LMNT Consumer Behavior & Brand Resilience

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LMNT Consumer Behavior & Brand Resilience

Survey Purpose: To understand consumer hydration habits, product evaluations, and brand perceptions regarding LMNT Zero-Sugar Electrolytes.

1. Which of the following best describes your active lifestyle or diet routines? (Select all that apply)

Ketogenic / Carnivore / Ultra Low-Carb

Intermittent Fasting / Autophagy

Endurance Sports / CrossFit / High-Intensity Fitness

Heavy Sweating / Sauna / Outdoor Labor

General Hydration & Daily Wellness (Standard Diet)

Required

How frequently do you currently purchase or consume LMNT?

Active recurring subscription (Direct-to-Consumer auto-ship)

Frequent one-time purchases (Monthly or bi-monthly)

Occasional purchases (A few times per year or during sales)

Formerly purchased, but currently stopped

Have never purchased LMNT

Were you aware of the late-2024 / 2025 consumer discussions and class-action lawsuits regarding undisclosed maltodextrin (a high-glycemic flavor carrier) in LMNT’s flavored mixes? *

Yes, I was fully aware

I heard minor rumors or saw social media posts, but did not read details

No, I was completely unaware before taking this survey

(If Aware) How did learning about the maltodextrin controversy impact your actual buying behavior? *

No Change (Unfazed): Continued buying flavored stick packs (physical benefits outweigh label issues)

Product Shift: Switched exclusively to LMNT Raw Unflavored or LMNT Sparkling (which contain zero maltodextrin)

Subscription Modification: Reduced order volume/frequency or paused subscription

Churned: Completely stopped purchasing LMNT due to loss of brand trust

N/A – Unaware of the controversy

What is the SINGLE BIGGEST REASON you continue to buy LMNT despite the public criticism or higher price point? *

Physical Efficacy: Tangible physical results (elimination of cramps, keto-flu, or fatigue)

Subscription Habit: Automatic delivery convenience / subscription routines

Founder & Brand Trust: High trust in Robb Wolf, Andrew Huberman, or brand messaging

Product Formula: Unique 1,000 mg high-sodium dose (hard to replicate with mainstream brands)

Taste Profile: Superior taste and flavor variety compared to competitors

Which reference group or channel had the LARGEST impact on your decision to try and stay with LMNT? *

Specialized health/fitness podcasts or experts (e.g., Robb Wolf, Andrew Huberman, Tim Ferriss)

Peer word-of-mouth (gym partner, coach, friend, family member)

Online subculture communities (e.g., Reddit r/keto, r/carnivore, fitness forums)

Social media advertising (Meta, Instagram, TikTok)

Retail discovery (Whole Foods, Target, specialty shops)

How do you view the scientific rationale behind LMNT’s 1,000 mg sodium concentration?

Essential: I specifically require 1,000 mg+ of sodium to support my low-carb/fasting/exercise regimen

Acceptable: I prefer high sodium because I feel better, even if I don't follow strict low-carb guidelines

Neutral / Unsure: I rely on the brand's recommendations rather than analyzing the sodium dose

Excessive: I find 1,000 mg too high and often dilute one packet into 30+ oz of water

Required

If you were to switch from LMNT, which alternative electrolyte option would you choose? *

Waterboy (Targeting workout/recovery with alternative zero-sugar formulas)

Liquid I.V. (Mainstream hydration leader)

Nuun / Ultima Replenisher / Gatorade Endurance

DIY Mixes (Unrefined salt, potassium chloride, water, lemon)

I would not switch from LMNT under any circumstances

Rank the following attributes in order of importance when selecting an electrolyte mix (1 = Most Important, 4 = Least Important): *

Total Clean Ingredient Transparency (Zero hidden carriers or fillers)

High Sodium & Functional Electrolyte Dose (1,000 mg sodium)

Taste & Flavor Palatability

Price per Serving / Subscription Savings

Which statement best describes how your perception of LMNT's brand personality has changed over the past year? *

Unchanged: Still view LMNT as an uncompromising, scientific, performance-first brand

Slightly Tarnished, But Valid: Misstep in labeling transparency, but the physical product remains top tier

Corporate / Compromised: Shifted from clean-ingredient roots toward mainstream mass production

Overhyped: Realized the product is easily replaceable with lower-cost alternatives

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