Claim Relevance Study for a Plant-Based Beverage Brand

Client Background 

The client is a premium plant-based beverage brand based in North America, recognized for its clean-label positioning and functional health benefits. With operations in multiple markets, the brand was preparing to expand into new regions with diverse consumer expectations and labeling requirements. 

Client’s Challenge 

As the brand prepared for regional expansion, it faced diminishing returns from an overuse of “clean” and “natural” claims. While these messages once differentiated the product, buyer interviews revealed that they were becoming generic and unclear. The packaging included several layered claims, some technical and others emotional, leading to confusion among consumers and mixed responses from retail partners. The client approached Mordor Intelligence to help identify which claims still held weight, which ones to retire, and how to communicate more effectively without diluting the brand's identity. 

How Mordor Intelligence Helped 

Competitive Benchmarking of Category Claims 

• Analyzed 12 comparable plant-based beverage SKUs across the client’s key target markets.
• Identified recurring claim patterns and mapped the frequency of specific phrases used in packaging and digital assets. 

Voice of Buyer Insights 

• Conducted interviews with regional buyers and registered dietitians to assess claim credibility and appeal.
• Evaluated how specific claims were interpreted by trade partners and end consumers. 

Message Clarity Assessment 

• Flagged three high-frequency claims that had become saturated and were no longer contributing to brand differentiation.
• Identified two underused, functional-benefit-driven claims that aligned more closely with buyer expectations and health goals. 

Custom Packaging Claim Recommendations 

• Recommended a shift toward claims framed in everyday consumer language rather than technical descriptors.
• Provided region-specific insights to tailor packaging for greater relevance in new markets. 

Key Findings

• “Natural,” “clean,” and “plant-powered” were frequently used and losing distinctiveness in the category.
• Claims tied to functional benefits, such as “supports digestion” or “sustained energy,” had higher believability among buyers.
• Buyers expressed stronger trust in claims when paired with recognizable ingredient highlights rather than vague origin stories. 

Our Industry Coverage 

Mordor Intelligence supports consumer brands through deep-dive, actionable market research. We’ve worked with emerging startups and global category leaders to enhance their claim strategy, market understanding, and communication impact. 
Our customized research services in this sector include: 

• Product Launch and Marketing Claims Analysis: Decode which claims resonate and which fail to differentiate.
• Customer Behavior Analysis: Understand how messaging influences purchase decisions across demographics.
• Opportunity Assessment: Uncover unmet needs and white space for innovation or repositioning.
• Market Segmentation and Growth Strategy: Identify the most responsive audience clusters and how to engage them.
• Region-Specific Go-to-Market Strategies: Tailor product messaging to local market sensibilities and retail expectations.