FrieslandCampina Ingredients reveals gut, brain & immune health are parents’ top child nutrition concerns

FrieslandCampina Ingredients has released a white paper on child nutrition using parents globally as its source. Listening to the decision-makers and buyers of children’s supplements and fortified foods, parents told the ingredient maker about their main health concerns and what formats work. In the report, the company details the specific ingredients to meet the parents’ needs. 

The company researched format preferences, product usage, and health priorities for children aged three to 12, across 11 markets in North America, Latin America, Europe, and the Asia Pacific.

“What struck us most in this research wasn’t the differences between markets but the common wants and desires of parents from across the globe. They share similar health concerns, with immune health, brain health, and gut health being top priorities, and want solutions that are natural, convenient, and credible,” says Kim Stadman, sensory and consumer research specialist at FrieslandCampina Ingredients.

“By listening to the voices of parents and understanding their preferences, priorities, and aspirations for their children, brands have the opportunity to create products that not only meet nutritional needs but also earn parental trust. This research reveals where the real white space lies and how to speak to parents in ways that truly resonate.”

The company reports that parents are becoming increasingly health-conscious and have access to digital resources and endless expert advice from technology.

As a result, parents are expecting more from products, shaped by new scientific understandings, lifestyle changes, and the desire to give children every advantage, says FrieslandCampina Ingredients.

Increased health consciousness

The children’s nutrition market is still in the maturing phase, when compared to infant and adult nutrition. This creates an opportunity for the industry to bring solutions targeting children’s needs and their unique nutrient demand for growing bodies and minds.

Brain health emerged as a global health concern among parents and ranked in the top three among most of the 11 countries. Globally, 54% of parents reported it as a main health concern for their children.

The children’s nutrition market is still in the maturing phase, when compared to infant and adult nutrition.Countries reported different concerns for brain health, as Chinese parents emphasized cognition while US parents used it as an umbrella term for cognitive functioning, development, and mental health.

FrieslandCampina Ingredients notes that omega-3s present an opportunity here, as research has shown adequate levels of docosahexaenoic acid (DHA) in children’s diets are linked to increased learning, attention span, and memory retention.

Also on parents’ priority list is immune health, ranking in the top three in all countries studied. In the Philippines, Thailand, India, Vietnam, China, Brazil, Mexico, Germany, and Spain, it ranked as parents’ number one concern.

“Since the COVID-19 pandemic, immunity has become a cornerstone of consumer interest as parents want to prevent their children and themselves from getting sick. As a result, the global immune health supplements market is booming, dominated by vitamins, herbal extracts, probiotics, amino acids, minerals, and omega-3 fatty acids,” says Nadia Ustinova, global innovation marketing manager at FrieslandCampina Ingredients.

“To help brands stand out in this competitive market, our consumer insights study has uncovered a promising opportunity: parents’ strong positive association with natural ingredients, such as those found in milk, and immune health benefits.”

The report details that brands can leverage bioactive proteins to create immune health products with messaging tapping into parents’ demand for natural ingredients.

All about the gut

Gut health ranked as the main concern among parents in the US, and in the top three concerns in Thailand, India, Vietnam, and Germany. The report notes that US parents view the gut as a foundation for overall health.

US parents view the gut as a foundation for overall health.However, although parents are aware of the gut’s multifunctional role in the body, gut health ingredients in child nutrition remain low, “creating a challenge and opportunity for brands.”

“While parents are open to solutions that support children’s gut health, they are often unaware of how different ingredients work. For example, they might not fully understand how prebiotics differ from probiotics,” says Ustinova.

“As such, brands need to educate consumers on the functional benefits, but keep it simple. Technical language around ‘intestinal health’ or newer terms like the ‘gut-brain axis’ are well established in B2B discourse, but may require translation for parent-facing communications, as they are not always immediately understood.”

FrieslandCampina Ingredients highlights the prebiotic galactooligosaccharide (GOS) as it is well-studied globally with demonstrated benefits, including stimulating beneficial gut bacteria and reducing discomfort from constipation.

GOS has also shown potential to influence the brain through the gut-brain axis, and the report notes it could, therefore, be leveraged to support brain health and gut health propositions — two top parental health concerns.

Formatting for children

FrieslandCampina Ingredients notes that formats are equally important to benefits when it comes to children’s nutrition.

Globally, ready-to-drink and gummies were popular, while India, Spain, the US, China, and Mexico favored functional foods such as bars and cookies.

Formats are equally important to benefits when it comes to children’s nutrition.Some formats were region-specific, as powdered formats are popular in Brazil and pouches in Vietnam, formats that are commonly seen as inconvenient elsewhere.

Chinese parents use capsules for children due to concentration and efficiency. Breakfast formats speak to parents in Malaysia due to busy mornings, while Mexican and Spanish parents prefer snack bars.

“Our research revealed a common trend for ‘all-in-one’ supplements. Parents across markets, from the US to Thailand and China, consistently expressed a desire for small, convenient solutions that combine multiple vitamins, minerals, and functional ingredients into one serving,” explains Stadman.

“This allows parents to address several health concerns for their children with one trusted product. As a result, brands that can successfully deliver multi-benefit formulations in a single solution will have a clear competitive advantage. What’s more, with many parents’ craving convenience, solutions that can be enjoyed by the whole family, like fortified yogurts, could catch the attention of busy families looking for all-in-one and one-for-all products,” she adds.

FrieslandCampina Ingredients notes that finding the right format for children can make a difference as to whether the nutritious products will actually be consumed or not.