• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Nutraceuticals
    • Markets
    • Health
    • Jobs
    • Events
    • Buyers' Guide
    • Showcases
    • More
  • Magazine
  • News
  • Exclusives
  • Nutraceuticals
  • Markets
  • Health
  • Jobs
  • Events
  • Buyers' Guide
  • Showcases
  • Current & Past Issues
    Features
    Columns
    Editorials
    Digital Edition
    Subscribe Now
    Advertise Now
    eNewsletter
    Editorial Guidelines
    Top Features
    Reinforcing Omega-3 Supply Networks

    A Clearer Path to Weight Management: The Ozempic Factor

    Under Pressure: Stress and Mental Health Have Taken Center Stage

    Sustainable Business Development: Principles and Strategies for Progress

    Beauty IO MarketWatch: L’Oréal to Define the Next Era of Beauty Tech in CES 2024 Keynote
    Breaking News
    Certifications, Approvals and Patents
    Exclusives
    Industry & Market News
    People
    Products
    Regulatory
    Glossary
    Research
    Supplier News
    Supplier Insights
    Live From Shows
    Top News
    BAPP Publishes Lab Guidance Document on Lavender Oil

    Bartek Provides Update on Construction of World's Largest Malic, Fumaric Acid Facility

    Contract Manufacturer Acquires Powder Processing Facility

    D2C Supplement Brand Launches Blood Sugar Support Supplement, Gluco-Control

    Natrol Launches First Non-Melatonin Sleep Supplement
    Exclusives
    Blogs & Guest Articles
    Health E-Insights
    Area Code 420
    eBook
    Antioxidants
    Dairy-Based Ingredients
    Enzymes
    Fatty Acids
    Fiber & Carbohydrates
    Green Foods
    Herbs & Botanicals
    Marine Nutraceuticals
    Minerals
    Omega 3s
    Probiotics & Prebiotics
    Proteins, Peptides, Amino Acids
    Sweeteners
    Vitamins

    Probi to Debut Cognitive Support Concept

    BAPP Publishes Lab Guidance Document on Lavender Oil

    D2C Supplement Brand Launches Blood Sugar Support Supplement, Gluco-Control

    Natrol Launches First Non-Melatonin Sleep Supplement

    Metagenics Releases Consumer Survey on Menopausal Support Supplement
    Consumer Trends
    Contract Manufacturing
    Cosmeceuticals / Nutricosmetics
    Delivery & Dosage Technologies
    Dietary Supplements
    Flavors & Colors
    Functional Foods & Beverages
    Healthcare Trends
    Medical Nutrition
    Mergers & Acquisitions
    Natural/Organic
    Nutrition Bars
    Packaging
    Pet Nutraceuticals
    Quality & Safety
    Regulations
    Research
    Testing
    World Markets

    Probi to Debut Cognitive Support Concept

    BAPP Publishes Lab Guidance Document on Lavender Oil

    Bartek Provides Update on Construction of World's Largest Malic, Fumaric Acid Facility

    Contract Manufacturer Acquires Powder Processing Facility

    D2C Supplement Brand Launches Blood Sugar Support Supplement, Gluco-Control
    Bone & Joint Health
    Cancer Risk
    Cardiovascular Health
    Cognitive Function
    Diabetes & Blood Sugar Management
    Digestive Health
    Energy
    Eye Health
    Healthy Aging
    Immune Function
    Infant & Children's Health
    Inflammation
    Men's Health
    Mood Health & Sleep
    Oral Health
    Sexual & Reproductive Health
    Skin Health
    Sports Nutrition
    Weight Management/Weight Loss
    Women's Health

    Probi to Debut Cognitive Support Concept

    D2C Supplement Brand Launches Blood Sugar Support Supplement, Gluco-Control

    Natrol Launches First Non-Melatonin Sleep Supplement

    Metagenics Releases Consumer Survey on Menopausal Support Supplement

    Culturelle Probiotics Launches Women’s Health Awareness Campaign
    Industry Events
    Live From Show Events
    Webinars
    All Companies
    Categories
    Trade Associations
    Company Capabilities
    International Buyers Guide Companies
    JRS Pharma

    BGG World

    Aiya America, Inc. (Aiya Matcha)

    Applied Food Sciences, Inc.

