A positive, healthy lifestyle and high-quality nutrition is needed now more than ever to get kids off to a good start.
The phrase children are the future could not be any truer, and their nutrition is of the utmost importance when it comes to healthy development—beginning at the earliest stages.
“Nutrition is critical for the first five years for physiological and mental development of babies, toddlers and young children,” said Susan Piergeorge, MS, RDN, nutrition education manager at Florida-based Rainbow Light, a company that offers a First Thousands Days product line that is designed for mother and baby through the first two years of life. “This is a time for accelerated growth and brain development. The goal is to optimize nutrition for the mother from preconception, during pregnancy and through lactation for the child. Optimizing nutrition for children for the first thousand days has been shown to promote healthier quality of life and prosperity later in life.”
Nutritional Ingredients
Piergeorge noted a number of ingredients that have been gaining popularity for children’s health, such as choline, vitamin D, vitamin K2, pre- and probiotics, lutein and omega-3 fatty acids—trends for concern include food allergies, obesity and healthy immunity, all of which she elaborated on:
• “With food allergies on the rise, vitamin K2 and calcium are significant for bone health if parents are avoiding dairy with their children. New research is showing many infants and children are actually deficient in vitamin K.
• For brain development, adequate iron and iodine are critical for healthy growth and development of the brain. Choline also supports healthy neurological and brain development.
• EPA and DHA are essential for proper development of the eyes, brain, central nervous and immune systems. Research shows when children consume EPA and DHA, they show improved learning, focus and social skills.
• Lutein promotes healthy eyes and brain, and is associated with improved learning.”
It is likely that parents will gravitate toward ingredients that they trust and are familiar with—they are realizing the importance of other nutrients such as vitamin D, when it comes to healthy development.
And grown ups have learned about the importance of gut health for themselves. It too is essential for the youngest amongst us.
“Having a balanced gut flora is important for everyone, but especially important from birth to give the infant the best possible start in life,” explained Hannah Braye, technical advisor with Florida-based Protexin. “The trillions of microorganisms in the gut play an essential role in supporting strong immune and digestive systems. Probiotics have been shown to positively influence the infant’s gut flora balance1 and developing immune system,2 showing promising results in the prevention and management of infectious diarrhoea and allergies in particular.3 Probiotics given to infants from birth seem to increase resistance to common coughs and colds and reduce the need for antibiotic use.4 There is also growing interest in prebiotics (food ingredients that have been shown to help stimulate the growth and/or activity of specific genera of beneficial bacteria including bifidobacteria).5
Braye added, “Along with the well-known relevance for bone health, research is showing the importance of vitamin D in terms of its impact on the innate immune system (to prevent infections), and the adaptive immune system (to modulate autoimmunity) and its neurohormonal effects on brain development and behavior, with a link between deficiency and mental health disorders.6 Infants are born with low vitamin D stores and are dependent on breast milk, sunlight or supplements as sources of vitamin D in the first few months of life. As the vitamin D content of breast milk is dependent on maternal vitamin D status and this is often low, infants are particularly vulnerable to vitamin D deficiency. The American Academy of Pediatrics (AAP) therefore recommends daily vitamin D supplementation.”7
Special Delivery for Kids
When manufacturing children’s supplements, perhaps the most daunting challenge lies in the physical component—making sure it is appealing enough for the little ones to eat. In essence, the product’s delivery system must be both innovative and delicious.
“Many children are picky eaters and avoid many of the whole foods that provide the greatest nutritional benefit. Taking a whole food-based children’s multi-nutrient formula serves as a nutritional insurance policy guaranteeing that children get all the essential vitamins and minerals they require on a daily basis by sneaking in all the healthy fruits and vegetables kids love to hate,” explained Jennifer Weinhardt, BS, MS, research and development specialist, Bluebonnet Nutrition in Texas. “When it comes to delivery options, chewable or gummy forms offer better flavor, greater ease of administration, increased compliance and most importantly, enhanced digestibility when compared to capsules or caplets. The absorption rate is much faster with a chewable formula. In fact, capsules and caplets typically take between 30 to 45 minutes to break down—the disintegration/dissolution time set by the U.S. Pharmacopeia (USP)—whereas chewables and gummies are assimilated in little to no time at all. Consumers, like children, need to enjoy their daily supplement and there is no easier way to bridge the nutrient gaps in their diets, and delicious dosage forms lead to improved compliance. Bluebonnet provides a complete line of daily nutritional products called Super Earth Rainforest Animalz, all chewable and in natural assorted fruit flavors.”
