How are you marketing your brand to parents and families? If you are only stocking a basic multivitamin, you could be missing out. From pre-natal health and wellness to supplements for growing teens, filling the needs of not only parents, but kids as well can help you expand your market and appeal to your target consumer in more ways than one.

Creating a well-stocked inventory for parents means considering what matters to them and what they are most concerned about. A few of the most common concerns are outlined below; providing information and products designed to ease these concerns can help you appeal to this vibrant and constantly growing market:

  • Prenatal and pregnancy support and wellness
  • Improving attention deficits
  • Promoting healthy sleep
  • Worries about bone density or strength
  • Supporting healthy growth and development
  • Hormonal changes due to puberty and aging
  • Skin and hair health
  • Extra support for finicky or limited eaters
  • Digestive health support
  • Depression and mood concerns
  • Are the kids eating a healthy, well rounded diet?

Knowing what your parent customers are worried about or experiencing as their kids grow can help you stock a well-rounded vitamin contract manufacturing product line that appeals to this concerned group of consumers. By providing a selection of healthy options designed to promote wellness at all stages, you are positioned to turn an individual customer into a family customer – simply by upsellingthem to include products for the rest of the family.

7 Supplements to Stock for Kids, Beyond Basic Multivitamins

B  Vitamins

Kids benefit from B vitamins just as much as adults do – but parents may hesitate to buy a vitamin packaged for adults for a child or teen. B vitamins, including B2, 3, 6 and 12, boost energy, improve circulation and maintain a healthy metabolism. Finicky eaters or those with limited diets may not get enough vitamin B naturally; a supplement packaged for kids can help fill the gap.

Vitamin D

The video game and screen time epidemic has left many parents worrying that their kids just are not getting enough time outside. Vitamin D can help fill the gap left by too little outside play and also help those growing bones absorb the calcium they need for strength and good health.


For many kids with Autism or ADHD, melatonin is a life-changer.  This drug free supplement promotes healthy sleep and is safe to use even when other medications are present. Restful sleep helps with concentration and behavior and allows the whole family to function better. Many neuro-typicalchildren struggle with sleep as well, making this natural remedy highly sought after by parents.


The link between a healthy gut and overall wellness continues to emerge in studies for children of all ages. Probiotics can help aid in digestion and resolve some common childhood stomach complaints and issues, from diarrhea to constipation. For children with autism, pro-biotics have long been thought to contribute to better intestinal and gut health and better behavior and outcomes. Stocking a good kid’s probiotic can help you meet the needs of parents struggling to provide a healthy diet for kids or those dealing with the effects of the Standard American Diet (SAD).


While that multivitamin may have some calcium, it likely does not have enough; most kids multivitamins only have about 100mg of Calcium, falling far short of the daily amount recommended (1300 mg for ages 9+, 1000 mg for ages 4 through 8). A calcium supplement helps support those growing bones and ensures the child gets the calcium they need each day. Calcium supplementation is particularly important for kids on restricted diets or those who restrict their own food intake to avoid dairy.


Kids need magnesium – from 100-200 mg per day – but it may be tough to get naturally. The foods that are naturally high in Magnesium are the ones many kids avoid – dark, leafy greens, nuts and whole grains. Magnesium can boost moods and concentration and even help improve sleep cycles and promote healthier sleep.

Omega-3s or Fish Oil

How much salmon and fatty fish do typical kids eat per week? Chances are, not enough. Kids need a hefty amount of DHA and EPA daily; these omega threes come from the fatty fish that most kids won’t touch – salmon, tuna and sardines. BY offering a high quality and tasty fish oil supplement, parents can help kids get the benefit of omega-2 essential fatty acids without serving up fish several times per week. Omega 3s help with brain function and eye health and can also help prevent allergies and asthma.

Being aware of the worries, needs and concerns of parents of both typical children and those with disabilities or developmental delays can help you create a well-stocked kid’s area. Upselling parents who are already purchasing supplements for themselves is as easy as talking about dietary needs and what their kids may be lacking – then pointing out your well stocked supplements.