Issues with obesity, attention deficit disorders, asthma and allergies—not to mention general health—send parents seeking safer, natural ways to get their children the nutrition they need.

In the eight years Ryan Gaska has been with Elliot Natural Foods, one fact of which he said he is certain is that the importance of natural foods and supplements is no longer lost on consumers, especially when it comes to their children.

“There has been a slow but steady increase in customer interest in products for children’s health. But I think we as an industry have reached a tipping point,” said Gaska, receiving manager at the three-store chain based in Citrus Heights, CA. “Parents have made the connection and are coming in when their kids are sick, hurt, have special diets, suffer from allergies, colds, flues, etc. They come in when they just want to keep their kids healthy and happy.”

As important as it is to every parent to give their child a happy, healthy life, too often healthful habits aren’t established and emphasized. No matter how much parents strive to give their kids a “perfect diet,” the reality is they do not consume the levels of vitamins, minerals, antioxidants, fiber and essential fats that are necessary for optimal health. Diets deficient in vitamins, minerals and other nutrients have led to a rise in health conditions in children, like asthma, allergies, autism and ADD/ADHD. Couple these deficiencies with hours spent in front of the television or computer, and it adds up to an alarming obesity epidemic.

“The children’s category continues to be a destination point in natural products stores. Aside from the resulting deficiencies in the American diet, parents increasingly understand the true need for supplements for their children’s health,” said Keri Marshall, MS, ND, chief medical officer with Californiabased Nordic Naturals.

Formulating for Kids

As retailer Gaska is seeing a consistent interest in children’s products, he’s noted parents’ very specific concerns.

“Our shoppers are primarily looking for products that are gluten-free, chemical-free and absolutely effective,” he said. “The products have to work, be easy to use and feel good or taste great.”

When asked about the questions she’s most hearing from customers about children’s products, Raeah Sunn, new product manager with VitaminLife in Redmond, WA, was torn. “Ingredients are extremely important,” she said. “They want to know if something is gluten-free, if there’s sugar in the product, what kind of sugar and how much. At the same time, they want to know that products contain safe amounts of ingredients.” While ingredients are carefully considered, Sunn stressed that parents have a fundamental concern. “What we hear most, however, is ‘What does it taste like?’ Taste is huge when it comes to delivering nutrition. If it doesn’t taste right, [parents] will never get them to take it again.”

Questions such as these are indeed top-of-mind when manufacturers are formulating products.

According to Dave Barton, director of education with Florida-based Enzymedica, the company designed its original children’s enzyme formula with a delivery system to appeal specifically to young kids.

“Kids Digest was a multi-spectrum powder enzyme with a semisweet taste that was to be mixed in juice. That has evolved into the formulation we now call Kids Digest Chewables,” he said. “This new version of Kids Digest tastes great and still offers potent digestive enzymes for an optimal benefit.

“For Enzymedica, we carefully consider the quality and purity of the product. It has taken us years to develop a Kids Digest Chewable with the level of purity we demand. Enzymedica is dedicated to not using any fillers or additives within this product, which reduces the potential of children having sensitivities to the formula,” explained Barton. “Children’s digestion is critical to their overall health. Many of us may take for granted that children seem to eat whatever they feel like with no noticeable ill effects, yet there is a growing population of young persons with severe digestive discomfort. Lack of proper digestion even plays a role in challenging behavioral patterns.”

“When it comes to formulating for children, of course, proper dosage and careful selection of appropriate ingredients is key to creating good products,” said Julie Dennis, national science educator with California-based Source Naturals. “[Our products] provide ingredients and dosages most suited to the needs of young and still growing bodies, and they come in chewables and liquids, delivery systems kids are willing to comply with.”

One Source Naturals’ product formulated to support kids’ healthy immune function during the winter is Children’s Immune Chewable. This comprehensive formula contains a full range of nutraceuticals and botanicals including antioxidants, such as vitamin A, C and zinc, combined with a mushroom and herbal blend in safe dosages, in a kid-friendly, raspberry flavored wafer. “Kids love the taste and parents love the peace of mind,” said Dennis.

California-based Hyland’s has been making homeopathic medicines since 1903, and has seen an increased demand for pediatric homeopathic medicines particularly in the last 10 years, according to Mary C. Borneman, director of corporate communications and public affairs.

“Hyland’s has had great success in making pediatric homeopathic medicines with our unique quick-dissolving tablets and our great tasting liquids,” said Borneman. “Parents don’t want to fight their children over giving them medicines and Hyland’s makes it much easier for them.”

