Children’s health in the U.S. faces mounting challenges — physically from poor diet and inactivity, mentally from stress and distraction, socially from peer pressures amplified by the digital age, and environmentally from exposure to toxins.

For dietary supplement and functional food brands, a new generation of formulations can address common issues like nutrient shortfalls, immune support, and gut health with palatable dosage formats like gummies, soft chews, powders, and liquids.

Gummies remain the most popular delivery format for children’s supplements. Compliance — actually getting kids to take their vitamins — is vital, according to Charlotte Traas, a board-certified master herbalist and vice president of business development at Florida Supplement, who discussed foundational dietary ingredients at SupplySide Connect New Jersey in April.

“The supplement your child won’t take won’t work,” she said. Success lies in meeting kids where they are, whether it’s gummies, soft chews, or other fun formats, as long as they’re safe and effective.

Explaining to children why it’s important to take supplements and what benefits they’ll gain can help with adherence too. “If you don’t tell consumers why they’re taking a supplement, they won’t care,” said Traas. This applies equally to kids, who respond better when supplements are framed as part of a shared, healthy habit with their parents.

Educating both parents and kids about what a supplement does can increase buy-in and create long-term habits. The same goes for adults; unused supplements too often sit in cabinets due to lack of perceived need or clarity.

Tailored Solutions

Formulators need to avoid a one-size-fits-all approach. The nutritional needs of an 8-year-old differ greatly from a 16-year-old. Teens may require targeted nutrients for bone development, hormonal balance, or cognitive support. Technically, kids 12 and up are often dosed like adults, though physiological needs vary, Traas said.

New Chapter recently debuted its first Liquid Multivitamin featuring 22 essential vitamins and minerals for comprehensive wellness support for the entire family. One 30-oz. bottle offers age-appropriate doses for adults and children aged 2 and up. Available in Orange Mango and Mixed Berry flavors, the product includes fermented B vitamins, vitamin C, vitamin K, and superfoods to support heart health, bone health, brain health, cellular energy, immune function, hair, skin and nails, and digestion, the company said.

Calcium remains a top-requested nutrient for kids, but form matters. Calcium must be paired strategically, with magnesium (for muscle relaxation and absorption) and vitamin K2 (to help direct calcium into bones and away from arteries), Traas noted.

The prevalence of lactose intolerance, estimated at around 36% in adults and similar in children, also complicates traditional calcium sources like milk. Supplement formulators should account for this in product design.

Mental health and cognitive performance are major concerns for teens, she added. Stress affects the whole family, and parents’ own stress-management methods can model how kids cope.

Focus and stress-support ingredients like B vitamins, omega-3s, and adaptogens such as ashwagandha are gaining attention, but personalization is paramount. Herbal ingredients work differently in each body, and formulations should reflect that diversity.

Safety & Certification

The biggest regulatory red flags come with eye health, brain development, and melatonin, Traas said. Brands must avoid overpromising, especially with sensitive outcomes like neurodevelopment. “Don’t make promises you can’t keep,” she said, especially if they can’t be backed by solid evidence.

Concerns around melatonin aren’t just about dosage; questions around consistency have been mounting too. Recent studies have found lot-to-lot variation in melatonin content of gummy supplements. Brands need to ensure rigorous quality control and transparency to restore and retain trust in this category.

“The problem isn’t melatonin itself, it’s the quality of the products,” Traas said. Parents and formulators alike must demand rigorous testing and certificates of analysis to ensure consistent dosing.

Third-party validation of supplements can go a long way to addressing consumer concern. Kids’ vitamins brand Hiya Health recently achieved Clean Label Project Certification, with many of its products also earning the Clean Label Project Purity Award.

The brand has developed science-backed, pediatrician-approved supplements to support children’s health, with no added sugar or gummy additives. The company began with a Kids Multivitamin, formulated with 15 essential vitamins, and a blend of 12 organic fruits and vegetables.

Products that received the Purity Award include the Kids Daily Multivitamin, Kids Daily Probiotic, Kids Bedtime Essentials, Kids Daily Iron+, and Kids Daily Immune.

The Clean Label Project is a national nonprofit that independently tests products for harmful contaminants, such as heavy metals, plasticizers, pesticides, and other toxins. The certification confirms that Hiya’s products meet standards for consumer safety and quality.

“Our team of nutritionists, scientists, and parents have been dedicated to formulating the highest quality vitamins from the very beginning,” said Darren Litt, CEO and co-founder of Hiya. “We are thrilled to be recognized by the Clean Label Project for our commitment to proactive testing for heavy metals and best practices, especially in an industry with little to no standards. But our work won’t stop here as we continue to innovate and raise the standards for kids’ health supplements.”

The Clean Label Project Certification entails testing for heavy metals like arsenic, cadmium, lead, and mercury, as well as 300 of the most commonly used pesticides, like glyphosate, plasticizers such as BPA, BPS, and phthalates, and other chemicals of concern.

“Hiya is part of a growing wave of brands that are proactively choosing to think differently about food safety, not just meeting the bare minimum, but going above and beyond for the sake of children,” said Jaclyn Bowen, executive director of the Clean Label Project. “Hiya is helping lead a movement toward a new standard in children’s nutrition: one that prioritizes rigorous contaminant testing as a core part of product quality.”

Snack Time!

Functional snacks that add nutrients into familiar formats (like chips or brownies) — what Traas called “sneaky snacks” — are growing in appeal. Parents are seeking ways to improve nutrition for picky eaters, especially those with sensory issues or limited diets. Probiotics and multivitamins are top choices in this space.

Ultimately, effective children’s supplements aren’t just about ingredients — they’re about building healthy habits, engaging families, and ensuring safety and consistency. The best brands know their customers, create trust, and deliver clear value at every age, said Traas.