Mums the word
Donna Ahern explores the latest innovations, trends and brand developments in the infant and baby category
Print19 March 2026
When it comes to infant and baby food, parents demand reassurance, quality and added value – and once they find a brand their little ones enjoy, loyalty quickly follows. As interest in premium and specialised products continues to grow, brands have a powerful opportunity to build trust and long-term relationships with families.
According to research from Euromonitor Baby and child-specific products in Ireland saw a small rise in current value sales in 2024, driven by steady demand for everyday essentials and a continued focus on skin-friendly, gentle formulations. While birth rates remain stable, Irish parents show a clear preference for trusted, no-fuss products from well-known brands.
Euromonitor also forecasted that the retail value sales of baby food are set to increase in current terms in Ireland at the end of last year and the first half of 2026. Baby food sales in with it and may even recommend it to other parents through word of mouth.
With this behaviour in mind, it becomes crucial for both retailers and brands to ensure strong in-store visibility. The baby and parenting category is often crowded, with many similar products competing for attention on the same shelves. If a brand fails to stand out, even a loyal customer may overlook it during a busy shopping trip. Effective shelf placement, eye-catching packaging, point-of-sale displays, and clear signage can all help draw attention and reinforce brand recognition at the moment of purchase.
In-store presence also plays a key role in attracting new parents, who may be shopping the category for the first time and are still forming their preferences. Strategic displays, educational messaging, and well-organized product sections can help guide their choices and build early trust in a brand. For retailers, giving strong brands prominent shelf space can improve customer satisfaction and encourage repeat purchases, while brands benefit from increased visibility and stronger relationships with consumers.
Ireland continue to grow, but at a slower pace than in the previous year, the research indicated. The main reasons for the slowing of growth are falling baby food prices and the declining birth rate in Ireland. The very high prices in the post-COVID-19 years have become a serious problem that has forced various decisions to be taken.
Parents shopping for their children often develops strong brand loyalty, especially when they find products that consistently meet their expectations for safety, quality, and reliability. When a product works well for a baby – whether it helps them sleep better, eat comfortably, or stay calm – parents are far more likely to repurchase the same brand rather than risk trying an unfamiliar alternative. In many households, a “happy baby” quickly translates into a smoother daily routine and a happier home environment. Because of this, once parents trust a brand, they tend to stick
Preventing and treating nappy rash for over 45 years
Caldesene powder has been keeping babies’ bottoms happy by preventing and treating nappy rash for over 45 years. All parents or carers have to do is simply cleanse and dry the affected area, and sprinkle on Caldesene after each nappy change or as directed by a doctor.
Caldesene is the only medicated powder available for nappy rash and is available in 20g, 55g, and 100g formats. Available in pharmacies and supermarkets nationwide, for more information go to http://www.caldesene.ie/.
Milupa Cereals: Tailored for little tummies
Milupa Sunshine Orange
Milupa Berry & Apple Bedtime
Milupa Pure Baby Rice
At Milupa, it understands that every step in your baby’s weaning journey is crucial. That’s why it’s delicious Milupa Cereals are specifically designed to support your little one through each stage. With no added sugar or salt*, and free from artificial flavourings, colours, and preservatives**, it’s no wonder it is Ireland’s number one baby cereal brand^
Milupa’s exciting range of flavours ensures the best progression in both taste and texture, making mealtime a delightful experience for your baby. Milupa cereals are crafted to meet the needs of little tummies at every stage, all the way up to one year. Visit its product pages to explore the full range.
Important notice: Breastfeeding is recommended from birth onwards with the introduction of appropriate weaning foods around six months and not before 17 weeks of age. Talk to your healthcare professional.
*Contains naturally occurring sugars and salt only.
**No artificial preservatives as required by legislation
^Nielsen Scantrack data MAT 2025.
EcoKinly: Reusables designed for modern families
EcoKinly Reusable Wipes
EcoKinly Potty Trainer Pull-Ups
EcoKinly Reusable Nappy
EcoKinly is a new award-winning Irish reusable brand supporting families through every stage of early parenthood. Designed with both sustainability and practicality in mind, the EcoKinly nappy and wipe range offers retailers a growing solution within the eco-conscious baby care category.
