Your product always has direct competitors. That's clear. There are also substitute products. This is when instead of your product, they choose not a competitor, but they don't buy yours either. For example, when a person is hot and decides to buy ice cream instead of cola.

But few consider competition for attention. In this, we are all in the same boat. If you plan to attract customers, know that no matter how narrow a niche you choose - any FMCG will buy their attention, because everyone eats, even serious guys from your super narrow audience.

Also, any Telegram channel, Netflix, games, theater, will be your competitor for attention. They are already trying to conquer all of a person's free time and are doing it quite successfully. That's why ad impressions are getting more and more expensive. The life of a modern person looks like they simply have no free time. And everyone who occupies it prevents them from watching your wonderful ad.