As interest rises in children’s supplements, the products are mirroring those of adults—clean label, broad ranging, with an easy delivery.
Children’s health supplements account for a few billion of the total costs spent on supplements in the United States. On the global scale, 34 percent of supplements for children aged five to 12 are purchased by the U.S., according to Innova Market Insights.
Obviously, parents are driven by the desire to establish healthy habits for their children to set them up for success later in life. Calcium, iron and vitamins A, B12, C and D are just a handful of the nutrients children should be getting through their diet.
However, in some cases, diet is not enough. For example, throughout the last decade, reports have shown that millions of children in the U.S. are not getting enough vitamin D. This can put children at serious risk for bone and heart disease.
Dr. Murray Clarke, ND, DHom, LAc, founder and president of California-based Childlife Essentials, said this is why supplements are so beneficial.
“The essential nutrients comprised of vitamins, minerals, amino acids and essential fatty acids are the raw materials required for proper bone, muscle, organ, immune, neuronal and brain development,” Clarke said. “These nutrients are called essential because our bodies cannot manufacture them. They must be delivered to the body every day so that it has what it needs to grow and function properly. Many children do not receive the nutrients they need through food alone. Supplementation can help provide the nutrients not obtained through the diet.”
As a whole, an estimated one in nine children in the U.S. use supplements in order to aid with their health, according to the National Institutes of Health.
What to Consider
The nutrients and vitamins that kids need do not differ dramatically from the needs of adults. That said, there are a few special considerations that should be kept in mind when making supplements and products for kids.
Robin Stamenov, category manager for vitamins, multivitamins and children’s health of one of The Vitamin Shoppe locations in New Jersey, said she’s noticed a rise in interest in children’s health products throughout the years.
“As the category continues to grow and evolve, parents are willing to invest more in children’s health on average and are seeking clean, natural seasonally relevant products,” she said. “The expectation is that what is available for adults should be available in a child or infant form. So a broad range of assortment within cough-cold, allergy, vitamins, multivitamins, minders and probiotics. Parents often lean toward a more favorable taste or easy to swallow formats like gummies, liquids, chews and melts.”
While it may seem obvious, that final point on the taste factor plays an important role when it comes to children.
“Children, some more than others, are very particular when it comes to consuming things that don’t taste good,” said Kelly Pris, marketing director of Montana-based Mountain Meadow Herbs. “With an adult product, even if the taste is not great, the benefits outweigh this for most people. It’s hard to get a child to take a supplement, especially liquid, if they hate the taste of it.”
While taste is major, the most important consideration is safety. Products should be properly formulated so the dosage and ingredients are safe for consumption by children, said Jennifer Weinhardt, research and development specialist at Texas-based Bluebonnet Nutrition. “This is a no-brainer, but should be mentioned nonetheless,” Weinhardt added. She recommends being upfront about the ingredients within the product. Also, clearly label if the product is clean and how it was tested.
“Certifications and clean label initiatives help to ease parents’ minds, knowing their kids are getting the safest nutrition possible,” Weinhardt said. “Also, encouraging parents to tell pediatricians or other health care providers that their child is using a complementary health product or practice, including dietary supplements, is important for safety as well.”
The story behind a product can also help to ease concerns about the product and safety. That is something Joyce Dales, president and CEO of New Hampshire-based Buzzagogo, said she encourages others to look for when deciding on a product. Her product Cold Bee Gone, a nasal swab remedy, is a great example of this. She created the honey-based product in 2011 for her daughter who had just undergone open heart surgery and was immunocompromised. It helps fight colds, flu and allergy symptoms.
“When I initially made my remedy, I wasn’t thinking about making something to sell,” Dales said. “I was trying to solve a real-life problem for my loved ones. I searched high and low for anything chemical-free that could relieve symptoms as well as strengthen nasal immune function and found nothing. I solved the problem of seasonal illness in a new way, which was thorough and really made sense. If you want a great product for your kids, look for one made by a parent trying to protect or help their loved ones and you will find amazing things that can actually help your kids!”
