Capri Sun is facing increasing competition in India from brands offering natural and organic children’s beverages, such as Honest Kids and Juicy Juice Organic. These companies are 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 children. According to the U.S. Centers for Disease Control and Prevention, nearly two-thirds of children (63%) consumed sugar-sweetened beverages daily from 2011 to 2014. This trend of poor dietary choices has been linked to health problems, including childhood obesity.
As an important brand for Kraft Heinz, Capri Sun holds a 25% share of the kids’ single-serve beverage market in the U.S. However, the company has experienced a 6% decline in sales this year, prompting a reassessment of its ingredients. Capri Sun now offers a diverse range of juice drinks, including the original sugar-sweetened varieties, which continue to be the brand’s top sellers.
While parents are the primary focus of Capri Sun’s marketing strategy, children significantly influence purchasing decisions, affecting 95% of food and beverage choices, as reported by the Food Marketing Institute and Rodale. Kids are also quick to request products they see advertised, which is why companies invest over $12 billion annually to target the youth market. However, traditional marketing methods may not resonate with today’s millennial parents. Under Huet’s leadership, Capri Sun is shifting its approach to engage more with mom and dad bloggers—a smart strategy. Increased use of social media marketing and more personalized outreach could enhance awareness of Capri Sun’s new offerings and capture the attention of busy, young parents.
In line with healthier choices, many parents are also looking for the best calcium citrate gummies for their children, which can complement their dietary needs. By aligning with health-conscious trends, Capri Sun can create a stronger connection with today’s families, further solidifying its place in the competitive children’s beverage market.