Formulating for Kids: Why Children's Immune Health Products Need a Different Approach

‘Tis the season...for runny noses, coughs, and tummy upsets. A National Health Interview Survey from 2022 found that 5.8% of children ages 5 to 17 years had experienced chronic school absenteeism for health-related reasons that year.¹ Not all, but many of these missed days were the result of weakened immune systems. How can caregivers better support children’s immune health now?

Kids’ Immune Health vs Adult Immune Health: What’s Different?

Kimberly Kawa, senior analyst, client insights at SPINS notes that besides dosage and format, it’s important to look at the ingredients emphasized in kids’ immune health products. SPINS data for the latest 52 weeks (ending May 17, 2026) vs the prior year indicates that children's immune supplements appear to be more focused on supporting upper respiratory health, infection resistance, and overall immune readiness, says Kawa. Children, she points out, are frequently exposed to pathogens in schools and daycare settings, leading formulations to prioritize ingredients that support innate immunity and respiratory defense.

Irfan Qureshi, ND, the global head of product development for Metagenics, explains that formulating children’s immune products is fundamentally different than formulating products for adults. “For children, a developing immune system may require foundational nutritional support in the form of key vitamins, minerals, and nutrients that are necessary for immune development,” he notes. “Often, with adults, the goal is to optimize function or develop formulas that enhance immune performance.”

Key Ingredients in Kids’ Immune Health Products

In addition to popular vitamins and minerals like vitamin C and zinc, omega-3s are a common supplement in this market. “Omega-3 EPA [eicosapentaenoic acid] and DHA [docosahexaenoic acid] support immune health by helping regulate inflammatory responses and supporting healthy immune cell function,” Ståle Søfting, chief commercial officer at GC Rieber VivoMega, explains.

“This is particularly important for children whose immune systems are still developing. In addition to supporting healthy immune function, omega-3s play important roles in brain, eye, and overall growth and development,” says Søfting. He calls omega-3s a “foundational ingredient” because of their broad benefits throughout childhood. This demand, in turn, is driving interest in highly concentrated omega-3 solutions that deliver meaningful levels of EPA and DHA in child-friendly formats, notes Søfting.

For caregivers seeking vegan sources of omega-3s, algal products are a possibility, Søfting notes. “Algal omega-3s offer a plant-based, vegan-friendly source of EPA and DHA, with a highly controlled, scalable production process,” he explains.

Qureshi agrees that omega-3s are important in children’s immune health along with vitamin D and iron, but he believes more focus should be put on supporting the developing microbiome of children.

“As we know, greater than 70% of the immune system resides in the gut, so the microbiome plays a fundamental role in immune function,” says Qureshi. He explains that many studies indicate that disruptions in the microbial balance during the early stages of life are associated with disease development in childhood and later in life. Microbiome-supportive ingredients include prebiotics, probiotics, and postbiotics, with the latter representing an emerging category of ingredients showing promise in children’s immune support.

“Unlike probiotics, which are live organisms, postbiotics are inactivated and therefore inherently more stable than probiotics, offering significant formulation flexibility,” explains Qureshi. A recent paper highlighted the benefits of several key postbiotics on children’s health, including supporting the gut barrier, modulating inflammation, and reducing the risk of infections.³

One example of a postbiotic ingredient is EpiCor (from Cargill), which is derived from baker’s yeast. Justin Green, PhD, EpiCor’s scientific affairs lead, points out that because it contains a complex blend of metabolites and other beneficial bioactive compounds that interact with the gut lining, it can help support a healthy immune system. “Because a significant portion of the immune system resides in the gastrointestinal tract, supporting gut health plays an important role in overall immune resilience,” says Green. “When taken daily, EpiCor acts like a vitamin for your immune system.”

In a recent study, children receiving EpiCor experienced statistically significant reductions in the severity of cold and flu symptoms compared to placebo.⁴ Green explained that caregivers also reported fewer instances of sore throats and muscle aches, and children in the EpiCor group were nearly twice as likely to avoid the use of prescription or over-the-counter medications during the study period.

