Sponsored By
Natural Foods Merchandiser logo

Kid stuff: Anything but a pill, Mom!Kid stuff: Anything but a pill, Mom!

Todd Runestad

September 30, 2014

The ground is shifting in the multivitamin world. Adult multivitamin sales are down 9 percent over the last year in the natural channel, according to SPINS data. But fret not! Supplement makers are merely diversifying, so women’s multivitamins grew 10 percent, men’s multis by 5 percent, and children’s multis by 6 percent.

Even more interesting is data from the New Hope Natural Media NEXT Trend, which tracks every product exhibited at Natural Products Expo West and East. Fifty-seven percent of products in the category of baby and child supplements are children’s vitamins, while one-fourth are children’s herbs and homeopathy. And here’s a notable shift—while only 12 percent of baby and child supplements are gummies, gummies saw a growth of just over 1,000 percent between Expo West 2013 and Expo West 2014. Gummies are hot! Here’s what we like now in the children’s supplement world.  

About the Author(s)

Todd Runestad

Content Director, NaturalProductsInsider.com, Sr. Supplements Editor, Natural Products Insider

I've been writing on nutrition science news since 1997. I'm The content director for NaturalProductsInsidercom and digital magazines. Other incarnations: supplements editor for newhope.com, Delicious Living and Natural Foods Merchandiser. Former editor-in-chief of Functional Ingredients magazine and still cover raw material innovations and ingredient science.

Connect with me here https://www.linkedin.com/in/toddrunestad/

My daily vitamin regime includes a morning smoothie with a range of powders including protein, collagen and spirulina; a quality multi, B complex, C with bioflavonoids, >2,000IU vitamin D, E, magnesium, high-selenium yeast, PQQ, choline, alpha-lipoic acid with carnitine, coQ10, fish oil concentrate, probiotics and some adaptogenic herbs. 

Subscribe and receive the latest updates on trends, data, events and more.
Join 57,000+ members of the natural products community.

You May Also Like