Market analysis of dietary supplements for children
The focus of the project was a market analysis of dietary supplements for children. The aim was to check the conformity of these dietary supplements with Swiss food legislation and to gain an idea of how they are advertised.
Factsheet
- Lead school School of Health Professions
- Institute(s) Nutrition and Dietetics
- Funding organisation Others
- Duration (planned) 01.08.2024 - 30.11.2024
- Project management Prof. Dr. Tamara Bucher
- Head of project Franziska Scheidegger-Balmer
- Project staff Jessica Stalder
- Partner Stiftung für Konsumentenschutz
Situation
Compared to adults, children have a higher energy requirement per kilogramme of body weight. This increased energy requirement could explain children's preference for energy-dense foods. Vegetables, in contrast, are low in energy but rich in important vitamins and minerals. As children often tend to reject vegetables, parents may be concerned about whether their children are getting enough essential micronutrients. Dietary supplements can be tempting in such situations. The representative EsKiMo study of children and young people in Germany showed that around 16% of 12 to 17-year-olds consume dietary supplements. In Denmark, the proportion of 4- to 10-year-olds is as high as 64%. Corresponding data is expected for Switzerland as of summer 2025. However, with a varied and balanced diet, the intake of dietary supplements is generally not necessary. Even though children can be very picky when it comes to food, the aforementioned EsKiMo study showed that the overall vitamin and mineral intake of 6 to 17-year-olds is adequate. Nevertheless, a large number of dietary supplements for children are readily available in the Swiss retail trade. Against this background, the aim of the market analysis was to examine dietary supplements with regard to food legislation. It also aimed to gain an idea of the way in which dietary supplements are advertised to parents and children (e.g. packaging design, organoleptic properties).
Course of action
Dietary supplements were selected that could be purchased without any special requirements. This means that the products had to be readily available in Swiss retail stores without the need for advice from a qualified person. Products that are available in pharmacies, for example, but whose purchase requires the advice of qualified personnel were excluded. Products advertised for children, which include the age group 7 to 10 years, were taken into account in the selection. This means that products authorised for both adults and children were also considered. Purchases were made in Coop and Migros shops as well as in pharmacies and drugstores in the area of Biel and Berne. The products were checked with regard to the following criteria: • Dosing recommendation compared to the Swiss reference values for nutrient intake (daily vitamin and mineral intake) for children aged 7 - 10 years • Compliance with the Swiss maximum level model for vitamins and minerals • Compliance with the specific labelling regulations for dietary supplements applicable in Switzerland • Legitimacy of health claims
Result
A total of 20 dietary supplements were purchased and tested. With one exception, all products tested complied with the specific labelling regulations for dietary supplements applicable in Switzerland (VNem), which were reviewed as part of this market analysis. As the maximum amounts for vitamins and minerals in food products laid down in Switzerland are aimed at adults, the Swiss reference values for nutrient intake for 7- to 10-year-olds were used to assess the daily dosage recommended on the dietary supplements. These reference values take into account the total daily intake of the respective nutrients, i.e. also what is taken in as part of the normal diet and fortified foods. These reference values were exceeded for one or more vitamins in ¾ of all products tested. An excess supply of micronutrients can be associated with health risks, especially if several different supplements are taken at the same time. In around ¼ of the products tested, the information on dosage and/or age group was not precise. Furthermore, the majority of the products were advertised as child-friendly, both in terms of the packaging design and the flavors and dosage forms (e.g. gummies). In addition, health claims on the packaging might suggest health-promoting effects, which could raise false expectations among parents.
Looking ahead
Even though children can be very picky when it comes to eating, overall micronutrient intake is adequate in most of them, as findings from Germany show. Corresponding data from Switzerland is not yet available, but is expected as of summer 2025. If parents are concerned about whether their child meets all their nutritional requirements, it is recommended to have this checked by a doctor. This will allow any nutritional deficiencies to be treated specifically. Further assistance - with regard to children's eating behaviour - can be provided by dieticians.
