A comprehensive new survey has revealed that parents across the United Kingdom are now spending a significant average of £234 per year on vitamins and supplements for each of their children. This substantial expenditure is driven by a desire to enhance immunity, improve focus, and support overall wellbeing in young people.
Widespread Adoption of Children's Supplements
The poll, conducted for the Buy Now, Pay Later platform Clearpay, found that an overwhelming 92% of parents have purchased vitamins or supplements for their child within the past twelve months. This demonstrates a near-universal adoption of these health products among families with children under the age of eighteen.
Most Popular Products and Spending Intentions
Multivitamins emerged as the most popular choice, purchased by 89% of parents. This was closely followed by Vitamin C at 65%, Vitamin D at 61%, probiotic yoghurts at 56%, and iron supplements at 51%. Looking ahead, the survey suggests a growing trend, with 44% of parents planning to increase their spending on children's supplements this year compared to the last.
Primary Motivations Behind Purchases
The primary motivations for these purchases are clearly health-focused. More than half of parents (51%) stated they bought supplements to boost their children's immunity. A further 36% aimed to help their children avoid illness, while 24% sought to enhance focus and concentration. Notably, nearly one in five parents (17%) cited the desire to prevent their children from missing school or nursery as a key reason for their investment.
Surge in Specific Supplement Sales
Clearpay's internal sales data highlights a dramatic year-on-year surge in demand for specific children's supplements. Sales of magnesium for children have skyrocketed by an incredible 296%. Vitamin D supplements for children have also seen a massive increase of 231%, and probiotic drinks for the young have risen by 228%.
Parallel Adult Spending and Financial Pressures
Interestingly, parental spending on their own supplements is almost identical, averaging £241 per year—just £7 more than what they spend per child. Adult magnesium supplement sales have increased by the same remarkable 296%, with vitamin D also up 231%. However, this health investment comes at a cost. A significant 63% of parents report that buying vitamins and supplements for their children is becoming increasingly expensive. Furthermore, 44% struggle with the challenge of identifying which products are genuinely effective amidst a crowded market.
Executive Commentary on Health Investment Trends
Rich Bayer, Chief Executive of Clearpay, commented on the findings, stating, "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 statement underscores the prioritisation of health spending within family budgets, even during periods of financial strain.
The survey was conducted by OnePoll, which interviewed 2,000 UK parents of children under 18 between the 9th and 14th of January, providing a robust snapshot of current parental spending habits and attitudes towards children's nutritional supplements.
