With daily health concerns reaching new highs in 2020, new research from Bubs® Australia shows that 80 percent of parents have worried that their children may not be getting enough vitamins or minerals from their everyday diet.

ABS statistics show only 6 percent of children aged two – 17 years met the recommended intake of fruit and vegetables in 2017-18, suggesting parents have reason to renew focus on sufficient vitamin and mineral intake.

Nearly half of parents (47 percent) with children under the age of four say that immune health is their biggest concern, with many looking for ways to provide a boost.

With the majority of children lacking enough nutrients from key food groups, including dairy and proteins, many parents aren’t aware of the important role vitamin supplements can play in boosting nutrition levels, with almost one-third (29 percent) saying they don’t know how supplements will be useful for their children.

Similarly, despite already providing them with a good healthy diet, a third (33 percent) worry about the perception that giving their kids vitamins means they aren’t doing enough to provide for them.

Jennifer Hawkins, celebrity mum and Bubs® Global Brand Ambassador is all for giving daughter, 1yo Frankie a vitamin boost.

While immune health is highly important to parents, there remains a lack of education on the role supplements can play across different health pillars. Research shows only a fifth of parents (21percent) think good gut and digestive health plays an important role in supporting immune health suggesting the need for further education on vitamins and their benefits.

Dr. Joanna McMillan, nutrition scientist and dietitian, said: “Many parents are eager to boost their children’s health, but will freely admit they don’t know how to do it. As the new research from Bubs® shows four in ten parents say they don’t know where to start with kids supplements, there’s a clear need for guidance on which products are suited at every age of childhood.

“While supplements can’t replace a good healthy balanced diet, there are many reasons why a child might not get all the nutrition they need, fussy eaters for example, and extra support may be helpful to fill any gaps in their diet. The research shows nearly half of the parents (10 percent) who aren’t concerned their child has a deficiency say they’ve never seen signs, but sub-optimal nutrition can go unnoticed.”

Dr. Joanna McMillan, nutrition scientist and dietitian says many parents aren’t aware of the important role vitamin supplements can play in boosting nutrition levels.

Despite 45 percent of parents saying they have never given their children vitamin supplements, respondents agree they support stronger immunity development (83 percent), good cognitive health (82 percent) and improved digestion (76 percent).

Jennifer Hawkins, celebrity mum and Bubs® Global Brand Ambassador, says: “It’s great Bubs® has launched Vita Bubs™ for kids, giving parents peace of mind and an extra boost if it’s needed.”

The Bubs® research also revealed:

  • Four in ten (39 percent) say they don’t know where to start when it comes to giving their child vitamins
    Parents aged 34 or above are 25 percent more likely than millennial parents to think their children get what they need from their diets
  • One in five parents have turned to their doctor (22 percent) or family and friends (22 percent) for advice on improving their children’s vitamin and mineral intake
  • Nearly half of parents (44 percent) are more concerned about their children’s immediate health now, more than they were compared to a year ago
  • Four in ten parents (36 percent) say they’ve taken vitamin supplements themselves yet haven’t given them to their children, as a quarter of parents (27 percent) admit they don’t know what the benefits of vitamins are for their children

The range of Vita Bubs™ products is now available in. More information about the Vita Bubs™ range can be found at www.bubsaustralia.com.