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Parents reportedly spend an average of £234 a year vitamins and tonic for theirs childrenMainly to boost immunity and concentration, a new survey suggests.
This expenditure is almost the same as the £241 a year parents allocate towards their own benefitaccording to research from “buy now, pay later” platform Clearpay.
92% of parents purchased vitamins and supplements for their children in the past year.
Multivitamins were the most popular choice at 89%, followed by Vitamin C (65%), Vitamin D (61%), probiotic yogurt (56%) and iron (51%).
Clearpay’s internal sales data shows a significant increase in demand for certain products, with children’s magnesium soaring 296% year-on-year.
Vitamin D sales also increased by 231%, Probiotic drinks increased by 228%.
Looking ahead, 44% of parents plan to increase their spending on children’s supplements this year. Top reasons for these purchases include boosting immunity (51%), avoiding disease (36%) and improving focus and concentration (24%).
Nearly one in five parents (17%) said they buy vitamins and supplements to prevent their children from missing or missing school.
On average, parents are spending just £7 more on supplements for themselves, with sales of adult magnesium supplements rising the most year-on-year at 296% and vitamin D sales up 231% year-on-year.
However, 63% of parents say that buying vitamins and supplements for their children is becoming increasingly expensive, and 44% have difficulty knowing which products are actually effective.
Rich Bayer, chief executive of Clearpay, said: “While many families continue to cope with rising costs across the board, health is clearly an area where parents want to continue to invest.
“Vitamins and supplements have become a regular way for parents to support their children’s health and are now a regular expense.”
OnePoll surveyed 2,000 UK parents of children under 18 between January 9 and 14.