9 in 10 parents want clearer sugar labelling on children’s vitamins, new UK survey finds
Research suggests many parents are unaware some children’s vitamins contain high levels of sugar.
Many parents give their children daily vitamins to support immunity and fill nutritional gaps, but new research suggests most are unaware how much sugar could be hiding inside some supplements.
A UK-wide survey commissioned by children’s health brand Hiya found 90% of parents want clearer labelling on children’s vitamins after discovering some products can contain sugar levels similar to sweets.
The research, carried out among more than 1,000 UK parents, also found that 72% mistakenly believed vitamin brands were legally required to disclose sugar or artificial sweetener content on packaging.
Parents surprised by sugar levels in children’s vitamins
According to the survey, 88% of parents said they would be concerned if they discovered children’s vitamins contained as much sugar as confectionery.
Hiya says some products available in the UK are made up of more than 60% sugar by composition, with a single serving containing sugar levels similar to jelly sweets.
For context, the NHS recommends children aged four to six consume no more than 19g of added sugar a day. Hiya claims some gummy vitamins can account for close to a fifth of that daily limit before breakfast.
The survey also highlighted confusion around regulation. While many parents assume sugar content must be clearly displayed, food supplements fall under different labelling exemptions.
Why parents are giving children vitamins
The findings show children’s vitamins have become a regular part of family routines across the UK.
Nearly half of parents surveyed, 46%, said they give their children vitamins every day, while a further 20% do so every two to three days.
Breakfast was the most common time for vitamins, with 50% of parents serving them in the morning.
When asked why they use supplements, parents cited several reasons:
- 78% said to support general health
- 67% said to support immunity
- 40% said to help build healthy habits
- 30% said to fill dietary gaps
The research also found awareness of supplement safety testing was relatively low. Almost half of parents, 46%, said they were unaware vitamins may be tested for contaminants such as heavy metals.
Experts say parents want transparency
Dr Darria Long, board-certified paediatric ER physician, mother of three, and founder of No-Panic Parenting, said the findings reveal a growing gap between how products are marketed and what parents expect.
Parents are doing everything they can to make healthier choices, but the reality is that most don’t have clear visibility into what’s actually in children’s vitamins.
Dr Long added: “This research shows a clear sugar gap where products marketed as ‘healthy’ are often misunderstood, and where most parents underestimate sugar content entirely. The overwhelming demand for clearer labelling shows this isn’t about alarmism, it’s about transparency. Parents want clarity, and the industry needs to catch up.”
The survey also suggests many families would consider changing products if clearer alternatives were available. More than 8 in 10 parents, 84%, said they would switch to a vitamin without added sugar or artificial sweeteners.
What parents should look for on vitamin labels
While there is no recommendation for parents to stop giving children vitamins altogether, experts often advise checking labels carefully before buying supplements.
Parents may want to look out for:
- Added sugars or syrups
- Artificial sweeteners
- Gummy-style supplements marketed as sweets
- The percentage of daily nutrient intake provided
- Independent testing or ingredient transparency
The NHS advises that most children can get the vitamins and minerals they need through a balanced diet, although some children, including those under five, may benefit from specific supplements such as vitamins A, C and D.
About the research
The survey was commissioned by Hiya and conducted by Mortar Research, a member of the British Polling Society.
Fieldwork took place in April 2026 among a nationally representative sample of 1,006 UK parents with children aged 0 to 18.
Authors
Hollie is Senior Digital Journalist at MadeForMums. She writes articles about pregnancy, parenting, child health and getting pregnant. She has written for a number of national lifestyle magazines and websites over the past 12 years including Family History Monthly, You and Your Wedding and Muddy Stilettos. She has two children aged 5 and 8 and hasn't slept since 2017!