Growing Strong Naturally: What’s New in Children’s Health Products

by Joy Choquette | September 2, 2025

Holistic tools, new ingredients and natural health products to help improve children’s health.

“Mom, I don’t feel good!” Autumn is here in the U.S., and with the return to school comes the return for many to getting sick. Colds, flu viruses and stomach bugs get swapped with surprising frequency in most elementary, middle and high schools today.

In the world of children’s health, questions about building a healthy immune system, preventing illnesses, and which new ingredients and natural products may offer the best support are top of mind. Busy experts in the field of natural children’s health want to know: “What’s the most important information to relay to this parent?”

Learning more about the newest trends in children’s health products, holistic tools other practitioners recommend, and key ingredients and products in this popular submarket can help practitioners stay up-to-date and informed.

The Children’s Health Market Now

Brian Keenan, ND, DOM, LAc, education manager at Washington-based Ayush Herbs said that, “The children’s health space is evolving quickly, and it’s heartening to see more synergy between traditional wisdom and modern research. At Ayush Herbs, our approach is rooted in family traditions and clinical integrity. We create products with children in mind, drawing on generations of ayurvedic knowledge while ensuring they meet today’s rigorous standards. Education plays a big role too, helping parents and practitioners understand not just what to use, but why and how to use it safely and effectively.”

“More parents are thinking ahead and building a wellness kit for their children that includes homeopathic options for colds, coughs, teething, upset stomachs and sleep concerns. As children resume daycare, school and group activities, parents want to be prepared,” added DeAnna Swinton, product manager for baby products, Boiron USA (Pennsylvania). She also noted a growing interest in non-melatonin sleep support for children. “Parents are becoming more cautious about using hormones with young kids and are exploring gentle solutions that help maintain healthy sleep patterns.” Educational resources, too, are something that more parents are seeking out. Swinton stated that Boiron USA invests in pharmacist-developed tools and consumer-friendly literature to help parents support their children’s wellness plans.

Nicole Avena, PhD, is the author of Sugarless: A 7-Step Plan to Uncover Hidden Sugar, Curb Your Cravings and Conquer Your Addiction. She is also a scientist, consultant and speaker on the topic of nutrition, diet and food addiction. Dr. Avena noted that, “Over the last year or so, there has been more and more research regarding population health in pediatric care,” she said. “Generally, poor physical health and more mental health concerns are on the rise. A 2025 JAMA-backed study1 shows 15 to 20 percent higher rates of chronic conditions—such as asthma, diabetes, obesity, ADHD (attention-deficit hyperactivity disorder), autism and mental health disorders—in U.S. kids between 2011 and 2023,” said Dr. Avena. “From the side of mental health, many pediatrician checkups now include routine mental health screenings, with teletherapy and school-based support becoming increasingly integrated as well.

“On a more positive note, pediatric providers are increasingly addressing air quality, toxin exposure (lead, PFAS, pesticides), and broader environmental determinants of health in care plans; as well as incorporating nutrition as a major part of care,” Dr. Avena added.

Justin Green, PhD, scientific affairs lead for EpiCor at Cargill (Minnesota) explained that while multivitamins continue to lead the category of children’s health, there is also a place for ingredients that target specific health needs, including immune support. “Cargill’s proprietary research shows that nearly half of parents with children ages four to six are interested in immune health supplements, and that interest grows to 56 percent for parents of 10-12-year-olds,” he said. “Perhaps most telling is that the majority of parents—57 percent—say they’re looking for products that support the immune system all year long, not just during cold and flu season. That’s where ingredients like postbiotics stand out, offering a new way to support immune health, backed by emerging science.”

“Parents are becoming more ingredient-conscious. This reflects a broader trend toward cleaner, more transparent labeling,” noted Slawek Gromadzki, a nutritionist at California-based HealthAid America. “At the same time, children’s supplements have become more targeted and sophisticated. Instead of one-size-fits-all multivitamins, there’s increasing demand for condition-specific products—like those designed to support immune strength, gut balance, focus or sleep,” Gromadzki said. “Brands are also experimenting with innovative delivery formats like low-sugar gummies, dissolvable strips and liquid drops to improve both taste and compliance. Sustainability is becoming a bigger part of the conversation too, with parents favoring products that use plant-based ingredients and recyclable packaging.”

