Kid stuff: Anything but a pill, Mom!

The ground is shifting in the multivitamin world. Adult multivitamin sales are down 9 percent over the last year in the natural channel, according to SPINS data. But fret not! Supplement makers are merely diversifying, so women’s multivitamins grew 10 percent, men’s multis by 5 percent, and children’s multis by 6 percent.

Even more interesting is data from the New Hope Natural Media NEXT Trend, which tracks every product exhibited at Natural Products Expo West and East. Fifty-seven percent of products in the category of baby and child supplements are children’s vitamins, while one-fourth are children’s herbs and homeopathy. And here’s a notable shift—while only 12 percent of baby and child supplements are gummies, gummies saw a growth of just over 1,000 percent between Expo West 2013 and Expo West 2014. Gummies are hot! Here’s what we like now in the children’s supplement world.