Parents across the United Kingdom are now investing an average of £234 each year on vitamins and supplements specifically for their children, according to new research. This expenditure is remarkably close to the £241 they allocate annually for their own supplement needs, highlighting a significant household commitment to health and wellness.
Overwhelming Majority of Parents Purchasing Supplements
A striking 92 per cent of parents have bought vitamins or supplements for their child within the past twelve months. The survey, conducted by OnePoll between January 9 and 14, 2026, involved 2,000 UK parents with children under 18 years old.
Multivitamins emerged as the clear favourite among parents, with 89 per cent opting for these comprehensive products. This was followed by 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.
Dramatic Surge in Specific Supplement Sales
Internal sales data from the Buy Now, Pay Later platform Clearpay reveals extraordinary year-on-year growth in demand for certain children's supplements. Magnesium products for children have experienced the most dramatic increase, soaring by 296 per cent.
Vitamin D sales have risen by an impressive 231 per cent, while probiotic drinks have seen a 228 per cent increase in purchases. These figures indicate a substantial shift in parental purchasing behaviour toward targeted nutritional support.
Primary Motivations Behind Supplement Purchases
Parents cited several key reasons for investing in children's vitamins and supplements. Boosting immunity was the primary motivation for 51 per cent of respondents, while 36 per cent aimed to help their children avoid illness altogether.
Improving focus and concentration was important for 24 per cent of parents, and nearly one in five (17 per cent) specifically mentioned wanting to prevent their children from missing school or nursery due to illness.
Future Spending Intentions and Financial Concerns
Looking ahead, 44 per cent of parents intend to increase their spending on children's supplements this year, demonstrating continued commitment to this aspect of family health. However, financial pressures are becoming increasingly apparent.
A significant 63 per cent of parents report that buying vitamins and supplements for their children is becoming more expensive. Additionally, 44 per cent struggle to determine which products are genuinely effective, highlighting potential confusion in the marketplace.
Executive Perspective on Health Investment Trends
Clearpay chief executive Rich Bayer 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."
He added: "Vitamins and supplements have become routine in how parents support their children's health, and this is now a regular expenditure."
Parallel Trends in Adult Supplement Purchases
The research reveals similar patterns in adult supplement purchases, with parents spending just £7 more on their own supplements compared to those for their children. Adult magnesium supplement sales have increased by 296 per cent year-on-year, mirroring the trend seen in children's products.
Vitamin D supplements for adults have also seen substantial growth, with sales rising by 231 per cent compared to the previous year.
This comprehensive survey illustrates how vitamins and supplements have become embedded in family health routines across the UK, despite growing concerns about costs and product effectiveness.
