Child Nutrition
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Pharmacy Role in Nutrition in Children The children’s nutrition market is far from an easy nut to crack. A recent New Nutrition Business Survey found that the failure rate in this sub-section of the food and beverage market was higher than in any other. Of 71 kids start up brands started since 2003, 47% have completely disappeared. Profitability for survivors has proved very challenging.
their place in the market and are demanded by parents. Brand leaders are the familiar player like Aptamil, Cow & Gate, SMA and Hipp Organic.
One brand however has bucked these trends. Ella’s Kitchen is a range of organic baby and toddler food from the UK sold in several international markets and has driven category change within childrens’ nutrition offering resealable, squeezable pouches as an alternative to the traditional glass jar.
These have been covered in recent articles in the IPN.
This packaging innovation fits with several of the consumer lifestyle trends now demanded by purchasers. It helps busy parents by providing greater convenience and keeps the product fresher for longer, helping them to get more healthy fruit and veg goodness into their little ones. This is further emphasized by 2019’s Mintel Children’s Healthy Eating Habits which found that only 18% of children are eating the recommended 5 portions of fruit and vegetables every day. Of course, the pouches from the Ella’s Kitchen range are also more sustainable, the brand being very keen to stress its green credentials and how it needs fewer lorries and less fuel for transportation than its competitors. Its effect on supermarket own brand labels is evident. Follow on-formulas, although not specifically recommended by healthcare experts, still hold
Written by Rob Wood, MPSI, MRPharmS DHPH, Superintendent Pharmacist, Cara Pharmacy Group
The New Nutrition report makes further recommendations that Irish food and drink companies interested in developing kids products should take note of. The age range targeted is a real determinant of success. The 1-6 year olds are the easiest to win over. Primarily it’s parents who are the decision makers as to what children in this age bracket eat. They want reassurance they’re giving their children the best start possible so health is a strong motivation for purchase. ‘No added sugar’ is a requirement. Parents will accept the natural sugar in fruit and vegetables given their other nutritional components but reject anything else as ‘unhealthy’. Finally, when it comes to the type of product to devote shelf space to, think ‘snackification’. This is partly driven by its ‘anywhere, anytime food’ positioning. It can be lunch at home or at school or it can be a ‘between meal’ filler before playgroup or extracurricular activity. Contrast this with ranges of child-friendly,
chilled ready meals. The Kiddylicious range of finger foods branded to promote real fruit constituents are extremely popular and have performed well over the last 12 months.
all the nutrients they need for the best start, no matter if breast or bottle fed. Vitspritz is a newer brand that delivers doses by spray orally and has quickly become popular.
Outside of actual food products, supportive products remain popular and are often driven by new parent information, back to school or examination cycles.
Vitamin D - BabyVit D3 and Well Baby Vit D drops are the strongest performers here. There is no new parent list that this product does not feature on. The health promotion message really is hitting home with parents that this is an essential part of a new baby regimen.
Multivitamins - Well Baby is the market leader followed by Haliborange as a trusted brands and are often sought by new parents to ensure that baby has
Energy - Haliborange and Pharmaton are most purchased in this category. Parents are looking to ensure that all bases
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