Preventative Health for Children

by Eric Munson | September 2, 2025

Parents are now more aware of how nutrition affects their children’s health.

Parents are growing more health conscious especially when it comes to their children. According to data from Custom Market Insights (CMI), the pediatric supplement market was valued at $524.7 million in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 12.4 percent from 2023-2032.

CMI attributes much of this growth to parental health consciousness, innovative product formulations, digital marketing strategies and a strong emphasis on preventative health care in the United States.

Whether it’s essential vitamins and minerals, nutritional supplements or other evolving health needs, the natural products industry provides high-quality products designed specifically for infants and children.

Trends

Steven Harkins, director of education at Illinois-based North American Herb & Spice (NAHS), said parents are looking for clean, effective and food-based supplements that are trustworthy, especially in an era of rising childhood obesity, ADHD (attention-deficit/hyperactivity disorder) and nutrient deficiencies.

“They want solutions that are free from added sugars, artificial dyes, synthetic preservatives and additives,” Harkins said. “More than ever, they’re seeking high-quality, clean products for focus, immunity and emotional balance to help their children thrive both at home and in the classroom.”

Retailer Alina Hornfeldt, co-owner of Mastel’s Health Foods in Saint Paul, MN, observed an increasing number of parents of older children coming in to discuss options for constipation and digestive health, especially in women.

According to Dr. Justin Green, scientific affairs lead, EpiCor at Cargill (Minneapolis, MN), one of the largest trends is the move toward proactive health management. Parents are no longer waiting for illness to strike and are seeking year-round support.

“While multivitamins remain the largest segment of children’s supplement sales, research from Cargill suggests products targeting immune support have a strong consumer base, too,” Green said. “Nearly half (45 percent) of parents of children aged 4 to 6 report interest in a supplement that supports immune health, with an even higher percentage, 56 percent, of parents with kids in the 10 to 12-year-old bracket expressing similar intent. The research suggests parents also see value in on-going immune health, with 57 percent of parents reporting interest in supporting their children’s immune system all year long.”

Erin Stokes, ND, medical director at WishGarden Herbs (Louisville, CO), observed a significant growth in sleep supplements for children.

“Quality sleep is essential for a child’s physical, mental and emotional development, and it’s a top priority for parents,” she said. “The first place to start with sleep support at any age is with sleep hygiene, including limiting night screen time and sticking to a consistent bedtime. However, there are times when more specific supplement support is beneficial.”

Although melatonin is a commonly used ingredient in many sleep supplements, Stokes discourages its use in children’s health products, recommending parents consult with a doctor before giving melatonin to their children. The American Academy of Sleep Medicine (AASM) issued a health advisory on melatonin use in children and adolescents in 2022.

“Another trend in the children’s health category is a parental shift to a more proactive health and wellness daily routine for their kids, which becomes particularly relevant during the back-to-school season,” Stokes said. “An optimal immune health strategy with daily herbs, such as elderberry and astragalus, alongside a high-quality probiotic is one example of this proactive approach.”

What Parents Want for Their Children

There is a notable shift toward both preventative wellness and holistic performance support.

Parents are now increasingly aware of how nutrition impacts brain function, behavior, sleep, gut health and immunity, according to Harkins. Hornfeldt said she sees a lot of parents coming into her store, but there are also many grandparents shopping for the children in their lives.

“We’ve also seen a surge in demand for calming herbs like chamomile and hops for relaxing effects, as well as food-based vitamins that are easy to absorb and gentle on young digestive systems,” Harkins said. “Additionally, magnesium and omega-3s continue to trend as research grows around their role in learning, focus, energy, strength and mental health.”

“Parents are looking for safe and effective solutions for real everyday challenges that their kids are facing, from a brand that they know they can trust. Alternative format options such as easy-to-take liquids are particularly relevant in the children’s health category,” Stokes added.

According to Green, in today’s health-conscious landscape, companies are increasingly focused on preventative wellness. This preventative, holistic approach is shaping the future of children’s health products.