Dawn Jarvis, MS, RD, LDN, senior director of nutrition science and educational content with Florida-based Garden of Life, also noticed the gummies craze that has come to light.
“There has definitely been an increase in demand in the market for gummies, and especially for children who enjoy gummies over other delivery forms of vitamins, and even see them as a treat. Garden of Life pioneered Certified USDA [United Department of Agriculture] Organic Gummies, launched in 2017,” Jarvis pointed out.
“The mykind Organics line of gummies,” Jarvis said, “is a true health crusader ditching the conventional vitamin gummy course by steering clear of processed sugars and syrups, artificial colors and flavorings, animal products, and GMOs [genetically modified organisms]. With our clean gummy technology, there are no ‘candy’ ingredients, no pig gelatin or cornstarch. You can rest assured your children are receiving a true, whole food vitamin fruit chew that not only is good for them but is also great tasting. They are Certified USDA Organic, Non-GMO Project Verified, certified vegan, certified gluten free and kosher.”
Other manufacturers are also continuously trying to cater to more children by offering an assortment of options.
Holly Prugar, supplement buyer at The Mustard Seed in New York, noted that California-based Nordic Naturals makes its children’s gummies with pectin as opposed to gelatin, which allows vegetarians to consume them. If that does not spark interest, Solgar (New Jersey) has its U-Cubes, gummies, which are not only tapioca based, but are colored using natural colors from turmeric and black carrot juice.
Time does not stand still and with each passing moment, manufacturers are finding ways to keep up with the ever-changing landscape. This has influenced the market for the better.
Market Status
A major factor driving the children’s health category is the role of parents—in particular, they are looking into ways for their offspring to live a nourishing lifestyle without genetically modified products.
“The global supplement market is growing and in particular there is increasing interest in products to support child health,” Braye said. “Parents want to give their little ones the best start in life and there is growing awareness of the changing environment that children are now being raised in and the increasing prevalence of certain childhood conditions. Parents tend to focus on aspects of their child’s general health, including immunity, digestion, closing potential dietary or nutritional gaps, and boosting cognitive development.
“There is particular interest in ‘clean and green’ label claims such as organic, no additives/preservatives, GMO- and hormone-free, wholefood, unprocessed and reduced sugar,” she said. “Factors such as animal welfare, social justice and sustainability are also increasingly taken into consideration by Millennial parents.”
Unfortunately, the market has also been on an upward trend due in part to the diagnosis of more diseases and conditions, such as autism.
“The children’s market is growing exponentially, driven by the startling rates of chronic disease our children are being diagnosed with,” said Dr. Frank King, founder and president of King Bio (North Carolina), which has an entire children’s line of homeopathic products. “Looking at autism alone, there is a thousand-fold increase since the 1930s—a thousand times more, with dramatic acceleration since the late 1980s.”8
He referenced a nursery rhyme. “Humpty Dumpty,” he said, “illustrated as an egg that topples from a high wall. With Humpty Dumpty broken on the ground, even the king and all his best men couldn’t put Humpty together again. Our children are like Humpty Dumpty, falling from the wall and breaking on the ground. All the conventional doctors and their drugs are failing to put them back together. We must embrace a new, safe, nontoxic approach—and fast. Homeopathy has been used successfully worldwide for more than 200 years. It was used successfully against even deadly infectious diseases, such as the Spanish flu, cholera and typhoid. Homeopathy helps rebalance physical, mental and emotional symptoms so we can detoxify, adapt and heal. Homeopathy addresses root causes underlying our symptoms and fills in the holes in our wholeness.”
