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The average amount parents spend on vitamins for their children

The average amount parents spend on vitamins for their children

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Parents reportedly spend an average of £234 each year on vitamins and supplements for their children, mainly to improve immunity and concentration, a new survey suggests.

This spend is almost identical to the £241 parents spend annually on their own supplements, according to research from buy now, pay later platform Clearpay.

A whopping 92 percent of parents have purchased vitamins and supplements for their children in the past year.

Multivitamins emerged as the most popular choice at 89 percent, followed by vitamin C (65 percent), vitamin D (61 percent), probiotic yogurts (56 percent) and iron (51 percent).

Clearpay internal sales data reveals a significant increase in demand for certain products, with children's magnesium up 296 percent year-on-year.

Sales of vitamin D also increased by 231 percent and probiotic drinks by 228 percent.

Looking ahead, 44 percent of parents intend to increase their spending on children's supplements this year. The top reasons cited for these purchases include boosting immunity (51 percent), avoiding illness (36 percent), and improving focus and concentration (24 percent).

Magnesium sales for children increase 296 percent year-on-year (Alamy/PA)

Nearly one in five parents (17 percent) said they bought vitamins and supplements to prevent their children from having to miss school or daycare.

On average, parents spend just £7 more on supplements for themselves, with sales of adult magnesium supplements increasing the most at 296 per cent and vitamin D supplements at 231 per cent year on year.

However, 63 percent of parents say it is becoming more expensive to buy vitamins and supplements for their children, while 44 percent have difficulty knowing which products are truly effective.

Rich Bayer, chief executive of Clearpay, said: “While many households continue to face rising costs across the board, health is clearly something parents want to continue investing in.

“Vitamins and supplements have become routine in the way parents support their children's health, and this is now a regular expense.”

OnePoll surveyed 2,000 parents of children under 18 in the UK between January 9 and 14.