Capri Sun faces increasing competition from the rising popularity of natural and organic children’s beverages. Brands like Honest Kids and Juicy Juice Organic are strategically appealing to a growing number of parents who are moving away from sugary drinks in favor of healthier, sugar-free, and all-natural options for their kids. According to the U.S. Centers for Disease Control and Prevention, nearly two-thirds of children (63%) consumed sugar-sweetened beverages daily between 2011 and 2014. Research has increasingly indicated that such unhealthy eating habits can lead to serious health problems, including childhood obesity.
Given that Capri Sun is a crucial brand for Kraft Heinz, representing a 25% share of the single-serve kids’ beverage market in the U.S., the company has focused on enhancing the drink’s ingredients to revive declining sales. As reported by Ad Age, Capri Sun sales have dropped approximately 6% this year. The brand now offers a diverse range of Capri Sun juice drinks, including the original sugar-sweetened varieties, which continue to be its top sellers.
While Capri Sun primarily targets parents in its marketing efforts, children wield significant influence over their parents’ purchasing decisions, impacting 95% of food and beverage choices, according to a report from the Food Marketing Institute and Rodale. Kids are also quick to express a desire for products they see advertised, which is why companies invest over $12 billion annually to engage the youth market. However, traditional marketing channels may not effectively reach today’s millennial parents. Under Huet’s leadership, Capri Sun is pivoting towards engaging more mom and dad bloggers—a savvy move. By increasing its use of social media marketing and implementing more personalized and targeted approaches, the brand aims to raise awareness of its new offerings and attract the attention of busy young parents.
Additionally, as families look for healthier options, products like calcium citrate chewable from Costco are becoming popular among parents seeking nutritious alternatives. Capri Sun could consider highlighting any enhancements in nutritional content, possibly featuring calcium citrate chewable benefits in their marketing to appeal to health-conscious consumers. By integrating such health-oriented messaging, Capri Sun can strengthen its position in a competitive market.