As kids return to school in person, parents and caretakers are paying more attention to kids’ health, immunity and overall well-being. While the natural products industry has always been good about supporting infants and babies, there’s been a gap in food, beverages and even supplements for the children and teens whose weekdays are filled with learning, playing and practicing.
Getting picky eaters on board on board with consuming natural foods can be difficult, especially when they are facing some of the more robust flavors we typically see in CPGs. However, as kids return to school and do more in-person activities, they are the perfect audience for quick grab-and-go snacks with a strong need for health and nutrition. Adults may have the purchasing power but they are not the only consumers natural brands are targeting.
At this year’s Natural Products Expo East, many brands demonstrated expanded product lines to nourish children. Parents will be pleased to see these options accessible to their not-so-little but not-quite-grown young ones. According to data in Nutrition Business Journal’s Condition-Specific Report, children’s health was the fastest-growing condition category in 2021 for supplements, with an 18.5% increase over 2021. Such growth shows that consumers are paying significant attention to—and paying for—their children’s daily wellness.
Click through this gallery to see what products the New Hope Network editors spotted at Natural Products Expo East for the younger set.