Increasingly, pregnant women ask this question during preparation for breastfeeding: antenatal colostrum expression. This is a practice studied in very specific cases (notably gestational diabetes), but which is becoming more widely disseminated with the appearance of dedicated equipment, influencer marketing, and strong enthusiasm on social media.

An entire ecosystem of "breast pumping coaching" (offered by non-professional lactation influencers) is developing, representing a new marketing niche in the breastfeeding field. However, as this review highlights, much of the information in circulation is not evidence-based.