---
title: "Protein Powder — $115K/yr Amazon SG Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/sg/health-household-and-personal-care/protein-powder"
last_updated: "2026-08-06T04:00:16.931Z"
locale: en
meta:
description: "Niche score 48/100 · $115K/yr market · 146K searches/yr · $66.40 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 48/100 · $115K/yr market · 146K searches/yr · $66.40 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Protein Powder — $115K/yr Amazon SG Niche (2026) - Flapen"
---
# **protein powder**
**Skip it**
Weak search conversion (1.2%) — this niche doesn't clear our bar today.
Market size 27Growth 47Conversion 15Competition 65Returns 100Price range 65Avg price 87Brand share 28Review moat 21Quality gap 38
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****$66.40**
avg listing price — sweet spot $15–$100
**Competition**
**Good****46%**
top-5 click share — leaders hold, buyers still browse
**Price range**
**Good****$3.53–$134.64**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Growth**
**Okay****+18.0%**
90-day search growth — must beat 0% to launch
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Okay****88%**
top-5 brand share — brands hold most of the demand
**Market size**
**Okay****$115K**
$115K/yr · 146K searches
**Review moat**
**Bad****10,808.21**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Bad****1.2%**
search→purchase rate — share of searches ending in a sale
**Signals**[** High Price**](https://flapen.com/research/niches?market=sg&signal=high_price "Avg price > $50")
According to Flapen's Amazon Singapore niche tracking, protein powder is a $115K/yr Amazon Singapore market (146K searches/yr). The top 5 brands hold 88% of demand. Verdict: Skip it — 48/100.
Data updated Jul 24, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **protein powder market data**
- **Units sold / yr**
- **5K–6K**
- avg 100–250/product
- **Revenue / yr**
- **$332K–$398K**
- units × avg price
- **Conversion rate**
- **1.2%**
- **Avg BSR**
- **#25**
- **Page quality**
- **0%**
- **Prime**
- **91%**
- **Sponsored**
- **12%**
- **Out of stock**
- **4.8%**
- **Avg brand age**
- **91 months**
- **Avg seller age**
- **0 days**
## **Competition & brand share**
The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**12 **▼falling
**Sellers**
**25**
**Top-5 brand share**
**88%**
Top 20: 100%
**Top-5 click share**
**46%**
Top 20: 83%
**Open market**
**10%**
- Optimum Nutrition62% - Dymatize11% - Myprotein6% - Orgain4% - Now Foods4% - NAKED2% - Open — no brand owns it (6 brands, 10%)
## **Demand**
Weekly Amazon search volume, last 42 weeks — +18.0% search growth over the last 90 days.
7K5KSpike '25Black Friday '25Spike '26Oct '25Nov '25Jan '26Mar '26Apr '26Jun '26
[**Open Trend **](https://flapen.com/research/sg/health-household-and-personal-care/protein-powder/trend)
## **Top protein powder search terms**
- **protein**43K/yr+3.2%0.5% conv. - **protein powder**41K/yr+15.7%1.4% conv. - **whey protein**24K/yr+35.6%1.5% conv. - **whey protein isolate**10K/yr+16.9%1.5% conv. - **optimum nutrition whey protein**10K/yr+16.3%2.8% conv. - **whey**5K/yr+77.5%1.1% conv. - **optimum nutrition**6K/yr+24.0%0.9% conv. - **whey isolate**5K/yr+62.8%0.9% conv. [**All search terms **](https://flapen.com/research/sg/health-household-and-personal-care/protein-powder/search-terms)
