Growing Strong: The Children's Health Market

Gone are the days of "casual parenting." In 2024, parents are more involved than ever in every aspect of the day-to-day decisions impacting their little ones. With the overabundance of parenting information readily available, from social media influencers to the latest parenting books to field experts weighing in on what should or should not be emphasized during the stages of growth, no detail is too small for today's caretakers. That's especially true when it comes to health and nutrition. We reached out to industry insiders for insights on the topic and a forecast on the future of the kids' health market.

8 Trends in Kids' Health

"In recent years, the landscape of dietary supplements for children's health has evolved to address several key concerns and trends," reports Carl Germano, CNS, CDN, Vice President of Verdant Nature, Consultant for Bluebonnet Nutrition, NY Bd. Certified Clinical Nutritionist. "Immune support remains a paramount focus for parents, particularly in light of global health challenges, leading to a heightened demand for supplements containing Vitamin C, D, Zinc, and probiotics, all believed to bolster immune function."

Alongside immune support, there is a significant emphasis on cognitive health, Germano says, with supplements enriched in Omega-3 fatty acids (DHA and EPA) gaining popularity for their purported benefits in brain development and function.” Additionally, he says supplements aimed at enhancing focus and attention in children, often formulated with nutrients like B vitamins and minerals such as magnesium, are increasingly sought after.

Also noting the focus on focus: “We have seen increased interest in our Added Attention formula,” shares Andrew Burks, Chief Managing Officer, Buried Treasure Ingredients. “This formula was developed to support children’s learning through nutrition. This growth has led me to think parents are looking for natural alternatives to the more common methods for supporting focus at school."

Germano adds that parents are seeking solutions for promoting digestive health through probiotics, recognizing the importance of a balanced gut microbiome not only for digestion but potentially for overall well-being.

In addition to specific benefits, parents also want to help ensure that all of the nutritional bases are covered for their kids. "The appeal of multivitamins persists as a convenient means to ensure children receive essential nutrients, bridging potential gaps in their diets," Germano explains. "Moreover, there's a growing preference for supplements derived from natural and organic sources, like Bluebonnet Nutrition's Rainforest Animalz Children's vitamins, reflecting broader consumer trends toward health-conscious and sustainable choices. As parents navigate these options, consulting healthcare providers remains crucial to tailor supplement choices to each child's specific health needs and ensure safety and efficacy."

Recent headlines addressing the quality of products our kids are consuming has many parents on high alert, and upping their emphasis on natural and clean label. Take baby food. "Parents are becoming more educated about the potential health risks associated with conventional baby foods containing additives, pesticides, and other synthetic ingredients," says Martin Richter, Head of Quality at Holle. "This heightened awareness has driven demand for organic and natural baby food products, leading to the expansion of the organic baby food market. Additionally, increased consumer awareness has prompted manufacturers to be more transparent about their sourcing and production practices, further driving the market towards healthier and more sustainable options."

Product education extends well beyond the decision to make an initial product purchase, Richer notes. Factors such as product recalls can heavily influence decision makers' commitment to a particular product or a specific brand. "On the other hand," Richer says, "environmental health is a further trend. Recent recalls and reports on toxins in baby foods, such as heavy metals and pesticides, have heightened parental awareness. Parents are looking for foods that are not only nutritious but also free from harmful substances, driving the market towards organic and sustainably sourced products."

This increased focus not only pertains to food, but also other consumable categories such as over-the-counter (OTC) medicine, says Emily Hazlett, Senior Director, Brand Marketing, Genexa Inc. 'Label Readers' are becoming more diligent about checking the ingredients in products before buying and administering to their children. And their desire to know more about specific ingredients is punctuated by increased conversations and searches online. In the last 12 months, searches for terms such as 'food additive,' 'high fructose corn syrup,' and 'red dye 40,' among others, have increased on average +11% over the last year and +141% in the last 5 years."

What Does the Future Hold?

The era of the informed shopper is just getting started, says Hazlett. "We’re already seeing 'label readers' expand their consciousness of ingredients into other aisles beyond food. Parents now realize that many artificial ingredients they try to avoid in their children’s food are also in other consumable products such as OTC medicine. The shift to ‘clean medicine’ has just begun in the last five years. Companies like Genexa are pioneering the clean medicine movement by providing parents with a new way to give their kids the same effective medicine as the legacy brands, but without any of the artificial additives."

The focus on clean is expected to continue to gain steam. Christine Trageser, Senior Brand Manager, Nichols Farms, explains, "Organic snacks is an area that continues to grow…‘better for you snacks’ are considered even better by many, not only for themselves but for the planet as well."

Richter agrees. "Looking to the future, there is a growing expectation among customers for transparency regarding product origins. Brands are responding by gaining more control over their supply chains and building stronger partnerships with farmers. At Holle, we are committed to increasing transparency and control by strengthening our partnerships with farmers and emphasizing fair, transparent, and sustainable sourcing practices. As a result, Holle maintains control and transparency throughout the entire supply chain, from organic and biodynamic raw materials to the final product.”

Of course, parents will continue to set their kids up for a happy, successful future, with nutrition being a tool to achieve those goals. “Growing research into functional ingredients has demonstrated their potential in boosting cognitive abilities and learning," says Burks. "This trend is likely to persist as the world becomes increasingly competitive, driving the need for improved cognitive performance.”

What will set brands apart? Science. Using omega-3s as an example, Burks says, "Omega-3 DHA has been extensively studied for its ability to support brain function. A 2022 review of nine studies on the effects of omega-3 fatty acids on the brain found significant impacts on learning, memory, and cognitive well-being (Dighriri et al., 2022). Despite this, in my decades of experience in the nutrition space, it remains evident that Omega-3s are crucial yet under-consumed. According to the National Health and Nutrition Examination Survey (NHANES) 2011-2012, 95% of children in America are not getting enough Omega-3s. B vitamins also play a crucial role in cognitive function by benefiting mood and learning. Their supplementation is particularly beneficial during times of stress, as the body's demand for these vitamins increases. B vitamins are essential for the creation of neurotransmitters, which are produced and utilized at a higher rate during stress, potentially leading to deficiencies. Numerous studies have explored the effects of B vitamins, and a meta-analysis by Young et al. (2019) reviewed 18 studies, finding positive effects on mood in 11 of them."

The next step for growth lies in innovation, says Germano. "Looking forward, the dietary supplement landscape for children is poised for innovation and expansion, driven by emerging trends and advancements in nutritional science. One notable area of development is personalized nutrition, where supplements are tailored to meet individual children's specific health needs based on genetic factors, biomarkers, or dietary deficiencies. This approach aims to optimize health outcomes by providing targeted nutrients in precise dosages. Additionally, there's a growing emphasis on transparency and quality assurance in supplement manufacturing, with increased scrutiny on sourcing, purity, and sustainability of ingredients. Innovations in delivery formats such as chewable gummies, dissolvable powders, and flavored liquids continue to cater to children's preferences and ease of consumption. Furthermore, research into novel ingredients and formulations, including plant-based alternatives and phytonutrients, reflects a broader consumer shift towards natural and organic products.”