    Premium Labels & Packaging Solutions
    Companies
    Product Releases
    News Releases
    Literature / Brochures
    White Papers
    Jobs
    VIdeos
    Services
    Add New Company
    International Buyers Guide Companies
    JRS Pharma

    BGG World

    Aiya America, Inc. (Aiya Matcha)

    Applied Food Sciences, Inc.

    Premium Labels & Packaging Solutions
    • Magazine
      • Current / Back Issue
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Trade Associations
      • Company Capabilities
    • Nutraceuticals
      • Antioxidants
      • Dairy-Based Ingredients
      • Enzymes
      • Fatty Acids
      • Fiber & Carbohydrates
      • Green Foods
      • Herbs & Botanicals
      • Marine Nutraceuticals
      • Minerals
      • Omega 3s
      • Probiotics & Prebiotics
      • Proteins, Peptides, Amino Acids
      • Sweeteners
      • Vitamins
    • Markets
      • Consumer Trends
      • Contract Manufacturing
      • Cosmeceuticals / Nutricosmetics
      • Delivery & Dosage Technologies
      • Dietary Supplements
      • Flavors & Colors
      • Functional Foods & Beverages
      • Healthcare Trends
      • Medical Nutrition
      • Mergers & Acquisitions
      • Natural/Organic
      • Nutrition Bars
      • Packaging
      • Pet Nutraceuticals
      • Quality & Safety
      • Regulations
      • Research
      • Testing
      • World Markets
    • Health
      • Bone & Joint Health
      • Cancer Risk
      • Cardiovascular Health
      • Cognitive Function
      • Diabetes & Blood Sugar Management
      • Digestive Health
      • Energy
      • Eye Health
      • Healthy Aging
      • Immune Function
      • Infant & Children's Health
      • Inflammation
      • Men's Health
      • Mood Health & Sleep
      • Oral Health
      • Sexual & Reproductive Health
      • Skin Health
      • Sports Nutrition
      • Weight Management/Weight Loss
      • Women's Health
    • Online Exclusives
    • Webinars
    • Slideshows
    • Blogs & Guest Articles
    • Health E-Insights
    • Videos
    • Podcasts
    • Infographics
    • eBook
    • Whitepapers
    • Research
      • TrendSense
      • Monograph Center
      • White Papers
      • Research News
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Supplier Showcases
      • Companies
      • Product Releases
      • News Releases
      • Literature / Brochures
      • White Papers
      • Jobs
      • VIdeos
      • Services
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    TrendSense

    Getting Ahead of the Curve: Kids’ Health

    There are significant opportunities to deliver essential nutrients to children in a range of product types.

    Getting Ahead of the Curve: Kids’ Health
    Getting Ahead of the Curve: Kids’ Health
    Getting Ahead of the Curve: Kids’ Health
    Getting Ahead of the Curve: Kids’ Health
    Dr. A. Elizabeth Sloan & Dr. Catherine Adams Hutt, Sloan Trends, Inc.03.02.15
    Despite children-specific products currently being a relatively small supplement segment, healthy foods, beverages and specialty nutraceuticals aimed at America’s 74 million kids under age 18, and their 39 million moms, is a very big idea.

    Sales of kid-specific foods/beverages are projected to jump from $32 billion in 2013 to $41 billion by 2018, according to Packaged Facts’ 2014 report Kids Food and Beverage Market. In 2013, 23% of the best-selling new foods/drinks were kid-specific, up from 16% in 2012, according to IRI’s 2014 New Product Pacesetters report.

