huel
Worth a lookShows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Avg price
Incredible€26.30avg listing price — sweet spot $15–$100
Review moat
Great191.7avg incumbent reviews — the moat a new listing must climb
Price range
Great€6.71–€61.77cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Competition
Good42%top-5 click share — leaders hold, buyers still browse
Market size
Okay€272K€272K/yr · 390K searches
Conversion
Okay2.6%search→purchase rate — share of searches ending in a sale
Growth
Bad-20.6%90-day search growth — must beat 0% to launch
Brand share
Bad96%top-5 brand share — brand-locked demand
According to Flapen's Amazon Germany niche tracking, huel is a €272K/yr Amazon Germany market (390K searches/yr). The top 5 brands hold 96% of demand. Verdict: Worth a look — 56/100.
Data updated Jul 11, 2026 · scored weekly · How we score niches
huel market data
- Units sold / yr
- 13K–15K
- avg 250–500/product
- Revenue / yr
- €329K–€395K
- units × avg price
- Conversion rate
- 2.6%
- Avg BSR
- #83
- Page quality
- 0%
- Prime
- 38%
- Sponsored
- 84%
- Out of stock
- 15.2%
- Avg brand age
- 51 months
- Avg seller age
- 183 days
Competition & brand share
The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.Brands
7 rising
Sellers
20
Top-5 brand share
96%
Top 20: 100%
Top-5 click share
42%
Top 20: 81%
Open market
2%
- YFood76%
- J*st Food9%
- Alpro6%
- HiPP3%
- Layenberger3%
- eatyx2%
- Open — no brand owns it (1 brand, 2%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -20.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top huel search terms
- yfood143K/yr
- trinkmahlzeit75K/yr
- this is food51K/yr
- yfood drink38K/yr
- y food22K/yr
- yfood trinkmahlzeit11K/yr
- trinkmahlzeit zum abnehmen11K/yr
- just food9K/yr
- just food trinkmahlzeit8K/yr
- trinkmahlzeit ohne zucker6K/yr
Top huel products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
yfood Trinkmahlzeit Probierpaket Classic 5 x 500ml inkl. 1 25 Pfand (5 x 500 ml Probierpaket classic) - Vollwertig & ready-to-drink
YFood€19.874.3★178 rev
yfood Fruity Trinkmahlzeit - für unterwegs & stressige Tage - Fruity Strawberry Peach & Mango vollwertig & ready-to-drink (500 ml (6er Pack))
YFood€22.464.5★138 rev
yfood Trinkmahlzeit Cold Brew Coffee 12 x 500 ml mit 30 g Protein pro Flasche
YFood€41.314.6★132 rev
yfood Trinkmahlzeit Classic Choco - 8 x 330 ml für unterwegs & stressige Tage - vollwertig & ready-to-drink - mit 22 g Protein Vitaminen und Mineralstoffen - inkl. 2 00 Pfand
YFood€26.544.6★150 rev
yfood Drink Smooth Vanilla - 12 x 500 ml für unterwegs & stressige Tage - vollwertig & ready-to-drink mit 30g Protein 26 Vitaminen und Mineralstoffen - inkl. 3 Pfand
YFood€40.704.6★102 rev
Newest
by launch date
yfood Fruity Trinkmahlzeit - für unterwegs & stressige Tage - vollwertig & ready-to-drink (6 x 500ml)
YFood€22.320 rev
Alpro Meal To Go Schokoladen-Bananen Geschmack Geschmack Proteinreiche Trinkmahlzeit 6 x 500 ml
Alpro€17.1769 rev
Alpro Meal To Go Vanillegeschmack Proteinreiche Trinkmahlzeit 6 x 500 ml
Alpro€17.5225 rev
Alpro Meal To Go Mango- und Passionsfruchtgeschmack Proteinreiche Trinkmahlzeit 6 x 500 ml
Alpro€17.3320 rev
HiPP Trinkmahlzeit Vanille 6 x 330 ml vollwertige Zwischenmahlzeit mit bester Heumilch echtem Bourbon-Vanille Extrakt 23 Vitaminen & Mineralstoffen High Protein glutenfrei
HiPP€18.2033 rev
Trending
90-day click momentumyfood Fruity Trinkmahlzeit - für unterwegs & stressige Tage - vollwertig & ready-to-drink (6 x 500ml)
YFood€22.320.0★
eatyx Trinkmahlzeit - Pistazien 6x500 ml - Laktosefrei - 35g Protein 24 Vitamine 9g Ballaststoffe glutenfrei - Vollwertiger Protein Shake - Mahlzeitenersatz für unterwegs
eatyx€14.683.3★
Alpro Meal To Go Mango- und Passionsfruchtgeschmack Proteinreiche Trinkmahlzeit 6 x 500 ml
Alpro€17.334.6★
Alpro Meal To Go Schokoladen-Bananen Geschmack Geschmack Proteinreiche Trinkmahlzeit 6 x 500 ml
Alpro€17.174.4★
Alpro Meal To Go Vanillegeschmack Proteinreiche Trinkmahlzeit 6 x 500 ml
Alpro€17.524.4★
What buyers say about huel
What buyers praise and complain about, mined from review topics.What buyers love
“Yummy”
“Super Geschmack”
“Mit 20 g Protein pro 500 ml Flasche sättigt sie richtig gut und liefert nebenbei 26 Vitamine und Mineralstoffe plus Ballaststoffe und Omega-3”
“Super Produkt”
“Super Preis”
“Mir hilft yfood sehr”
“Heavenly hazelnut”
“Praktisch”
“Auch die Konsistenz ist gut gelungen”
“Veganer Food”
What buyers complain about
“schmeckt nicht wie der drink”
“Geschmack 0/10”
“etwas teuer”
“Absolut zu süss”
“Konsistenz ekelhaft”
“Endlich ein shake der nicht komplett nach Süßstoff schmeckt”
“viele Lebensmittel Allergien / Laktose Intoleranz & Süssstoffallergie”
“enthält leider nicht besonders viel Protein.”
“Am Anfang wirkt der Drink dann eher dünn”
“Bauchschmerzen”
Top return reasons
Common questions
- Is huel profitable to sell on Amazon Germany?
- The niche generates €272K/yr across 37 tracked products. 4 of 9 products launched in the last 360 days are still selling. 90-day search growth is -20.6%. Flapen's verdict: Worth a look (56/100).
- How competitive is the huel niche?
- 7 brands and 20 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 96% of demand.
- What do buyers complain about in huel?
- Top complaints mined from reviews: Geschmack insgesamt, Geschmack, Preis-Leistungs-Verhältnis. The return rate is 0.0%.
- When does demand for huel peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the huel niche?
- Listings span €6.71–€61.77; the average listing price is €26.30 (sweet spot $15–$100). The average incumbent carries 192 reviews — the moat a new listing must climb.