Holistic Tools in Children’s Health

Jennifer House, MSc, RD, founder of First Step Nutrition Practice in Calgary, Canada, stated that when it comes to children’s health, the common belief is that good nutrition should provide most of the nutrients a child needs. In reality, though, this isn’t always the case. “For example, I have yet to meet a teenager who gets the recommended 1,300 mg of calcium per day through their diet,” she said. “Good-quality supplements can help fill nutrient gaps and ensure your child grows to their full potential and remains as healthy as possible. They also take some pressure off parents to force their children to eat certain foods—such as vegetables—which can create an unhealthy relationship with food,” House pointed out. She recommends a simple first step: “Consult with your dietitian to determine which nutrients your kids may need supplemental support for.”

“Parents today are looking for gentler options they feel confident using with their kids,” Swinton stated. “There is strong interest in homeopathic medicines that contain microdoses of active ingredients such as plants and minerals.” These are often chosen to address common childhood ailments, explained Swinton, who gave the examples of Chamomilla, known for its use in teething-related discomfort and irritability, and Aconitum napellus and Pulsatilla, which are commonly used in homeopathic remedies for fever or ear-related concerns, she explained.

Dr. Avena believes that starting a healthy journey as young as possible for children can be a game-changer in adult health and well-being later. She believes all infants should start on a probiotic designed for infants. Doing so may reduce the risk of colic, eczema and allergies. “Second, vitamin D supplementation is great for immune and bone health as we age. Starting this in infancy can be crucial,” she stated. “In childhood, I believe outdoor play and limiting intake of ultra-processed foods and sugar are very important. Outdoor play increases dopamine and can lead to better immune health.”

But what about for teenagers? This age group isn’t known for making the healthiest choices. Dr. Avena noted that limiting blue light exposure, particularly at night, can help to optimize sleep. She also recommends encouraging social media boundaries, which can impact a teen’s overall wellness. “Nutrition-wise, teens often skip meals or over-rely on processed foods,” noted Dr. Avena. Emphasizing a balance of protein and fiber in meals and snacks can help to avoid insulin spikes and may be beneficial in preventing mood swings and fatigue, she explained. “Every child is very different, so always speak with a medical provider prior to trying supplements or new lifestyle modifications,” she explained.

Jessica Maloh, ND works at Codex Labs Corp (California). She stated that looking first to the foundations of health in babies, children and teens is important. “This includes quality sleep, regular physical activity, time outdoors and a nutrient-rich diet,” she explained. “Each of these can play an important role in supporting overall health and wellness.

“From a dietary perspective, there is research to suggest that including diverse sources of plant-based foods in our diet can support our gut microbiome,” added Dr. Maloh. “Think of eating the rainbow—purple cabbage, orange carrots, red bell peppers, yellow squash. And as a practical tip for families, I encourage them to have their child select one new fruit, vegetable or legume on their next grocery trip and to prepare that food item together. This can spark curiosity and help children feel more connected to their meals while also broadening the diversity of their diet in a fun way.”

Top Ingredients and Products in the Children’s Health Market

While Dr. Maloh said that while she prioritizes lifestyle-based approaches first, there are certain ingredients and supplements that can be helpful in supporting overall health and immune health. “Prebiotics are a type of fiber that feed the beneficial bacteria in the gut, and supports their production of certain compounds that can reduce inflammation, support immune health and even influence skin health. However, research suggests that fiber intake is inadequate in adults and children in North America,” she said. “We can get prebiotics through our diet, with examples like asparagus, apples, onions, leeks and bananas. For families needing extra support, prebiotic supplements with ingredients like resistant potato starch, chicory root and psyllium husk may be considered, and depending on the supplement, may be taken with foods like oatmeal or Greek yogurt.”

When it comes to more immediate immune support, Dr. Maloh suggests an additional product. “Propolis is a resin-like substance produced by bees and can be found in the form of lozenges or throat sprays. It is an ingredient that has been found to have anti-microbial, anti-inflammatory, antioxidant and immunomodulatory effects, and for some patients, can be a helpful add-on to a family’s wellness toolkit during the school year or during travel,” she said.

“Vitamin D is a nutrient that I often consider,” Dr. Maloh continued. “It can play an important role in calcium absorption, bone health and immune function, and there is some research suggesting deficiency may be associated with certain dermatological conditions. However, as with all supplements, it is important to check in with a health care professional to determine if supplementation is appropriate, and for guidance around the right dose for you or for your child’s health status and individual needs,” she said.

