While adults have enjoyed nostalgic collaborations like GHOST Energy’s collab with Sour Patch Kids and Bubblicious, those same adults still remember the supplements that got them there: Flintstone Vitamins. But a lot has changed since the cultural staple was introduced in 1968, and those Flintstone Vitamin takers are now parents, looking for efficacious ways and non-sugary ways to supplement their growing children.
“We are no longer in the stone age of kids supplements (see what I did there?) and are seeing more and more condition specific products, including focus, attention and immune support,” said Ivan Wasserman, managing partner at Amin Wasserman Gurnani LLP, who will join the webinar on Thursday, April 24.
“While the cartoon character, artificially colored multis are still out there, like foods in general, I think there is a trend towards more natural delivery systems, with less sugar, artificial sweeteners and synthetic dyes.”
Alyssa Williams, food and beverage category insights manager at Spate, said that she is seeing rising interest in supplements commonly associated with children’s general wellness, with a particular focus on iron, zinc and fiber.
“These ingredients are showing notable year-over-year growth in search data and often appear alongside terms like vitamin C or easy—indicating a growing curiosity around effective pairings and convenient formats. There’s also increased visibility for brands like Zarbee’s and Culturelle, suggesting that recognizable supplement brands may be gaining more traction in this space.”
Caitlyn Vanderhaeghe, CEO and co-founder of KidStar Nutrients, said she is starting to see more kids supplements go sugar-free, with brands moving away from sugar as the sweetener and also trying to clean up their formulas. Like Wasserman, she also has witnessed the increase of condition-specific supplements.
“As the research is expanding in the supplements for kids category, having condition-specific supplements targeted to children’s needs has definitely increased,” she said. “No longer is the kids section just a shelf with multivitamins and vitamin D3 products; now, we have entire sections in stores dedicated to kids’ health. Parents are demanding better products across all industries and the supplement industry is no different.”
Vanderhaeghe said the most exciting thing right now for her is the additional research that branded ingredients are doing specifically for kids.
“We are starting to see companies put money behind research for younger age groups and specific conditions related to deficiencies, like iron deficiency anemia. When working on formulas and projects for kids the most important thing is safety and efficacy, and those need to be backed by science/research,” she said.
Wasserman said he is most excited about the continued research and development around products targeting the microbiome: “Birth method, antibiotic use and playing with electronics way more than mud can all impact the diversity of kids’ microbiomes, and we are making new discoveries on what impact that can have on development and health all the time.”
From flavor collaborations to ingredient combinations, Williams said she enjoys sifting through consumer searches, where consumers display recognition of synergistic benefits.
“Whether it’s ‘iron + vitamin C,’ ‘zinc + copper,’ or ‘fiber + prebiotics,’ consumers are clearly exploring how ingredients work together—not just in isolation. That level of curiosity signals a more informed and proactive mindset, and it opens up opportunities for brands to lead with education and targeted formulas that speak to real search behavior,” Williams said.
Thursday’s webinar will kick off with a market data presentation from Spate, which uses a proprietary Popularity Index that combines Google Search volume and TikTok video view data to detect the earliest signals of consumer curiosity before they ever show up in sales data.
“This metric goes beyond traditional sources to reveal what consumers are actively searching for and watching, offering a timely lens into rising trends across the food and beverage landscape,” Williams explained.
From there, viewers can expect insights into what consumers are actively searching for when it comes to supplements, with a focus on the specific ingredients, combinations and concerns that are gaining momentum. Spate will also explore how platforms like Google and TikTok offer a window into early-stage interest and what that means for innovation, positioning and education in the supplements space.
Vanderhaeghe will cover the importance of using high-quality ingredients as well as nutritional gaps in children’s supplements, particularly iron deficiency.
“You will hear me talk at length on iron deficiency, an issue that affects more than just adult women, and hits close to home as my own daughter was iron deficient and it is the reason I launched KidStar.”
In addition to a few jokes, Wasserman said attendees can expect to hear how regulators can view kids as more than just “little grown-ups” and the evidence needed to make claims, noting that the restrictions on some of the marketing must be very carefully considered.
“Historically, the FTC has considered kids (and seniors) to be a vulnerable population and has focused enforcement attention on products targeting them,” he said.
To register for this free webinar, click here. The live webinar takes place Thursday, April 24 at noon ET. Can’t make it? Register anyway, and you can watch it on demand at your convenience.
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