In a landscape where health and wellness are becoming paramount, UK parents are reportedly spending an average of £234 annually on vitamins and supplements for their children. This investment mirrors their own spending habits, where they allocate £241 each year for personal health products, according to a recent survey conducted by the Buy Now, Pay Later platform, Clearpay.
A Surge in Supplement Demand
The survey reveals that a staggering 92 per cent of parents have opted for vitamins and supplements for their little ones in the past year. The most popular choice among these is multivitamins, procured by 89 per cent of parents. Following closely are Vitamin C at 65 per cent, Vitamin D at 61 per cent, probiotic yoghurts at 56 per cent, and iron supplements at 51 per cent.
Clearpay’s internal sales figures underscore a remarkable surge in specific products, with magnesium for children skyrocketing by an astonishing 296 per cent year-on-year. Vitamin D sales have also experienced a significant boost of 231 per cent, while probiotic drinks have surged by 228 per cent.
Parents’ Intentions and Motivations
Looking towards the future, 44 per cent of parents expressed their intention to increase spending on children’s supplements in 2026. The primary motivations for these purchases are diverse, with 51 per cent of parents aiming to enhance their children’s immunity, 36 per cent focused on preventing illness, and 24 per cent keen on improving concentration and focus. Alarmingly, nearly one in five parents (17 per cent) admit to purchasing these products primarily to reduce the likelihood of their children missing out on school or nursery.
In contrast, parents spend only slightly more on their own supplements, with an increase of just £7. Interestingly, adult magnesium supplement sales have mirrored the children’s market, showcasing a 296 per cent rise, while Vitamin D sales have also seen a significant uptick of 231 per cent.
Rising Costs and Parental Concerns
Despite the clear prioritisation of health, 63 per cent of parents find the escalating costs of vitamins and supplements increasingly burdensome. Additionally, 44 per cent struggle to discern which products genuinely deliver on their promises. Rich Bayer, CEO of Clearpay, remarked, “While many households continue to contend with rising costs across the board, health is clearly something parents want to continue investing in. Vitamins and supplements have become routine in how parents support their children’s health, and this is now a regular expenditure.”
This sentiment reflects a wider trend where health and wellness have taken centre stage in parenting decisions, particularly in light of recent global health challenges.
Why it Matters
The trend of increased spending on children’s vitamins is not merely a reflection of parental concern; it also highlights a significant shift in attitudes towards health and wellness amidst ongoing economic pressures. As families navigate the balance between rising costs and health investments, the choices they make can have lasting implications on their children’s well-being. With health becoming a key priority, understanding which products are truly effective will be crucial for parents striving to ensure their children lead healthy lives. This growing emphasis on health not only shapes family dynamics but also influences market trends within the supplement industry, prompting a need for transparency and efficacy in product offerings.