House also recommends vitamin D in particular. “For immune health, vitamin D is crucial and often a vitamin we don’t get enough of. It’s easy to supplement, with drops for young children,” she said. “Iron is also a mineral that I regularly recommend, especially for vegetarians or kids who are picky eaters and may not be getting enough through their diet. It plays a crucial role in the growth and development of the brain and body, and anemia can have irreversible effects. Some signs of iron deficiency include pale skin, fatigue, poor immunity, hair falling out and slow weight gain. If you’re concerned that your child isn’t getting enough iron, ask your doctor to test their blood iron levels so you can supplement if necessary. They will need higher iron levels than found in a multivitamin to replenish low stores.”

Designs for Health is a manufacturer located in Florida. There, Alli Beversdorf, MS, serves as the company’s clinical education associate. “While interest in foundational nutrients like vitamin D, magnesium and DHA (docosahexaenoic acid) continues to grow among pediatric practitioners and health-conscious parents, probiotics remain at the forefront of children’s supplement trends,” said Beversdorf. “Consumer interest continues to center on kid-friendly delivery forms, clean-label formulas with minimal sugars and additives, and an increasing focus on specific probiotic strains and appropriate CFU dosing for pediatric populations,” she explained.

At HealthAid America, Gromadzki noted that the company has seen an increased interest in a particular ingredient in the children’s health space. “Choline is quickly rising in prominence due to its role in brain development and memory, especially for young learners,” he said. “Omega-3s—like DHA and EPA (eicosapentaenoic acid)—long celebrated for supporting cognitive and visual health, continue to be a top priority. Meanwhile, strains like Lactobacillus rhamnosus and B. infantis [are] supporting gut health, immunity and even mood,” Gromadzki noted.

Erin Stokes, ND, medical director at WishGarden Herbs in Colorado, noted that herbs have a long history of safe use with children. She pointed to milky oats, scullcap and linden leaf as those gaining popularity recently for soothing tension and gently supporting healthy sleep cycles. The first important consideration in children’s health though: nutrition. “Food is always first for vitamin and mineral intake,” she explained. “Any vitamin or mineral supplement should be utilized to fill gaps in the diet. One vitamin that continues to gain more popularity is vitamin D3, as parents and practitioners alike recognize its vital role in bone health, along with the high likelihood that kids may be deficient, particularly during the winter months.”

Advancements in the Children’s Health Natural Product Category

“One big advancement that’s been made in this category is the recognition that the health of a child’s—or adult’s—nervous system will impact every other body system,” stated Dr. Stokes. “For example, digestive issues, sleep disruptions, and even attention issues can often be traced back to nervous system dysregulation.” This is important to understand, as treating one issue—like sleep problems—without addressing the underlying cause may not be as beneficial to the child.

Looking at the products themselves, Dr. Keenan at Ayush Herbs explained, “One key advancement is the development of better delivery systems, liquids, powders and gummies that are both bioavailable and free from artificial excipients and dyes. There’s also been improved standardization and safety testing of herbal extracts, allowing for more consistent dosing and quality in pediatric formulas.” He stated, “Another shift is the integration of ayurveda and traditional botanical systems into evidence-based practice, with formulas now including time-tested ingredients used for centuries, but backed by modern analytical tools and some early clinical data.”

Dr. Green noted, “Historically, clinical research in the children’s supplement space has lagged behind adult studies. But children aren’t just small adults,” he said. “That’s certainly true of their immune system, and a big reason why we fielded a clinical trial to evaluate the efficacy of EpiCor postbiotic in younger populations.” Dr. Green referred to a recent study published in Pediatric Research that indicates the benefits of EpiCor to children.2 “This research is a milestone for a couple of reasons. It’s one of the first peer-reviewed studies to evaluate postbiotics in a pediatric population, and it used the kid-preferred gummy format,” he said. “Cargill’s literature review suggests few studies have used gummies as a delivery format, especially for kids, so this helps fill an important research gap.”

Beversdorf stated that recent advancements in the probiotic category have come from growing research on the mechanisms of action of specific strains and their impact across various gut axis. “This has opened the door to more targeted probiotic interventions,” she noted. “For instance, Saccharomyces boulardii, a non-pathogenic yeast, has shown clinical relevance in managing acute and antibiotic-associated diarrhea in pediatric patients. Data from clinical trials demonstrates that S. boulardii can reduce the duration and frequency of diarrhea while improving stool consistency and maintaining good tolerability3 making this an implementable option for practitioners and parents when children are experiencing diarrhea.”

