Harmonya and Nestlé walk through how 115,000+ frozen meal reviews revealed four distinct Demand Themes inside "clean label" and where brand investment diverges from what shoppers actually care about.
In this CMA webinar, Heather Bentley (Category Strategy, Frozen Meals at Nestlé) and Jon Groth (Senior CSM, Harmonya) walk through how a review-driven analysis of the frozen meals category translated shopper language into four commercially weighted Demand Themes, then sized each against UPC-level sales data.
The session covers the shift from subtractive to additive health, the methodology behind identifying and sizing Demand Themes, and the disconnect between where brands invest their clean label messaging and where shoppers are actually focused.
Thirty minutes on your categories. How the attributes get built, and the questions your team could put to them.
