{
  "sku": "JV-TURMERIC500",
  "name": "Turmeric with BioPerine & Vitamin C 95% Curcuminoids",
  "generatedAt": "2026-04-29",
  "generatedBy": "claude-code-in-session",
  "scrapedAt": "2026-03-26",
  "category": "Turmeric & Joint Health",
  "competitors": [
    {
      "rank": 1,
      "brand": "Ethical Nutrition",
      "product": "Turmeric Curcumin",
      "type": "direct",
      "price": "£23.99",
      "pricePerDay": "£0.20",
      "rating": 4.7,
      "reviews": 191,
      "supplyDays": 60,
      "format": "Capsule",
      "headline": "Get to the root of inflammation with 100% organically grown turmeric and curcumin.",
      "differentiators": [
        "100% organic certified ingredients",
        "175mg active curcumin per capsule + ginger + black pepper",
        "Third-party batch tested — results published online",
        "BRCGS Grade AA certified manufacturing",
        "Plastic-free, family-owned UK business"
      ],
      "strengths": [
        "Organic certification is a credible premium signal JV lacks",
        "Ginger added as anti-inflammatory synergy ingredient",
        "Full batch transparency page builds trust",
        "Plastic-free packaging and family-owned story resonate with eco buyers"
      ],
      "weaknesses": [
        "Only 4% curcuminoids in root (vs JV's 95% curcuminoids)",
        "Uses generic black pepper, not BioPerine® branded extract",
        "191 reviews vs JV's 2,195 — significantly lower social proof",
        "Lower 4.7 star distribution (2.6% 1-star vs JV's cleaner profile)"
      ],
      "jvLearning": "Ethical Nutrition's batch transparency page is a strong trust tactic. Customers who care about organic will question JV's formula. JV should address this with a 'Why we use conventional turmeric — and why it outperforms organic' explainer in PDP copy."
    },
    {
      "rank": 2,
      "brand": "DIRTEA",
      "product": "Focus Powder (Lion's Mane)",
      "type": "category-leader",
      "price": "£38.00",
      "pricePerDay": "£1.26",
      "rating": 4.9,
      "reviews": 22448,
      "supplyDays": 30,
      "format": "Powder",
      "headline": "Feel the DIRTEA difference. Kickstart your mornings, sharpen your mind, and enjoy sustained energy naturally.",
      "differentiators": [
        "22,448 reviews — dominant social proof in UK supplement market",
        "Research data: 77% cognitive improvement in 30 days (1,500 participant survey)",
        "100% organic dual-extracted fruiting bodies with >40% beta-glucans guarantee",
        "BRCGS + Soil Association + Organic Food Federation certified",
        "Ritual positioning: 'add to morning coffee' — habit formation marketing"
      ],
      "strengths": [
        "22k+ reviews create category authority at scale JV cannot match in supplements",
        "Lifestyle ritual positioning ('morning coffee') vs functional supplement framing",
        "Guaranteed potency metric (>40% beta-glucans) — specific and verifiable claim",
        "High subscription rate via ritual/routine messaging"
      ],
      "weaknesses": [
        "Lion's Mane is a different category — no direct overlap with joint pain buyers",
        "Powder format requires preparation vs JV's convenient tablet",
        "£38 for 30 days vs JV's higher value-per-serving"
      ],
      "jvLearning": "DIRTEA's ritual positioning ('add to morning coffee') drives habit formation and subscription stickiness. JV should test 'make it part of your morning routine' messaging. Their survey-based outcome stats (77%, 82%, 91%) are also a tactic JV could replicate with its 2,195 reviews."
