The CORTIXIQ Product Intelligence Matrix is a visual framework that helps people understand how FMCG products perform in terms of Nutrition and Ingredient Clarity.
It transforms complex nutritional and ingredient data into a clear, science-based visual - where every product finds its place based on what's written on its public label.
The Matrix is not an opinion or review - it is a data-driven representation of how a product is formulated and presented to the consumer.
Most FMCG products make strong claims - "high protein," "natural," "fortified," "low fat." CORTIXIQ's goal is to decode these claims using factual data so that consumers can see through marketing and companies can benchmark transparently.
Our Matrix provides:
The CORTIXIQ methodology is built on three principles: Transparency, Consistency, and Data Accuracy.
All data used in the Matrix is publicly available and verified from:
No internal company data or trade secrets are used - ensuring legal compliance and factual neutrality.
Each product is analyzed for measurable parameters available on its label:
| Category | Example Fields |
|---|---|
| Nutrition (per 100g) | Protein, Sugar, Fiber, Energy, Vitamins, Minerals |
| Ingredients | Count of ingredients, whole food content, additive count |
| Claims | "Fortified with Iron", "No Added Sugar", "Natural Ingredients" |
| Consumer Presence (optional) | Public review volume, ratings (normalized) |
Each product receives two primary scores - Nutrition Density and Ingredient Clarity - both normalized to a 0–100 scale.
A measure of nutritional quality per 100g, based on label facts:
We have our own equation for this!
Meaning: Higher values = more nutrient-dense and balanced profile.
A measure of ingredient transparency and natural composition:
Ingredient Clarity = 0.4(Whole Food Count) − 0.3(Additive Count) − 0.1(Total Ingredients) + 0.1(Fortification Claims)Meaning: Higher values = simpler, clearer ingredient list with fewer artificial additives.
Each bubble represents one product.
Bubble size = normalized review volume (based on verified public data).
This gives a sense of how widely discussed or used a product is - not as a ranking, but as a measure of visibility.
Each product falls into one of four consumer-friendly zones:
| Quadrant | Meaning |
|---|---|
| Smart Choice | High nutrition + clean ingredients - balanced and reliable. |
| Power Packed | High nutrition + complex composition - functional or fortified. |
| Natural Pick | Simple, natural ingredients + moderate nutrition - clean label. |
| Everyday Mix | Basic balance for daily use - affordable and accessible. |
These labels are neutral and descriptive, not comparative or promotional.
All metrics are scaled using min–max normalization to bring values into a 0–100 range:
Xnormalized = ((X − Xmin) / (Xmax − Xmin)) × 100This ensures fair comparison regardless of unit differences across products.
Before publication:
CORTIXIQ adheres to:
All visualizations include disclaimers:
"This analysis is based on publicly available label data and is intended for educational and research reference only. It does not constitute medical or dietary advice."
The Matrix is dynamic and evolves with:
Our team periodically reviews and refreshes the dataset to maintain accuracy and relevance.
CORTIXIQ aims to make data the new common language between brands and consumers.
"Because every label has a story - we just help you read it."
Our methodology ensures transparency and accuracy in product evaluation