Natural products addressing children’s health are booming as manufacturers focus on parents’ top concerns.

Parents are responsible for all aspects of their children’s lives, from safety and security to education and learning the ropes of life. One of a parent’s most important responsibilities, however, is ensuring optimal nutrition and the overall good health of their children. To accomplish this, many parents turn toward the natural products industry to fill potential nutrient gaps and address certain ailments.

According to WebMD, the National Health Statistics Reports has found that most adults, and more than one in three children, take dietary supplements in the U.S. “Among children and adolescents ages 19 and under, 23.5 percent took a multivitamin, while 31.5 percent of adults reported taking one. The most common specialized supplement that people took was vitamin D,” WebMD stated.

State of the Market

Persistence Market Research reported that “global sales of Kids’ Nutrition in 2022 were held at $52 billion. With a 5.5 [percent] projected CAGR (compound annual growth rate) from 2023 to 2033, the market is expected to reach a valuation of $94.5 billion by the end of the forecast period,” with prebiotic and probiotic supplements expected to be the “highest revenue-generating segment, projected to grow at a CAGR of over 5.4 [percent] from 2023 to 2033.”

According to Stephen Turner, CEO, Nutritional Growth Solutions Ltd. (San Diego, CA), “We have seen the supplements business grow in general over the last years due to the pandemic, and this has left a positive impact on the children’s health supplements business. In general, what we see is a growing awareness of children’s health, and increased awareness among parents and caregivers regarding the importance of maintaining optimal health and nutrition for children has positively impacted the market.” He added, “There has been an increased focus on immune support, and heightened health and wellness concerns across the board.”

Jennifer Cameron, sales representative, Similasan (Highlands Ranch, CO), concurred. “Since COVID-19, consumers have been more mindful about what they are putting in their bodies,” she said. “With children’s items specifically, we have always seen a push toward cleaner ingredients and products, so it continues to grow in the market along with these new trends.” Furthermore, “Post-pandemic, we are seeing children’s immunities and trends are
bouncing back in full swing. Cough, cold, pink eye and earache are the key trends we notice,” she added.

“We have noticed these market trends directly in our own sales data,” said Dan Curtin, executive vice president, Arthur Andrew Medical (Scottsdale, AZ). “Our children’s’ products have grown 20 percent year-over-year since 2019.”

Consumer concerns about children’s health have led to demands and trends in this thriving market.

Consumer Concerns and Demand

“Parents are looking for supplemental nutrition for a number of reasons, including picky eating, active kids, shorter and leaner kids, and kids that may take medications that suppress appetite,” said Turner. “We’re seeing a high level of interest in our products from athletic children between the ages of 8 to 18, who recognize that protein powders can fuel their strength and endurance, help with recovery and assist with obtaining proper nutrients. They emulate their older, grown heroes that use protein and are looking for their own, age-appropriate product.”

One problem in the category, Turner added, is that “Having a unique offering designed for the specific needs of children is currently underserved and caregivers are often buying adult products and giving them to their kids. The challenge is that children have specific and unique needs compared to adults and there can be risks to giving children products designed for adults. Currently, there is a gap in products designed for kids in the nutritional and wellness space. We have brands that start with infant and end when they [are ready for] adult nutrition,” said Turner.

“Children’s supplements typically appeal to moms and the demand for these types of supplements to support children’s health and immunity has expanded since the 2020 pandemic. Moms historically have been the caretakers of their family’s health, and with the surplus of health information on the news, social media and podcasts, it has widened the consumer group considerably,” said Laurel Sterling, MA, RD, CDN, National Educator, Carlson Laboratories (Arlington Heights, IL). “We have seen an increase in demand for specific immune supportive supplements like vitamin D and C, zinc and black elderberry.”

Curtin concurred. “Children’s health supplements typically appeal to parents or caregivers who are concerned about their children’s nutrition and overall well-being,” he explained. “This consumer group includes parents who are proactive in seeking ways to support their children’s health and are interested in providing additional nutrients beyond what is obtained through regular diets. In recent years, the market for children’s health supplements has seen an expansion,” he noted. “Additionally, the prevalence of certain health conditions, such as vitamin deficiencies, weak immune systems and cognitive development issues, has fueled the demand for specialized dietary supplements targeting these areas for kids,” explained Curtin.

