World Breastfeeding Week 2026

What World Breastfeeding Week is about

World Breastfeeding Week is celebrated yearly during the first week in August. This year it runs from the 1^st to the 7^th August 2026 with the message ‘Breastfeeding for a Sustainable Start in Life: Strengthen What Works’.

Objectives of World Breastfeeding Week

How Shetland is doing

Public Health Scotland publishes an annual report on Infant Feeding in Shetland and throughout Scotland. Collecting data on breastfeeding is important so we can track progress over time, understand what is working for families, where improvements are needed and ensure families receive the best possible support.

At year end March 2025, 83.5% of babies in Shetland were breastfed for at least some time after their birth compared to 69% in Scotland.

For the first time since data began in 2002, more than half of babies in Scotland (51%) are being breastfed or receiving breastmilk at 6-8 weeks. At this stage 71.2% babies in Shetland are being breastfed or receiving breastmilk.

By 13-15months, 32.8% of babies in Shetland are breastfed or receiving breastmilk compared to 21.5% in Scotland.

Infant feeding statistics – Financial year 2024 to 2025 – Infant feeding statistics – Publications – Public Health Scotland

The Scottish Government’s Breastfeeding and Infant Feeding Strategic Framework 2025- 2030 underpins all of the work that we do in Scotland. It shows us that breastfeeding is protected at a national level. This key document builds on other documents that have supported infant feeding. It’s purpose is to set out key strategic actions to support the infant feeding journey during pregnancy, in the early days and weeks after birth and beyond as part of a continuum.

More information about the Scottish Government’s Breastfeeding and Infant Feeding Strategic Framework 2025–2030 can be found here:

Supporting documents – Breastfeeding and infant feeding: strategic framework 2025-2030 – gov.scot

Support available locally

NHS Shetland’s Maternity and Health Visiting Services achieved Gold accreditation from UNICEF UK Baby Friendly Initiative last year – a nationally recognised mark of excellence in care for babies and their families.

This prestigious award recognises not only the high standard of care provided, but also the team’s ongoing commitment to maintaining these standards for families across Shetland.

Breastfeeding support in Shetland is provided by:

• NHS Shetland Maternity Services – shet.maternity@nhs.scot
• NHS Shetland Health Visiting Team – shet.healthvisitors@nhs.scot
• NHS Shetland Infant Feeding Team – shet.infantfeeding@nhs.scot
• NHS Shetland Breastfeeding Peer Support Volunteers, who run a Breastfeeding Support drop in group on Fridays 1030-1200 at Isleburgh Community Centre. They also coordinate the Shetland Breastfeeding Support Facebook page.
• La Leche League (LLL) Shetland – which runs a monthly group at Scalloway Youth & Community Centre and has a dedicated Facebook page.

Breastfeeding Friendly Businesses and Communities

Scotland values breastfeeding and celebrates Scottish Breastfeeding Week each June.

Thanks to the mothers in the following video for helping us promote and normalise breastfeeding.

Promoting breastfeeding and strong maternal and infant relationships is important. They lay the strong foundations that support a lifetime of health. Although we have a way to go, inequalities in breastfeeding have been reducing over the past 10 years. The Breastfeeding Friendly Scotland Scheme is a national initiative supported by the Scottish Government and implemented by local NHS Boards. It aims to create a welcoming and supportive environment for breastfeeding families in public spaces like cafes, restaurants, and other businesses.

The most recent Shetland businesses to sign up to the scheme are Fjara Café Bar, Sharp Image Shetland & Scalloway Motors Ltd.

Please contact shet.breastfeedingfriendlyscotland@nhs.scot  if you would like to sign your business or premises up to the scheme.

We are proud of how far we’ve come. It truly is a collective effort between NHS and our Third Sector partners to improve and ensure breastfeeding is an integral part of our communities and society. These improvements indicate a positive trend in breastfeeding rates across Scotland and suggest schemes like Breastfeeding Friendly Scotland are having a beneficial impact on families and communities.

To view our interactive map and for more tips about breastfeeding when out and about in Scotland, visit Getting out and about while breastfeeding | Parent Club

Where families can find further information and support