FrieslandCampina Ingredients, a global supplier specializing in proteins and prebiotics, published a new global report on trends in the children’s nutrition category based on a survey of parents with children between the ages of 3 and 12 years old.

According to the findings, parents have several non-negotiables: immune support as a baseline; gut microbiome support; clarity around cognitive and emotional health claims; and child-friendly formats.

The paper explores how brands can deliver robust science, appealing formats, and clear outcome-led language that demonstrates tangible benefits for children.

While there’s a great deal of attention on infant and adult health, the childhood years represent a critical window for growth, learning, and development. “Parents are more informed, selective, and vocal about their preferences than ever before,” said Kim Stadman, sensory and consumer research specialist in FrieslandCampina’s product and taste experience team. “Yet, the category is still finding its footing in meeting these expectations. The challenge with innovation isn’t simply developing new ingredients but aligning science, language, and format with real-world expectations. That’s what this research set out to explore.”

Immunity

Everyday immune support remains a top priority for parents worldwide, and is becoming expected rather than viewed as a way to differentiate products. Brands face more pressure to deliver credible, reassuring solutions that meet parent’s wide-ranging needs.

Immunity was within the top three health concerns in every country surveyed, and was the number one concern in Thailand, India, the Phillipines, Vietnam, China, Brazil, Mexico, and Spain.

Brain Health

Brain health was a top parental concern for 54% of parents globally. But the terminology around cognitive health varies by region.

For some, the term “brain development” resonates most strongly, while others are more drawn to “learning ability,” or “focus,” adding a layer of complexity to this category and leaving parents wanting more clarity, FrieslandCampina reported. For instance, parents in China see “cognition” as an early milestone for younger children and “brain health” as intelligence for older children, while U.S. parents use “brain health” as an umbrella term for cognitive function, development, and mental health.

Gut Health

Gut health is now a “proxy for overall wellness” among parents of children ages 3-12, FrieslandCampina reported. However, confusion is prevalent around technical language that surrounds functional ingredients like prebiotics, underscoring the need for clearer communication.

Gut health was positioned among the top three parental health concerns in Thailand, India, Vietnam, and Germany, and was the number-one concern in the U.S.

“Technical language around intestinal health or newer terms like the gut-brain axis are well-established in B2B discourse, but may require translation for parent-facing communications, as they are not always immediately understood,” said Nadia Ustinova, global innovation marketing manager.

Format Matters

Parents prioritize simplicity, and while format preferences vary by region, a consistent theme emerges: interest in compact, all-in-one solutions that reduce complexity and streamline daily nutrition.

“With such a clear opportunity in the 3-12 segment, innovation needs to be more intentional,” said Ustinova. “Instead of competing on complexity, there is value in delivering clarity: clear benefits, clear language, and formats that fit seamlessly into family life. The brands that simplify, rather than overcomplicate, will be the ones that truly differentiate in this space.”

The company reported that ready-to-drink formats and gummies are popular globally.

Functional foods like bars and cookies are most strongly favored in India, China, Mexico, Spain, and the U.S.

Acceptance of other formats is more variable: powdered formats and pouches, for instance, are thought to be inconvenient except in Brazil and Vietnam. Similarly, Chinese parents break from Western conventions and have strong acceptance of capsules for children. Malaysian parents find that breakfast formats work well, while parents in Spain and Mexico prefer snackable bars.

For more, the full report can be viewed here.