Capri Sun is facing intensified competition from natural and organic children’s beverage options. Brands like Honest Kids and Juicy Juice Organic are strategically targeting the growing number of parents who are moving away from sugary drinks in favor of healthier, sugar-free, and all-natural alternatives for their children. 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. Increasing evidence indicates that these unhealthy eating habits can lead to serious health issues, including childhood obesity. Given that Capri Sun is a crucial brand for Kraft Heinz, holding a 25% market share in the U.S. single-serve children’s beverage segment, the company has made it a priority to enhance the drink’s ingredients and reverse declining sales. Reports from Ad Age indicate that Capri Sun sales have dropped by approximately 6% this year.
The company now offers a diverse range of Capri Sun juice drinks, including the original sugar-sweetened varieties, which continue to be the brand’s top sellers. While parents are the primary audience for Capri Sun’s marketing efforts, children significantly influence what their parents purchase, impacting 95% of food and beverage decisions, according to a report from the Food Marketing Institute and Rodale. Children are also quick to express their desire for products they see in advertisements, which is why advertisers invest over $12 billion annually to reach the youth market. However, traditional marketing channels may not effectively engage today’s millennials. Under Huet’s leadership, Capri Sun is shifting focus toward connecting with more mom and dad bloggers, a move that could prove advantageous. Increasing the use of social media marketing, along with more personalized and targeted strategies, could enhance awareness of new product offerings and capture the interest of busy, young parents.
Additionally, as parents become more conscious about their children’s health, discussions around nutritional content, such as the benefits of calcium citrate vs. calcium carbonate for osteoporosis, are becoming increasingly relevant. This could lead to a greater demand for beverages that not only taste good but also provide health benefits, further shaping Capri Sun’s product development and marketing strategies.