What the cluster f*ck is cluster feeding?

At Viva La Vulva, we’re here to keep it real about the raw, relentless, and wildly magical realities of postpartum. If you’re deep in the trenches with a newborn permanently attached to your boob and wondering WTF is going on - you’re not alone, and you’re not doing anything wrong.

In this honest and empowering blog, Viva Expert Kate Bird (IBCLC - Lactation consultant, registered nurse, mama of 3, and postpartum pro) breaks down cluster feeding - what it is, why it happens, and how to survive it without doubting your body (or your sanity). Because spoiler alert: it’s normal, it’s clever, and it won’t last forever.

We’re all about soothing balms for sore nips, and straight-up truth about what to expect when feeding! We got you mama

WTF is Cluster Feeding?
And why it’s totally normal (even if it’s driving you a bit mad)

If you're sitting on the couch with your baby latched on for what feels like the hundredth time today and wondering if you're doing something wrong… this one’s for you.

Let’s talk about cluster feeding, what it is, why it happens, and how to survive it without questioning your entire milk supply (or your sanity).

So, WTF is cluster feeding?

Cluster feeding is exactly what it sounds like: your baby wants to feed in clusters, frequently, in short bursts, over a period of time. Instead of feeding every couple of hours like they might during other parts of the day, babies who are cluster feeding might want to feed every 30 minutes. Sometimes they’ll barely unlatch before wanting to go again.

This often happens once or twice a day (usually during the late afternoon or evening) and can go on for a few hours at a time. And yes….this is completely normal.

No, it’s not a sign that you have low milk supply

This is one of the biggest worries I hear as a lactation consultant:
"They’re feeding so often. Does that mean I don’t have enough milk?"

The answer? Almost always NO.

Cluster feeding doesn’t mean your supply is low. It doesn’t mean your baby is starving. And it certainly doesn’t mean you’re doing anything wrong.

In fact, it’s quite the opposite. Cluster feeding is a clever, instinctive behaviour. Your baby is fueling their bodies and also sucking to help calm and regulate themselves - being a baby is hard work and sucking helps to calm and regulate their nervous system. Its not always about food!

Why does it always happen at night?

You might notice that cluster feeding tends to strike in the evening hours, that “witching hour” period when babies are often fussier and harder to settle.

There are a few theories as to why:

• Babies are often more wakeful and overstimulated by the end of the day.

• Your milk flow might be a little slower in the evenings (thanks, hormones).

• It's part of your baby’s natural way of tanking up before a longer stretch of sleep.

Whatever the reason, evening cluster feeds are normal, temporary, and actually pretty smart, and a little exhausting for both baby and parent.

Kate’s Top 3 Tips for Surviving Cluster Feeding

Let’s be real: just because it’s normal doesn’t mean it’s easy. Here are my top three practical tips to get through it:

1. Create a cluster feeding survival zone

If your baby’s going to be attached to you for a while, make yourself comfortable. Set up your feeding space with:

• Snacks and a big bottle of water
• A phone charger and the TV remote
• Anything that helps you relax or distract you (now’s the time to binge that show you’ve been saving)

Give yourself permission to just be for a while. The dishes can wait. You’re doing important work.

2. Swap sides frequently

Frequent switching can help with flow and keep your baby actively feeding. Try feeding from one breast, offering the second, and then switching again if they’re still interested. Some call this “switch feeding,” and it can help babies stay alert and encourage more effective milk removal great for boosting supply and spreading the load on the nips during these marathon feeds.

3. Lean on your village

You don’t have to do this alone. If you’ve got a partner at home, get them to take over everything else nappy changes, burping, making dinner, fetching snacks. If it’s just you and baby, try prepping some meals earlier in the day or asking friends and family for help.

Cluster feeding can feel intense, emotional, and all-consuming but it’s a normal part of breastfeeding, and it doesn’t last forever.

You are not failing. Your baby is not broken. You are doing an incredible job responding to your baby’s needs and that’s what this is really all about.

Viva Expert - Kate Bird

Mama! 💖 This can be tough work, and your feelings are 100% valid. We hope Kate’s wisdom reminds you that this phase is normal, your baby is wise, and you are doing an incredible job!

Need a little extra TLC during these marathon feeds? Yes! We've got boob balm that works. Explore our postpartum essentials - Shop the range - You've got this. And we've got you!