Research shows that when children search for drinks on the shelves of supermarkets or stores, they are increasingly aware of what they want. When market developers want to attract the attention of parents of children who have just learned to walk and older children, they usually use interesting and interactive packaging. There are beverage products targeted at all ages in the market. Companies find needs through communication with consumers of different ages, so as to produce beverage products that meet the needs of children of all ages
the brand competition of Ge cars is also increasingly fierce. Rachel Gele, head of Strategy Department of ppetto group, said, "half of the children said they didn't have enough to adapt to their drinks and interesting products." The advertising department and marketing department of the company are currently working on the research of "health through a child's eyes" (in the most widely used conventional plastic granulator equipment). "And more than 80% of people believe that if pure fruit juice products strengthen the acceptance of taste, beverage manufacturers will still have great market opportunities."
although the issue of sugar content in beverages has been controversial recently, Gele said that market developers have been and are committed to developing perfume and flavored juice. However, few people are aware of such beneficial beverage products, she said
"compared with any other consumers, when we meet the market demand of children's products, we need to satisfy their curiosity. We need to induce children to want to know what products are in the packaging, so that they have the desire to taste them, and meet their emotional needs," Gele said. "The most important thing we do in product development is to meet children's needs in taste and packaging. Sometimes they need a drink to drink at one go (according to the size of the drink package), but carbonated drinks can't be for the purpose of this package size. We also find that adults and children have different recognition of trademarks."
different ages have different choices
research shows that healthy products that correctly reflect product information can enter the children's product market, and taste and packaging are important factors that affect consumers of different ages to choose products accurately. "Toddlers are interested in sweet and colored drinks and colorful patterns," said Bruce Langer, vice president of California based Bruce Langer C, "For baby drinks, due to the restrictions of federal laws, we do not add any artificial sweeteners, nor do we strengthen calcium. For children's and children's beverage products, our products add calcium."
Langer said that in addition to the difference in formula, the beverage products for children and older children also have great differences in taste. Infants and toddlers like single flavor drinks, while older children like tropical fruit flavor and compound fruit flavor
"the beverage market for children and older children over the age of 10 is very different, and the two consumer groups have little in common," said Kathy walker, deputy director of the marketing department of (inzone brands Inc.) in zone brand Co., Ltd. The company is the manufacturer of belle washers and tummy tickers. "Bellywashers series products are targeted at children between two ages, but bellywashers series products and tummy actively integrate the advantageous resources of both enterprises and regions. Tickers series products have nothing in common."
the successful development of beverage products for children should not only meet the needs of children, but also be accepted by mothers. The company's tummyticklers series products are targeted at children aged 2 to 6. Inzone is studying the factors that consumers accept this product. In addition, the packaging of tummy tickers100% pure fruit juice products is recyclable and can be washed with a dishwasher with a leak proof small cupPeter Lewis, the product line manager of children's products at Stonyfield farm, said that the product for children mainly depends on three factors: taste, cool feeling and the possibility of parents buying it for him
"children pay more attention to the packaging of products than we thought. Children today are more assertive than when we were young," Reeves said
cultivate brand loyalty
in addition to meeting parents' changing choices, children pay more attention to products in a shorter period. Some companies buy out some movies or cartoon images for their products, print them on the bottles, and also promote their products in the form of bundled game software. They hope to interact with children and successfully open the children's beverage market
"we build our brand through registered trademarks," Walker said. "This method is very effective. It can attract many consumers without spending advertising costs or taking time."
the packaging of children's products launched by Stonyfield company does not use cartoon images. The company's recent product packaging image includes a Frisbee. Put it in the sun, and its color can be changed
at the same time, experts agree that compared with older children, there are more market strategies for toddlers. Companies are committed to developing unique products to meet the needs of consumer groups of all ages and seek new market opportunities in order to expand market share
children's motivation: the basis of beverage purchase
there are 19million children under the age of 5 in the United States. (2003 U.S. Census)
there are 36million children aged 5 to 13 in the United States. (U.S. Census in 2003)
there are 41 million children aged 5 to 14 in the United States. The consumption of all goods by this age group exceeds 100. It is possible that steel mills will face another production restriction of $0 billion, including $10 billion in food and beverage consumption. (2003 U.S. statistics)
What do they want
most teenagers can name the top new beverage products they have recently purchased
impact on families
children can distinguish different brands from 18 months old. 84% of children aged 8 to 12 said they were able to decide or influence their family's food and beverage purchase preferences
87% of children aged 5 to 14 will have an impact on the whole retail purchase of food
impact on department stores
55% of children said they could finally persuade their parents to buy the products they wanted
source: China's packaging industry
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