Tips for Retailers
In order to help these products move off the shelves, it is imperative that retailers do their part to market them—proper knowledge on products and clear communication with customers is fundamental.
“Focusing on current and key talking points that impact a child’s health and development is key to getting attention,” Piergeorge advised. “Highlighting what the ingredients are and why they are in (and in some cases not in) the product. A few examples include non-GMO, organic, vegetarian, fewer allergens, etc. Promoting appealing formats of delivery such as gummies or chewables to improve the acceptance of supplements is also a consideration.”
Presentation also needs to be a focal point. Displays should have the customer’s best interest in mind, such as kosher, non-GMO and others.
“By providing end caps and displays that focus on patented and branded materials in addition to clean label initiatives such as kosher, allergen-free, non-GMO, free of artificially-derived sweeteners, flavors or colors,” Weinhardt explained, “retailers can immediately generate interest across every demographic in the children’s category.”
Weinhardt also suggested additional tips for promotion, such as:
• Renovation of the children’s department, by making it attractive, interactive and informative for consumers—no matter their age. Retailers can display children’s books that have a focus on healthy lifestyles, or provide fun signage that encourages kids to play would attract both the parents’ and children’s attention. In addition, one could display three quick facts about a new ingredient (for example, carotenoids for eye health) and how they benefit children’s health. Simplicity will help the parents retain the information.
• Avoid too much product redundancy. Focus on three popular items for an overall foundational approach to healthy living and then rotate on a monthly basis. Having plush stuffed animals, toys and games in the display could also help attract attention.
Prugar, who was in agreement with Weinhardt in regard to the importance of visuals, also pointed out how product samples can go a long way, as “it is important to provide samples of products for children and parents to try. Many supplement companies offer sample packets so that customers can try products.”
Research
Protexin, whose major topics of focus include probiotics and gut health, is looking at research in the children’s health field, specifically how having a healthy gut early in life can affect a person’s long-term well-being.
“There is an ever-growing body of research into the importance of establishing a healthy gut microbiome in early life, both in terms of its immediate benefits in childhood and also its importance for health and immunity later in adult life,” Braye said. “Children are spending less time outside and live in increasingly hygienic environments, reducing their exposure to organisms from the natural environment that modulate and diversify the commensal gut flora. Exposure to antibiotics, environmental toxins and increased anxiety in childhood may also affect the microbiome, and there is evidence that imbalances may contribute to digestive issues, atopic conditions such as eczema and allergies,9 obesity10 and even autism.11 Research into the clinical application of probiotics in childhood in order to address imbalances in gut flora is therefore a key area of interest, and one which is showing promising results.”
Michelle Houp, founder and CEO of Texas-based Prep U Products, a manufacturer of boys’ hygiene products, agreed that health issues, such as obesity, are a major concern, and can result in children having internal battles with self-image, among other issues.
“The ongoing press around childhood obesity and the importance of nutrition and ‘clean’ ingredients are very much driving the category. The ‘clean’ ingredient issue will be a major driver of the evolution of the category in the years ahead,” noted Houp, whose product ingredient list includes bergamot, eucalyptus, frankinese, lemon, neem tree and tea tree.
“There is also press when it comes to self image and bullying, especially around these awkward transition years,” she continued. “This is a huge deal and needs to be addressed now at such an early age. We see plenty of positive messages out there for girls to be themselves, love who they are and be comfortable in their own skin. We don’t see much, if at all, for boys. Prep U aims to help provide that positive message. We want them to be confident in their own skin and have to worry about one less thing.”
As a “natural” personal care brand, the company has a significant level of interest in ingredient research, Houp noted. “High-quality ingredients are fundamental to our products. Research that continues to deepen our understanding of current and future formulations and their impact on our customers is very important to us. Also, research that focuses on the emotional health of kids is of paramount importance. Prep U is a brand that is built around play and activity. Basically, we want boys to turn off their electronics and get outside. We are seeing more of this research and how critically important it is to limit screen time and increase outside play time.”
“Everyone who studies children’s health is alarmed, as we all should be,” King added. “Children’s health in the U.S. and many industrialized countries continues to plummet at a frightening speed. It’s truly an epidemic.
