Vitamins for the little ones

This article is available for reading in Trade magazin 2026/04

Parents are becoming more conscious in their choices: they pay attention to ingredients, sugar content, ease of dosing, and reliable manufacturing background. The world of vitamins for children is a complex area from a health, regulatory, and commercial perspective.

Quality guarantees

Boglárka Dezse
domestic sales and 
marketing director
Béres Gyógyszergyár

Boglárka Dezse, domestic sales and marketing director at Béres Gyógyszergyár Zrt. reports that sales of children’s multivitamins increased in both value and volume in 2025.

“For the youngest children easy dosing is a basic requirement, so the drop format is a really practical solution, while chewable tablets and gummy vitamins are the most popular choice for children over the age of three”,

she informs.

The expert adds that their selection of products for children includes OTC preparations such as Béres Csepp Forte and vitamin C drops. Their most popular brand is the Actival multivitamin product line, one of the flagship products of which is Actival Kid, a dietary supplement gummy vitamin for children.

For the youngest children, drops and syrups are the most common, while later on chewable tablets and gummy-style products come to the forefront

Scientific recommendations

Dr. László Vereczkei
chief scientific officer
BioTechUSA

According to the BioTechUSA group, foods intended for specific groups, such as infant formula and foods for young children, are subject to the strictest regulations, while a different logic applies to dietary supplements.

“There is no separate legal subgroup for children in the case of dietary supplements. Vitamins intended for children are legally classified in the same category as products offered to adults”,

says Dr László Vereczkei, chief scientific officer of the BioTechUSA group.

He explains that the children’s vitamin market is an area where the legal framework, scientific recommendations, and market communication don’t always fully coincide. This means increased responsibility on manufacturers, retailers, and parents alike.

Trust is key

Dr Ramón Rafai, head pharmacist of Kulcs Patikák points out that demand for baby and children’s vitamins ranges from infancy to young adulthood, but different product forms are associated with different ages. The offering has expanded significantly, with various innovative options facilitating daily dosing, but the role of professional control remains decisive.

“The safest source of purchase remains the pharmacy, as we only stock products from controlled sources that have been professionally screened. Plus we offer personalised advice on choosing the right product in a pharmacy setting”,

says Dr Ramon Rafai.

In addition to complex multivitamins, more and more people are looking for specific, targeted solutions, such as preparations that support concentration or intestinal flora balance.

Parents are making increasingly conscious choices: they check ingredients, prefer sugar‑free options, easy dosing, and a reliable manufacturing background

Popular own brand

Ferenc Zabán
assortment manager
dm

According to the experience of dm Kft., sales of children’s vitamins have developed favourably in terms of both value and volume. Most of the products are recommended for children aged 2-3 years and older, and are typically purchased by parents for children aged 2-14 years. Among the various formats gummy vitamins remain the most popular, which is why the selection is widest in this product type. In terms of sales, the company’s own Mivolis products are performing steadily.

“Fortunately, we can say that the children’s vitamins category has developed very nicely in terms of both turnover and units sold”,

reports Ferenc Zabán, assortment manager of dm Kft.