Aside from repackaging its Hyland’s Baby line, the company recently introduced Hyland’s Baby Cough Syrup, a pure homeopathic cough syrup developed specifically for babies aged 6 months and up to alleviate the irritating cough that goes with the common head cold. According to Borneman, it is safely formulated to effectively comfort young bodies, and is naturally sweetened with licorice root, vegetable glycerin and sugar beets.

Media Push

VitaminLife has a consistent core of shoppers seeking children’s products— about 25 to 30 percent of its overall customer base—but Sunn said she has noticed an increase of customers coming to the store for answers. “There has been so much press about vitamin D and fish oils lately. Not only has it been bringing in some first-time shoppers asking about those nutrients, but our existing customers have been asking a lot about them, too,” she said, adding that the store is in “Microsoft territory,” so a lot of the customers are well-educated. “Families, especially young families, might not be thinking about vitamins for their children, but will come in first due to so much media attention.”

“Recently published studies have linked low vitamin D levels in children to everything from insulin resistance and diabetes to asthma, food allergies and eczema. Yet recent studies have also shown that 70 percent of U.S. children have low D levels,” offered Lisa Lent, founder and CEO of Californiabased Vitalah, makers of the effervescent multivitamin Oxylent. The company formulated a children’s version of the product, Children’s Oxylent, with these statistics in mind. “Based on this evidence of the crucial importance of healthy vitamin D status in children, Children’s Oxylent provides 800 IU of vitamin D3 per packet. Science drives the formulation of Oxylent multivitamins, which is why Children’s Oxylent provides more vitamin D3 than other children’s multivitamins, as well as hypo-allergenic Albion minerals,” Lent explained.

Cognitive Support

The parents shopping Sunny Bridge Natural Foods, a single-store celebrating 10 years serving the McMurray, PA community, are very concerned their kids are getting the necessary nutrients. According to Vicky Thompson, supplement manager, they’re primarily asking about green foods and cognitive products because the store serves a very competitive school district.

“In addition to green foods and multis for kids, our customers are actively asking about fish oils and flax oils for brain function,” said Thompson, adding that the store also sees a number of families with special needs children, whether they’re autistic or have allergies, “so a lot of parents are asking about dairy- and gluten-free options. Parents are extremely concerned about giving their children clean products, meaning no artificial flavors or colors. They also want to know that products are safe.”

A popular line at Sunny Bridge is Nordic Naturals, particularly the company’s gummy multi Nordic Berries and Children’s DHA, not only because they deliver on those fronts, but also because there are physicians in the area that often recommend them to their patients, according to Thompson. “In addition to customers feeling the products are safe and work well, a doctor’s recommendation ties it all together.”

Nordic Naturals’ Marshall said fish oils have to be pure and fresh in order to maintain quality and overall efficacy. “While this is no different for children’s products, these issues, along with safety, are even more salient in the children’s supplements category because all parents want the very best for their kids,” she added. “We ensure that all oils used in our products meet the strictest international standards for purity and freshness. Dosage and taste also take on renewed relevance for children’s products. Nordic Naturals products are flavored with natural ingredients only and do not contain artificial colors or preservatives. Because of our patented and proprietary manufacturing processes, we offer superior taste when it comes to fish oil. This means greater compliance, with kids taking their omega-3s and often asking their parents for more. And all products are dosed to meet expert-recommended daily intake of omega-3s EPA+DHA.”

The newest children’s product from Nordic Naturals is Ultimate Omega Junior, based on its bestselling adult product Ultimate Omega. Two soft gels deliver 550 mg of EPA and DHA, which support brain and visual function, immune and nervous system in children. “This concentrated product is double strength, so fewer soft gels are required daily. This formula is perfect for younger kids because of the easyto- swallow soft gel that’s half the size of standard soft gels,” said Marshall. “And it’s great-tasting, all natural strawberry flavor even makes it chewable. Just one serving of Ultimate Omega Junior delivers 640 mg omega-3s.”

One of the first products Source Naturals offered for children’s was its Attentive Child, available in both tablets and chewable. Attentive Child is a Bio-Aligned Formula™ designed to address the multiple systems that affect children’s ability to focus, including support for neurotransmitters, brain metabolism, nerve cell communication, antioxidant defense and essential fatty acid metabolism, according to Dennis.

“We realized early on the importance of children’s brain health and that many children were not receiving optimal levels of nutrients. Because the brain is a very complex organ, supporting healthy brain function requires a comprehensive approach that addresses the child’s dietary and physical needs, and may also include dietary supplements where appropriate,” she said. “Attentive Child is an example of a complex formula that supports interdependent body systems. It combines a full range of ingredients including DMAE, a substance normally found in the brain, which has been shown to help enhance mental concentration; magnesium, which also plays a role in neuromuscular transmission and activity; and L-aspartate, an amino acid that acts as a neurotransmitter.

