Client Background
The client is a consumer-packaged goods company specializing in clean-label, plant-based snacks. After gaining early traction through niche health-focused retailers, the company aimed to expand into mainstream supermarket chains to reach a wider audience and accelerate growth.
Client’s Challenge
While the brand enjoyed strong loyalty among health-conscious early adopters, mainstream consumers perceived it as too niche and premium. Messaging centered on “natural” and “wholesome” benefits was not connecting with broader grocery shoppers who prioritized taste, convenience, and value. The client needed deeper insight into perception gaps and audience expectations to reposition the brand for mass-market relevance without losing its health-focused identity.
How Mordor Intelligence Helped
- Conducted Sentiment Analysis: Analyzed conversations across social platforms, wellness communities, and grocery review sites to understand perceptions and language drivers.
- Benchmarked Brand Positioning: Compared audience sentiment with both established snack brands and emerging digital-first competitors.
- Facilitated In-Market Research: Conducted interviews and shop-alongs with mainstream shoppers to reveal expectations, category triggers, and sources of brand confusion.
- Delivered Revised Personas and Positioning: Developed updated persona profiles and messaging elements that emphasized taste, accessibility, transparency, and convenience.
Key Findings
- Mainstream shoppers associated the brand with restrictive or overly specialized diets.
- Packaging cues were perceived as more “health store” than “supermarket-friendly.”
- Flavor expectations and everyday usage occasions were unclear to new shoppers.
- Competitors with simpler, taste-forward messaging were outperforming in general retail settings.
Impact Created
- Repositioned the brand as a convenient, better-for-you snacking option while retaining its clean-label identity.
- Supported packaging, visual, and messaging updates that connected more effectively with supermarket audiences.
- Strengthened the brand’s readiness for national retail placement and category partnerships.
- Delivered measurable improvements in brand lift and purchase intent across pilot regions.
Our Industry Coverage
Mordor Intelligence delivers brand perception research across more than 20 sectors including consumer goods, enterprise software, food and beverage, financial services, retail, logistics, and healthcare. Each engagement is tailored to a brand’s visibility, customer base, and strategic goals, ensuring clarity on what audiences believe and how to meaningfully shift those perceptions.
