It’s no secret that Americans are in tune with the benefits of probiotics. According to the Council for Responsible Nutrition’s 2016 Annual Survey on Dietary Supplements, probiotics are among the most popular of supplements, with 13% of supplement consumers choosing them. And while about 71% of American adults overall take some kind of dietary supplement, an even higher percentage of adults shop the supplement aisle if they have kids at home. So, what happens when you pair probiotics’ popularity with parents’ increased interest in supplements? A booming market for children’s probiotics.