Children’s health and well-being take center stage as back-to-school season is fraught with unprecedented disruption. Here’s how to do your part to help keep the community of kids healthy.
Raising children is never easy for any generation, but arguably, parents today have a challenge their parents didn’t. And this challenge, of course, is COVID-19. While the majority of medical opinion is that children are relatively safe from the ravages that this virus can incur (according to the Centers for Disease Control and Prevention, most reported cases of COVID-19 in children aged <18 years appear to be asymptomatic or mild. Less is known about severe COVID-19 illness requiring hospitalization in children), that doesn’t take into account that interaction with adults (faculty and other staff) may create an environment of viral spreading.
Naturally, parents are extremely worried about COVID-19 and their children, and as retailers you cannot make any claims about products you carry. However, there are types of immune support and other supplement products that you can recommend for overall resilience, optimal nutrition and sound well-being of your community’s children.
Daniel Millar, COO, Beekeeper’s Naturals, California, commented, “We’re living in a sensitive, highly charged time right now. COVID-19 is a serious global threat that has parents rightfully worried about protecting their kids.”
Don L. Summerfield, co-founder and vice president of integrative medicine for Colorado-based Pharmaca, noted that while Pharmaca’s children’s health section continues to experience modest year-over-year growth, “More recently, with the onset of COVID-19, children’s immune formulas have become very popular.”
Immune Emphasis
Dawn Jarvis, MS, RD, LDN, senior director of nutrition science & educational content, Florida-based Garden of Life, suggested, “Retailers can provide parents with important immune support to keep kids healthy and hopefully reduce their suscepibility to poor health. Such products include multivitamins and probiotics—as well as organic produce and quality proteins.”
In the children’s supplement section, Katherine Cole, R&D manager, ChildLife Essentials, CA, advised retailers to focus on immune health in general as it is an undeniable priority for parents. Retailers should promote first the “easy ones”—vitamins C and D, herbs such as echinacea and elderberry, probiotics and then specific blends.
Jennifer Weinhardt, Texas-based Bluebonnet Nutrition agreed, elaborating that vitamin C is known to support the innate and adaptive immune responses, as well as supporting epithelial barrier function against pathogens. “Vitamin C can accumulate in phagocytic cells, such as neutrophils, and can enhance chemotaxis, phagocytosis, generation of reactive oxygen species and ultimately microbial killing,” she explained. “It also supports the differentiation and proliferation of B- and T-cells.”
Vitamin D is a strong immune vitamin for children, Weinhardt explained, as it signals an antimicrobial response to the pathogenic bacterium responsible for respiratory disease. This cellular immune response includes producing a peptide (cathelicidin) that is important for cell-mediated immunity and antiviral defense. Also important is that vitamin D has a positive influence in controlling inflammation, notably in the presence of viral infection.
In this case, lung epithelial cells can convert inactive vitamin D to active vitamin D, which in turn produces an increased amount of cathelicidin.
Another powerful immune-health supplement Weinhardt recommended for children is zinc, which she explained stabilizes the membrane barrier permeability, specifically in the lungs, and supports the immune system by working in tandem with superoxide dismutase (SOD) to elicit an antioxidant effect in the body. “Zinc also supports both the innate and adaptive immune response and is crucial for normal development and function of cells mediating nonspecific immunity such as neutrophils and natural killer cells. Zinc deficiency also affects the development of acquired immunity by preventing both the outgrowth and certain functions of T lymphocytes,” she said.
Colostrum is a strong contender for immune health, noted Pam Cebulski, general manager of corporate strategy, Colorado-based PanTheryx. Research indicates that the immunoglobulins found in bovine colostrum promotes and helps maintain a healthy immune and GI (gastrointestinal) system by fending off bacteria and invaders. “Colostrum has also been extremely beneficial for respiratory health, which is timely during the current COVID pandemic as it affects the respiratory system. Many studies have found that bovine colostrum significantly decreased risk of upper respiratory tract infections in participants,” she said.
Two berries, elderberry and aronia, “have powerful anti-viral, antioxidant rich, immune-boosting activity,” according to Kelly Pris, marketing director with Montana-based Mountain Meadow Herbs.
Other Challenges
Today’s children are dealing with challenges that are different than when their Millennial parents were kids. But, there are also issues that are common to all recent generations.
Most sources point to how technology has affected the latest crop of children. Dawn Jarvis, MS, RD, LDN, senior director of nutrition science & educational content with Garden of Life, explained, “Children today are living in a very hectic world where the majority of parents are usually working full time, and less time is spent with their children. “Hence, many children today entertain themselves with technology. This results in kids spending a lot of time alone in front of a screen, sedentary and often eating fast food and unhealthy snacks. Many kids often feel alone and do not share their feelings, many become significantlly overweight or obese and depressed or withdrawn,” she observed.