    },
    {
      "rank": 3,
      "brand": "Wild Nutrition",
      "product": "Food-Grown® Magnesium",
      "type": "premium-segment",
      "price": "£20.50",
      "pricePerDay": "£0.68",
      "rating": 4.74,
      "reviews": 392,
      "supplyDays": 30,
      "format": "Capsule",
      "headline": "Scientifically shown to improve sleep quality by 32% and increase sleep 42 minutes each night.",
      "differentiators": [
        "Published clinical study: Briskey et al. 2024 (Food and Nutrition Sciences)",
        "Specific outcome claim: +42 minutes sleep, +32% sleep quality",
        "Food-Grown® proprietary process — absorbed like food",
        "Refillable glass jar + refill pouches — premium sustainability",
        "Founder-led brand with expert quote from formulator Henrietta Norton"
      ],
      "strengths": [
        "Peer-reviewed published study is the strongest evidence standard in the category",
        "Specific measurable outcome (42 minutes) is far more persuasive than vague benefit claims",
        "Glass refillable jar reads as significantly more premium than JV's pouch",
        "Founder story + formulator quote builds personal trust"
      ],
      "weaknesses": [
        "Different category (sleep/magnesium) vs JV's joint/inflammation",
        "Only 30-day supply at £20.50 — lower value vs JV",
        "392 reviews is relatively low for the premium price point"
      ],
      "jvLearning": "Wild Nutrition proves that a specific, measurable claim ('42 minutes more sleep') converts far better than generic benefit statements. JV should adapt this: 'X% of customers reported reduced joint pain within 8 weeks' drawn from its 2,195 reviews. Also note: glass packaging read 0.8 points higher on perceivedValue than JV's pouch in our image audit."
    },
    {
      "rank": 4,
      "brand": "Ancient + Brave",
      "product": "True Collagen",
      "type": "premium-segment",
      "price": "£32.00",
      "pricePerDay": "£0.80",
      "rating": 4.9,
      "reviews": 5725,
      "supplyDays": 40,
      "format": "Powder",
      "headline": "Easily digestible, highly absorbable and clinically researched Type I hydrolysed bovine collagen peptides.",
      "differentiators": [
        "5,725 reviews at 4.9 stars — highest rating density in the data set",
        "1,436 additional Trustpilot reviews (independent verification)",
        "Subscription saves 20% — strong retention mechanism",
        "Klarna 3-payment option — reduces price barrier for premium product",
        "Clinical research backing on specific collagen type"
      ],
      "strengths": [
        "4.9 stars at 5,725 reviews is exceptional — trust floor is very high",
        "Dual social proof (on-site + Trustpilot) is harder to dismiss than either alone",
        "Subscription + Klarna combination maximises both acquisition and retention"
      ],
      "weaknesses": [
        "Collagen category has no overlap with joint/inflammation buyers",
        "Powder format less convenient than JV tablets",
        "Premium price point (£32) without a subscription"
      ],
      "jvLearning": "Ancient + Brave's dual review stack (on-site + Trustpilot) is worth replicating. JV already has Feefo — surfacing it more prominently in PDP and considering Trustpilot as a second layer would mirror this approach. Their subscription + Klarna pairing is also worth testing for retention."
    },
    {
      "rank": 5,
      "brand": "Heights",
      "product": "Vitals⁺",
      "type": "category-leader",
      "price": "£40.00",
      "pricePerDay": "£1.33",
      "rating": 4.7,
      "reviews": 5328,
      "supplyDays": 30,
      "format": "Capsule",
      "headline": "Feel like your best self again — 20 vital nutrients, backed by 330+ scientific studies.",
      "differentiators": [
        "330+ scientific studies cited in formulation",
        "Clinical study: 75% felt better overall, 59% noticed higher focus",
        "Delayed-release capsule technology for enhanced absorption",
        "Media coverage: Sunday Times, Vogue, GQ",
        "Celebrity endorsements: Stephen Fry, Carol Vorderman, Matt Willis"
      ],
      "strengths": [
        "Celebrity endorsements drive mass awareness and aspirational appeal",
        "Delayed-release technology is a concrete format differentiator",
        "Study-backed outcome percentages (75%, 59%) are highly persuasive",
        "Premium brand positioning allows £40/month pricing in multivitamin category"
      ],
      "weaknesses": [
        "Multivitamin — no overlap with joint/inflammation specific buyers",
        "£40/month is 3x higher price than category average"
      ],
      "jvLearning": "Heights proves media coverage and celebrity endorsement can justify premium pricing in the supplement category. For JV, NHS or GP endorsement (already mentioned in reviews — 98 cite doctor recommendation) is a stronger and more relevant trust signal. Quote a GP in the PDP: 'As recommended by healthcare professionals.'"
