Beverage Industry

Focus on Central America

October 1, 2006

Focus on Central America

In Central America, manufacturers often design snacking products to appeal to the “need states” of teenagers, including the search for fun, the desire for maturity and individuality. Hershey Foods Corp. has applied a sense of fun with its new Bratz Leche. Launched in Mexico, the flavored-milk drink is targeted at tweens and young teenage girls, highlighted by the fact that it is presented in a carton emblazoned with a Bratz cartoon character. The milk comes in Piña Colada flavor, a flavor more often associated as a cocktail, which could make it appeal to another need state: teens’ desire for maturity.
In addition, PepsiCo released Power Punch, a non-carbonated beverage that comes in a Grape, Mandarin, Guava and Strawberry flavors in PET bottles and Tetra wedge packaging.
Datamonitor believes the flavor choices appeals to teens’ desire for novelty. The product name suggests it is being positioned as an energy drink, a market that has recently been growing in Mexico; energy drinks accounted for 9 percent of beverage launches between August 2005 and August 2006, up from 6 percent during the same period the previous year.
Source: Datamonitor, New York, Teen & Tween Trends / Young Adults' Lifestyles & Social Trends reports.