    Moms are most interested in and committed to seeking out labels for “non-GMO,” “organic” and “hormone-free,” according to Packaged Facts; and 69% of moms make a strong effort to buy fortified foods, according to The 2012 Gallup Study of Children’s Nutrition and Eating Habits.

    Kid-specific foods are not just adult foods in smaller portions. Age-appropriate nutrient levels are very important to one-third of parents with kids under age 7 when making food selections, per Mintel’s Feeding Your Kids (August 2014). There’s plenty of room for growth as well. Packaged Facts reported that as recently as 2012, only 40% of all U.S. kid-specific foods/drinks had a health positioning. 

    Six in 10 U.S. kids take a dietary supplement: 46% under age 4, 70% aged 4-5 years, 60% 7-12 and 54% aged 13-17, according to the 2012 Gallup Study of Children’s Supplement Use.

    Multivitamins still dominate the kids supplement sector, led by Flintstones, Disney and L’il Critters brands. However, many moms want specialty supplements: 70% want supplements that boost their child’s immunity, 62% to fill nutrition gaps, 42% to aid cognitive development/brain health, 31% to provide energy/strength, 28% to support digestion, 23% to enhance vision, 12% to improve mood and 10% to help with ADHD, Gallup reported. 

    Importantly, nearly half of moms said that having the “most complete” kids’ multivitamin available is very important. Choline is an essential nutrient proven to have a role in cognitive development of the brain in children and is associated with enhanced academic achievement, yet it is missing in many multivitamins targeted for children. 

    Also important to consider is that “protection against diseases later in life (e.g., heart disease, diabetes, liver disease) is second only to a “balanced diet” and “strong bones/teeth” as the children’s health issues moms are very/extremely concerned about. This means that we can expect products that help support a healthy heart, normal glucose metabolism and healthy liver to get unprecedented attention (HealthFocus, 2013).

    “Proper growth/physical development,” a “healthy appearance,” “mental/intellectual development,” “resistance to disease,” good “eyesight” and “concentration in school” round out moms’ top health concerns for their children. 

    Herbal and alternative remedies are gaining strength for children: 16% of those aged 12-17 use contemporary alternative treatments, 11% aged 5-11 and 8% under age 4 use such remedies, according to NIH’s National Center for Complementary and Integrative Health. In 2008, the American Academy of Pediatrics recognized the increasing use of alternative medicine in children and the need to provide information and support for pediatricians.

    Homeopathic medicines were among the top 10 best-selling cough/cold, sleep and ear OTC remedies for children in the mass market in 2014, according to IRI.

    According to the President’s Council on Physical Fitness, 31 million children regularly participate in organized sports, and gym workouts are on the rise among teenagers. We can expect to see child-oriented sports performance products to move into the spotlight.


    Market Potential
    According to Sloan Trends TrendSense model, children/heart health and kids/obesity remain among the largest—and virtually untapped—kids’ health Mega Level markets. Medical Counts, which indicate the degree of scientific support and research activity, have increased five-fold for both these markets over the past decade. This level of interest in the scientific and professional community indicates that children’s heart health and obesity-prevention markets will be strong for years to come.

    Children/sports and kids/energy remain very large, strong and stable Level 3 mass markets. They are also relatively underutilized as a marketing approach for the child nutraceutical category. Children/protein is a growing Level 2 mass market opportunity; children/fiber is gaining strength as a Level 1 mass market. 

    While not shown in this figure, children/calcium, children/bone health and children/vitamin D are still sound child-oriented nutrition markets, but lack luster at the moment. Children/probiotics is a growing specialty/health food channel market, perfectly timed for growth among very health conscious and condition-specific moms. 

