Mom & baby: Embrace innovation, sustainability

Q. What trends can we expect to see in 2025 for the maternity and baby market? 

A. As families welcome new life, the demand for products that make this precious stage easier, safer and more sustainable continues to grow. For DME suppliers focused on the maternity and baby market, 2025 presents a unique opportunity to connect with modern parents and caregivers in meaningful ways. By embracing innovation, sustainability and holistic care, suppliers can play an essential role in supporting families through these transformative moments. 

1. Focus on technology-driven products 
Tech-savvy parents are increasingly seeking smart devices that integrate seamlessly into their lives. Expect growing demand for connected breast pumps, baby monitors with AI-powered analytics and app-supported nebulizers or phototherapy devices. Suppliers who offer products with user-friendly apps for tracking usage, monitoring baby health or providing virtual support will stand out. 

2. Home-based care solutions 
The shift toward home health care remains strong. New parents prefer devices that allow them to manage post-natal recovery from home, should their care plan allow that. Products that combine medical-grade quality with portability—like compact oxygen concentrators or at-home phototherapy systems—will dominate this market. 

3. Sustainable and eco-friendly offerings 
Millennial and Gen Z parents increasingly prioritize sustainability. DME suppliers can win market share with eco-friendly products, such as recyclable or biodegradable breast pump parts and energy-efficient baby devices. Partnerships with green manufacturers or product take-back programs for reusable components can also build loyalty. 

4. Personalized solutions and rentals 
Personalization is critical. Suppliers should explore customizable breast pump kits, ergonomic maternity recovery tools and tailored support packages. Additionally, rental models for high-cost equipment—like infant CPAP devices—offer affordability, while ensuring quality care. 

5. Expanded education and support services 
Beyond equipment, DME suppliers can differentiate themselves by offering value-added services. Bundled education on breastfeeding, sleep solutions or baby health, paired with telehealth support, creates a more holistic approach to care. Check with manufacturers, as education initiatives may be provided.  

Lalaina Rabary is marketing manager, North America, Momcozy. Reach her at lalaina@momcozy.com.