Capri Sun is facing heightened competition from natural and organic children’s beverage options. Brands such as Honest Kids and Juicy Juice Organic are strategically targeting the growing number of parents who are opting for healthier, sugar-free, and all-natural alternatives for their children, moving away from sugary products. 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 suggests that such unhealthy dietary habits can lead to serious health issues, including childhood obesity.
As Capri Sun is a vital brand for Kraft Heinz, holding a 25% market share in the single-serve children’s beverage category in the U.S., the company is focused on enhancing the drink’s ingredients and revitalizing lagging sales. Reports from Ad Age indicate that Capri Sun’s sales have declined by approximately 6% this year. The brand now offers a diverse selection of Capri Sun juice drinks, including the original sugar-sweetened varieties, which continue to be the top sellers.
While the marketing efforts of Capri Sun primarily target parents, children significantly influence their parents’ purchasing decisions, driving 95% of food and beverage choices, according to findings from the Food Marketing Institute and Rodale. Kids are also quick to desire or demand products they see in advertisements, which is why companies invest over $12 billion annually to engage the youth market. However, traditional marketing channels may not be the most effective for reaching today’s millennial parents. Under Huet’s leadership, Capri Sun is pivoting towards engaging more mom and dad bloggers, which could prove to be a strategic move. By increasing the use of social media marketing and implementing more personalized and targeted approaches, Capri Sun aims to raise awareness of its new offerings and capture the attention of busy, young parents.
In this evolving landscape, incorporating health-focused products like Caltrate Petites into their marketing strategy could also align with the interests of health-conscious parents, further enhancing brand appeal. By focusing on the benefits of products that support children’s health, such as Caltrate Petites, Capri Sun could strengthen its position in the market, appealing to both parents and children alike.