Mood support the top growth category for children’s supplements

By Stephen Daniells

- Last updated on GMT

© dragon_fang / Getty Images
© dragon_fang / Getty Images

Related tags kids supplement Gummies Children SmartyPants Vitamins Dietary supplements mood support Unmetered Unmetered Digestive health cognitive support

After two very good years of growth, sales of children’s supplement have declined over the past 12 months, but another wave of growth could be just around the corner.

The children’s supplements category experienced stellar growth during the pandemic. Two years ago, there was over 50% increase in dollar sales, followed by 7% a year ago, says Scott Dicker, Market Insights Director at SPINS.

But following such impressive growth, there was always going to be a certain reset in the market, as we’ve seen around the wider supplements category.

For brick and mortar retailers, sales of children’s supplements have declined, with almost double digit declines in unit sales, said Dicker, who will present extensive data and insights at the upcoming Supplements for Kids​ webinar, hosted by NutraIngredients-USA.  Dollar sales numbers have only declined by low single digits, he added, because of price increases offsetting the declines.

However, sales of kids supplements on Amazon are positive, he noted, which is a leading indicator that we’re going to see another wave of growth in brick and mortar.

Mood support

Digging into the sub-categories with impressive growth, mood support is leading the way, said Dicker, with over 70% growth in dollar and unit sales in brick and mortar, and similar numbers on Amazon. Leading products in that space include Natural Vitality Calm Kids and Mommy’s Bliss Kids feel Calm gummies.

“This is a category of supplement that is of high interest across the board, for all ages,” said Dicker.

Other key areas to watch include digestive health and cognitive support.

In the upcoming webinar, Dicker will also dig into the active nutrition category, with a focus on teens, gamer products, and hydration.

Dicker will be joined by Jeff Wong​, Chief Revenue Officer, SmartyPants Vitamins, ​and Ivan Wasserman​, Managing Partner, Amin Talati Wasserman, LLP.

The webinar, which is free to attend (registration required), will broadcast on Thursday, October 12th​ at 12pm Eastern time, 9am Pacific.

For more information and to register, please click HERE​.

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This webinar is made possible by the generous support of:

EpiCor​ by Cargill: EpiCor postbiotic is a whole food fermentate clinically shown to support immune and gut health. It’s made through a specialized fermentation process that creates a unique fingerprint of metabolites including proteins, peptides, antioxidants, polyphenols, organic acids, nucleotides, polysaccharides (1-3 1-6, beta glucans) and mannans. When taken daily, EpiCor postbiotic “acts like a multivitamin for the immune system”.

Funtrition​ by Procaps: A leading provider of contract manufacturing services in advanced gummy technologies for the global nutraceutical industry. The company is part of Procaps, a pharmaceutical group dedicated to delivering innovation, health and nutrition, and Latin America´s largest softgel encapsulator.

Lutemax Kids​ by OmniActive: Naturally derived and sustainably sourced, Lutemax Kids delivers an efficacious dose of all three macular carotenoids [lutein, RR-zeaxanthin, and RS (meso)-zeaxanthin] in a similar 5:1 ratio as naturally found in the diet. In a recent clinical study, just 10 mg of lutein and 2 mg of zeaxanthin isomers from Lutemax Kids was shown to support both eye and cognitive health in children.

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