), mental and emotional wellbeing (35%) and exhaustion (33%) among the biggest unexpected challenges they faced.
"These findings reflect what we hear from families every day. While breastfeeding is often described as natural, that doesn't mean it comes naturally. It requires an incredible investment of time, energy and emotional resilience throughout a baby's first year, yet many mothers feel like they're falling short when they're actually experiencing challenges that are incredibly common," said Melissa Kotlen, International Board Certified Lactation Consultant (IBCLC), RN, and Clinical Manager at Momcozy.
"The time, care and dedication that breastfeeding often requires reinforce why timely, trusted support matters. Whether that support comes through practical tools that make breastfeeding more manageable, guidance from a lactation consultant, or simply knowing you're not alone, every mother deserves to feel informed, confident and supported throughout her feeding journey."
The 600 Hours initiative begins with The Lactation Line, a free, 24/7 breastfeeding support service available August 1–14 during World Breastfeeding Week and National Breastfeeding Month, offering over 300 hours of complimentary phone, live chat, and e-mail access to International Board Certified Lactation Consultants. Throughout the remainder of the year, Momcozy will continue expanding the initiative through expert-led webinars, educational content, strategic partnerships, additional breastfeeding resources, and one-on-one lactation consultation sessions at Babylist Registry Weekend in August, giving expecting and new mothers direct access to expert guidance.
That commitment also extends to product innovation. Through its CozyTech philosophy, Momcozy develops products rooted in mothers' real needs by combining thoughtful design, practical technology, expert input, rigorous testing and insights from mothers to help make everyday motherhood easier. New innovations like the W1 Warm-Massage Wearable Breast Pump and D8 DeepClean Baby Bottle Washer are designed to simplify everyday breastfeeding and feeding routines, helping mothers spend less time managing feeding logistics and more time with their babies.
Families can learn more about the year-long 600 Hours of Support initiative, view the full survey, and access the Momcozy Breastfeeding Support Hub on the campaign landing page here.
About Momcozy
Momcozy was founded in 2018 with a clear purpose: to help moms feel more comfortable, confident, and supported during one of life's most meaningful and demanding transitions. Today, Momcozy is a global leader in maternal innovation, redefining care through technology designed around real motherhood. Trusted by more than 5 million mothers across 60 countries and regions, Momcozy created the No.1 Wearable Breast Pump* and continues to develop nursing bras, care essentials, and smart solutions that support moms from pregnancy through postpartum and beyond.
Recognizing that motherhood deserves more than products alone, Momcozy offers expert guidance, thoughtful technology, and a growing global community to support moms in who they are becoming. At the heart of Momcozy is a belief that motherhood isn't a destination, but a lifelong journey. Moms deserve to feel seen, supported, and empowered along the way.
Momcozy's products are sold directly on the brand's website and by major retailers such as Babylist, Walmart, Target, and Amazon. To learn more about Momcozy visit www.momcozy.com
*Momcozy Wearable Breast Pump achieved the highest global sales revenue in 2024. Source: Based on global market share of wearable breast pumps, Grand View Research 2024
Research methodology:
Talker Research surveyed 2,000 mothers who are currently breastfeeding or have within the past five years, who have access to the internet; the survey was commissioned by Momcozy and administered and conducted online by Talker Research between July 1 and July 9, 2026. A link to the questionnaire can be found here.
To view the complete methodology as part of AAPOR's Transparency Initiative, please visit the Talker Research Process and Methodology page.
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Momcozy Launches Year-Long 600 Hours of Support Initiative as New Survey Reveals the Extraordinary Time Mothers Spend Breastfeeding
- Brings Xevo™ TQ Absolute XR Mass Spectrometer's industry-leading tandem quadrupole MS sensitivity to clinical applications across women's health, cancer assessment, and toxicology.
- Offers 5x greater sensitivity vs. in-class instruments with lower detection limits in smaller sample volumes, introducing a step-change in analytical performance for complex biological matrices.
- Up to six-fold increase in robustness with StepWave™ XR Ion Guide vs. Xevo TQ Absolute MS, advancing laboratory productivity and performance consistency.
MILFORD, Mass., July 27, 2026 /PRNewswire/ -- The Association for Diagnostics & Laboratory Medicine (ADLM) 2026 Annual Meeting — Waters Corporation (NYSE: WAT) today announced the launch of the Xevo TQ Absolute XR IVD Mass Spectrometer, expanding its MassTrak™ IVD System portfolio of LC-MS/MS Systems with a solution that combines class-leading sensitivity and enhanced robustness for clinical applications. The new system builds on the industry-renowned step-change performance of the Xevo TQ Absolute IVD Mass Spectrometer, which established the benchmark for sensitivity among IVD-compliant tandem quadrupole mass spectrometers.1
Developed for routine laboratory testing requiring IVD-compliant systems, the Xevo TQ Absolute XR IVD System delivers exceptional trace-level analytical performance in complex biological matrices. With up to five times greater sensitivity than other instruments in its class,1 the system enables lower limits of detection and reliable quantification of challenging analytes from smaller sample volumes. This enhanced sensitivity is critical for applications requiring accurate measurement at very low concentrations, such as low-level estradiol testing for women's health and hormone-related cancer assessment,2 and hair toxicology3 for detecting drugs of abuse and documenting long-term exposure.