“One in two American children (50 percent) now have a chronic illness, such as asthma, allergies, autism, ADD (attention-deficit disorder)/ADHD (attention-deficit hyperactivity disorder) and more. Around 30 years ago, the chronic disease rate in children was only 15 percent. Asthma affects one in eight children, and the rate of ADHD is one in 10 children.12
“The rates of autism are now one in 50 children and one in 31 boys,” King added. “A senior research doctor at MIT predicts that, if things keep going at this rate, half of all children born in 2025 will be autistic.13 Experts predict that this generation will live sicker and die sooner than their parents—a tragic commentary on our so-called modern, ‘health care’ system.”
Other research has become more concentrated on finding the various relationships surrounding cognitive and digestive health, as opposed to solely relying on children’s physical signs that they may have an illness.
“Children’s health research has evolved to recognize the unique developmental needs of children,” Piergeorge explained. “More currently, children’s health now focuses on each child’s potential to cope effectively with their environment throughout their different stages of development. There has been a shift from focusing only on the physical needs of children to be free from illness, to using optimal health states that allow them to realize their capacity as individuals. This new research perspective is illustrated in the growing connection between cognitive development and nutrition, and the importance of digestive health on immunity.” VR
References:
1 Cao L, Wang L, Yang L, Tao S, Xia R, Fan W. Long-term effect of early-life supplementation with probiotics on preventing atopic dermatitis: A meta-analysis. J Dermatolog Treat 2015; 26: 537–40.
2 Smith-Norowitz TA, Bluth MH. Probiotics and diseases of altered IgE regulation: A short review. J Immunotoxicol 2016; 13: 136–40.
3 Roudsari MR, Karimi R, Sohrabvandi S, Mortazavian AM. Health Effects of Probiotics on the Skin. Crit Rev Food Sci Nutr 2015; 55: 1219–40.
4 Kukkonen K, Savilahti E, Haahtela T, Juntunen-Backman K, Korpela R, Poussa T, Tuure T, Kuitunen M. 2008. Long-term safety and impact on infection rates of postnatal probiotic and prebiotic (synbiotic) treatment: randomized, double-blind, placebo-controlled trial. Pediatrics. Jul;122(1):8-12.
5 Bruzzese E, Volpicelli M, Squaglia M, et al. Impact of prebiotics on human health. Dig Liver Dis 2006; 38: S283–7.
6 Weydert JA. Vitamin D in Children’s Health. Child (Basel, Switzerland) 2014; 1: 208–26.
7 Vitamin D — Health Professional Fact Sheet. https://ods.od.nih.gov/factsheets/VitaminD-HealthProfessional/ (accessed July 24, 2017).
8 https://worldmercuryproject.org/news/thousand-fold-increase-in-autism-prevalence-since-the-1930s/.
9 Sjögren YM, Jenmalm MC, Böttcher MF, Björkstén B, Sverremark-Ekström E. Altered early infant gut microbiota in children developing allergy up to 5 years of age. Clin Exp Allergy 2009; 39: 518–26.
10 Rutayisire E, Wu X, Huang K, Tao S, Chen Y, Tao F. Cesarean section may increase the risk of both overweight and obesity in preschool children. BMC Pregnancy Childbirth 2016; 16: 338.
11 Vuong HE, Hsiao EY, Krakowiak P, et al. Emerging Roles for the Gut Microbiome in Autism Spectrum Disorder. Biol Psychiatry 2017; 81: 411–23.
12 https://epidemicanswers.org/.
13 Stephanie Seneff, Senior Research Scientist at MIT Computer Science & Artificial Intelligence Laboratory. Cited by Jeffrey Dach, MD, “Aluminum in Vaccines Cause Autism,” GreenMedInfo, 7/12/18.
For More Information:
Bluebonnet Nutrition, www.bluebonnetnutrition.com
Garden of Life, www.gardenoflife.com
King Bio, www.drkings.com
Prep U Products, www.prepuproducts.com
Protexin, www.protexin.com
Rainbow Light, www.rainbowlight.com
