Brand & Challenge:
Ankhway sells functional mushroom gummies in the UK targeting women 35-55 experiencing brain fog, fatigue, and perimenopause symptoms. The supplement market is at Level 3-4 sophistication with established competitors like DIRTEA, Feel Güd, and Spacegoods all making similar claims about mushroom benefits. The challenge: stand out in a saturated market where mechanism claims (beta-glucans, fruiting body vs mycelium) no longer differentiate.
Research Process:
Analyzed 150+ customer quotes across Reddit, Facebook groups, and Amazon reviews
Studied 4 major competitors for positioning gaps and messaging patterns
Mapped customer awareness levels showing market transition from mechanism claims to experience-based positioning
Documented language patterns around brain fog, fatigue, and perimenopause symptoms
Tracked customer expectations around timeline and results
Identified which claims resonate vs. which create skepticism
Key Findings:
1. The market has moved past ingredient counts
"10 mushrooms" or "high beta-glucan content" doesn't differentiate anymore. Every brand lists similar ingredients and makes similar quality claims. Customers know mushrooms are good for them. They don't need education on mechanisms. They need to know if it will actually help their specific problem.
2. Brain fog during perimenopause is a massive gap
70% of UK women experience perimenopause-related brain fog, but few brands address it directly. Most competitors focus on general energy or stress. Women in this phase feel like they've lost themselves. They forget words mid-sentence. They can't focus like they used to. They want to "feel like myself again." No competitor owns this positioning.
3. Timeline expectations kill early drop-off
Women expect supplements to work immediately. When they don't see results in 3-5 days, they assume it doesn't work and request refunds. Setting realistic expectations (2-4 weeks for noticeable changes) actually increases retention. Customers who understand the timeline stick with it longer.
4. This isn't about quick fixes
The customer has already tried coffee, energy drinks, B12 shots, and other stimulants. They know those are temporary. They're looking for something that addresses the root cause, not just masks symptoms. Anti-quick-fix positioning differentiates from stimulant-based competitors.
5. The interconnected systems angle resonates
Brain fog isn't just a brain problem. It's connected to gut health, stress response, and hormonal balance. Customers respond to "comprehensive solution" framing better than single-benefit claims. They want something that addresses multiple symptoms at once, not five different supplements.
Frameworks Applied:
Market sophistication analysis: Level 3-4 (mechanism-aware, moving toward experience-based positioning)
Awareness level mapping: most customers are problem-aware but skeptical of solutions
Customer journey mapping: emotional states from initial frustration to cautious hope to results
Avatar development: primary focus on women 35-55 with perimenopause symptoms
Desire mapping: ranked desires with "feel like myself again" as top emotional driver
Problem ranking: brain fog, fatigue, and hormonal balance as primary pain points
Angle development: 60+ hooks across different pain points and emotional triggers
Competitor positioning analysis: identified gaps in perimenopause-specific messaging
Deliverables:
50-page market research document with customer language patterns and competitor analysis
Customer journey map showing emotional states at each phase
5 complete ad concepts ready for production
Hook library with 60+ angles across brain fog, energy, hormonal balance, and identity restoration
Strategic positioning framework with primary/secondary messaging hierarchy
Landing page recommendations with conversion psychology principles
Quality education framework (fruiting body vs. mycelium) without sounding technical
Timeline framework for setting realistic expectations
Results
Spent £328,660.84 in 30 days on static ad campaigns with ROAS between 1.27-2.22 and CPA between £19.82-£32.54.
Top performing ads:
One ad generated 2.22 ROAS at £19.82 CPA (£4,617.25 spend)
Another generated 1.58 ROAS at £23.39 CPA (£16,844.14 spend)
Multiple ads in the 1.47-1.67 ROAS range
Research identified perimenopause brain fog as the primary positioning opportunity. 70% of UK women experience this but no competitor addresses it directly. Created messaging framework around "feel like yourself again" rather than generic energy or focus claims.
Developed anti-stimulant positioning differentiating from coffee, energy drinks, and quick fixes. Positioned as root cause solution addressing gut-brain axis, stress response, and hormonal balance simultaneously.
Timeline framework (2-4 weeks for results) reduced refund requests and increased retention. Customers with proper expectations stick with product longer than those expecting immediate results.
Created segment-specific messaging for women 35-55 experiencing brain fog, fatigue, and perimenopause symptoms. Research directly informed ad creative that generated over £328K in spend with consistent ROAS performance across multiple variations.
Quality education strategy (fruiting body vs. mycelium) built credibility without technical jargon. Customers learned to identify quality markers while maintaining emotional connection to identity restoration message.
