tymbark
Market analysis of the Tymbark brand in the Juices, Drinks, and Nectars category
PROJECT
The leading brand of juices and fruit drinks in the Polish market needed a fresh perspective and an assessment of both the brand and market situation in order to effectively defend its dominant position and shape its development direction.
challenge
Tymbark is one of the largest and strongest Polish brands, serving as an almost textbook example of effectively managing a local brand in one of the most competitive FMCG categories. The client approached us for a concise, external evaluation as well as a deeper exploration of brand perception across three specified consumer groups. We determined that it would be crucial to validate existing category rules, identify new ones, define the brand’s framing, assess its cultural iconicity, evaluate its brand architecture, and review the ‘Kochaj życie’ narrative.
execution
Since most analyses and research are conducted on an ongoing basis, we focused from the outset on testing hypotheses and providing a fresh perspective. We began by understanding the client’s viewpoint and reconstructing the existing knowledge base. This was followed by a proprietary sales analysis that established Tymbark’s position across various categories, benchmarking focused on portfolio structure, a cultural analysis within the broader beverage segment, and qualitative research with Gen Z, young women, and progressive, health-conscious consumers. The aim was to identify expectations, barriers, and consumption drivers for Tymbark, as well as to map the category from the consumer’s perspective.
RESULTS
The outcome of the project was a synthesis of knowledge that clearly addressed questions regarding the brand’s competency framework, potential development directions, and an evaluation of the current brand architecture, narrative, and visual language, while also identifying areas for further conceptual and strategic work.
