Turning Health Trends into Purchase Intent for a Premium Beverage Launch

Client Background 

The client is a Southeast Asia-based beverage company preparing to launch a premium, health-focused product line in Indonesia and Vietnam. The new range targeted young, urban consumers seeking products that balance functional health benefits with lifestyle appeal. 

Client's Challenge 

The client needed a clear understanding of how urban consumers in Tier 1 and Tier 2 cities perceived health claims, premium pricing, and packaging aesthetics. Their existing data was outdated, overly broad, and lacked actionable segmentation. They sought to validate positioning across consumer cohorts before launch and required granular insights that could directly inform formulation, messaging, and targeting strategies. 

How Mordor Intelligence Helped 

• Multi-Method B2C Research Design: Executed a hybrid study using CAWI (online surveys) and moderated focus group discussions across major urban centers. Target groups included working professionals, millennials, and health-conscious buyers.
• Visual Concept Testing: Partnered with the brand team to test three product variants using visual mockups and comparative messaging frameworks, capturing feedback on label design, claims, and packaging formats.
• Segmentation and Insight Delivery: Delivered detailed insights segmented by lifestyle profiles, perceived health benefits, brand awareness levels, and purchase intent.
• Strategic Recommendation: Advised on positioning strategies tailored to urban mid-income consumers who showed a high affinity for health claims but remained highly price-sensitive.

Key Findings 

• Urban millennials strongly associated clean packaging with product authenticity and were drawn to functional health benefits over generic wellness labels.
• Price sensitivity remained high, but consumers were willing to pay a premium if convinced of real health value.
• Brand trust was influenced more by perceived transparency (ingredient sourcing, labeling) than by traditional advertising.
• Tier 2 cities showed higher interest in immunity-related claims compared to fitness or detox-focused narratives. 

Our Industry Coverage 

We have conducted over 300 consumer goods studies across Asia, the Middle East, and Africa, ranging from new product validation to retail pricing strategy and packaging analysis. Our tailored capabilities include: 
Customer Behavior Analysis: We map evolving purchase drivers linked to health, affordability, convenience, and sensory appeal, especially in urban and semi-urban pockets. 

• Product to Market Assessment: Our studies help align formulations, claims, and packaging with customer preferences before launch.
• Go to Market Strategies: We support cross-functional planning, helping brands optimize positioning, pricing, and outreach in new markets.
• Surveys, FGDs, and Field Research: Our multilingual teams conduct context-rich research in emerging and frontier markets, ensuring authenticity and relevance.
• Market Segmentation and Growth Strategy: We segment consumers based on behavioral patterns and deliver clear roadmaps to maximize product-market fit.