    Growth Opportunities

    • 4 in 10 moms always buy nutritious foods for their kids; 60% of households with kids follow some sort of healthy eating strategy (FMI, Shopping for Health, 2013).
    • While breakfast has long been touted by parents as the most nutritionally important meal of the day for their kids, parents now say lunch is more important (Packaged Facts, 2014).
    • Hispanics are the most likely to buy nutritious products for their children; there are 17 million Hispanic kids under age 18 (Mintel, Hispanic Health & Wellness – US, 2013).
    • 1 in 8 kids has two or more risk factors for coronary heart disease; 20% of teens have abnormal blood lipid levels (American Heart Association, 2014).
    • Kids have the highest incidence of constipation issues (NIDDK, 2013).
    • 15% of moms with kids 6 to 18 said that a child in their household is overweight (FMI, 2014).
    • 1 in 5 moms are making a strong effort to give their children probiotics (Gallup); 1 in 3 moms picked up a child from school due to intestinal issues in the past 3 months (SmithKline Moms Study, 2013).
    • Calcium, fiber, iron, magnesium, potassium, phosphorus and vitamins A, C, D and E were called out as nutrients of concern for children in the U.S., according to the 2010 Dietary Guidelines for Americans Advisory Committee (DGAC). The 2015 DGAC is focusing attention on all of these nutrients, as well as zinc, B6, folate, iron and thiamine. While nutrients of concern vary globally, they include vitamin D, calcium and fiber; in some regions, vitamin A, iodine, zinc, vitamin K and magnesium. 
    • 15% of children using supplements are doing so on the recommendation of their physician; supplement sales through pediatricians is an attractive idea (Packaged Facts, 2014 Nutritional Supplements in the U.S.).

    Functional Foods
    Over the past five years, snacks have been the fastest growing kid-specific food category, up 30% in dollar sales per IRI, followed by produce up 26%, dairy 13.6%, frozen foods 13.2%, shelf stable meals 11.5% and beverages 8.9% (Packaged Facts, 2014). In descending order, dairy, snacks, frozen food, drinks and cereal remain the largest kid-specific categories.

    Fortification is important to 79% of moms (Gallup, 2013 Children’s Snack Habits). One-third of moms are making a strong effort to increase vitamins/minerals, unprocessed foods, whole grains, calcium and/or protein in their child’s diet. One-quarter are working to increase vitamin D, vitamin C and dietary fiber for their children; 24% for omega-3s; one in five probiotics, prebiotics or calories, per Gallup.

    No artificial sweeteners, colors or flavors and high-fructose corn syrup (HFCS) top the list of food ingredients moms are trying to avoid.

    Key platforms should include kid-specific levels of nutrients (unlike the current practice of giving children bars and beverages formulated for adult nutrient needs) and optimizing nutrient bioavailability. 

    Other big ideas include: sports drinks with protein and B vitamins for energy; heart health products featuring soy, omega-3s, fiber and protein; and foods that support digestive health.

    Dietary Supplements
    General health, immunity, closing potential dietary gaps and boosting cognitive development/brain function are the top reasons moms give supplements to their kids, according to Gallup.

    Multi-nutrient formulas with added immune-boosting benefits are a good idea, since kids suffer more colds/flu than adults. Ideas that should also do well in the market include supplements designed for school-aged children that boost immunity and/or aid in school performance/learning and cognition; a sports/active kids/performance formulation; and a children’s heart health supplement marketed for families with a history of heart disease. 


    Dr. A. Elizabeth Sloan & Dr. Catherine Adams Hutt
    Sloan Trends, Inc.