Cleaner Options
The word “clean” is one that is used a lot these days in various contexts. It largely stems from the cultural shift to the all-natural movement. In an effort to meet consumer demands, this has definitely become the case for the supplement market as a whole.
The same is true for children’s health supplements and products, as adults are typically responsible for shaping the market for their children. More consumers want cleaner options. That may mean all or a combination of the following: clean label, organic, no additives, no preservatives, GMO (genetically modified organism) free, hormone free and little to no added sugar.
“Parents are beginning to feel more empowered to take their children’s health in their own hands, especially since there tends to be more and more “labels” in the medical community,” said Pris of Mountain Meadow Herbs. “Many parents don’t want a band-aid—they are looking for a way to turn their health around and work from the ground up to support a more healthy child.”
Franchesca Rodriguez, brand manager of California-based Little Twig, agrees with this point. She noted it all comes down to transparency so families can make truly informed decisions.
“The market has become more conscious of what ingredients are being used, hence there has been a high trend in label transparency when it comes to personal care items,” Rodriguez said. “Consumers are interested to know what is not being used.”
That means the market is moving away from the days of loading products with dyes and artificial flavors. The manufacturers that spoke with Vitamin Retailer pointed out a handful of popular ingredients that are found in children’s supplements and personal products. These include various vitamins, minerals, herbs, botanicals, amino acids, hemp, shea butter, calendula and honey.
While it’s great to see names on the label you recognize, you should still do some research to understand how an ingredient is being used in a product, said Dales from Buzzagogo. As honey is a major ingredient of her product, she’s noticed others misleadingly play up the ingredient in their products.
“For centuries honey has been recognized as Mother Nature’s finest remedy for all sorts of ailments,” Dales said. “Unfortunately, that has led to a “gold rush” where honey is being used as a marketing tool to attract natural-minded customers to products that are anything but natural. Thankfully, the internet is now at our fingertips and the ability to become an informed consumer is available to everyone.”
The same goes for retailers. They should be informed about any possible questions and have the answers ready if consumers ask. Especially when it comes to products that are unfortunately misleading.
As an example, a recent study by MIT and Brigham and Women’s Hospital found that 92.8 percent of oral solid dosage medications contain a potential allergen in the inactive ingredients. This is significant because it can impact how a child’s body reacts to a supplement. If there is peanut oil, a warning is required. However, for other potential allergens there is no regulation requiring it to be explicitly stated.
While there are many examples of the impact, an obvious one is supplements that contain gluten. Although there is no definitive data, researchers estimate that as much as 6 percent of the population may suffer from gluten sensitivities.
“Supplements may also contain inactive ingredients such as unidentified starches and synthetic binders,” said Arik Johnson, vice president of sales of California-based Genexa Inc. “With more people suffering from food allergies and at risk for adverse effects than ever before, particularly children, we find it more important now to scrutinize the ingredients in our supplements and over-the-counter medicines, and look for cleaner options.”
Trends
There are a number of general supplements like multivitamins on the market for children. That said, there are a few areas that are starting to catch the attention of manufacturers who may be looking to create new products.
One area stems from the general rise of promoting gut health. According to a 2009 report by the National Commission on Digestive Disorders, in the U.S. about 70 million Americans are affected each year by digestive diseases. Gut health really starts at birth, so manufacturers are thinking more about pre- and probiotics for kids. This will probably become a major area of interests as research continues to link gut and brain activity, said Weinhardt.
“Babies are born without any bacteria in their intestines, but they quickly become colonized with many beneficial bacteria,” she said. “Babies born via vaginal delivery tend to have more beneficial bacteria, as do babies that are breastfed. Probiotics are found in breast milk, which is likely why they were recently added to infant formula—although it hasn’t been proven if they will have the same effect.”
A second trend that has caught Weinhardt’s attention is eye health. She noted that this concern rose out of the technological shift in society. It is not uncommon for young children to spend large amounts of their day in front of a screen.