“Companies are also paying close attention to the daily wellness routines of children. They’re developing products that fit seamlessly into a busy family life: think tasty gummies, drink powders and functional snacks that deliver health benefits without the struggle,” Green said. “These innovations are often backed by science with ingredients like postbiotics, probiotics and essential vitamins formulated to support not just immunity and other health priorities.”

According to Amelia Fonotoe, senior brand manager at New Zealand-based Terra Eco Baby Products, Millennial moms now represent 83 percent of new mothers in the United States.

“As key decision-makers in household spending, they are the most financially independent, highly educated and highest-spending generation in history. With more mothers in the workforce than ever before, they prioritize convenient, natural solutions for their families. Driven by a strong environmental consciousness, they are actively seeking sustainable innovations to reduce plastic waste,” she said.

Traditional and New Ingredients

There is a wide variety of ingredients used in children’s health supplements including both traditional ingredients and new, emerging research on other ingredients.

According to Harkins, traditional ingredients, such as wild oregano, chamomile and vitamin C-rich berries, are making a comeback, not just for immune support, but also for their wide-ranging benefits on digestion and mood.

“Meanwhile, new research is elevating lesser-known but highlight effective nutrients like L-theanine for calm alertness,” Harkins said. “Pumpkin seeds as a clean source of magnesium, zinc and iron are also on the rise due to their dense nutritional profile including protein and fiber. The market is now blending tradition with innovation—combining herbal wisdom with modern nutritional science.”

Manufactured Products

There is a variety of manufactured supplements and wellness products designed to improve children’s health.

Hornfeldt said she likes to showcase fiber products to her customers including the Clear Fiber product from the Mastel’s private label line.

“This is a great option for youngsters because it doesn’t have the texture of many fiber powders and can be easily mixed into any beverage. I also really like the Kiwi Regularity from Enzymedica. It tastes great, is non-stimulating, and is whole food-based. It’s a great option for older kids,” she said.

NAHS has a variety of products including its Kid-E-Kare Line, which is formulated with children’s unique needs in mind. There are also a few products for older children and teenagers.

“Products like Kid-E-Kare OregaCinn, our flagship Oregano for children, uses a gentle, wild oregano oil blend safe for topical and internal use. It supports immune and respiratory health,” Harkins said. “Kid-E-Kare C Plus and Purely C Powder deliver a full-spectrum vitamin C from wild Camu Camu berries and rose hips—real food sources the body recognizes. We also offer calming support through Kid-E-Kare Calm Drops, a gentle blend of chamomile and hops for daytime focus in small amounts to nighttime rest, when more is utilized.”

WishGarden Herbs offers several products related to children’s health including Sleepy Nights & Fresh Morning Kicks, Daily Immune Builder for Kids, Kick-It Immune Activator for Kids and Attention Ally for Kids.

According to Stokes, Sleepy Nights & Fresh Morning Kicks is a non-sedative sleep support liquid herbal tinctures that helps soothe and support the nervous system for optimal rest. Daily Immune Builder for Kids is a liquid herbal tincture blend that can be taken daily during seasonal immune challenges.

Kick-It Immune Activator for Kids is a fast-acting liquid herbal tincture that supports natural immune and lymphatic health. Attention Ally for Kids is a fast-acting liquid herbal tincture that is a favorite during the fall months when children are getting back to school and is specially formulated for optimal nervous system and focus support, Stokes explained.

“Sleepy Nights for Kids is a fast-acting liquid herbal tincture that contains non-sedating herbs such as passionflower and linden leaf and flower for sleep support. It can easily be taken in a small amount of water or juice. There is no kava, valerian or melatonin contained in this formula on purpose,” Stokes said.

Cargill’s EpiCor is an innovative, science-backed postbiotic ingredient shown to support immune health. It is derived from the fermentation of Saccharomyces cerevisiae (baker’s yeast) and contains a beneficial mix of metabolites and other health-enhancing bioactive compounds.