    Dr. A. Elizabeth Sloan and Dr. Catherine Adams Hutt are president and chief scientific and regulatory officer, respectively, of Sloan Trends, Inc., Escondido, CA, a 20-year-old consulting firm that offers trend interpretation/predictions; identifies emerging high potential opportunities; and provides strategic counsel on issues and regulatory claims guidance for food/beverage, supplement and pharmaceutical marketers. For more information: E-mail: lizsloan@sloantrend.com; Website: www.sloantrend.com.
    Related Searches
    • Multivitamin
    • Protein
    • Organic
    • Multivitamins
    Related Knowledge Center
    • Minerals
    • Dietary Supplements
    • Mood Health & Sleep
    • Digestive Health
    • Vitamins
    • Omega-3s
    • Cognitive Function
    • Immune Function
    • Research
    Suggested For You
    D2C Supplement Brand Launches Blood Sugar Support Supplement, Gluco-Control D2C Supplement Brand Launches Blood Sugar Support Supplement, Gluco-Control
     Culturelle Probiotics Launches Women’s Health Awareness Campaign Culturelle Probiotics Launches Women’s Health Awareness Campaign
    Women Women's Health Brand O Positiv Launches Essentials Line of Supplements
    Growing Mushrooms At Home With Mistercap, Wiz Khalifa Growing Mushrooms At Home With Mistercap, Wiz Khalifa
    What Are Synbiotics and What Health Benefits Can They Offer? What Are Synbiotics and What Health Benefits Can They Offer?
    Addressing Brain Health and Stress with CognoLipid Addressing Brain Health and Stress with CognoLipid
    Reinforcing Omega-3 Supply Networks Reinforcing Omega-3 Supply Networks
    GC Rieber Vivomega and OmegaQuant to Provide Free Omega-3 Index Testing GC Rieber Vivomega and OmegaQuant to Provide Free Omega-3 Index Testing
    Charlotte’s Web COO Jared Stanley Discusses the State of Play for CBD Charlotte’s Web COO Jared Stanley Discusses the State of Play for CBD
    Prescription Probiotics and Microbiome Modulation Prescription Probiotics and Microbiome Modulation
    Bioiberica to Unveil Scientific Findings on Hyaluronic Acid Matrix Ingredients Bioiberica to Unveil Scientific Findings on Hyaluronic Acid Matrix Ingredients
    dsm-firmenich to Showcase Essential, Desirable, and Sustainable Solutions at SSW dsm-firmenich to Showcase Essential, Desirable, and Sustainable Solutions at SSW
    Supplyside West Event Info Supplyside West Event Info
    PLT Health Solutions Granted Claims for Botanical Ingredient in Canada PLT Health Solutions Granted Claims for Botanical Ingredient in Canada
    Nutrition Innovation Nutrition Innovation

    Related Breaking News

    • Diabetes & Blood Sugar Management | Dietary Supplements | Healthcare Trends | Herbs & Botanicals
      D2C Supplement Brand Launches Blood Sugar Support Supplement, Gluco-Control

      D2C Supplement Brand Launches Blood Sugar Support Supplement, Gluco-Control

      The new multi-ingredient product by Touchstone Essentials contains a plant-based enzyme evidenced to convert glucose molecules from food into resistant starch.
      09.29.23

    • Breaking News | Dietary Supplements | Healthcare Trends | Industry & Market News | Women's Health
       Culturelle Probiotics Launches Women’s Health Awareness Campaign

      Culturelle Probiotics Launches Women’s Health Awareness Campaign

      The Close the Gap campaign will feature three physicians who will promote health literacy, policy changes, and advocacy in the medical community.
      09.29.23

    • Breaking News | Dietary Supplements | Herbs & Botanicals | Products | Vitamins | Women's Health
      Women

      Women's Health Brand O Positiv Launches Essentials Line of Supplements

      The new line includes formulations of iron and vitamin C, milk thistle, L theanine, and a mushroom super blend.
      09.29.23


    • Cognitive Function | Delivery & Dosage Technologies | Herbs & Botanicals | Immune Function
      Growing Mushrooms At Home With Mistercap, Wiz Khalifa

      Growing Mushrooms At Home With Mistercap, Wiz Khalifa

      Rapper and entrepreneur Wiz Khalifa launches first wellness brand with three grown your own mushroom kits.
      By Lianna Albrizio, Assistant Editor 09.29.23

    • Contract Manufacturing | Delivery & Dosage Technologies | Dietary Supplements | Digestive Health | Probiotics & Prebiotics
      What Are Synbiotics and What Health Benefits Can They Offer?

