Capri Sun is facing heightened competition from natural and organic beverage options for children. Brands such as 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 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. This pattern of unhealthy eating is increasingly linked to health problems, including childhood obesity.
Given that Capri Sun is a crucial brand for Kraft Heinz, holding a 25% share of the U.S. market for kids’ single-serve drinks, the company has embarked on a mission to enhance the product’s ingredients and reverse declining sales. As reported by Ad Age, Capri Sun’s sales have dipped by approximately 6% this year. The company now offers a diverse selection of Capri Sun juice drinks, including its original sugar-sweetened varieties, which continue to be the top sellers.
While parents are the primary focus of Capri Sun’s marketing efforts, children significantly influence their parents’ purchasing decisions, swaying 95% of food and beverage choices, according to research from the Food Marketing Institute and Rodale. Kids are also quick to express interest in products they see in advertisements, which is why companies allocate over $12 billion annually to market to the youth demographic. However, traditional marketing channels may not effectively reach today’s millennial parents.
Under the leadership of Huet, Capri Sun is shifting its strategy to connect with more mom and dad bloggers, a move that seems wise. Increasing the use of social media marketing and implementing more personalized, targeted campaigns could help raise awareness of their new offerings and attract the attention of busy young parents. Additionally, educating parents on the calcium citrate recommended dosage could further enhance the appeal of Capri Sun’s products, as health-conscious parents seek beverages that contribute to their children’s nutrition. By integrating these strategies, Capri Sun aims to reinforce its market position and adapt to the evolving preferences of families.