We are in the era of the educated consumer, and when it comes to their kids, there is no compromise. While the natural products industry continues to adapt to a new age of shoppers, on the horizon is the next wave of health-conscious mini-me’s who already see the value in self care. Brands are rising to the occasion, moving beyond the “one size fits all” health products and formulating options that cater to individual needs, taking into account factors like dietary restrictions and individualized concerns, all while offering the attributes modern consumers seek, such as clean label. With back-to-school season fast approaching, we reached out to experts in the kids’ health space to get a better sense of the trends they’re tracking, the science being referenced during R&D meetings, and consumer behavior predictions as we head into 2026.
Parents’ top priorities
In the past, some products developed for young consumers lacked awareness of the changes taking place in science and consumer behavior, but Dr. Mika Gupta, Founder Mama Bird, makers of brain-boosting vitamins for families, says those days are long gone. “There’s long been an understanding among parents that kids’ health includes how they feel, how they focus, and how they interact with the world—not just their physical development. But for years, supplements didn’t reflect that. The focus was mostly on immunity, bones, or general nutrition. Now, we’re seeing the category begin to catch up, with more products aimed at supporting brain development, cognitive function, emotional regulation, and everyday resilience.”
More than ever, parents have a greater sense of awareness when it comes to their kid’s education, nutrition, and especially their health. “Today’s parents are placing greater emphasis on their children’s overall health, with a strong focus on how nutrition impacts well-being,” explains Nadia Ustinova, Global Marketing Innovation Manager Kids Nutrition at FrieslandCampina Ingredients. “This shift reflects a deeper, more holistic understanding of the many factors that influence a child’s growth and development. Parents want solutions that address a wide range of developmental needs, with top concerns including cognitive performance, mental resilience, gut health, and immunity. And to address these, brands in the kids’ health space are turning to functional, science-backed products tailored specifically to growing children.”
First and foremost, stresses Karyn McCarthy, President/Founder Karyn McCarthy Consulting, Inc., year-round immune health is a top priority. “In the wake of the COVID-19 pandemic and ongoing viral threats, parents are highly focused on supporting their children’s immunity year-round, not just seasonally. Vitamin C, D, zinc, and elderberry-based products continue to be in high demand, but brands are also exploring more advanced formulations that incorporate adaptogens, prebiotics, and postbiotics to support gut-immune connection. Companies are being pushed to validate their claims with clinical studies or emerging research to build consumer trust.”
Increased consumer knowledge has spurred companies to expand their product offerings and reformulate existing lines when needed. “Parents are smart and want the best for their kids and when they are able to they are choosing more organic, nutrient dense, clean label food products with shorter ingredient lists and no artificial colors, flavors or sweeteners,” says Tanya Altmann, M.D., FAAP. “Many companies are recognizing the need to have high quality, clean label products and going above and beyond in testing for heavy metals, toxins, microplastics, and other chemicals of concern. We know that the first 1,000 days are critical for an infant and child’s development and companies are now taking contamination of our food supply seriously and taking additional measures to help ensure they are not contributing to the problem. Of course heavy metal content will never be zero, as they can be found everywhere, but the goal is more of the good stuff (nutrition) and less of the bad stuff (toxins).”
Brands like Nature’s Path Foods are there for health-conscious families. “When we formulate new foods, we specifically avoid synthetic flavors, colors, and preservatives,” says Linsey Herman, Associate Vice President R&D. “At Nature’s Path we make sure our ingredients are organic and grown free of pesticides, which are pervasive in the environment. Anything we introduce must adhere to these standards.”
Also on parents’ to-avoid lists, Shelly Garg Founder, Wave Kids—canned water brand for kids, points to growing concern over the long-term impact of excessive sugar consumption and hidden caffeine in children’s beverages. “Brands today are responding to rising rates of childhood obesity, type 2 diabetes, and behavioral issues by creating products that foster healthy habits from the start—particularly during the early developmental years when taste preferences are being formed.”
It’s not just about beverages, either. Parental concerns over issues like sugar intake are being reflected in overall purchasing habits. “In markets like the U.S., we’re seeing a decline in gummy popularity,” says Brittany Darling, CEO & Founder, I’m Nutrients. “Parents are becoming more aware of the sugar content and its impact on dental health. Additionally, from a formulation standpoint, gummies often can’t accommodate therapeutic doses of more complex nutrient profiles.”
There’s growing demand for gentle and effective formulations, adds Donna Iannucci, Chief Marketing and Sales Officer at Country Life Vitamins (which also offers the Desert Essence personal care line). Driving this: heightened awareness of sensitive skin, allergies, and early exposure to potentially harmful chemicals. “Formulators are focusing on clean-label ingredients and solutions free from sulfates, parabens, phthalates, artificial dyes, and synthetic fragrances,” Iannucci says. “Additionally, many brands are addressing growing concerns about environmental impact by offering eco-conscious packaging and cruelty-free certifications to align with parents’ broader values.”
Fueling wellness
The children’s health market is huge. Looking just at the dietary supplement slice of the pie, in 2024 Future Market Insights valued the children’s health supplement space at $2.52 billion. By the end of 2035, the global sales market is predicted to reach $4.12 billion.
With so much competition to capture a share of a booming market, brands can find it challenging to stand out in the crowd, and many are turning to technological advances to fuel innovation. One example comes from FrieslandCampina Ingredients. “To help brands tap into this growing market, we launched our Step Up Nutrition platform—a cross-category portfolio of science-backed solutions for children aged three and up,” shares Ustinova. “Designed to inspire innovation in child nutrition, the platform supports five critical areas of development: growth, immunity, cognitive health, mental well-being and gut health—aligning with the top priorities of parents around the world.”
