Customization
With childhood obesity identified by the World Health Organization as ‘one of the most serious public health challenges of the 21st century’, promoting healthy hydration for children offers a big opportunity for bottled water brands.
In 2016, 26% of the population was aged between 0-14 years old: meaning the market has a potential size of 53bn liters, according to Zenith Global. In addition, today’s children’s bottled water brands are priced some 20-50% higher than regular bottled water, offering a good margin on products.
Children’s products need to be suited to their audience: bottles suited to little hands; caps that are easy to open; and marketing and graphics that appeal to younger children.
For example: US brand Tickle Water was created to use the ‘tickling’ sensation of sparkling water to appeal to children; packaged in 8oz PET cans as a kid-friendly size for lunch boxes.
Meanwhile Spain’s Cabreiroa 33cl PET bottles use Paw Patrol characters to target children aged 3 and 10 years old.