lactose
Worth a lookShows a $7.4M/yr market, but brand-locked demand (top 5 brands take 96% of clicks) keeps it on the watch list.
Market size
Incredible$7.4M$7.4M/yr · 2.5M searches
Conversion
Incredible20.7%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 6% kills the launch gate
Avg price
Good$14.33avg listing price — sweet spot $15–$100
Price range
Good$4.64–$31.68cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+4.8%90-day search growth — must beat 0% to launch
Competition
Bad70%top-5 click share — a locked-up shelf
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Review moat
Bad8,716.93avg incumbent reviews — the moat a new listing must climb
Brand share
Bad96%top-5 brand share — brand-locked demand
Competition
The top 5 products capture 70% of clicks — a locked-up shelf that new listings rarely crack.Brands
7 flat
Sellers
595
Top-5 brand share
96%
Open market
2%
- Lactaid76%
- LactoJoy6%
- Vitamatic6%
- P Puregen Labs5%
- Heivy3%
- A+Health2%
- Open — no brand owns it (1 brand, 2%)
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 15 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Lactaid Original Strength 9000 FCC Lactase Enzyme Unflavored Caplets Works Fast for Lactose Intolerance Helps Prevent Gas Bloating and Diarrhea Associated with Dairy 120 Ct
Lactaid$14.804.7★21,804 rev
Lactaid Fast Act Chewables that Helps Prevent Gas Bloating and Diarrhea Due to Lactose Intolerance Digestive Enzyme Tablets for Kids and Adults Vanilla Twist Flavor 60 Ct
Lactaid$13.964.8★13,404 rev
Lactaid Fast Act Caplets for Lactose Intolerance Caplets that Help Prevent Against Gas Bloating and Diarrhea Lactase Enzyme Supplements 96 Ct
Lactaid$18.334.8★22,633 rev
Lactaid Fast Act Lactose Intolerance Relief Caplets Lactase Enzyme to Prevent Gas Bloating and Diarrhea Due to Lactose Sensitivity Single-Serve Supplements for Travel and On-The-Go 60 Count
Lactaid$14.534.8★22,633 rev
Lactaid Fast Act Lactose Intolerance Relief Chewables with Natural Lactase Enzyme to Prevent Gas Bloating & Diarrhea Due to Lactose Sensitivity On-the-Go Vanilla Twist Flavor 32 x 1 ct
Lactaid$9.344.8★13,404 rev
Newest
by launch date
A+Health Dairy Relief Lactase Enzyme 9000 FCC Chewable Tablets 60 Count Fast Acting Dye-Free Dietary Supplement Vanilla Flavor Single Serve Pouches for Adults and Children 4 Years and Up
A+Health$9.14170 rev
Heivy Pure Lactase Enzyme 9000 FCC Dairy Relief Fast Acting Supplement Lactose Intolerance Pills 90 Count (Pack of 1)
Heivy$6.65439 rev
Vitamatic Lactase Enzyme 9000 FCC 240 Tablets - Lactose Intolerance Relief Caplets
Vitamatic$19.441,529 rev
Puregen Labs Dairy Relief Natural Fast Acting Lactase Enzyme 3000 FCC Lactose Intolerance Pills 90 Caplets
P Puregen Labs$9.951,053 rev
Puregen Labs Dairy Relief Fast Acting Lactase Enzyme 9000 FCC Lactose Intolerance Pills 360 Tablets
P Puregen Labs$31.68638 rev
Trending
90-day click momentumA+Health Dairy Relief Lactase Enzyme 9000 FCC Chewable Tablets 60 Count Fast Acting Dye-Free Dietary Supplement Vanilla Flavor Single Serve Pouches for Adults and Children 4 Years and Up
A+Health$9.144.4★
Lactaid Fast Act Lactose Intolerance Relief Caplets Lactase Enzyme to Prevent Gas Bloating and Diarrhea Due to Lactose Sensitivity Single-Serve Supplements for Travel and On-The-Go 60 Count
Lactaid$14.534.8★
Piping Rock Fast Acting Lactase Enzyme | 8000 FCC | 60 Tablets | Dairy Relief Supplement | for Men and Women | Premium Formula | Vegetarian Non-GMO Gluten Free
Piping Rock$6.354.5★
Lactaid Fast Act Lactose Intolerance Relief Chewables with Natural Lactase Enzyme to Prevent Gas Bloating & Diarrhea Due to Lactose Sensitivity On-the-Go Vanilla Twist Flavor 32 x 1 ct
Lactaid$9.344.8★
LactoJoy Lactase Pills 14 500 I 80 Pieces I Powerful Lactase Enzymes for Lactose Intolerance I Ultra Pure Lactase for Improved Digestion I No Silicon Dioxide No Artificial Flavors No Sucralose
LactoJoy$29.884.6★
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +4.8% search growth over the last 90 days.Peak months: Jan, Feb, Mar, May, Jun, Sep · busiest ÷ quietest = 28.2×
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Works WELL”
“Price is fair”
“Consistent product”
“they have no unpleasant taste”
“I love & eat/ drink dairy a lot every day ;”
“As advertised”
“Digestive supplements”
“It works fast”
“Dosing is generous”
“Easy to swallow”
What buyers complain about
“didn't work well for me”
“Unsure if accurate dosage”
“Weird taste”
“My stomach really hurts”
“Overpriced for Me”
“after it gave me extreme heartburn”
“especially given this isn't something you would be consuming regularly. assuming you aren't eating dairy related food or products regularly”
“Seemed to have developed a dairy allergy”
“It is very misleading”
“bloating or any other effects after eating dairy products”