Parents in the UK are spending an average of £234 each year on vitamins and supplements for their children, according to research from the Buy Now, Pay Later platform Clearpay. With a growing array of products targeting kids—from multivitamins to mood-boosting gummies—many families are questioning whether these extras are truly necessary or simply a marketing ploy.
The Rise of Children's Supplements
Wellness brands are increasingly launching products designed specifically for children. Tonic Health offers an extensive range backed by reality TV star Ferne McCann, while the newly launched Chirpy has signed presenter Fearne Cotton as an ambassador and shareholder. Supermodel Elle Macpherson is also entering the market with a Super Kids Elixir + Protein powder launching at the end of July, adding to her WelleCo range.
One mother admitted to giving her six-year-old a daily multivitamin with omega-3, a mood-boosting gummy with zinc and vitamin D, a 10ml shot of liposomal magnesium before bed, and a wind-down gummy with lavender, camomile, vitamin B6 and B12. This reflects a broader trend among parents.
Expert Opinions on Necessity
Child nutrition expert Lucinda Miller notes that modern lifestyles contribute to nutritional gaps. “Today, parents are rushed — they don’t have time to prioritise cooking from scratch and children are eating a lot of ultra-processed foods,” she says. “They’re also quite fussy eaters, so a lot of children aren’t getting the nutrients they used to get through their diet. A good-quality supplement can help fill in some of those gaps.”
Emma Grace, co-founder of Chirpy, echoes this sentiment. She launched the brand with her pharmacist sister Sarah Pontefract after struggling to support her own son, who experienced anxious feelings and low mood. “Modern life is messing with mood, and it’s easy to forget that what’s happening externally also affects our biology, which in turn affects how we feel,” says Grace. “We always say we wish Chirpy didn’t have to exist. Fifty years ago, it probably wouldn’t have needed to. But our kids are growing up in a cortisol-inducing world, with nervous systems that are switched on all the time.”
Product Offerings and Claims
Chirpy sells two gummies: the Mood One (£29.99 for 60), made with saffron, zinc, vitamin D and acerola cherry, designed to tackle emotional ups and downs; and the Zen One (£27.99 for 60), a blend of lavender, camomile and B vitamins that calms kids’ nervous systems. “I was amazed at what such simple ingredients could do,” says Grace.
Another brand, Mighty Kids, is the first UK company to develop liposomal supplements for children. Founder Rachael Whittaker, a mother of four, explains: “These encapsulate active ingredients within lipids that mimic what our cells are made of, making them up to 37 times more bioavailable than a standard supplement.” Products include magnesium (£23.99 for 250ml) and vitamin C (£22.99 for 250ml).
Guidance for Parents
Experts stress that supplements should only be used if a child has a deficiency or a specific issue such as low mood, trouble focusing, or difficulty winding down. Miller advises: “I see supplements as scaffolding — they’re not meant to be there forever. Think of it as a three-month window to help lift that child. If after that they can stop taking the supplement and sustain the gains, you’ve done your job.”
Parents are encouraged to consult healthcare professionals before starting any supplement regimen for their children.
