Exclusive breastfeeding (EBF) is recommended for the first six months of life, yet South Africa’s EBF rates remain low at around 32%.

MomConnect, a national mHealth platform, aims to improve maternal and infant health by delivering supportive messages during and after pregnancy, with a strong emphasis on breastfeeding.

This qualitative study explored the experiences of women registered with MomConnect across KwaZulu-Natal, Free State, and Gauteng, revealing that most initiated breastfeeding—even after caesarean delivery—and felt confident in their feeding decisions. However, challenges such as returning to work or school, family pressures, and confusion around EBF practices often disrupted their intentions.

While health system guidance, including MomConnect messages, was seen as helpful, broader social and structural factors played a critical role in shaping outcomes. The findings suggest that improving EBF rates requires not only education but also stronger policy implementation and a more enabling environment that supports women’s choices and circumstances.

Trafford, Z., Jewett, S., Swartz, A. et al. Reported infant feeding practices and contextual influences on breastfeeding: qualitative interviews with women registered to MomConnect in three South African provinces. Int Breastfeed J15, 81 (2020). https://doi.org/10.1186/s13006-020-00315-7