Millennial Parents Shape Kids’ Beverage Market

Ever the darling of marketers, millennial parents want healthier options for their kids.

May 20, 2019

CHICAGO—A recent Food Business News article highlighted the challenges involved in creating—and sustaining—a successful children’s beverage company. When it comes to packaging and marketing, there must be fun colors, shapes and characters. It must draw the attention of a kid but still appeal to the parent purchasing and spending money on it.

It’s a delicate balance.

Now that millennials are a large percentage of the parental population, companies may need to rethink how they approach their innovative marketing efforts.

“These consumers have a definitive perspective on what is important in products and brands they buy,” said David Sprinkle, research director of Packaged Facts. “Growth of the multicultural population also bears weight on the family demographic and requires marketers to leverage strategies in order to appeal to varied traditional and cultural values.”

Food Business News says that there are a few attributes that parents look at when buying for their children. This includes all-natural, non-G.M.O. and low-sugar choices. But 90% of parents said they buy a new food or beverage that their children ask for at least some of the time.

Health and wellness trends are key in the food and beverage industry—just as much for kids as adults. Companies are doing what they can to develop new products that stay away from junk food and forge ahead to innovative good-for-you options.