Parents of infants

Parents of infants are adults, typically aged 25–40 in the United States, who are caring for children under 12 months. In the U.S., this group corresponds to approximately 3.6 million births per year, with the mean age of mothers at first birth rising to 27.5 years in 2023.

This cohort commonly manages decisions regarding pediatric care, infant health, feeding, sleep, and childcare. Because of their high spending on infant products and the need for parental leave and health services, they are a primary target for D2C businesses, healthtech, and employer family-benefit programs.