Furthermore, “As the demand for plant-based and vegan products increases, there has been a growth in children’s health supplements that are formulated with plant-derived ingredients and are free from animal products. Additionally, the importance of gut health in overall well-being has led to the inclusion of prebiotics, probiotics and synbiotics in children’s health supplements. These formulations aim to support a healthy gut microbiome and improve digestive health and immune function,” added Curtin.

Christina Winkler, category manager of Healthy Edge Retail Group (Tulsa, OK), which was named Vitamin Retailer’s 2022 Retailer of the Year, stated that the retailer is “seeing a significant increase in sales of children’s health products since 2020 (COVID-19), especially immune products.” The store, which has been open since 1935, carries about 250 children’s health products, including supplements and body care. Aside from immune health, digestion, stress and sleep support are also benefits seen from some of the store’s best-selling products, which include sambucas, probiotics, multivitamins, vitamin D3 and calm/sleep aids. “Gummies or chewables are very popular delivery forms because they are easy for children to take and can be given without taking with water,” said Winkler. “Liquid or powders are great for young children (infant and toddler) since it can be mixed into water or formula.”

Natural Products for Children’s Health

“Our products appeal to parents with children ages 2 to 18,” said Turner. “Starting with our original formulation, Grow Daily 3+, which was introduced into the market in the fall of 2017, [Nutritional Growth Solutions has] expanded [its] assortment to include four unique product formulations (GD3+, GD10+, KP, KPV). Each one of our products has been formulated/designed by our medical team at the Schneider Children’s Medical Center in Tel Aviv, Israel.”

The company’s core range of Grow Daily products was designed to meet children’s health needs that were not being met by currently available products. “Rooted in science and in some cases, backed by clinical trials, each one of our formulations can be trusted to deliver high-quality nutrition specifically designed for the needs of children and eliminate the guesswork for caregivers,” said Turner. The company offers powder mixes, ready-to-drink pre-made mixes, and food forms, such as bars.

“Our original formulation (Grow Daily 3+) is our biggest seller,” and was designed and tested “for kids ages 3-9 and shown to promote healthy lean growth,” said Turner. “In the fall of 2021, we introduced our newest line of clinically tested nutrition mixes called Grow Daily Boy 10+, designed for pre-teen and teenage boys. In the spring of 2022, we introduced our KidzProtein (KP) range (available as dairy or plant-based proteins) to expand the age range and provide a universal nutrition mix to the market. The KP line provides high quality protein combined with vitamins and minerals in a low sugar (low calorie) mix that is fortified with fruits and veggies. Our future additions will include a performance youth sports line, supported by a clinical trial we are wrapping up at the end of summer and a line specifically for pre-teen girls. In total, the complete range meets the needs for virtually any kid, of any age, and any stage,” Turner explained.

Furthermore, Turner added, Nutritional Growth Solutions has completed numerous clinical trials and other studies/research on the ingredients and completed formulations. “Results from these trials have been published in peer-reviewed medical journals, including the Journal of Pediatrics,” he concluded.

“Our Kids Pink Eye item is one of our top sellers because pink eye is so contagious among children,” said Cameron. “Our natural active ingredients and no harsh chemicals or preservatives are what set us apart from other products. We also see a boost with our Kids Cold & Mucus Relief syrup for these same benefits during cough/cold season.” The company also offers Kids Allergy Eye Relief, Kids Earache Relief and Kids Cough & Cold Relief.

According to Curtin, Arthur Andrew Medical’s “Syntol KIDS is our best-selling berry-flavored probiotic that dissolves instantly by using our proprietary Instamelt Delivery Technology. Instamelt Delivery Technology is utilized within the formula to make it instantly dissolving, which makes administration simple and effortless. No water is necessary, making this product one of the best and most unique options for children.”

Clinical data shows the efficacy of Syntol Kids, according to the company. For instance, in a seven-month study of 231 children, results showed that “Children in the investigational product group had a lower incidence of antibiotic use over the trial period versus placebo. They also displayed a reduction in subjective symptoms.” Another seven-month-long study of 571 children stated that the “investigative product reduced daycare absences from the patient population” by decreasing GI (gastrointestinal) and respiratory infections.