## **Top protein powder 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.
0%5%$6K10%$12K15%$17K20%$23K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Optimum Nutrition Gold Standard 100% Whey Protein Powder Double Rich Chocolate Double Rich Chocolate 2.27 kilograms**Optimum Nutrition**$106.44**4.5★5,956 rev](https://www.amazon.sg/dp/B07B33QR7C) [2**Optimum Nutrition Gold Standard Whey Double Rich Chocolate 907.185 grams**Optimum Nutrition**$57.43**4.5★56,377 rev](https://www.amazon.sg/dp/B002DYIZH6) [3**Myprotein Impact Whey Protein Blend Vanilla 2.2 lbs (40 Servings)**Myprotein**$49.13**4.4★7,669 rev](https://www.amazon.sg/dp/B008BH7KKM) [4**Optimum Nutrition Gold Standard 100% Whey Protein Powder Chocolate Hazelnut 2 Pound (Packaging May Vary)**Optimum Nutrition**$54.95**4.6★2,290 rev](https://www.amazon.sg/dp/B07FL5NVJZ) [5**OPTIMUM NUTRITION Gold Standard 100% Whey Protein Powder Vanilla Ice Cream 2 Pound (Packaging May Vary) (1031669-P)**Optimum Nutrition**$56.04**4.6★28,272 rev](https://www.amazon.sg/dp/B000GISTZ4)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Optimum Nutrition Gold Standard 100% Whey Protein Powder Double Rich Chocolate 0.68 Pound (Pack of 1)**Optimum Nutrition**$27.06**582 rev1y ago](https://www.amazon.sg/dp/B0F1ZV7PWW) [**RYSE Loaded Protein Powder - Skippy Peanut Butter - 25g Whey Protein Isolate & Concentrate with Prebiotic Fiber & MCTs - Low Carb Low Sugar Digestive-Friendly - 20 Servings / 1.5 lb Tub**RYSE Up Supplements**$57.29**126 rev2y ago](https://www.amazon.sg/dp/B0CZDL2SMQ) [**Dymatize ISO 100 Whey Protein Powder with 25g of Hydrolyzed 100% Whey Isolate Gluten Free Fast Digesting 1.6 Pound Chocolate Peanut Butter 20 Servings**Dymatize**$44.32**1,473 rev3y ago](https://www.amazon.sg/dp/B09MR8N7D9) [**Optimum Nutrition Gold Standard 100% Whey Protein Powder Double Rich Chocolate Double Rich Chocolate 2.27 kilograms**Optimum Nutrition**$106.44**5,956 rev5y ago](https://www.amazon.sg/dp/B07B33QR7C) [**Optimum Nutrition Gold Standard 100% Whey Protein Powder Extreme Milk Chocolate Extreme Milk Chocolate 907 grams**Optimum Nutrition**$55.19**377 rev5y ago](https://www.amazon.sg/dp/B07B2W7K79)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Myprotein Impact Whey Protein Blend Vanilla 2.2 lbs (40 Servings)**Myprotein**$49.13**4.4★**▲ 212%**](https://www.amazon.sg/dp/B008BH7KKM) [**MuscleTech Whey Protein Powder | Nitro-Tech Whey Gold Protein Powder | Whey Protein Isolate Smoothie Mix | Protein Powder for Women & Men | Chocolate Protein Powder 2 lbs (28 Serv)-package varies**MuscleTech**$39.44**4.5★**▲ 174%**](https://www.amazon.sg/dp/B01JUA73HI) [**Dymatize ISO 100 Whey Protein Powder with 25g of Hydrolyzed 100% Whey Isolate Gluten Free Fast Digesting 1.6 Pound Chocolate Peanut Butter 20 Servings**Dymatize**$44.32**4.5★**▲ 127%**](https://www.amazon.sg/dp/B09MR8N7D9) [**OPTIMUM NUTRITION GOLD STANDARD 100% Whey Protein Powder French Vanilla Creme 5 Pound 1031682**Optimum Nutrition**$112.41**4.6★**▲ 98%**](https://www.amazon.sg/dp/B000QSO3FO) [**Optimum Nutrition Gold Standard 100% Whey Protein Powder Double Rich Chocolate 0.68 Pound (Pack of 1)**Optimum Nutrition**$27.06**4.6★**▲ 86%**](https://www.amazon.sg/dp/B0F1ZV7PWW)
**~~View all trending →~~**
## **What buyers say about protein powder**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**33%
*“lovely taste”*
**Quality-Overall**33%
*“Product itself is good as it was my 2nd time buying”*
**Advertised Vs Actual Product**33%
*“Exactly what I was looking for”*
### **What buyers complain about **
**Taste-Overall**50%
*“It tastes just like melted vanilla ice cream if you mix it with milk”*
**Value For Money**50%
*“Not good value”*
## **Common questions**
- **Is protein powder profitable to sell on Amazon Singapore?**
- The niche generates $115K/yr across 34 tracked products. 90-day search growth is +18.0%. Flapen's verdict: Skip it (48/100).
- **How competitive is the protein powder niche?**
- 12 brands and 25 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 88% of demand.
- **What do buyers complain about in protein powder?**
- Top complaints mined from reviews: Taste-Overall, Value For Money. The return rate is 0.0%.
- **What does it cost to enter the protein powder niche?**
- Listings span $3.53–$134.64; the average listing price is $66.40 (sweet spot $15–$100). The average incumbent carries 10,808 reviews — the moat a new listing must climb.
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