This elevated drive for improvement for all things related to our children’s health has made its way to the highest office in the nation. Last month, the Natural Products Association (NPA) championed its support of the MAHA (Make America Healthy Again) Commission’s publishing of the Make Our Children Healthy Again Assessment. “The MAHA Commission’s first report dealing with children’s health is a move toward common-sense policies that prioritize the health and well-being of the American people,” says Daniel Fabricant, Ph.D., NPA President and CEO, adding: “For far too long, our health system has focused on treatment instead of prevention. The MAHA Commission is helping to change that by championing solutions that empower individuals to take control of their health through access to nutrition and natural products.”
To infinity and beyond
Everything feels like it’s moving at lightspeed these days, and the kids’ health space is no exception. News of new research findings serving as the backdrop of tomorrow’s products is a mainstay of today’s breaking news segment. But what has companies paying attention?
“Brands in the kids’ nutrition space are increasingly turning to scientific research centered on children,” affirms Ustinova. “Historically, research done on infants or adults has often been used and extrapolated to address kids’ health benefits, but young children have their own specific nutritional needs. Therefore, we’re investing in research to investigate the health effects of our ingredients on young children to help brands stand out in this market with insights tailored to their target audience. More specifically, our research focuses on supporting a healthy gut microbiota, enhancing immunity and supporting mental well-being in kids.”
McCarthy agrees: All eyes are on the gut-brain-immune connection. “Vitamin brands are closely watching emerging research on the gut-brain-immune connection, particularly how the microbiome impacts mood, cognition, and immunity in children. There’s also growing interest in postbiotics, adaptogens, and clinically studied botanicals for stress, sleep, and focus. Advances in nutrient bioavailability and delivery systems—like liposomal or nanoemulsion formats—are also influencing future product development to enhance absorption and efficacy.”
That vested interest can be seen through investments made by companies like the BENEO Institute and its recently published preclinical study: “BENEO has driven new research that supports the role of scientifically backed prebiotic blends in complementing early-life nutrition, especially for the time period when toddlers transition from breastfeeding,” says Denisse Colindres, Senior Manager Nutrition communication, North America, BENEO. “This study demonstrates that combining chicory-derived inulin-type fructans with the human milk oligosaccharide (HMO) 2’-fucosyllactose (2’-FL) leads to additive, and even synergistic, effects on toddler gut microbiota. Translated into a higher variety of beneficial bacteria and a more favorable and complex fermentation pattern with higher butyrate levels which support a stronger barrier function of the gut by supporting the gut lining. As one of the first studies to test combinations of prebiotics from chicory root with 2’-FL, it strengthens the argument for prebiotic blends to be used in milk formulas to support early-life gut health and transition also into toddler foods, with potential long-term benefits for digestive and immune function.”
Companies are taking new science and mixing it with enticing marketing to elevate offerings. “Brands are increasingly looking to evidence-based guidelines when developing products for children,” says Garg. “In 2025, Healthy Eating Research (HER), in collaboration with leading pediatric and nutrition groups, reaffirmed that plain water is the ‘best option’ as a beverage choice for children. Similarly, the American Academy of Pediatrics has emphasized that early exposure to healthy beverages shapes lifelong preferences, making it essential to offer options that encourage water consumption in fun ways. Wave Kids was developed in direct response to this guidance and serves as an industry leader and disruptor in the kids’ beverage space. By combining pure water with playful, interactive packaging and a kid-first voice, we’re using behavioral science to help kids build healthier hydration habits early.”
For others, it’s all about mixing the old with the new to find what’s next. “Herbalist & Alchemist combines tradition and science in our approach to product development, as well as my 50+ years of experience as a clinical herbalist,” says David Winston RH(AHG), Founder and President, Herbalist & Alchemist. “When it comes to children’s products, we also take into account that children’s bodies are still developing, and they can be very sensitive to tastes and powerful medicines. I chose what I call ‘kids herbs’ for the children’s product line, meaning they are gentle, taste good, and have been safely used for millennia. We use glycerites rather than alcohol tinctures as the liquid delivery form. The sweet tasting glycerin base also improves compliance with children.”
Staying in tune with what parents want is key. A current example from Daniela Patania, Business Development Manager at Suannutra USA, is the search for melatonin-free sleep support. “Many parents are actively looking for solutions that help kids rest without the use of hormones or sedatives. This is where botanical actives like lemon verbena are attracting attention. Rich in verbascoside and flavonoids, they can support calm and sleep quality through GABAergic pathways, offering a more natural approach. Results from a new study show that RelaxPLX a natural lemon verbena extract, could help support relaxation and sleep quality in teenagers experiencing occasional stress and restlessness.”
The bottom line: To truly reach parents, the secret lies in not getting lost in the science of it all, maintains Amanda Krupa, MSc, health communications consultant and former editorial lead for HealthyChildren.org, the American Academy of Pediatrics’ parenting website. “Here is where I see a lot of brands miss the mark,” Krupa says. “It is not enough to have a science-backed product if parents cannot understand what it does or why it matters. The science and connection between microbiome, brain development, metabolic function, and gut health is complicated, even for the most well-educated parents. If brands do not break that science into plain language, misinformation will do the job for them, and it probably won’t be right. This is a health literacy issue, and it directly impacts trust. Families cannot make informed product choices when the information is confusing, overhyped, or hidden behind wellness jargon. Brands in this space have both an opportunity and a responsibility to get this right. That means ditching the exaggerated claims, simplifying the science, and helping parents understand why an ingredient or formulation matters for their child’s health.” WF