“Consumers, particularly children and younger generations, are glued to high tech devices 24/7 and because of this, they are being continually exposed to blue light,” she said. “Blue light has a very short wavelength, so it produces a higher amount of energy, penetrating all the way to the retina and damaging light-sensitive cells. As a result, long-term exposure to the blue end of the light spectrum could cause serious injury to the eyes.”
One factor Bluebonnet is looking at, is what supplements may be good for children to combat this trend.
“One ingredient in particular has captured our attention and that’s OmniActive’s Lutemax 2020, which is a naturally derived marigold extract providing all three macular carotenoids—lutein and enhanced levels of both zeaxanthin isomers (RR-and RS [meso]-zeaxanthin)—at the same five to one ratio as found in nature to optimally support eye health.” Weinhardt added, “Acting as primary filters of high-energy blue light, lutein and zeaxanthin isomers support visual health and acuity by protecting against oxidative stress and inflammation. Unfortunately, our bodies do not produce lutein, so the only way to acquire the phytonutrient are through diet and/or supplementation.”
Challenges
Probably the biggest challenge when it comes to selling any products for children’s health is price. Pris said this is a constant frustration and it can be difficult to educate consumers on the reasons why one product costs more than another.
“We try to educate our customers as to what goes into a safe and effective formula and that there is a reason that there are some really cheap products out there,” Pris said. “Especially when children are involved, safety testing is so important and that can increase the cost. When someone looks at one 2-oz. bottle of elderberry and sees $9 and then another one, the same size, for $19, the reaction is to go with the cheaper product.”
How to Sell
Appealing to consumers through the means listed above is of course important, but advertising and making sales are just as important. Given the complexity and variations that come with a shelf full of products, manufacturers make great efforts to educate retailers on their products. Especially when it comes to some of the concerns mentioned like inactive ingredients and labels.
“Most consumers don’t realize that the inactive in their health care products could contain a potential allergen,” said Johnson from Genexa Inc. “We work with our retail partners to further share this message that health care products can and should be made cleaner, free of artificial dyes, flavors and preservatives.”
He recommends clearly labeling clean products and grouping such products together so it is easier for consumers to compare.
Remember, details matter. Work to create less confusion for consumers, which ultimately makes their life easier. If the store has space, it may be a good idea to organize the products and/or dedicate a self to children’s health.
“Parents don’t want to have to search for products,” said Pris. “They are busy and have limited time to spend shopping! Colorful, kid-friendly sections are attention-grabbing and educated employees are a must.”
Another idea is to allow new products a chance to shine and generate some interest by placing them next to the cash register. Dales said this may cut down on some of the natural hesitancy consumers tend to have when it comes to the unknown.
“If a new product gets register placement then the consumer is more likely to grab it before they need it and have it already on hand at that critical moment of “Oh I think I’m catching a cold!” Dales said. “This is where I convert curious customers into lifetime fans who swear by my product. The register is not just for chocolate and lip balms! It’s a hotbed of discovery for new products.”
Finally, don’t forget to lean on the resources and support that manufacturers can offer. As noted above, they can provide detailed information on their products and help to educate retailers on the best ways to present the products to consumers. Additionally, many can provide supportive material including pop images, inline display and marketing support. For example, Mountain Meadow Herbs offers retailers help by running ad campaigns for products, said Pris. Little Twig also offers marketing support through social media campaigns, collaborations with influencers and other advertising.
Stamenov, said many of these recommendations absolutely make a difference with sales. Particularly making use of the potential of the digital space.
“It is important to have a channel strategy in place to support the needs of each channel, specifically the natural channel,” she said. “Digital and social continue to favorably impact the category. A large percentage of children’s health sales are driven from new customers and digital sales.”
She noted some of The Vitamin Shoppe’s bestselling categories for children include multivitamins, cough/cold, fish oils, probiotics and attention/focus supplements. VR
For More Information:
Bluebonnet, www.bluebonnetnutrition.com
ChildLife Essentials, https://childlifenutrition.com/
Genexa Inc., https://www.genexa.com/
Mountain Meadow Herbs, https://www.mmherbs.com/
Little Twig, https://littletwig.com/
Cold Bee Gone, https://www.coldbeegone.com/