Jarvis added that in tandem, and in general, many kids today are eating less fresh foods and homemade meals than previous generations, and are not getting as much outdoor exercise/physical play—less fresh air and sunshine. “This combined with poor dietary choices and lack of key essential nutrients andantioxidants can impact their immune health and overall well-being,” she said.
Weinhardt also emphasized the extended exposure to blue light from screens, a “glaring difference” between them and their Millennial parents. Children aged 8 to 18, she cited, spend approximately 7.5 hours on average a day in front of a screen for entertainment, according to the Kaiser Family Foundation—and this does not include time spent on the computer at school or home for homework. “Blue light has a very short wavelength, so it produces a higher amount of energy, penetrating the retina. As a result, long-term exposure could cause serious injury to the eyes,” she explained.
Relatedly, according to Pris, children today are over-stimulated and physically under-activated due to technology. And this has resulted in a dramatic increase in childhood obesity, and related health conditions, such as type 2 diabetes. Further, she said, this “creates issues like emotional trauma with increased ‘cyber’ bullying leading to depression and anxiety. Because of issues like these and many others, our children’s physical, emotional and psychological health should be a paramount concern.”
Cole also pointed to increased screen time as an impact on children’s health and well-being, but in general, she said, “most challenges remain the same, only it’s our newfound knowledge and understanding of these challenges that makes them seem new. Our understanding of environmental toxins, effects of pollution, health and nutrition has advanced tremendously since the previous generation.”
But another health challenge faced by children today more than ever, said Millar, is the rise of chronic autoimmune conditions. He explained, “Across the globe, chronic autoimmune disorders are on the rise. From celiac to type 1 diabetes to psoriasis, the incidence of these diseases is increasing steadily between 3 to 9 percent every year, according to the British Society for Immunology. That means a lot of the conventional formulas that were okay for previous generations are simply not working for today’s young families with more sensitive needs.”
Americans do not obtain the recommended daily intake of essential nutrients, due to factors ranging from an unbalanced diet to food allergies. “Because of this, omega oils, probiotics, vitamins C and D and multivitamins are popular products in our children’s supplement set. In addition, kid-specific supplements and remedies to treat common cold, cough and flu symptoms are a must-have with most parents,” he said.
Parade of Products
The children’s health supplement category has grown rather expansive in the past 10 years alone, and innovation in this area is accelerating. For example, this back-to-school season, Childlife is offering several new products including a chewable probiotic for immune support, Cole noted. Other new products include Elderberry Super-Immune SoftMelts and new Omega-3 DHA + Choline SoftMelts, with ingredients known to support healthy brain development and function. “These two new offerings are a perfect pair for back to school,” she said.
Currently, Beekeeper’s Naturals offers two products to support kids’ immune health. Propolis Throat Spray for Kids is “a daily defender. Powered by germ-fighting bee propolis and antioxidant-rich buckwheat honey, each tasty spritz naturally supports your little one’s immune health and soothes their scratchiest throats,” Millar described. B.Soothed Cough Syrup is the brand’s “clean” cough syrup, containing elderberry, chaga, propolis, olive leaf and grapeseed extract. It also contains unpasteurized buckwheat honey, one of the most antioxidant-rich honeys on the planet,” he added.
Mountain Meadow Herbs’ suite of KIDS products include sleep support, immune support, digestive support and natural attention support “to help with their wild ideas and energizer bunny energy,” described Pris.
For example, Vita-Mini bears provide the essential vitamins and minerals that provide a solid foundation for children; Natural Attention-Aid contains calming and adaptogenic herbs, such as American ginseng root and valerian to provide calming support to the central nervous system, enhancing focus and concentration, while Ginkgo biloba supports the brain; “Berry Calm contains herbs naturally high in calcium which can also support a healthy functioning central nervous system. The above two products are particularly effective when used together,” she said. “Berry Immune-Booster contains the super start immune-boosting herbs elderberry and echinacea. The antioxidant profile of these herbs, along with the newcomer aronia berry, help to provide a solid foundation for immune health,” she added.
Mountain Meadow Herbs also provides Licorice Tummy-Aid and Berry Bedtime that address common issues kids face. Pris noted that retailers can inquire about the company’s KIDS’ starter kit, which “includes over $450 in retail value and is priced at $200. Our starter kit includes our Berry Immune- Booster, Berry Bedtime, Licorice Tummy-Aid, Berry Calm, Natural Attention-Aid and our Vita-Mini Bears Multivitamin Gummies.”
California-based SOFAR America’s new Innovia Kids is a drinkable probiotic supplement for children, featuring the LP-DG probiotic strain with essential vitamins such as D3 for healthy bone development, as well as B vitamins to support nerves and muscles, according to Gregory Bonfilio, president and CEO of SOFAR Americas. The micro-shot delivery format is touted as appealing to children, who benefit from the synergistic combination of probiotics and targeted vitamins.
“Innovia Kids provides children a kind of ‘superhero strain’ to fight threats to the immune system by replenishing good bacteria while multiplying and nourishing gut microflora,” Bonfilio described. “Compared to other powder, capsule or even drinkable probiotics on the market for children today, Innovia Kids goes the extra mile to ensure that children enjoy taking their daily probiotics.”
