The ideologies of intensive mothering and risk society place increasing burden on mothers to make critical choices regarding infant feeding that are understood as having irreversible consequences for their children's long-term health and emotional well-being. Although research has examined consequences of these ideologies on mothers’ decisions to breastfeed or formula-feed their infants, little has focused on consumer decisions regarding formulas, baby food and feeding-related items. This article examines symbolic meanings attached to infant food and feeding-related consumer items among first-time mothers in the United States. Results indicate broad categories of baby-oriented consumerism—qualities and characteristics mothers sought for their babies through feeding-related consumer behaviors—and mother-oriented consumerism—qualities and characteristics mothers sought for themselves through consumer behaviors. Baby-oriented consumerism included health, comfort, taste and development, and mother-oriented consumerism included knowledge/control, compliance, convenience, frugality, relationships and self-image.