Research reveals National Parenting Product Award-winners are more trusted by parents than recommendations from social media influencers
Entries for the 2022 National Parenting Product Awards – Ireland’s only independently-tested consumer awards of products and services for young families – close on Friday, 29th of April.
Created by Zahra in partnership with leading data, insights and consulting company Kantar, the National Parenting Product Awards (NPPA) aim to uncover the most trusted products on today’s market, according to over 3,000 mums across Ireland. This year’s awards will feature 49 categories, including nursery items, baby care products, food, and travel systems.
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.
Ensuring an expert seal of approval, NPPA winners are crowned using a robust, two-tiered research approach. This includes the testing of products by specialists from different fields in the parenting industry, plus an online survey conducted by a statistically reliable, nationwide sample of parents with babies under three years of age.
Last year, Irish business Clever Clogs was awarded six awards across categories including Best Pushchair, Best Nursery Accessory, and Best Developmental Toy/Product. Commenting on the impact of winning an NPPA, Joanne O’Grady, Director at Clever Clogs said:
“The NPPAs have become a symbol of trust for Irish parents. Winning an NPPA is a really important endorsement of brand credibility in today’s marketplace. We’ve found our products growing in popularity and respectability in the past number of years, and winning an NPPA has certainly helped.
“Having the endorsement of the NPPA logo on your brand is so important, especially on social media and on your website. Customers today are more reliant on the information they find online, and so having that mark of trust in the form of an NPPA is really important to them. They know immediately it is a product their friends or family would recommend.”
Co-Founder and Managing Director of Zahra, Gina Miltiadou added:
“It’s hard to believe this is the ninth consecutive year of the awards. While products and categories may change, the overarching purpose remains the same – acknowledge, celebrate and promote the brands that parents in Ireland trust the most.
“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. That’s why we work with Kantar, the world’s largest research company, to provide trusted, robust, and completely independent research. 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 NPPAs close Friday, 29th April 2022. For more information on methodology, how to enter, or to get a glimpse of what to expect from this year’s awards, visit: www.nppa.ie .
