For parents, ensuring that their children grow up healthy and strong is a daily priority. Nutrition plays a central role in this journey: the foods and drinks children consume provide the essential building blocks for growth, development, learning, and long-term wellbeing. Yet, despite parents’ best efforts, research shows that a large proportion of children in the UK are not consistently getting the correct balance of vitamins and minerals in their diets.
This nutritional gap has significant implications—not just for children’s immediate health and energy levels, but also for their development, immunity, and cognitive performance. With modern family life busier than ever, and children often being fussy eaters, parents are turning to convenient solutions that provide reassurance. In this context, fortified drinks and multivitamin products tailored to children are emerging as a key category within both grocery and health retail.
The Current Landscape: What the Research Shows
In September 2024, a national study revealed that nearly 9 in 10 UK parents are concerned their children aren’t getting enough vitamins and minerals in their everyday diets (Fruit Processing, 2024). This figure underlines a growing anxiety among families, reflecting both the challenges of modern eating habits and the wider pressures of cost-of-living.
Another 2025 report from The Food Foundation highlighted that seven out of ten parents worry about their children’s overall dietary habits, with many expressing concern about access to healthy foods and the quality of school meals (Food Foundation, 2025). These findings reinforce the reality that the issue isn’t just about parental awareness—it’s also shaped by broader structural and lifestyle factors.
Furthermore, research shows that 48% of the UK population struggle to meet daily vitamin and mineral requirements (Nutraceutical Business Review, 2025). While this figure covers adults as well, it suggests a systemic nutritional shortfall that inevitably extends to children.
Why the Right Nutrients Matter
Children’s nutritional requirements differ from adults in both scale and priority. Growing bodies and developing brains need a consistent intake of key vitamins and minerals to support:
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Growth and Bone Development
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Calcium, vitamin D, and phosphorus are essential for bone and teeth strength.
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Deficiencies in vitamin D have been linked to rickets, a condition that, while largely eradicated in the UK decades ago, has seen a worrying resurgence in recent years (NHS, 2024).
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Immune Function
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Vitamins A, C, D, and zinc play crucial roles in supporting immunity.
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Children lacking these nutrients may experience more frequent colds, infections, and slower recovery times.
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Cognitive Development and Learning
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Iron and B vitamins are vital for concentration, energy metabolism, and neurological development.
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Low iron intake in early years has been associated with reduced attention span and poorer performance in school (British Nutrition Foundation, 2024).
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Energy and Vitality
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B vitamins, especially B12, help convert food into usable energy.
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With children leading active lives, from school to sports, the right balance of nutrients is crucial for stamina and focus.
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The Challenges Parents Face
Despite knowing the importance of a balanced diet, parents face multiple hurdles when it comes to nutrition:
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Fussy eating: Many children naturally resist vegetables or foods with stronger flavours, leading to gaps in nutrient intake.
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Busy schedules: With parents working longer hours and after-school activities filling evenings, convenience foods often take priority.
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Cost pressures: Healthy diets rich in fresh produce can be more expensive, especially during times of inflation.
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Confusion around supplements: Parents often struggle with whether to choose gummies, drops, fortified drinks, or powders—leading to inconsistent supplementation.
It’s no surprise, then, that the NHS continues to recommend daily supplements of vitamins A, C, and D for children aged 6 months to 5 years (NHS, 2024). However, beyond this guidance, many parents still worry that their child’s nutritional needs are not being fully met.
The Rise of Functional Drinks and Multivitamin Products
In response to these challenges, functional drinks and multivitamin products are gaining traction in the UK retail space. Unlike tablets or drops, which can feel clinical, fortified drinks provide a fun, everyday way for children to consume vitamins without resistance.
For example, our Whatever Kidz Multivitamin Drinks combine real fruit juice with 10 essential vitamins—including the B-complex, C, and E—creating a drink that children enjoy while parents feel reassured by the nutritional boost. Importantly, they are HFSS compliant, meaning they are not classified as high in fat, salt, or sugar, and can therefore be placed in high-visibility store locations.
This combination of health + convenience + licensed character appeal makes them a powerful addition to both grocery and pharmacy shelves. Parents can simply swap them into lunchboxes or after-school snacks, ensuring their child gets a top-up of nutrients every day.
Why Retailers Should Pay Attention
The children’s health category is one of the most resilient areas in FMCG, driven by three powerful consumer trends:
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Parental Anxiety
With up to 89% of parents expressing concern about vitamin intake (Fruit Processing, 2024), there is strong demand for products that reassure them. -
Healthier Choices
Post-pandemic, parents are more health-conscious and actively seeking alternatives to fizzy drinks and sugary juices. Functional drinks bridge this gap. -
Licensed Characters Drive Sales
Peppa Pig remains one of the most recognised children’s brands worldwide. Licensed characters not only catch a child’s eye but also influence parental buying decisions—especially in impulse categories like drinks.
For retailers, stocking HFSS-compliant multivitamin drinks offers a way to:
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Differentiate the kids’ drinks aisle.
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Drive repeat purchase with a product children ask for by name.
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Support broader corporate sustainability commitments through Tetra Pak packaging.
Building Healthy Habits Early
Beyond sales and category growth, the broader picture is about encouraging lifelong healthy habits. Children who grow up consuming fortified drinks or multivitamins regularly are more likely to develop awareness about nutrition. For parents, these drinks provide a way to reduce stress and feel they are doing their best in an area where anxiety levels are high.
The opportunity for retailers is therefore not just transactional - it’s about positioning themselves as partners in family wellbeing. Stocking products like Peppa Pig Multivitamin Drinks allows supermarkets, pharmacies, and convenience stores to play an active role in closing the nutritional gap for children across the UK.
Conclusion
The evidence is clear: too many children in the UK are not consistently getting the correct balance of nutrients from their diets. With nearly 9 in 10 parents worried about vitamin and mineral intake (Fruit Processing, 2024), and 70% expressing concern about their children’s overall diets (Food Foundation, 2025), there is an urgent need for practical, accessible solutions.
Multivitamin drinks represent a powerful response. By combining health, convenience, and character appeal, they meet both the emotional and practical needs of modern families. For retailers, they represent an opportunity to differentiate shelves, capture parental trust, and deliver strong category growth.
As the conversation around children’s health continues to grow, one thing is certain: helping kids get the right nutrients every day is no longer a “nice-to-have”—it’s an essential part of supporting the next generation.
References
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NHS (2024). Vitamins for children. Link
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Fruit Processing (2024). 9/10 UK parents are concerned children aren’t getting enough vitamins and minerals in their diets. Link
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Food Foundation (2025). Healthy Start Briefing 2025. Link
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Nutraceutical Business Review (2025). UK struggles to meet daily vitamin requirements. Link
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British Nutrition Foundation (2024). Nutrition in childhood. Link