Aim: The self-prioritisation effect has been well-established in several cognitive domains. Given the structural and functional brain changes associated with parenthood, we introduced an ‘infant’ category to test if the self-prioritisation effect is present in 1) young non-parents but 2) changes into an infant-prioritisation effect in adults becoming parents for the first time.Methods: We tested a perceptual matching task including five categories of ‘infant’, ‘self’, ‘mum’, ‘friend’ and ‘stranger’ in three samples of healthy participants within a Danish population: Group 1) 67 young adults without plans of becoming parents in the near future; Group 2) 56 young adults actively trying to become parents for the first time, and Group 3) a subset of 21 adults one year after giving birth. Results: For Group 1, the results showed a better performance with higher accuracy and lower reaction time on the ‘self’ category (p<0.001). However, this self-prioritisation effect disappeared when examining Group 2, and a faster reaction time on the ‘infant’ category (p<0.001) was found in Group 3. Conclusion: The results show a change from self- to infant-prioritisation in adults one year after becoming parents. This behavioural change is yet another demonstration of the important changes associated with caregiving of infants.