{
  "sku": "COLLAGEN-NPD",
  "name": "Collagen NPD market intelligence brief",
  "generatedAt": "2026-05-21T08:58:41.505Z",
  "generatedBy": "priority-collagen-workstream-from-umar-brief",
  "n": 9,
  "sourceStatus": {
    "amazon": "available:1",
    "trustpilot": "available:1",
    "reddit": "available:1",
    "competitorPdp": "available:7"
  },
  "detectedLanguage": [
    "chocolate",
    "vanilla",
    "unflavoured",
    "coffee",
    "mix"
  ],
  "competitorScope": [
    {
      "brand": "Feel",
      "domain": "wearefeel.com"
    },
    {
      "brand": "Ancient & Brave",
      "domain": "ancientandbrave.earth"
    },
    {
      "brand": "Heights",
      "domain": "heights.com"
    },
    {
      "brand": "Wild Nutrition",
      "domain": "wildnutrition.com"
    },
    {
      "brand": "Dirtea",
      "domain": "dirteaworld.com"
    },
    {
      "brand": "Ethical Nutrition",
      "domain": "ethical-nutrition.com"
    },
    {
      "brand": "Puro Labs",
      "domain": "purolabs.com"
    }
  ],
  "flavorSignals": [
    {
      "rank": 1,
      "flavor": "Unflavoured",
      "chalkiness": "critical to validate",
      "sweetness": "none expected; risk shifts to smell/aftertaste",
      "aftertaste": "high risk if marine notes show through",
      "mixability": "must prove coffee/smoothie/hot-cold dissolving use cases",
      "recommendation": "Lead candidate if reviews show it disappears into existing daily drinks and does not create fishy smell.",
      "status": "needs_amazon_reddit_review_corpus"
    },
    {
      "rank": 2,
      "flavor": "Vanilla",
      "chalkiness": "validate creamy vs powdery complaints",
      "sweetness": "medium risk: can feel artificial if over-sweetened",
      "aftertaste": "watch for protein-powder style lingering sweetness",
      "mixability": "works if positioned around coffee, oats, smoothies and dessert-like routine",
      "recommendation": "Strong baseline flavour if daily usability beats berry/chocolate in reviews.",
      "status": "needs_review_quantification"
    },
    {
      "rank": 3,
      "flavor": "Chocolate / cocoa",
      "chalkiness": "high scrutiny because cocoa can expose powder texture",
      "sweetness": "medium-high risk if too sweet; low if cocoa/bitter profile is adult",
      "aftertaste": "validate cocoa bitterness vs collagen aftertaste masking",
      "mixability": "good for milk/smoothie use; weaker for clear water",
      "recommendation": "Only progress if chocolate reviews show retention/habit strength, not just first-taste appeal.",
      "status": "needs_review_quantification"
    },
    {
      "rank": 4,
      "flavor": "Fresh berry / mixed berries",
      "chalkiness": "validate whether fruit acidity helps or exposes chalkiness",
      "sweetness": "high risk if candy-like/artificial",
      "aftertaste": "watch sour/synthetic berry complaints",
      "mixability": "best fit for water/cold drinks; weaker for coffee",
      "recommendation": "Differentiation candidate, but should be proven against sweetness and flavour-fatigue complaints.",
      "status": "needs_review_quantification"
    }
  ],
  "evidenceGaps": [
    "Collagen-specific Amazon reviews for exact UK competitor ASINs",
    "Trustpilot competitor reviews mentioning subscription, cancellation, taste, delivery and retention",
    "Reddit threads on collagen powder taste, marine collagen smell, unflavoured collagen in coffee and UK brand recommendations",
    "Review-level counts for chalky/clumpy/fishy/sweet/artificial/dissolves/mixes keywords by flavour and brand"
  ],
  "workstreamPriority": "Hold other JV work until collagen NPD flavour/mixability research is usable.",
  "decisionFrame": {
    "objective": "Reverse-engineer UK collagen market around flavour, mixability/dissolvability, subscription retention, positioning and customer psychology.",
    "notJustIngredients": true,
    "namedRisks": [
      "chalkiness",
      "clumping",
      "marine/fishy smell",
      "aftertaste",
      "too sweet/artificial",
      "flavour fatigue",
      "subscription cancellation"
    ]
  },
  "latestScrapeSummary": {
    "totalItems": 336,
    "cumulativeSpendUsd": 1.6062,
    "latestVisibleUsageUsd": 1.4112,
    "aggregateCounts": {
      "taste": 202,
      "fishy_smell_aftertaste": 142,
      "mixability": 102,
      "chalkiness_texture": 11,
      "sweetness": 10,
      "retention_subscription": 117,
      "value_packaging": 82,
      "unflavoured": 144,
      "vanilla": 1,
      "chocolate": 3,
      "berry": 71
    },
    "sourceSummaries": [
      {
        "key": "amazon",
        "itemCount": 229,
        "status": "ABORTED",
        "usageTotalUsd": 1.145
      },
      {
        "key": "reddit",
        "itemCount": 7,
        "status": "ABORTED",
        "usageTotalUsd": 0.06659999999999999
      },
      {
        "key": "trustpilot_feel",
        "itemCount": 50,
        "status": "SUCCEEDED",
        "usageTotalUsd": 0.09955
      },
      {
        "key": "trustpilot_ancient_and_brave",
        "itemCount": 50,
        "status": "SUCCEEDED",
        "usageTotalUsd": 0.10005
      }
    ],
    "summaryPath": "data/intelligence/COLLAGEN-NPD/scrape-tranche-summary.json"
  }
}