It’s reusable nappies combine high-performance absorbency with modern, parent-friendly design – featuring adjustable sizing, velcro fastening, durable fabrics, and soft, skin-kind materials suitable from newborn through to potty training. Paired with its reusable wipes, which offer a gentle and effective alternative to disposable options. The range provides a complete, reusable product range for consumers looking to reduce waste without compromising on convenience.
EcoKinly delivers a premium yet accessible product offering that encourages repeat purchase through inserts, boosters and complementary accessories. With strong educational support and growing awareness around waste reduction, EcoKinly is helping retailers tap into one of the fastest-growing segments in baby care. EcoKinly complete merchandising solution, offers a high value range with a low profile footprint and an attractive eye-catching presence that will stand out.
As consumer awareness around sustainability and household value continues to increase, reusable baby care presents a significant retail opportunity. Parents are increasingly looking for long-term cost savings, and reusables provide measurable financial benefits. EcoKinly provides retailers with a fresh, Irish-owned brand positioned at the forefront of the reusable movement – supporting both commercial growth, PR and Marketing opportunities to win conscious consumer choice.
A trusted choice for families in Ireland
Cow & Gate’s Follow-on Milk range
For over 135 years, Cow & Gate Follow on milk has been a trusted choice for families in Ireland, nourishing babies with quality nutrition and care. As experts in baby nutrition, its Follow on & toddler milks contain only high-quality ingredients and are enriched with essential nutrients to support your baby’s development during their weaning journey.
DHA (Omega 3) intake contributes to the normal visual development. Vitamin D contributes to the normal function of the immune system in children
Cow & Gate’s Follow-on Milk mission is simple, to support parents through every beautiful moment of parenting. That is why it has recently introduced a new range of baby foods to support every parent in their baby’s weaning journey.
Retailers can benefit from stocking its trusted brand, known for its quality and commitment to baby nutrition. Cow & Gate’s expert team is also available to support customers as they begin introducing food to their babies, ensuring a seamless and reassuring experience.
Cow & Gate’s puts parents first, for tips and non-judgemental support, its specialist baby advisors and experienced parents are here to talk and to encourage confident parenting at every stage. Its website: www.candgbabyclub.ie also offers advice for parents.
Breastfeeding is best. Follow-on milk should only be used as part of a mixed diet and not as a breastmilk substitute before six months. Use on the advice of a healthcare professional. Use Toddler milk as part of a varied, balanced diet from one year.
Boost your baby category with trusted essentials and engaging toys
The Solv-X baby shelf offers a complete, ready-to-go solution for stores, featuring a carefully curated mix of Solv-X-branded essentials and Playgro developmental toys.
Solv-X products are CE-certified and silicone-free, signalling safety, reliability, and quality to parents at a glance. From baby bottles, bibs, and weaning spoons to bottle brushes and trainer cups, each item is designed with everyday parenting in mind- practical, durable, and easy to display.
Complementing these essentials, Playgro toys bring colour, fun, and developmental value to the shelf. From sensory rattles and teething rings to early learning toys, Playgro products encourage fine-motor skills, sensory exploration, and interactive play. Their strong brand recognition and consistent sell-through performance make them a dependable addition to any baby category.
For retailers, the Solv-X baby shelf delivers multiple advantages: a visually organised display that attracts attention, a trusted product mix that inspires parent confidence, and a balance of essentials and toys that drives incremental sales.
By combining safety-first Solv-X products with engaging Playgro toys, the shelf enhances your baby section while making shopping easier for customers. It’s a strategic way to offer parents quality, trusted options while maximising category performance.
Aptamil, Ireland’s ‘number one recommended follow-on milk brand’
Aptamil ‘Ready to Feel’ six to 12 months
Aptamil is the number one brand in the Baby Food category of Nielsen’s 2025 Top Brand Ranking.
Aptamil, Ireland’s number one recommended follow-on milk brand which has different formats for every need, is specially formulated to help meet the increased nutritional needs of infants from six months of age alongside a weaning diet.
Aptamil follow-on milk is inspired by 50 years of breastmilk research, combining a patented blend of ingredients with a unique development process. Its range of follow-on milks contain vitamin D to support the normal function of the immune system and iron to support normal cognitive development.
IMPORTANT NOTICE: Breastfeeding is best. Follow-on milk should only be used as part of a mixed diet and not as breastmilk substitute before six months. Use on the advice of a healthcare professional.
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