A breakthrough year for parents, defined by the debut of the Maternalis Edition Awards
The global mother and baby industry is undergoing a profound transformation as parents demand safer, smarter, and more sustainable products.
The latest UN World Population Prospects 2024 shows slowing global population growth, mainly driven by falling fertility rates, with a projected population peak just under 10.3 billion in the mid-2080s.
For many regions, fertility has fallen to or below replacement level, underscoring that parents today are, on average, older, more intentional, and more selective, traits that intensify expectations of product quality and evidence.
Alongside these shifts, the baby products market continues to expand. According to Grand View Research, global estimates place the category at over USD 320 billion in 2023, projected to surpass USD 475 billion by 2030, driven by demand for premium, safe, and health-focused baby products.
Moreover, Asia-Pacific held a 43.1% market share in 2023 and is expected to grow at a CAGR of 6.6% from 2024 to 2030, driven by the region’s growing population.
The Digitally Empowered, Research‑Savvy Parent
According to McKinsey’s 2025 ConsumerWise research, parents spend more time online and increasingly engage in “value‑splurge” behaviour: cutting back in some areas while investing heavily in products that promise safety, quality, and durability.
Maternal Mental Health: A Critical Priority
Maternal mental health remains a global public health challenge. A 2023 CDC study found 7.2% of mothers reported depressive symptoms 9–10 months postpartum, with nearly 60% showing late onset, which highlights the need for year-long screening. These findings are prompting brands to integrate mental‑health support through education, telehealth add-ons, and community resources.
Smart Baby Tech: Safety Meets Innovation
The modern parenting landscape is being transformed by a wave of “smart” technology designed to reduce anxiety and increase efficiency. At the heart of this movement are baby monitors and breast pumps, two essential tools that have evolved from simple utility into sophisticated, AI-driven ecosystems.
Smart baby monitors reports project the global market growing from USD 1.4 billion in 2024 to as high as USD 3.7 billion by 2034, driven by AI-enhanced features such as sleep tracking, cry detection, and environmental monitoring.
While the smart and wearable pump segment is valued at around USD 0.8–1.2 billion in 2025, it is driven by silent motors, app tracking, customisable suction, and hands-free design.
Sustainability Takes Centre Stage
Eco-conscious parenting is influencing buying decisions across diapers, wipes, skincare, and nursery essentials. The biodegradable diaper market, valued at USD 1.9–3.4B in 2024, is experiencing high single- to double-digit growth. For example, families are ditching traditional plastics for:
- Plant-based materials (bamboo, organic cotton).
- Compostable alternatives to reduce landfill impact.
- Clean skincare free from parabens and synthetic fragrances.
Parents today make more intentional purchasing decisions, often investing in fewer but higher-quality products. Their expectations extend beyond function; they look for evidence-based safety, environmental responsibility, and transparent brand values. In 2026, parents triangulate choices through medical guidance, peer communities, and, increasingly, data.
The mother and baby industry does more than just sell products; it serves as the essential backbone for nurturing our future. In 2026, parents are more intentional, choosing a few high-quality essentials over a house full of clutter. To earn their trust, brands must move beyond basic functions and prove their value through evidence-based safety, environmental care, and honest ethics.
Summer 2026 marks the debut of the World Branding Awards Maternalis Edition, a new, category‑specific program honouring excellence across the global mother and baby landscape.
Why it matters: The Maternalis Edition Awards spotlight the brands that are setting a higher standard for care. By celebrating excellence, we help families feel more confident choosing the products and services that support life’s most important journey.
The voting period is scheduled from July 2025 until May 2026. The awards ceremony is tentatively scheduled for this July at the historic Hampton Court Palace in London.
Vote for the 2026-2028 World Branding Awards Maternalis Edition here.
