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 products in favor of healthier, sugar-free, and all-natural choices for their children. According to the U.S. Centers for Disease Control and Prevention, nearly two-thirds of children (63%) consumed sugar-sweetened drinks daily between 2011 and 2014. Increasing evidence suggests that such unhealthy eating habits can contribute 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 kids’ single-serve beverage sector in the U.S., the company is actively working to enhance the drink’s ingredients and reverse declining sales. Reports from Ad Age indicate that Capri Sun sales have dropped 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 Capri Sun primarily targets parents in its marketing efforts, children significantly influence their parents’ purchasing decisions, affecting 95% of food and beverage choices, as highlighted by a report from the Food Marketing Institute and Rodale. Kids are also quick to express interest in products they see advertised, prompting companies to invest over $12 billion annually to engage the youth market. However, traditional marketing channels may not be the most effective approach for reaching today’s millennials. Under Huet’s leadership, Capri Sun is shifting its strategy to connect with more mom and dad bloggers, which seems like a wise move. By increasing their use of social media marketing and implementing more personalized, targeted campaigns, they can boost awareness of new offerings and capture the attention of busy, young parents.
In addition to appealing to parents’ desires for healthier choices, Capri Sun may also want to incorporate wellness trends, such as promoting products that include beneficial ingredients like calcium citrate plus D3 maximum tablets 400 count. By integrating these insights into their marketing strategy, Capri Sun can better align with the health-conscious preferences of modern families, ensuring that they remain relevant in an increasingly competitive market.