Lastly, Sterling noted that “COVID-19 increased the demand for immune supportive supplements, and we rose to the occasion by adding several products to our Kid’s Line … Kid’s Black Elderberry gummies and Kid’s Immune Boost gummies … rounded out our line with already amazing products like Kid’s Chewable Zinc, Vitamin C gummies, Vitamin D gummies, Kid’s Super Daily D3 drops, Baby’s Super Daily D3 and Kid’s Super Daily D3+K2 drops.”

Sterling described the company’s children’s health products. “For babies, our Baby’s Super Daily D3 drops are a perfect way to get the 10 mcg/400 IU of concentrated vitamin D3 in each drop, the recommended daily intake of the American Academy of Pediatrics. Also, they are simple and convenient, as you can place a drop in your baby’s food or formula.”

Carlson’s Kid’s Super Daily D3+K2 drops is one of the company’s newest products. “These are concentrated, convenient, unflavored drops that combine D3 and K2 as MK-7 that can be placed in food or a drink. It contains 25 mcg (1,000 IU) of vitamin D3 + 22.5 mcg of vitamin K2 as MK-7 per serving,” Sterling said. The company’s Kid’s Immune Boost gummies is also a new product. “Astaxanthin is one of the most potent antioxidant carotenoids, and vitamin C regenerates other antioxidants like astaxanthin. They work synergistically to promote healthy immune system function. Our Kid’s Immune Boost gummies are made with Astaferm, the first fermented astaxanthin that is fast-acting and highly absorbable, and it comes in a delicious, natural cherry-flavored, vegetarian, non-GMO gummy. It contains 80 mg of vitamin C and 4 mg of astaxanthin in one gummy,” she added.

Another recent addition to Carlson’s children’s line is Kid’s Black Elderberry gummies. “One delicious natural flavored berry gummy contains 50 mg Black Elderberry extract, 45 mg vitamin C and 3.7 mg of zinc,” according to Sterling. Lastly, she added, “With many children spending hours each day on computers or tablets for schoolwork and entertainment, it’s essential to safeguard their eye health; therefore, we came out with our Kid’s Lutein Gummies. Lutein and Zeaxanthin are carotenoids with antioxidant capabilities that protect the eyes from harmful blue light emitted by digital screens. They are clinically proven to support eye health by filtering high-energy blue light from digital devices and indoor/outdoor light. These nutrients help reduce eyestrain from digital device use, support glare tolerance while using digital devices, protect against oxidative stress and promote healthy eye function. They have 20 mg of lutein and 4 mg of zeaxanthin, and they come in a delicious natural mango gummy,” Sterling concluded.

Advice and Assistance for Retailers

“Education and awareness are the name of the game,” noted Turner. “In addition to our digital tactics, we provide support literature and in-store materials as needed. We have designed some retail displays, PDQ’s and floor standing merchandise displays.” The biggest challenge, however, according to Turner, is “to make the products they have visible and create a ‘destination’ within wellness and nutrition for kids. We are not the only brand forging a path in this category and consolidating the brands, to make them easier to find (and hence shop) will lift sales for the entire category. We tend to spend more money on our companion animals and our children than ourselves. Tapping into this is key, and merely a function of providing visibility with the existing categories.”

Cameron added that Similasan runs “programs with retailers to help promote certain products and seasonal opportunities throughout the year, both online and in-store. We strongly recommend brand-blocking our items, so they are on the shelf together. Our consumers recognize our colorful boxes on the shelf as a rainbow footprint. We also recommend eye-level placement because our eye/ear boxes are smaller,” she concluded.

“By partnering with Arthur Andrew Medical, you’ll have access to quality supplements that are proven to work. After opening an account with us, you’ll have access to our partner benefits which include, but are not limited to, on-demand product training, co-op marketing opportunities and marketing collateral. Our children’s products sample very well. If the retailer is willing to sample, our products will sell.”

Healthy Edge Retail Group offers in-store wellness events each month, added Winkler. “There are different themes throughout the year. For example, the most recent event in August focused on family wellness and promoted children’s products to get everyone ready for back to school.” VR

For More Information:

Arthur Andrew Medical, www.arthurandrew.com
Carlson, www.carlsonlabs.com
Nutritional Growth Solutions, www.ngsolutions.co
Similasan, www.similasanusa.com

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