"Waters' IVD Systems provide clinical diagnostic laboratories with highly precise and flexible solutions that help clinicians make informed decisions when every test matters," said Jianqing Bennett, Senior Vice President, Waters Advanced Diagnostics, Waters Corporation. "With the introduction of the Xevo TQ Absolute XR IVD System, Waters is delivering a new standard of sensitivity and robustness that can significantly reduce downtime and improve laboratory productivity. Waters is uniquely positioned to help clinical laboratories develop reliable methods for complex analytes and expand their testing capabilities to meet growing demand across women's health, cancer assessment, and toxicology applications."
Featuring the new StepWave™ XR Ion Guide, the Xevo TQ Absolute XR IVD System delivers improved robustness, enabling ion ratio consistency for up to six times longer compared with the Xevo TQ Absolute IVD System.4 This advancement gives laboratories greater confidence in consistent performance when analyzing complex clinical samples containing phospholipids, salts, and other matrix components.
"Having the Xevo TQ Absolute XR IVD Systems in our laboratory is a major advancement for the company," said James Nutt, Head of Laboratory Operations, Cansford Laboratories. "The systems strengthen our analytical reliability, have the potential to greatly expand our substance testing capabilities, and improve operational efficiency. They deliver better signal stability and improved sensitivity, which is especially important when working close to decision cut-offs in complex matrices such as human hair. This gives us greater confidence in our results and provides additional assurance when measuring analytes at very low concentrations."
This new MassTrak LC-MS/MS IVD System includes the ACQUITY™ UPLC I-Class PLUS System with the Xevo TQ Absolute XR IVD Mass Spectrometer. The ACQUITY UPLC I-Class PLUS System is designed to deliver fast, accurate sample analysis that enhances mass spectrometer performance and simplifies the characterization of complex samples. Together, the integrated system delivers industry-leading sensitivity, enhanced robustness for complex sample matrices, and a user-friendly design that helps maximize laboratory uptime.
The MassTrak LC-MS/MS IVD System with the Xevo TQ Absolute XR Mass Spectrometer is available to order now.
Additional Resources:
- Product Page
- Application Note: Utilizing the New Xevo TQ Absolute XR Mass Spectrometer for the LC-MS/MS Analysis of Serum Estrogens for Clinical Research
- Application Note: Extraction and Analysis of a Definitive Drug Panel in Hair Samples by UHPLC-MS/MS for Forensic Toxicology
Xevo, StepWave, MassTrak, ACQUITY, and Waters are trademarks of Waters Corporation or its affiliates. All other marks are the property of their respective owners.
About Waters Corporation:
Waters Corporation (NYSE: WAT) is a global leader in life sciences and diagnostics, dedicated to accelerating the benefits of pioneering science through analytical technologies, informatics, and service. With a focus on regulated, high-volume testing environments, our innovative portfolio harnesses deep scientific expertise across chemistry, physics, and biology. We collaborate with customers around the world to advance the release of effective, high-quality medicines, ensure the safety of food and water, and drive better patient outcomes by detecting diseases earlier, managing routine infections, and combating antibiotic resistance. Through a shared culture of relentless innovation, our passionate team of ~16,000 colleagues turn scientific challenges into breakthroughs that improve lives worldwide. For more information, please visit www.waters.com/about.
References:
1. Waters comparison of Xevo TQ Absolute XR IVD vs. existing Waters Xevo TQ-XS IVD and the SCIEX 6500 IVD, which are the next two most sensitive IVD-compliant tandem quadrupole products currently available for commercial sale.
2. Application Note: "Utilizing the New Xevo™ TQ Absolute XR Mass Spectrometer for the LC-MS/MS Analysis of Serum Estrogens for Clinical Research"; published May 20, 2026.
3. Application Note: "Extraction and Analysis of a Definitive Drug Panel in Hair Samples by UHPLC-MS/MS for Forensic Toxicology"; published June 10, 2025.
4. Application Note on Product Webpage. In a well-controlled experiment, performance was maintained for up to six times the duration on the Xevo TQ Absolute XR MS compared to the Xevo TQ Absolute MS; more than 12,000 samples of pesticides in fish feed matrix were analyzed.
Contact:
Molly Gluck
Head of External Communications
Waters Corporation
508.498.9732
molly_gluck@waters.com
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Waters Launches Industry's Most Sensitive and Robust Clinical IVD System with Xevo TQ Absolute XR IVD Mass Spectrometer
