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Gummy and chewable vitamins packaged with child-friendly appeals, such as Disney Multivitamin Gummies Disney Princesses and Star Wars Multivitamin Gummies are now a commonplace, as are supplements like Kids Only! Omega-3 in “fruit blast” flavors, or ones promoted as “Fun for kids!” or with “Fun superhero shapes!” Such packaging suggests that children should receive dietary supplements “specially designed for them”-even though professional medical organizations do not recommend vitamin use in healthy children. One expanding segment of this “vitamins market” is vitamins, minerals, and supplements targeted at children. In 2018, the global vitamins market was valued at USD 5.18 billion, and numerous market-based research reports laud its size and future growth potential. Globally, the dietary supplements market is projected to reach USD 278.02 billion by 2024, with vitamins-based supplements comprising a substantial part of this revenue. Heightened consumer interest in health and wellness has prompted a significant growth in dietary supplements. The substantial variation in dosages between products also raises questions about the (perhaps unnecessary) fortification of our children, as well as the expectations that parents know-or are even aware of-appropriate nutrient levels for their kids. Such findings matter because the very existence of these products suggests that children should be taking them, yet more research is needed on their potential (adverse) effects over both the short and long term. Substantial variation in vitamin, mineral, or fish oil dosage was found between similar supplements-with nutrients such as vitamin B12 ranging from 83% to 5557% of AI. Sixty five percent of the products assessed were multivitamins the median dose was higher than AI recommendations for vitamins A, B6, B12, and C, as well as thiamin, riboflavin, pantothenic acid, and biotin. Median EAR/AI/UL percentages and quartiles were calculated for each nutrient, and estimates for the adequate intake recommendations plotted with box plots. Products were assessed according to HMD and Health Canada dosage recommendations for children, and the percentage of Estimate Average Requirements (EAR), Adequate Intakes (AI), and Tolerable Upper Intakes Level (UL) calculated.

Content analysis was used to document the nutrient levels of child-targeted vitamins, minerals and fish oils/omega-3s (n = 80) in Calgary, Alberta, Canada. Imported from USA (Sizes & Specifications are based on the USA Market).Given the growth of supplements specifically designed for children in Canada, this study examines the nutrient levels of these products, and evaluates them in light of the US Health and Medical Division (HMD)-formerly the Institute of Medicine-and Health Canada’s recommendations.
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