The NPPA is an independently tested award system in collaboration with Kantar, the world’s leading experts in building brand value through analysis, insight and understanding the world around us.

How we conduct our research:

The National Parenting Product Awards (NPPA) research is conducted in collaboration with Kantar on behalf of Zahra.

Conducted through the collection of quantitative data by surveying a representative sample of parents about their opinions on specific products both online and at hall tests – the NPPA’s ambition is to deliver a clear and consumer grounded evaluation that puts product effectiveness at the heart of the research approach.

Product Led Methodology:

Hardware and high-value items such as travel systems and car seats are best tested through physical interaction to discover which products are most favourable.

However, due to COVID-19, all products were tested and voted for online by parents nationwide by using information provided by brands upon entering.

Enter NPPA 2021 Now!

NPPA2020_key drivers when buying products_award-winning_kantar-statsBaby care items such as nappies or skincare creams are tried and tested by parents on a regular, daily basis. For this reason, we have a dual research methodology:

Physical Testing – Hardware/High Value:

Note that in 2020 no physical testing took place to ensure the health and safety of our parents and experts.

The performance of all hardware and high value products entered into the NPPA is tested in a live environment with over 80 respondents and our team of industry experts.

Respondents are given time to touch, feel, look and use products and then give their opinions on the products’ performance against selected metrics.

These well-established hall testing sessions are conducted over two days in Dublin in a spacious, well lit area. Each respondent is invited to spend up to a two-hour session assessing a selection of products.

Trained Kantar interviewers and researchers are on hand to assist with any respondent queries. Each day of testing has a dedicated product instructor on hand to demonstrate the more complex categories’ functionality.

We look forward to re-starting physical hall testing when it’s safe to do so.

Online National Research – Everyday Effectiveness:

Through introducing the NPPA online research element in 2019 for everyday essential products, it allowed us to drive national participation and discover the products that parents consider to be the most effective based on their own use.

Parents take part in an online survey and are screened for eligibility and usage within the category, and are then served at random a selected category. They are then asked to rate up to five different randomised products within the category. Participants are shown a product image and detailed description of each product including size, price details, plus where the product is available to purchase.


We are proud of our panel of industry experts who test every single product entered to give their professional opinion and rating. This data is then added to the consumer feedback to generate the overall Gold, Silver and Bronze winner in each category.

Methodology - NPPA

Products Tested Physically:

  • Best New Product Launch
  • Best Travel Product
  • Best Infant Carrier Car Seat
  • Best Car Seat Over 1 Year+
  • Best Pushchair
  • Best Lightweight Stroller

Due to COVID-19 restrictions, all products will be tested online.

Products Tested Online:

  • Out and About
  • Bath Time
  • Time for Bed
  • Baby Health
  • Baby Care
  • Toilet Training
  • Baby Hygiene
  • Time to Eat
  • For Mum
  • Household Cleaning