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 seventh 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 are having to make with the aim 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 Media Group 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 keeping their children safe.


National Parenting Product Awards 2020

Message from the Managing Director

2020 has 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 our brand partners, we still remained committed to
delivering NPPA 2020. It simply had 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 were part of NPPA 2020 with over 3200 parents and experts that voted for their favourites

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 for testing and provide samples for a physical hall test by research participants or experts.
  • Due to COVID-19 all the testing were done via an online survey sent to parents and experts nationwide.
  • In the past parents are recruited to perform a physical review of hardware products, such as travels systems, cots, and car seats; and new category items at our hall test event.
  • Parents are recruited to complete a survey on the most effective baby care items including nappies, creams, sleep aids.
  • Experts examine ALL entered products at the physical hall test.
  • 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 old.
  • 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 all products 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 2020: €550 each (Price excludes VAT of 23%).
NPPA - National Parenting Product Awards