WITH the cost of living on the increase, it seems that millennial parents based in Wales are feeling the effects of rising prices as they strive to provide their children with the best possible nutrition.

In fact, new research has shown that 78 per cent of parents in Wales are prioritising their children’s health above their own.

The survey was commissioned by vitamins, minerals and supplements brand, Natures Aid.

The research shows that 28 per cent of Welsh parents are more conscious of their child/children’s nutritional health in the wake of the cost of living crisis.

Similarly, 13 per cent of millennial parents living in Wales said that they buy more vitamin supplements than they did before the COVID-19 pandemic.

Looking to gain advice in a more cost-savvy way, 60 per cent of parents in Wales stated that they are grateful for free health advice on social media platforms.

Indeed, 28 per cent of parents are utilising free platforms such as TikTok, Instagram, MumsNet and DadsNet to seek out honest, relatable and reliable nutritional advice for their children, with 65 per cent added that they only trust advice which comes from an experienced industry expert.

When it comes to spending habits, it seems that wellness remains a core focus for parents in Wales and that this is shaping their shopping habits, with 18 per cent of parents purchasing more health and wellness products than they did before the pandemic.

While this shows a shift in consumer behaviour, Welsh parents remain focused on more basic nutrition, with 57 per cent stating that they now try to incorporate more fruit and vegetables into their family mealtimes than they did prior to the pandemic.

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But it seems that an added boost is welcomed by parents in Wales, with 28 per cent commenting that they are grateful to have access to products such as multivitamins to enhance their children’s health.

Looking ahead and as the nation returns to socialising in a post-pandemic era, the top three reasons cited as the biggest cause of concern when it comes to their child’s health were changing seasons (33 per cent), going back to school (28 per cent), and going abroad or on holiday (18 per cent).

Bahee Van de Bor, children’s nutrition expert and paediatric dietitian speaking on behalf of Natures Aid, said: “The cost of living crisis is undoubtedly a worry for many across the UK, but especially for new parents, who have a lot to focus on.

“Whether their children are new-born, toddler or teenagers, nutrition is always a concern.

“That's why knowing which children's multivitamin supplements to give and in the correct amounts, can prove helpful – not only are they cost-effective, but also quick and easy to use, saving busy parents all-important time without compromising on their children’s health.

“It’s really telling that parents selflessly put their children’s health before their own, and interesting to see that they are turning to social media to gain nutritional advice.

“All children under five years of age require daily vitamin A, C and D supplements, with vitamin D taking top priority.

“Vitamin D is essential for the normal growth and development of healthy bones and teeth and plays a role in immunity.

“What’s more, infants drinking more than 500ml of formula per day will meet their daily vitamin and mineral requirements from food and infant formula, whilst breastfed babies will require a daily vitamin D supplement.

“Products such as Natures Aid Vitamin D3 Drops provide the correct amounts (10 mcg) of vitamin D3 for children and can be added to meals or drinks with subtlety and with no unwanted ingredients such as added sugar or artificial colourings.”

Designed for new-born babies through to children aged up to five years, the Natures Aid Mini Drops range is manufactured from naturally sourced ingredients, contains no added sugar and no artificial sweeteners, with no artificial flavourings or colours.

Because of their natural ingredients, Natures Aid Mini Drops can be added to meals and drinks with subtlety, so can be taken with ease.

During their first years, children have a very high nutritional demand and the Natures Aid Mini Drops range of supplements have been formulated to give nutritional support, through supplements including, vitamin C, D and Omega-3.

For further information, visit: www.naturesaid.co.uk.