With $2.6bn of total sales expected by the end of 2024, the children’s health market is rapidly evolving, driven by shifting consumer preferences and innovative solutions. Parents increasingly seek holistic approaches that address both mental and physical wellbeing, with a strong preference for products made from natural, clean ingredients and fast-acting remedies. Transparency, affordability, and educational resources are key to winning consumer trust, while convenience and accessibility remain top priorities.
Looking ahead, mental health support is also gaining momentum, with innovations such as meditation apps, sleep aids, and stress management tools becoming integral to children’s wellness. For brands in this space, understanding these trends and preferences is essential to staying competitive and meeting the growing demand for safer, smarter, and more effective health products and services for children.
When it comes to their child’s health, parents often learn through experience. Regardless of the treatments they pursue, it’s essential for brands to provide a range of solutions while offering guidance and reassurance to help them navigate challenges and missteps along the way.
David Hamlette, Research Analyst; Health and Wellbeing
The children’s health products market, as defined by Mintel for this Report, includes children’s strength versions of OTC medications and vitamins/minerals/supplements. This includes remedies that are designed to treat children younger than 12, including babies and toddlers.
The market is segmented as follows:
• Cold, cough, and allergy remedies – cough and cold remedies; allergy, sinus, and nasal remedies; cough syrup; cough/sore throat drops; sore throat remedies; nasal sprays/drops/inhalers; nasal strips; nasal aspirators
• Vitamins/minerals/supplements – multi-vitamins; 1- and 2-letter vitamins; minerals and supplements. Supplements include only those herbal, homeopathic, and similar products that are generally sold through mainstream retailers.
• Internal analgesics – liquid and tablet form
• Baby electrolytes
• Other health remedies – ear care products; oral pain relief; external analgesic rubs; chest rubs; bedwetting remedies; gastrointestinal remedies, including laxatives, diarrhea remedies, stomach remedies, antacids, motion sickness tablets
The report excludes lice treatments and health accessories (thermometers, bandages, braces, vaporizers, etc.) as well as prescription medications.
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