The last time I visited the checkout at Holland and Barrett, I was taken aback to find myself spending £155 on vitamins and supplements all at once. It was only then that I remembered I had left several items off my list. With two picky eaters at home, I’ve invested in premium children’s multivitamins, which set me back £28.49 for a large bottle that my children gulp down every morning.
New statistics reveal that UK parents shell out an average of £234 annually on vitamins and supplements for their children, primarily to enhance immunity and focus. Only £234? I manage to spend that amount in just a month. Additionally, I purchase magnesium supplements for relaxation and sleep quality (£9.99), vitamin D with K2 spray (£11.95), and omega 3 and DHA drops for kids (£12.99). I can’t forget the costly probiotic supplements (£12.99) along with liquid calcium, immune boosters, and protein shakes.
My energy bills are already a challenge to manage, and I strive to cut back on grocery expenses, yet I refuse to forgo these products. It’s no surprise that 63 percent of parents find these items increasingly pricey.
Research from the buy-now, pay-later service Clearpay indicates that 92 percent of parents bought supplements for their children in the last year, with multivitamins, vitamin C, and vitamin D emerging as the top choices. There’s a significant demand for specific supplements; for instance, sales of magnesium for children have surged by 296 percent year over year. Vitamin D sales have risen by 231 percent, and probiotic drinks increased by 228 percent. Parents are primarily purchasing these products to enhance immunity (51 percent), prevent illness (36 percent), and boost concentration (24 percent), with an impressive 44 percent planning to spend even more this year.
Yet, in spite of this increased investment, 44 percent of parents find it difficult to determine whether these supplements are effective. Nevertheless, interest continues to grow, with the global kids’ vitamins and supplements market valued at $6.3 billion in 2024, projected to exceed $12 billion by 2033, according to Market Intelo.
A significant portion of the wellness industry thrives on celebrity endorsements—think Gwyneth Paltrow, whose 19-second Instagram video in 2023 promoting a probiotics brand in her kitchen went viral. Kourtney Kardashian is marketing her line of probiotics, while Jennifer Lopez, Elle Macpherson, Venus Williams, and Tom Brady have all ventured into the supplement arena. It was only a matter of time before this trend reached our children, akin to the skincare movement.
However, for me, this isn’t simply a trend. I genuinely worry about my daughters’ nutrient-deficient diets—that fussy eating challenge again—and the potential effects on their gut health. Poor gut health can influence various aspects from immunity to digestion and even mood and cognitive function. Recent studies in the US and Germany have shown that a healthy gut microbiome can even reverse cellular aging and reduce the risk of chronic diseases.
Critics might argue that children with a balanced diet need no additional supplements. That’s all well and good, but how many parents contend with picky eaters like mine? Over half of UK preschoolers are selective about their food. At nine, my daughter, Lola, still has a limited palate, only agreeing to eat fish fingers, pasta with tomato sauce, and pizza.
I’ve often felt guilty about her diet. Once, I took her to meet a renowned food phobia expert who helps those with avoidant or restrictive food intake disorder (ARFID). He encouraged her to try about 20 different foods she would normally refuse, but unfortunately, the positive results didn’t last long.
I have since discovered that fussy eating often has genetic roots, not a parenting issue. A 2024 study from the University of Leeds found that, on average, food preferences remained consistent from 16 months to 13 years. Alarmingly, about one in five children in the UK suffers from iron deficiency. My kids are pescatarians, yet they only consume fish fingers. A vegan or plant-based diet could also lack essential nutrients. Sadly, they even cringe at the thought of bananas, despite half a banana providing magnesium that many supplements offer.
Of course, I have to exercise caution not to double-dose, as some supplements might contain the same vitamins as the multivitamins I’m already giving them. This means I end up spending hours meticulously reading labels while managing liquids, gummies, and drops.
I am actively searching for ways to reduce my monthly supplement expenses, yet deciding which supplement to eliminate, aside from the calcium liquid, remains an arduous task. After all, how does one choose to cut back on something crucial for their child’s health?
