Every parent remembers their child’s first runny nose. For first-time parents, a first cold can be overwhelming because babies can’t say what’s wrong or where it hurts.
Preparing early can reduce stress. The baby registry platform Babylist suggests buying sick-day essentials, such as humidifiers, nasal aspirators, and thermometers, before illness hits so parents aren’t caught off guard.
Today, more than 65% of consumers buy baby care products during routine grocery trips, according to Business Research Insights.
Responding to these needs, earlier this year Target revealed a store overhaul plan that includes a revamped baby department, adding “Baby Boutique” experiences, expert concierge services, and nearly 2,000 curated items to simplify shopping.
Now, Target has added a key product to help parents.
Target launches GROWNSY nasal aspirator across 781 stores
Baby brand GROWNSY announced on Sept. 28 that its SniffEase OG nasal aspirator is now available in 781 Target stores.
The rollout marks the brand’s first entry into brick-and-mortar retail, and for parents, this launch offers immediate access to a sick-day essential. Shoppers can now buy the device during a standard store visit rather than waiting for an online order to arrive in the mail.
The SniffEase OG nasal aspirator is priced at $38.99 in the baby aisle and is FSA/HSA eligible, giving families a way to use tax-free funds for the purchase.
The device uses electric suction to clear mucus from a baby’s nose. It has adjustable suction levels, which the company says suit newborns through older toddlers.
Pediatric and medical experts confirm that nasal aspirators are highly effective and safe for clearing infant congestion when used properly, but they warn that over-suctioning or improper technique can damage a baby’s delicate nasal lining.
Because a baby’s nasal tissue is fragile, healthcare providers urge parents to keep suction brief and gentle. As pediatrician Dr. Tanya Altmann advises, it’s helpful to use saline before suctioning to loosen the mucus.
“Suctioning a dry nose or too forceful of suction can irritate or injure the delicate skin inside the nose. Suctioning too much can also sometimes cause further swelling and irritation and make it seem like baby is more congested. Try not to suction more than a few times a day,” Altmann told Romper.
SniffEase OG’s design keeps mucus out of the motor, which the company says makes cleaning easier and more hygienic. The device plays music and lights up to distract the child while in use.
Before coming to Target, the aspirator was only available online. According to the company, it has thousands of parent reviews and has been covered by several parenting publications. GROWNSY says the product has won Mom’s Choice, NAPPA, and Family Choice awards.
Target bets big on parents
In April 2026, Target confirmed that a revamped baby section would be a key part of its store overhaul plan, reported TheStreet Co-Editor in Chief Daniel Kline.
The retailer is positioning itself to capture an expanding U.S. baby products market driven by busy parents seeking convenient, everyday solutions.
Industry analysts consider the move a strategic win that plays to Target’s core strengths.
“Renewed investment should help Target to stem the losses and regain some ground, especially as it still has a lot of the family and pre-family shopper groups in its customer mix,” GlobalData Managing Director Neil Saunders posted on RetailWire.
Beyond traditional retail analysts, location intelligence data shows Target could capture a massive market opportunity.
“The baby category, in particular, has presented a white space opportunity for retailers across the country since the closure of buybuy Baby in 2023…. Target’s push could propel it into the national leader role for the category, and also help the brand to revitalize itself after a challenging 2025 performance,” according to Elizabeth Lafontaine, lead retail analyst at Placer.ai.
Experts also highlight how physical store layouts give Target a distinct edge over e-commerce competitors.
“Target is betting $5 billion that parents in 2026 are exhausted by digital guesswork and want to touch, feel, and compare gear in person,” Dominick Miserandino, CEO of RTMNexus, previously told TheStreet.
Related: 101-year-old grocery chain closes 27 stores
Target has struggled to win back customers, but this trend is changing
This push into baby care comes as Target works to rebuild momentum after a challenging period. Sales had previously slipped following a wave of consumer pushback, including boycotts over its Pride collection and debates surrounding changes to its diversity, equity, and inclusion (DEI) programs.
Recent data, however, indicates a steady recovery under CEO Michael Fiddelke, who took over in February 2026. Target’s second-quarter earnings report showed net sales rising 5.3% year over year to $26.5 billion, with comparable store sales up 3.8%.
Consumer perception is rebounding alongside revenue.
According to YouGov polling, Target climbed from the 14th-most-popular department store (and 452nd brand overall) in March to the 8th-most-popular department store (and 305th brand overall) by mid-September.
Revamping the baby section is a targeted effort to keep those shoppers coming through the doors.
Related: Target rolls out another generous deal to win back customers