“Attentive Child is one of our most popular children’s products, in part, because it offers a comprehensive approach to supporting brain health and calm, clear, focused attention,” Dennis added.

Retailer Tips

With taste being a prime concern for parents, Sunny Bridge Natural Foods’ Thompson noted that manufacturers could never offer enough samples. But across the board, retailers are seeking very specific educational materials to help them better serve their parent customers.

“We get a lot of information telling us about how products should be used and are beneficial for adults, but we need more offering information specific to kids,” said Thompson. “Children’s needs and dosages are so different from adults, and parents need more help understanding exactly what their kids require.”

“What would be most useful to me is for a company to highlight clearly on the packaging exactly what makes a product better, whether it’s sugar-free, no artificial coloring, etc.,” said VitaminLife’s Sunn. “Some manufacturers provide great educational material support, while other simply don’t.”

Vitalah’s Lent shared that her company is committed to retailers’ success in this category and offers a variety of support, including childrenspecific educational literature, research summaries and retailer trainings. In addition, the company offers individualized service to meet retailers’ particular needs.

“Offering children-centered education and outreach can help by letting kids be involved and take an active role in learning about different topics and understanding how healthy choices impact their overall well-being,” she said. “For example, a kids’ health day event with activities and sampling catered particularly to children can be a draw for parents.”

Similarly, Marshall offered that Nordic Naturals continuously supports retailers with brand and product-specific education, regular demos and sampling of its children’s products. “We also have unique support material for children, such as crayons and coloring books, that help teach them about omega-3s,”

she said, suggesting that education be a core merchandising strategy, such as “holding a children’s health fair where education is the driving force, and offering non-branded literature on health conditions and branded literature on products.”

Kim Grustas, founder and owner of Florida-based Good For You Girls, which offers a natural skin care line specifically formulated for pre-teen girls, suggested that retailers start marketing to new moms. “Hold ‘soon-tobe moms’ wellness days and new baby days. Hold education events and segment it by age,” she said, adding that one event she has worked with her retailer partners is “Newbie Nights” for girls aged 9 to 12 years. With an ad and an e-mail promotion, girls are invited to use Good For You Girls products, that the company provides to retailers free for these events along with a script that they can use explaining how to use the products and fun facts about the skin. “Marketing takes work, but retailers will find that vendors love to support these kinds of efforts. They must build trust in their community as the experts.

“Girls are entering puberty much younger,” Grustas added. “They may not be socially or psychologically ready to handle such a transition. And frankly, their moms are not prepared either. We hope to be an important resource to help them both.”

The Beginning of a Natural Pain Reliever

Just as positive studies and media coverage can send customers to stores asking about a product, equally well-publicized pharmaceutical failings can send customers in droves to find safer options. This was the case with a popular children’s topical pain reliever.

“We had been speaking to the issue of children’s pain and the lack of safe treatments for many years, and in 2008 the serious void was revealed. This was the beginning of the largest series of massive recalls for children’s and infants’ versions of acetaminophenbased pain relief products in U.S. history,” said Lou Paradise, president and chief of research at New York-based Topical BioMedics, manufacturer of a patented homeopathic biomedicine topical pain relief creams. “Eventually, a staggering 136 million bottles of children’s and infants’ acetaminophen products were recalled. If it was not bad enough that children 2 to 11-years-old were especially vulnerable, medical evidence also linked early dosing of children with acetaminophen to significant increases in their risk of developing asthma.”

In 2009, knowing the company had a more safe and effective option that could address the special needs of young, growing children, Topical BioMedics introduced Topricin Junior Pain Relief and Healing Cream for children. “Topricin Junior reduces the need and potential dependency for all classes of chemical-based oral pain medication, such as acetaminophen. It contains no parabens, petroleum or any other harsh chemicals commonly found in many products, and Topricin Junior addresses a wider range of common children’s skin and pain ailments than any other brand,” said Paradise, adding that the company has a number of ongoing studies regarding Topricin Junior. One benefit is a significant relief for common skin issues such as children’s eczema, as well as impact injuries, first aid, growing pains and eliminating the need for children’s acetaminophen and ibuprofen after injections or inoculations.

In addition, Topical BioMedics began an educational forum to address the dangers of OTC chemically based oral pain medicines for doctors and patients. “Our educational forums and training of store personnel have provided an effective platform to speak to and discuss children’s issues among parents, educators, doctors and retailers,” said Paradise.