NIQ Research Reveals How Time, Trust and Support Are Reshaping the U.S. Mother and Baby Market

New report, developed in collaboration with Momcozy, finds that high-frequency caregiving, information overload and demand for supportive technology are creating opportunities for more connected, trusted maternal and baby care solutions.

CHICAGO, Sept. 8, 2026 /PRNewswire/ -- NIQ (NYSE: NIQ), a leading consumer intelligence company, released findings from its 2026 U.S. Mother & Baby Market Trends Report, developed in collaboration with Momcozy, a global maternal and baby care brand. The report examines how mothers' evolving needs, everyday caregiving demands, changing trust signals and emerging technology expectations are reshaping the U.S. mother and baby market. The findings suggest that, alongside individual products, brands may find growth opportunities in support that makes daily routines easier, helps reduce decision pressure and remains relevant across the parenting journey.

Based on an NIQ online study of 1,240 U.S. female caregivers ages 18–45, conducted in March 2026, the report shows that mothers remain central to caregiving and household decision-making. Ninety-one percent of respondents identify as the primary caregiver, while 58% are employed full-time, increasing to 64% among mothers with two or more children.

The study also highlights the sustained demands surrounding early parenthood. Sixty percent of mothers cite sleep disruption as a source of parenting stress, and new mothers report an average of more than three nighttime awakenings and 5.7 hours of average nightly sleep. In this context, 42% expect mother and baby products to be more comfortable and easier to operate.

Feeding and sleep care are the most frequent caregiving scenarios. Nearly all mothers surveyed, 98%, say their core caregiving tasks are mainly related to infant feeding and sleep care. These routines recur throughout the day and often at night, creating demand for reliable, easy-to-use solutions that work across connected caregiving journeys rather than as isolated products.

Information Overload Is Reshaping Trust

The report finds that more information does not necessarily make purchasing decisions easier. Mothers consult an average of 3.3 information sources when purchasing mother and baby products, but 58% say information overload creates pressure and 39% cite too much information or difficulty knowing what to trust as a barrier to purchase.

The findings suggest that, alongside product performance, service, guidance and reassurance may also shape how some mothers evaluate brands. Reliable customer service and support is the leading cited source of brand trust (45%), followed by brand understanding and emotional support (40%). For brands, this points to an opportunity to complement product quality with practical support and engagement that remains helpful beyond the point of purchase.

Momcozy and "Mom, and More"

The report points to three areas of opportunity for the mother and baby category: helping simplify high-frequency caregiving routines through more connected solutions; building trust through a combination of product performance, credible guidance and real parent experiences; and extending support beyond individual transactions as family needs evolve.

For research partner Momcozy, these findings provide context for "Mom, and More," the theme of its 2026 Momcozy Brand Day initiative.

"Mom, and More" reflects Momcozy's belief that motherhood can be a time of continued growth, exploration and possibility. While motherhood is a meaningful part of a woman's life, mothers also continue to navigate their ambitions, relationships, personal wellbeing, interests and evolving sense of self alongside the demands of caregiving.

The theme reflects Momcozy's broader vision for the future of maternal care: creating more connected, trusted and meaningful support that helps reduce everyday friction and decision pressure. Rather than asking mothers to do more, "Mom, and More" is about helping create more time, comfort, confidence, choice and freedom for mothers to pursue what matters to them.

Through products, technology, guidance and community, Momcozy aims to support mothers not only in the caregiving tasks they manage every day, but also in the fuller lives they continue to build.

The full 2026 U.S. Mother & Baby Market Trends Report: Understanding Moms, Rethinking Consumption is available at NIQ's report page.

About the Research

The report is based on an NIQ online study of 1,240 U.S. female caregivers ages 18–45, conducted in March 2026 through NIQ's managed consumer panel. Respondents were either pregnant with their first child or had children ages 0–24 months.

About NIQ

NielsenIQ (NYSE: NIQ) is a leading consumer intelligence company, delivering the most complete and trusted understanding of consumer buying behavior and revealing new pathways to growth. By combining an unmatched global data footprint and granular consumer and retail measurement with decades of AI modeling expertise, NIQ builds decision systems that help companies turn complex data into confident action.

With operations in more than 90 countries, NIQ covers approximately 82% of the world's population and more than $7.4 trillion in global consumer spend. Through cloud-based platforms, advanced analytics and AI-driven insights, NIQ delivers The Full View™—helping brands and retailers understand what consumers buy, why they buy it, and what to do next.

For more information, please visit www.niq.com.

About Momcozy

Momcozy was founded in 2018 with a clear purpose: to help moms feel more comfortable, confident, and supported during one of life's most meaningful and demanding transitions.

Today, Momcozy is a global leader in maternal innovation, redefining care through technology designed around real motherhood. Chosen by more than 6 million moms and families^[1] across 80 countries and regions, Momcozy holds the global #1 market share in wearable breast pump^[2] and continues to develop nursing bras, care essentials, and smart solutions that support moms from pregnancy through postpartum and beyond.

Recognizing that motherhood deserves more than products alone, Momcozy offers expert guidance, thoughtful technology, and a growing global community to support moms in who they are becoming. At the heart of Momcozy is a belief that motherhood isn't a destination, but a lifelong journey. Moms deserve to feel seen, supported, and empowered along the way.

Momcozy's products are sold directly on the brand's website and by major retailers such as Babylist, Walmart, Target, and Amazon. To learn more about Momcozy, visit www.momcozy.com

1. Momcozy global sales data as of June 2026. "Moms and families" is used to describe our brand audience.
2. Based on global market share of wearable breast pumps, Grand View Research 2024.

SOURCE NIQ