Immune health, undeniably, is paramount in parents’ minds. So, there’s more for you to carry. Life’s First Naturals is a new immune health line using bovine colostrum from PanTheryx that is available as a chewable supplement or in powder form, according to Cebulski. “Colostrum provides benefits to children like supporting gut health, immunity and athletic recovery,” she commented.
As part of Garden of Life’s Q3 2020 promotion “Empowering Immune Health” launching in September, the following products will be spotlighted, according to Jarvis. mykind KIDS Cough and Mucus Syrup, intended to naturally dislodge mucus and relieve cough, featuring organic English ivy leaf, elderberry, zinc and vitamin C (organic acerola cherry). mykind KIDS Elderberry and Sleep blends black elderberry, zinc and vitamin C.
Garden of Life’s KIDS line features seven new children’s products that use Certified Organic and Non-GMO (genetically modified organism) Project Verified sources, while excluding allergens, added sugar, gluten, gelatin and artificial ingredients. “We believe these standards are extremely important for children and is what parents shopping in health food channel are seeking,” she stated. Jarvis added that the features that parents will find attractive about the new KIDS line include that it contains the first children’s algal DHA to be Non-GMO Project Verified, the first whole food-derived, organic multi powder, and the first organic, non-GMO plus sugar-free gummies.
Kidz is a multi that looks (and tastes) like a Snickers—but parents will feel good about giving these, according to Kate Jones, president, Mybite Vitamins, Washington. Each chew serves up vitamins, such as A, C, D, E as well as minerals like calcium. “One bite provides as much vitamin C as one cup of kale,” Jones said. “Kidz Mybite is vegetarian, gluten free, and has no artificial colors, flavors or added preservatives.”
Bluebonnet’s Rainforest Animalz Whole Food Based Multiple, Vitamin C, Vitamin D, Probiotic, and combination of Calcium, Magnesium & Vitamin D all “deliver a kosher-certified, gluten-free comprehensive array of the essential micronutrients kids need daily with extra nutritional support to meet their growth and developmental, immune, gut and bone health needs,” said Weinhardt. “As a bonus, the nutritional scientists at Bluebonnet snuck in all those healthy super fruits (e.g., acai, acerola, apple, bilberry, blueberry, cherry, cranberry, goji, grape, orange, papaya, pineapple, prune, raspberry and strawberry fruits, grape seed and raspberry seed) and vegetables (e.g., broccoli, broccoli sprouts, brussels sprouts, carrot, kale, onion, spinach, tomatoes) kids will love in most of these formulas.”
To protect children’s and teen’s vision especially as they continually absorb blue light from screens, Bluebonnet’s new Targeted Choice EyeCare AREDS2 + BLUE formula features the science-bac ked Lutemax 2020 as well as sustainably harvested or wild-crafted super fruits like bilberry and wild blueberry.
Genexa has a rather vast line of children’s health-support products, according to Johnson. “We have everything from infant probiotics and immune syrups to more traditional OTC (over-the-counter) products such as acetaminophen and also homeopathic calming products. All of these products come with the Genexa Clean Stamp of Approval.” The Kids’ line features Pain & Fever, Cough & Congestion, Honey Cough Syrup, Immune Support, Cold Crush and Calm Keeper.
Making the Grade
While children’s health is always a priority for parents, back-to-school season, especially in 2020, places children’s resistance and well-being more in the spotlight than ever.
“Whether school resumes virtually or in-person, supporting our kids’ health is more pressing than ever,” Millar said.
At Pharmaca, “We’ve found it most effective to implement a comprehensive marketing program that features children’s health products on a monthly basis instead of just making it a focus during the back-to-school months,” noted Summerfield. “Children can get sick at any moment, so we always want to make sure parents have the tools they need to help kids feel better and get back on their feet quicker.”
Jones suggested that providing clear callouts and benefits of the children’s supplements and brands you choose to sell will attract today’s moms. The attractive callouts are “no artificial colors or flavors,” “no added preservatives,” “gluten free” and “vegetarian.” Additionally, she noted, “having a strong presence on social platforms that reflects that yours is a family-friendly store makes it inviting for families. No matter how your local schools are going back this year, you can still offer back to school specials and endcaps,” she said.
Cole summarized it best: “Now more than ever we need to optimize our children’s health.” VR
For More Information:
Beekeeper’s Naturals, www.beekeepersnaturals.com
Bluebonnet Nutrition Corp., www.bluebonnetnutrition.com
ChildLife Essentials, www.childlifenutrition.net
Garden of Life, www.gardenoflife.com
Genexa, www.genexa.com
Mountain Meadow Herbs, www.mmherbs.com
Mybite Vitamins, www.mybite.com
Pantheryx, Inc., www.pantheryx.com
SOFAR Americas Inc., www.sofaramericas.com