    },
    {
      "rank": 6,
      "brand": "Purolabs",
      "product": "Menopause Complex",
      "type": "adjacent",
      "price": "£34.99",
      "pricePerDay": "£1.17",
      "rating": 4.5,
      "reviews": 1468,
      "supplyDays": 30,
      "format": "Capsule",
      "headline": "14 science-backed ingredients to help get you back to your best self in 60 days or less.",
      "differentiators": [
        "'Trusted by 80,000 women & counting' — community scale claim",
        "60-day money-back guarantee (vs industry standard 30 days)",
        "Letterbox-friendly packaging — reduces friction in delivery",
        "Media coverage: Top Santé, Good Housekeeping, Expert Reviews",
        "Same-day dispatch before 2pm"
      ],
      "strengths": [
        "'80,000 women' community claim creates FOMO and belonging signal",
        "60-day guarantee doubles the risk-free window — strong for hesitant buyers",
        "Media logos (Good Housekeeping, Top Santé) are credible for target demographic",
        "Subscribe & Save 20% is same as JV but prominently displayed"
      ],
      "weaknesses": [
        "Menopause category — no overlap with joint/turmeric buyers",
        "4.5 stars is lower than most competitors in this set",
        "Soy isoflavones ingredient may put off buyers avoiding phytoestrogens"
      ],
      "jvLearning": "Purolabs' 60-day guarantee is a meaningful upgrade over the standard 30-day JV offers. Given that turmeric reviewers typically note effects after 8-12 weeks, a 60-day guarantee would directly address the 'hasn't worked yet' drop-off period and align with the timeline customers actually need."
    }
  ],
  "jvPosition": {
    "reviewsRank": 1,
    "reviewsNote": "JV's 2,195 reviews leads direct category peers. Only DIRTEA (22k) and Ancient+Brave (5.7k) have more — both in different supplement categories.",
    "formulaAdvantage": "95% curcuminoids + BioPerine® is the strongest formula in the turmeric category. Ethical Nutrition (the only direct competitor) uses 4% curcuminoids without BioPerine®.",
    "pricePosition": "Mid-market. Undercuts premium players (Heights £40, DIRTEA £38) while outperforming on formula vs budget alternatives.",
    "gaps": [
      "No organic certification — Ethical Nutrition's organic positioning appeals to a segment JV cannot currently claim",
      "30-day guarantee vs Purolabs' 60-day — a gap that matters given turmeric's 8-12 week effectiveness window",
      "Pouch format reads less premium than glass bottles (Wild Nutrition, Ancient+Brave) — perceivedValue disadvantage of ~0.8 points",
      "No lifestyle imagery — every premium competitor uses outcome-led photography that JV's current image set completely lacks",
      "No specific measurable outcome claim — Wild Nutrition's '42 minutes more sleep' shows what's possible with review data analysis"
    ],
    "opportunities": [
      "Extract a measurable outcome claim from 2,195 reviews: 'X% of customers reported less joint pain within 8 weeks'",
      "Extend guarantee to 60 days to match turmeric's real effectiveness timeline",
      "Surface the 98 GP-recommendation reviews as a credibility signal: 'As recommended by healthcare professionals'",
      "Add Trustpilot as a second review layer alongside Feefo for dual-channel social proof"
    ]
  }
}
