Data driven strategy: how to become the favorite beverage in kids' lunchboxes

Understanding consumption dynamics is essential for developing effective product and marketing strategies tailored to the needs and preferences of kids in the packaging and beverage sector. Our client, a leading packaging solutions company, faced the challenge of understanding how young consumers interact with lunchboxes, including product categories, sizes, and relevant partners.

Challenge‍

The primary goal was to optimize the product mix in households in Argentina and Chile. However, to achieve this, it was crucial to decipher the behavioral patterns of kids when choosing their beverages, as well as the factors influencing their parents' purchasing decisions. Additionally, the growing competition in the market required a more refined approach to attract families.

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In this context, Kids Corp was chosen as the ideal partner to tackle this challenge. Their expertise in marketing strategies aimed at U18 audiences, along with their ability to provide unique data and market insights, ensured that the client could adjust their offerings and marketing strategies more effectively.

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Solution

Kids Corp implemented a two-phase approach to address the company's needs:

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Relevant Insights Report: Through its Insights Portal, the data platform for U18 audiences and families, Kids Corp provided a detailed report on beverage consumption in individual packaging among kids. This analysis included key information about product categories, consumption frequencies, and types of packaging, allowing the company to understand current market trends.
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Quantitative Study: A quantitative study was conducted through dual online surveys, where parents and kids participated to provide a comprehensive view of their preferences and consumption behaviors. This methodology not only captured accurate data on beverage consumption in different contexts but also revealed specific packaging preferences, providing the company with valuable information to adjust its product strategy.

Results

The data obtained provided a clear understanding of consumption patterns and preferences in both countries:

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Consumption Frequency: Kids consume individually packaged beverages an average of 6 times a month.

Consumption Contexts: The main consumption contexts include school (66%), on the go (64%), parties (55%), outings (48%), and home (45%).

Beverage Preferences: The most consumed beverages are water (64%) and fruit juices (62%), followed by flavored water (46%), dairy drinks (46%), and soft drinks (45%).

Packaging Preferences: The most commonly used packaging is bottles (75%) and personal refill containers (71%), followed by carton packaging (54%).

Consumption Occasions: Carton juices are consumed most during recess and parties; flavored water in bottles is consumed at clubs/gyms and on the street; bottled soft drinks are enjoyed during meals and on the go; and bottled mineral water is especially popular in mobility situations.

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"The study with our client, a leading multinational in packaging solutions, revealed important insights about kids' consumption preferences and behaviors. This data is crucial for developing more effective product and marketing strategies tailored to the real needs of the market," said Adriana Castagno, Head of Data & Insights at Kids Corp.

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Conclusions‍

This analysis allowed the company to gain deep and detailed insights into consumption patterns and preferences among kids in Argentina and Chile. The insights obtained were fundamental in adjusting the product and packaging mix, ensuring that solutions were offered that truly connected with their young consumers.

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Furthermore, the data identified significant opportunities in consumption contexts such as school and on the go, facilitating the development of more segmented and effective strategies. As a result, the company not only optimized its current offerings but also strengthened its ability to anticipate trends and needs in the kids' market in both countries.

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