Nutrition Business Journal

Innovation Fuels Growth in Childrens Supplements

More natural product manufacturers are launching vitamins, herbal products, enzymes and other supplements targeted at children. Innovations range from creative delivery forms for vitamins to supplements designed to improve digestion, immunity and attention in children.

The market for adult vitamins has matured, with overall sales flat. However, manufacturers are finding pockets of growth in children’s supplements. In 2003, the children’s vitamin and mineral market in just the ‘supern

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