According to Green, Cargill conducted a recent study during the traditional cold and flu season where children aged 4 to 12 were given a daily 500 mg dose of EpiCor.

“Children who received the postbiotic experienced statistically significant reductions in the severity of cold and flu symptoms compared to those given a placebo,” Green explained. “Caregivers also reported fewer instances of sore throats and muscle aches, and notably, children in the EpiCor group were nearly twice as likely to avoid the use of prescription or over-the-counter medications during the study period.”

The study was among the first to assess the health benefits of postbiotics in a pediatric population and one of the few to use a gummy supplement format. Green explained the last point is important given the popularity and compliance advantages of gummies in children. Cargill’s research suggests few studies use gummies as a delivery format and only a handful focus on children.

“This kind of research is helping shape the future of kids’ health products by providing robust, peer-reviewed evidence that supports both efficacy and safety. It also signals a broader industry shift toward science-backed innovation, as clinical validation becomes a key differentiator in a crowded marketplace,” Green said.

Marketing Products

When retailers are looking to market products related to children’s health, education is key.

“The best way to market children’s health supplements is through education. Parents need and want to know exactly what is in the supplements that they are giving their children, and what impact these supplements will have,” Stokes said.

“Retailers should highlight the difference between synthetic and food-based nutrients and emphasize what’s not in the products (e.g. artificial flavors dyes or fillers). In-store signage, sample stations and QR codes linking to product demo videos or expert guides can drive trust and sales,” Harkins added. “Retailers can also engage local wellness professionals or pediatric specialists to co-host back-to-school wellness events and webinars.”

Hornfeldt explained how Mastel’s educates customers on children’s health products.

“Throughout the store, we have integrated all children’s products into their respective structure-function sets. That way if someone is looking for a children’s multi, vitamin D or immune product, we can still go right over to those sets,” she said. “Each product developed for children or deemed safe for children is marked on the shelf with a teddy bear. That way, staff and customers can easily see what their options are in each category.”

Conclusion

“In the United States, our children’s health it at a crossroads. With over 67 percent of school lunch calories coming from ultra-processed foods and only 2 percent of kids eating enough fruits and veggies, we must support parents with clean, effective tools,” Harkins said. “True health starts with foundational nutrients, pure herbs and empowering education. Our mission is to equip families with the safest, most potent natural tools available—because every child deserves to thrive!”VR

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Terra: Eco-friendly Children’s Wipes Made in New Zealand

Terra Eco Baby Products is a manufacturer of eco-friendly wipes and diapers based in Auckland, New Zealand. Amelie Fonotoe, senior brand manager, elaborated on the company’s products and the growing market for wipes worldwide.

According to Fonotoe, while fertility rates are declining in Western nations, the global wipes market continues to grow.

“This growth is fueled by rising awareness of health and hygiene, expanded usage occasions, increased product variety, and strong consumer demand for natural and biodegradable innovations. Additionally, many countries are prioritizing efforts to reduce plastic waste, further driving demand for sustainable wipe solutions,” she explained.

Terra is well-known for its award-winning wipes, which provide the best care for babies’ delicate skin and the planet. They are made from 100 percent biodegradable and renewable bamboo fiber and enriched with all natural ingredients, such as moisturizing and antibacterial manuka honey and kiwifruit extract, according to Fonotoe.

“Packaged in recycled plastic, Terra is changing the world from the bottom up!” Fonotoe said. When it comes to wipes, today’s consumers are label-savvy and are actively seeking products with minimal, non-toxic ingredients. They’re avoiding unnecessary additives and looking for clean, safe formulations.

“We’re seeing strong success with value-added ingredients that offer skin benefits, such as locally sourced organic MG650+ Manuka Honey, known for its powerful moisturizing and anti-inflammatory properties—ideal for delicate, sensitive skin,” Fonotoe said.

For more information, visit www.terragentle.com.

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