      What Are Synbiotics and What Health Benefits Can They Offer?

      As understanding of the gut microbiome deepens, demand for effective gut health support is surging.
      By Steven Riley, Head of B2B & Corporate Marketing, Clasado Biosciences 09.29.23

    Loading, Please Wait..
    Trending
    • Soviets Took Probiotics To The Next Level
    • Todd Spear Joins Protein Research As VP Of Sales And Marketing
    • Growing Mushrooms At Home With Mistercap, Wiz Khalifa
    • New Technology Converts Sugar In Juice To Fiber
    Breaking News
    • BAPP Publishes Lab Guidance Document on Lavender Oil
    • Bartek Provides Update on Construction of World's Largest Malic, Fumaric Acid Facility
    • Contract Manufacturer Acquires Powder Processing Facility
    • D2C Supplement Brand Launches Blood Sugar Support Supplement, Gluco-Control
    • Natrol Launches First Non-Melatonin Sleep Supplement
    View Breaking News >
    CURRENT ISSUE

    September 2023

    • A Clearer Path to Weight Management: The Ozempic Factor
    • Under Pressure: Stress and Mental Health Have Taken Center Stage
    • Sustainable Business Development: Principles and Strategies for Progress
    • BIOHM Health Targets ‘Digestive Plaque’ with Probiotic, Fungus, and Enzyme Formula
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    BAPP Publishes Lab Guidance Document on Lavender Oil
    Bartek Provides Update on Construction of World's Largest Malic, Fumaric Acid Facility
    Contract Manufacturer Acquires Powder Processing Facility
    Coatings World

    Latest Breaking News From Coatings World

    Fraunhofer IPA Creates Pigments from Crustaceans
    BCF Crowned Best Trade Association of the Year
    Sherwin-Williams DesignHouse Releases Industrial Trend Report
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    MGS Expands Acquires Winther Mould
    Hologic Partners with Know Your Lemons to Promote Breast Cancer Awareness
    Anumana ECG-AI LEF Cleared by FDA
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Purdue, Ireland Alliance Fosters Opportunities in Pharmaceutical Manufacturing
    Amicus Therapeutics Wins FDA Approval for Pombiliti
    Amicus, Blackstone Enter $430M Strategic Financing Collaboration
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    DFS to Open World-Class Luxury Retail Destination in Hainan
    New Fragrance Brand Uses DNA of Extinct Flowers to Create Scents
    Dr. Barbara Sturm Skincare Brand Considering Sale
    Happi

    Latest Breaking News From Happi

    Niksic Named President & CEO of Tri-K Industries
    Board-Certified Dermatologist Creates Skincare Line for Tweens
    Olaplex Launches Oladupé Marketing Campaign
    Ink World

    Latest Breaking News From Ink World

    Fraunhofer IPA Creates Pigments from Crustaceans
    Domino Printing Sciences Promotes Shane Burchett
    Avient Corporation Awarded Gold from EcoVadis
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    All Printing Resources partners with MicroDynamics
    IST America to make Printing United debut
    Sun Chemical’s Glenn Webster receives NAPIM award
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Baystar Starts Up Polyethylene Unit
    CVS Health to Donate up to One Million Period Products
    What You’re Reading on Nonwovens-Industry.com
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    University of Arizona Startup Develops Comprehensive Orthopedic Hardware Removal Toolkit
    ODT's Top 10 September Articles
    BellaSeno's Custom-Made Bone Products Now Available in Europe
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Fujifilm Completes Acquisition of Electronic Chemicals Business from Entegris
    Jas Worldwide Reduces Workers’ Walking Time by 40% with Zebra
    Weekly Recap: Mergers and Acquisitions, First Solar Top This Week’s Stories

    Copyright © 2023 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login