Elderberries are another favorite ingredient in immune support. This ingredient is misunderstood by some as beneficial only for immediate immune support. “In both online and retail settings, they are typically positioned in the cold-and-flu category, where the messaging emphasizes support during active symptoms and seasonal illness,” points out Leslie Gallo, president of Artemis International. “While elderberry is not commonly positioned as a long-term immune support ingredient, it deserves to be, as long as a high-quality elderberry ingredient is used,” she says.

Making Supplements Appealing to Children

Formulating products for kids often means using formats that are easy to ingest, such as syrups or gummies, and that have an appealing flavor. Not all ingredients are suitable for gummy formulations. Green notes that postbiotics—which are inanimate and highly stable—perform very well in gummies, as well as chews, drink powders, and other child-friendly formulations. “This versatility gives formulators greater freedom to develop immune health products in delivery systems that resonate with today's consumers and caregivers.”

Søfting concurs. For children’s products in particular, delivery systems like softgels, chewables, gummies, and encapsulated delivery systems can further enhance sensory performance while maintaining product quality, he says. “As convenience and taste continue to influence purchasing decisions, superior sensory quality remains essential for encouraging consistent use and supporting positive consumer experiences.”

Ingredients like omega-3s come with organoleptic challenges. Søfting says these can be overcome or even avoided, however. Oxidation is most often the culprit of the fishy taste and odor. “The most effective solution is to prevent oxidation from the start rather than simply masking flavor. This means using high-quality oils; controlling exposure to oxygen, light, and heat during processing; and selecting delivery formats that protect the ingredient throughout shelf life,” he explains.

Ingredients like herbs and fungi represent a meaningful opportunity for formulators but can definitely be challenging to work with, says Gallo. “As interest in fungi continues to grow across categories such as cognition, relaxation, sleep, and immune health, there is increasing potential to develop kid-specific products that address issues like focus and sleep, as well as recurrent seasonal immune stress.”

At the same time, however, Gallo points out that formulators must account for the practical challenges of children’s formats, especially flavor and texture in gummies or chewables. “Extracts are often preferred because they are more soluble and have a milder taste, though they may contain lower levels of diverse bioactives than whole-material ingredients,” says Gallo. “Overall, the category is evolving quickly, and formulators are finding creative ways to make mushroom-based products more kid-friendly.”

Consumer Preferences: Are They Shifting?

Are caregivers looking for anything new when it comes to ingredients in this market? Kawa at SPINS says that consumer preferences seem to be shifting away from a singular focus on traditional immune ingredients, even though they still dominate sales. “Category leaders such as elderberry, vitamin C, zinc, and echinacea remain the largest[-selling] ingredients but are experiencing declining growth, suggesting consumers may be seeking more differentiated solutions,” she explains.

“Bee propolis stands out as a key growth ingredient, likely driven by its association with throat and upper respiratory support and its perception as a natural, minimally processed remedy,” Kawa says. “It's also important to note that many immune ingredients overlap with the cough syrup segment, so some ingredient trends may be understated because products containing multiple hero actives are often classified more broadly as cough syrups rather than under a primary functional ingredient.”

Clearly, immune health continues to be an important health benefit category, with children being a major demographic requiring specialized consideration in formulations. Emerging research, ingredient development, and format delivery systems continue to contribute to better, healthier options for children’s immune support.

References

1. Black L, Elgaddal N. Chronic school absenteeism for health-related reasons among children ages 5-17 years: United States, 2022. NCHS Data Brief No. 498. National Center for Health Statistics. March 2024. Accessed June 23, 2026. https://www.cdc.gov/nchs/products/databriefs/db498.htm
2. Gutiérrez S, Svahn SL, Johnson ME. Effects of omega-3 fatty acids on immune cells. Int J Mol Sci. 2019;20(20):5028. doi:10.3390/ijms20205028
3. Vázquez-Frias R, Vinderola G, Abreu y Abreu AT, et al. Postbiotics in pediatric clinical practice: position paper from Special Group of Latin American Society of Pediatric Gastroenterology, Hepatology and Nutrition (LASPGHAN). Front Nutr. 2025;12:1716791. doi:10.3389/fnut.2025.1716791
4. Singh RG, Garcia-Campayo V, Green JB, et al. Efficacy of a yeast postbiotic on cold/flu symptoms in healthy children: a randomized-controlled trial. Pediatr Res. 2024;96(7):1739-1748. doi:10.1038/s41390-024-03331-z