Babies and children are the number-one reason adults (parents) begin investigating and then making purchasing decisions within the natural and organic sector. Because parents want the best for their children, they are willing to invest in better quality foods, body care, and lifestyle products for their offspring (even if they don’t do the same for themselves!). As children become teenagers, kids (especially girls) become more aware of and concerned about what they put on and in their bodies, as well as the impact those choices have on the environment—making young people the next generation of consumers dedicated to natural choices.


Parents seek out avenues for introducing their children to healthy choices, starting with natural, whole-food meals and snacks free of artificial colors (which are linked to nutrient deficiencies and learning disorders). In addition, parents are concerned about the growing obesity epidemic in children, as well as disorders such as autism and ADHD. Supplements that parents may adopt early on for their children include magnesium and calcium for immunity, bone building, and nerve function; omega-3 fatty acids to help regulate weight and encourage focus; probiotics and enzymes for proper digestive function and allergy-related conditions, such as asthma and eczema; and vitamin C to boost immunity.