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flag UK parents spend £234 yearly on kids' supplements, driven by immunity and health concerns despite rising costs.

flag UK parents spend an average of £234 annually on supplements for each child, with 92% purchasing them in the past year, according to a Clearpay survey. flag Common supplements include multivitamins, vitamin C, vitamin D, probiotic yogurts, and iron. flag Sales of children’s magnesium surged 296% year-on-year, followed by vitamin D and probiotic drinks. flag Over half bought supplements to boost immunity, while others aimed to prevent illness, improve focus, or reduce absences. flag Despite similar spending to adults—£241 per year—63% report rising costs and 44% struggle to identify effective products. flag Forty-four percent plan to spend more this year, reflecting ongoing health prioritization amid financial pressures. flag The survey, conducted by OnePoll from January 9–14, included 2,000 UK parents of children under 18.

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