It’s time to enter the 2021 National Parenting Product Awards


Research reveals National Parenting Product Award-winners are more trusted by parents than recommendations from social media influencers

Entries for the 2021 National Parenting Product Awards, Ireland’s only independently-tested consumer awards of products and services for young families, are now open.     

Created by Zahra in partnership with research powerhouse Kantar, the National Parenting Product Awards (NPPA) are now in their eighth year and see both well-known and up-and-coming brands compete for the coveted crown of ‘National Parenting Product Award Winner’.    

According to a study commissioned by Zahra in partnership with Kantar, Irish parents find peace of mind in the ‘tried and tested’ approach, with 63% stating that a National Parenting Product Award would positively influence their decision to buy, compared to just 21% who say their spending choices are impacted by a social media influencer’s recommendation. When it comes to product advice, the most-valued opinions are close to home, with 66% of mums and dads seeking guidance from other parents, while over half (56%) turn to their doctors and nurses.  

Last year, with the help of Kantar, 176 products and services across 49 categories were reviewed by 3,267 parents in Ireland. Ensuring an expert seal of approval, entries are further validated by 15 specialists from different fields in the parenting industry.   

Commenting on the awards, Co-Founder and Managing Director of Zahra, Gina Miltiadou said:  “We are delighted to announce the opening of entries for the 2021 National Parenting Product Awards. As the publishing group behind everymum, Ireland’s largest online parenting community, we understand that choosing the best parenting products can be a minefield for mums and dads – especially if you’re a first-time parent in today’s challenging COVID-19 environment.      “That’s why we work with Kantar, the world’s largest research company, to provide trusted, robust, and completely independent research – so that when parents see the NPPA award label in-store, on a pack, or in the media, they know the product is worth their hard-earned cash.”   

Ailis Hickey, Research Director at Kantar, added:   “We are thrilled to partner with Zahra once again on the National Parenting Product Awards. The NPPAs ambition every year is to deliver a clear and consumer-grounded evaluation that puts product experience at the heart of the research approach. Kantar shares Zahra’s dedication and commitment to creating a trusted source to help parents navigate the myriad of decisions they face in  selecting the best products on the market.”    Entries for the 2021 NPPAs close Friday, 26th March 2021. This year, Zahra has introduced an early bird special – entrants can avail of a 10% discount by entering their product by February 26th 2021. For more information on methodology, how to enter, or to get a glimpse of what to expect from the 2021 awards, visit:     


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