# In-Bra Breast Pumps The Third-Generation Willow Breast Pump is a Quiet, Discreet Wearable By Laura McQuarrie | Published 2020-01-06 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/willow-breast-pump References: [prnewswire](https://www.prnewswire.com/news-releases/willow-reveals-third-generation-breast-pump-designed-with-new-tech-inside-to-help-moms-pump-their-most-milk-yet-300981322.html) & [shop.willowpump](https://shop.willowpump.com/) The third generation Willow [breast pump](https://www.trendhunter.com/trends/double-breast-pump) is being introduced as the fem-tech company's most advanced and innovative product yet, offering a quiet all-in-one wearable that can be tucked into bras without cords or protruding bottles. The discreet [in-bra wearable](https://www.trendhunter.com/trends/everflexing-bra), the Willow Generation 3, boasts the ability to help pump "20% more milk on average than with prior generations" thanks to a new smart suction automation and a design that mimics the way babies naturally nurse. The device is quieter than ever before and offers slower pumping rhythms and new sensitivity settings, which give nursing women more control over the experience, no matter where they are. At CES 2020, Willow is giving away 50 of its pumps in celebration of 50 years of the Consumer Electronics Show. Image Credit: Willow ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 97% | Activity: 98% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Babies](https://www.trendhunter.com/babies) ## Key Themes ### What's Driving This Trend - **Wearable Breast Pumps:** The Willow Generation 3 breast pump offers a discreet wearable option for nursing women. - **Smart Suction Automation:** The Willow Generation 3 breast pump introduces smart suction automation for more efficient milk pumping. - **Discreet and Quiet Breast Pumps:** The Willow Generation 3 breast pump provides a discreet and quiet option for nursing women to pump milk. ### Who This Affects Most - **Fem-tech:** The Willow Generation 3 breast pump caters to the growing fem-tech industry with its advanced features. - **Consumer Electronics:** Willow's participation in CES 2020 highlights the intersection of breast pump innovation and the consumer electronics industry. - **Maternity and Baby Products:** The Willow Generation 3 breast pump disrupts the maternity and baby products industry by offering a discreet and convenient pumping solution. ## Related on Trend Hunter - [Breast Pump Wearables](https://www.trendhunter.com/trends/willow-go.md) - [Breastfeeding Pump Devices](https://www.trendhunter.com/trends/willow.md) - [Smartwatch-Compatible Wireless Pumps](https://www.trendhunter.com/trends/willow-30.md) - [Reimagined Comfort-Focused Breast Pumps](https://www.trendhunter.com/trends/the-pump.md) - [Hands-Free Electric Breast Pumps](https://www.trendhunter.com/trends/elvie-stride.md) - [Hands-Free Breast Pumps](https://www.trendhunter.com/trends/momcozy-mobile-style.md) - [Revolutionary Wearable Breast Pumps](https://www.trendhunter.com/trends/muu-pump.md) - [Breastfeeding Kit Collabs](https://www.trendhunter.com/trends/willow-x-caraa.md) - [Wearable Breast Pump Bras](https://www.trendhunter.com/trends/multi-function-wearable-breast-pump.md)