“Additionally, emerging studies highlight immune-modulating strains such as Lactobacillus rhamnosus, which has been shown to support the synthesis of T-helper 1 and T-helper 2 cells, playing a role in immune balance,” said Beversdorf. “A recent double-blind, placebo-controlled trial investigated the effects of a probiotic blend of Bifidobacterium breve M-16V, Bifidobacterium lactis HN019, and Lactobacillus rhamnosus HN001 on children with upper respiratory tract infections. The probiotic group demonstrated a statistically significant reduction in fever duration by two full days compared to placebo.”4 she explained, “This evolution in probiotic science is ushering in an era of precision supplementation moving away from one-size-fits-all approaches and toward targeted support for immune, cognitive and gastrointestinal function in children.”

What Do Parents Need to Know Now About Children’s Health Products?

Dr. Keenan stated that in all natural product categories, but particularly in the children’s health market, safety, sourcing and transparency are paramount. “Parents should look for products that are third-party tested for purity and contaminants and are as free from excipients and dyes as much as possible. It’s also crucial to choose companies that understand traditional use and modern science, especially when working with botanicals,” he stated. “Furthermore, parents should be on alert whenever outlandish or exaggerated claims are made. Not only are some of the more bombastic claims, such as ‘treats ADHD,’ not allowed by the FDA (U.S. Food and Drug Administration), they are a sign the company is not acting according to guidelines, and may be cutting other corners as well. And finally, no supplement replaces foundational health habits like sleep, nutrition and emotional well-being, as well as seeing the pediatrician. Natural products are there to support, not substitute.”

Dr. Green noted, “We always encourage parents to look for science-backed products, ideally supported by research conducted in pediatric populations. Peer-reviewed, clinical studies are the gold standard for research,” he said.

Swinton at Boiron USA explained the importance of parents being informed about the type of products they’re choosing at the store. “Homeopathic medicines are regulated by the FDA as drugs and follow manufacturing guidelines outlined in the Homeopathic Pharmacopoeia of the United States (HPUS). This means there are clear standards for quality and purity,” she noted. “It is also important to choose medicines that are clearly labeled for children and to follow the age-appropriate directions on the packaging.”

Dr. Stokes said, “As both a naturopathic doctor and a mom, I understand how vital it is to find a supplement brand that you can trust when it comes to sourcing and quality standards. At WishGarden Herbs, we’ve used sustainably sourced premium herbs in our tinctures from organic regenerative farms, forest farmers, and ethical wildcrafters for over 40 years,” she noted. “Our transparent partnerships are traced through our vigorous Vendor Verification Program.”

The children’s health market continues to grow, just like the kids it’s geared toward. Natural products, lifestyle changes and holistic tools—all of these play an important role in a child’s health. Learning more about these three areas and how to choose or make positive moves in the right direction can be beneficial in children’s lives. This knowledge also aids natural health practitioners in offering the most helpful information and suggestions to the families in their offices.

References:

1 “Trends in US Children’s Mortality, Chronic Conditions, Obesity, Functional Status, and Symptoms.” JAMA, 2025. https://jamanetwork.com/journals/jama/article-abstract/2836060.

2 “Efficacy of a yeast postbiotic on cold/flu symptoms in healthy children: A randomized-controlled trial,” Pediatric Research, 2024. www.nature.com/articles/s41390-024-03331-z.

3 “Role of a probiotic (Saccharomyces boulardii) in management and prevention of diarrhoea.” World Journal of Gastroenterology, 2006. https://doi.org/10.3748/wjg.v12.i28.4557.

4 “Probiotics and Fever Duration in Children With Upper Respiratory Tract Infections: A Randomized Clinical Trial,” JAMA Network Open, 2025. https://doi.org/10.1001/jamanetworkopen.2025.0669.

Healthy Take Aways

• Creating a “wellness kit” for children is one way parents can be prepared for the cold-weather season and illnesses it tends to bring.
• Quality sleep, time outdoors and time away from screens are all important lifestyle considerations when it comes to children’s health.
• The nervous system plays an important role in health and impacts every other bodily system; supporting a child’s nervous system, therefore, is an important consideration in overall health.
• There is no “one size fits all” approach to children’s health, just like there isn’t in adult health; an individual’s needs, weak areas, and strengths in their bodies and systems should all be considered.