The NPPA mark of excellence is now a symbol which new parents in Ireland look for and that brands want to acquire.


Now in its eighth year, the National Parenting Product Awards (NPPA) is the only independently-tested consumer awards of products and services for young families in the Irish marketplace.

Established in recognition of the overwhelming consumer decisions new parents have to make, the NPPA aims to acknowledge, celebrate and promote the brands that parents trust most. The NPPA mark of excellence is now a symbol which new parents in Ireland look for and that brands want to acquire.

Created by Zahra in collaboration with our research partner Kantar, the National Parenting Product Awards recruited 3,267 parents of children under 3 years of age nationwide, plus 15 industry experts in 2020 to test 176 products in 47 product categories and 2 service categories.

This led to 146 products being awarded with the Gold, Silver and Bronze NPPA badge of approval – making it easier for parents to buy award-winning products that’ll make life as a parent easier and keep their children safe.

National Parenting Product Awards 2020


Message from Zahra’s Managing Director Gina Miltiadou:

2020 transformed how we collaborate, create and connect as an industry, as retailers, producers, and marketers. But one certainty amongst all this change is that new babies will continue to be born, and new parents will continue to need our reassuring trusted support.

This year, with so many maternity services and local supports being restricted for new parents, and so many great challenges being experienced by our brand partners, we still remain committed to delivering NPPA 2021. It simply has to happen so that we could live up to our mission of connecting parents with the best products and service solutions for them.

Supported by Kantar we adapted our approach for a socially distanced world and initiated a 100% online methodology with over 3,000 parents recruited nationwide. While 2020 forced a new way of thinking and doing, we are so proud of how it sparked creative solutions.

The brave new steps taken means that the NPPAs can continue to empower consumers to buy the best products and services as voted for by the peer
groups they trust most – other parents.

Our mission is also to support the brands who are creating the best solutions for parents today.

176 products and services participated in NPPA 2020 with over
3200 parents and experts who voted for their favourites

NPPA X Kantar: What makes the NPPAs special?

We recently sat down with our research partner Kantar, to discuss what makes the NPPAs so special. Find out about the evolution of the awards and the testing process, as well as some of the most interesting insights gained along the way.

How it works

  • There are almost 50 categories – ranging from nursery items to baby care products and travel systems.
  • Brands pay to enter their product/s or service/s for testing and provide samples for a physical hall test by research participants or experts.
  • In previous NPPAs (pre-COVID-19), parents would have been recruited to perform a physical review of hardware products, such as travel systems, cots, and car seats; and new category items at our hall test event. However due to COVID-19 restrictions in 2020, all of the product testing and ratings were completed via an online survey sent to parents, and experts nationwide. NPPA 2021 product testing and rating will also be conducted online.
  • The testing of products plus the online survey are conducted by Kantar with a statistically reliable national sample of parents with babies under 3 years of age.
  • Research questions are customised by category and also include testing against a set of key criteria including quality, functionality, safety, value for money and likelihood to recommend the product.
  • The winners are announced at an awards lunch in Dublin city. In 2020 we took the awards ceremony online so that brands could still be celebrated.
  • Afterwards the product winners are featured on and on
  • Research reports are made available to brands, providing valuable insights for future product development and planning.
  • Promotion for winners is available in collaboration with Ireland’s most engaged parenting platform,
  • Cost per entry for 2021: €590 each (Price excludes VAT of 23%).
  • Make use of our Early Bird Special between the 8th and 26th of February and get a 10% discount on all entries!
  • Entries open Monday, 8th of February and close Friday, 26th of March.
NPPA - National Parenting Product Awards