Product Claim Audit for an Eco-Friendly Homecare Brand

Client Background 

The client is a global homecare products manufacturer preparing to launch an eco-friendly surface cleaner range in emerging Asian and Latin American markets. The company operates across multiple categories in the homecare segment and was entering these markets with a sustainability-forward value proposition. 

Client's Challenge 

The client was preparing for a regional launch of its eco-friendly surface cleaner range but was uncertain about the resonance and credibility of its sustainability and safety claims in newer markets. Regulatory frameworks varied widely across the target regions, and consumer priorities differed from those in the company’s core markets. The central question was whether claims like “safe for kids,” “non-toxic,” and “eco-friendly” were building trust or simply blending into a crowded narrative. The client engaged Mordor Intelligence to audit current messaging, compare it with market peers, and gather distributor insights to guide claim positioning and messaging localization. 

How Mordor Intelligence Helped 

Category-Wide Competitive Claims Mapping 

• Audited product claims across both mass-market and niche homecare brands in three emerging markets.
• Benchmarked language used in packaging, marketing materials, and digital commerce listings to understand category saturation. 

On-the-Ground Distributor Interviews

• Conducted interviews with key distributors to understand which claims influenced trust, stocking decisions, and shelf placement.
• Collected qualitative insights on how regional buyers perceived popular claims like “non-toxic” and “safe for kids.” 

Structure and Context Analysis 

• Reviewed the framing, tone, and supporting proof for each claim in context of market-specific regulations.
• Identified inconsistencies in claim presentation across touchpoints that risked weakening brand perception. 

Localization Recommendations 

• Advised the client on how to retain brand-level consistency while adapting claim language for cultural relevance and regulatory clarity in each market. 

Key Findings 

• “Non-toxic” and “safe for kids” were commonly used but often lacked credibility due to insufficient proof or vague language.
• Distributors favored brands that paired safety claims with third-party certifications or ingredient transparency.
• Market-specific language and framing had a stronger influence on consumer trust than generic global messaging.
• Overuse of broad sustainability claims without local context reduced overall message impact. 

Our Industry Coverage 

Mordor Intelligence has worked with global and regional brands to optimize messaging strategies across the homecare, personal care, and wellness categories. We help brands navigate evolving consumer expectations, crowded claim spaces, and compliance risks through actionable research. 
Our customized research services in this industry include: 

• Product Launch and Marketing Claims Analysis: Analyze which claims build trust and which dilute differentiation.
• Customer Need Analysis: Understand what safety, sustainability, and performance attributes matter to your target consumers.
• Go to Market Strategies: Build launch plans backed by local insights on messaging and retail positioning.
• Competitor Assessment: Map how rival brands are framing claims and where messaging white spaces exist.
• Feedback and Satisfaction Surveys: Measure the resonance of your brand language post-launch to guide future communication strategies.