At a glance: Sales of kids' supplements on Amazon
Multivitamins: Sales grew 105% to hold 41% of market share
Probiotics:
Sales grew 47% to hold 19% of market share
Letter vitamins:
Sales grew 137% to hold 19% of market share
Melatonin:
Sales grew 195%
Omegas:
Sales grew
29%
Melatonin is among the fastest growing children's supplements, with parents seeking ways to help kids sleep during a stressful time when their regular schedules—and often exercise—were interrupted.
The first thousand days of a child’s life—from conception to their second birthday—is a really critical time,” says Katie Friedman, MD, a Florida pediatric emergency medicine specialist who works with ChildLife Essentials.
Nutrition during this time has a profound impact on a child’s ability to grow, learn and thrive, according to 1,000 Days, a global nonprofit that works to ensure mother and child health during this crucial time. Good nutrition during this period provides the building blocks for healthy brain development and shapes the immune system and how it influences predisposition to disease later in life.
How can stores win parents over online competitors? “Remember, you’re not selling products, you’re selling an experience,” says Karyn McCarthy, vice president of sales and marketing at ChildLife Essentials. “The key is minimizing confusion in the vitamin aisle,” she says. “Train your associates to educate the consumer, offer them options and help them make a decision that they will feel good about."
Understanding the first 1,000 Days
ChildLife Essentials, the only line of nutritional supplements formulated exclusively for infants and children, has been the top selling natural children’s vitamins for 20 years. When holistic pediatrician Murray Clarke, DNM, D. Hom, L. Ac, noticed a dramatic increase in his young patients suffering from illnesses like immune deficiencies, he used extensive research from his pediatric practice and many medical modalities (including Western medicine, homeopathy and naturopathic medicine) to formulate this line of quality, fast-absorbing nutrients.
When a trained employee can’t be there in person, provide QR codes on shelves or ads where they can scan with smartphones to view specific information about products and certifications. Host community events, like children's supplement education sessions for parents.
Tips for optimizing kids’ health education with technology
Lastly, use the following calendar for monthly content and scheduling to fuel sales down your vitamin aisle.
Email blasts and monthly eNewsletters can also be effective, as “consumers are really starving for information,” McCarthy says. “Start to build email lists for moms and dads … and send blasts of information about supplementation and other kids’ health issues, like how to feed a picky eater.” McCarthy suggests using Mailchimp.
Share stores’ policies that support women, like the family leave policy, on the store’s social media. Women, who drive 70-80% of household spending, want to support businesses that support women.
Your store’s calendar for supporting kids’ health
Click below to learn more
Photos by ChildLife - Illustrations by Green Hound Press
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