New York – September 15, 2026 -- A new report from maternal care brand Momcozy and NielsenIQ (NIQ) finds that 91% of mothers identify as the primary caregiver in their household, while more than half struggle to find personal time amid caregiving, work and daily pressures.
The 2026 U.S. Mother & Baby Market Trends Report, released in August, surveyed 1,240 U.S. female caregivers ages 18-45 through NIQ's consumer panel in March 2026. Respondents were either pregnant with their first child or raising children between 0 and 24 months old.
Working moms make up a majority of caregivers surveyed
58% of moms surveyed work full-time, a figure that climbs to 64% among mothers with two or more children. Despite these work demands, 58% still cite a lack of personal time as a major source of parenting stress.
Sleep loss and self-doubt affect most mothers surveyed
60% of respondents report sleep disruption, and 57% experience anxiety over whether they're doing a good enough job as parents. Purchasing decisions add another layer of stress: 58% say information overload creates pressure when buying mom and baby products, while 39% say uncertainty about what to trust makes those decisions harder.
Momcozy launches a campaign tied directly to the findings
Beginning September 14, Momcozy will roll out "Mom, and More,