toddler cutlery
Worth a lookShows low returns (0.4%), but prices mostly outside the sweet spot ($3.27–$11.41) keeps it on the watch list.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Conversion
Great7.6%search→purchase rate — share of searches ending in a sale
Competition
Great39%top-5 click share — an open shelf
Brand share
Good62%top-5 brand share — brands hold most of the demand
Market size
Good£278K£278K/yr · 570K searches
Review moat
Okay1,519.59avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Avg price
Bad£6.40avg listing price — sweet spot $15–$100
Growth
Bad-25.9%90-day search growth — must beat 0% to launch
Price range
Bad£3.27–£11.41cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, toddler cutlery is a £278K/yr Amazon United Kingdom market (570K searches/yr). The top 5 brands hold 62% of demand. Demand peaks in Jan–Feb–Mar. Verdict: Worth a look — 50/100.
Data updated Jul 18, 2026 · scored weekly · How we score niches
toddler cutlery market data
- Units sold / yr
- 40K–50K
- avg 750–1,000/product
- Revenue / yr
- £256K–£320K
- units × avg price
- Conversion rate
- 7.6%
- Avg BSR
- #98
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 88%
- Out of stock
- 6.5%
- Avg brand age
- 42 months
- Avg seller age
- 185 days
Competition & brand share
Clicks spread well past the top 5 (39% combined) — an open shelf where new products get seen.Brands
25 rising
Sellers
61
Top-5 brand share
62%
Top 20: 96%
Top-5 click share
39%
Top 20: 73%
Open market
32%
- Lehoo Castle22%
- EXZACT13%
- PandaEar12%
- Munchkin9%
- Tommee Tippee6%
- Joyfair5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -25.9% search growth over the last 90 days.Peak months: Jan, Feb, Mar · busiest ÷ quietest = 2.5×
Top toddler cutlery search terms
- toddler cutlery126K/yr
- kids cutlery set104K/yr
- kids cutlery57K/yr
- childrens cutlery set63K/yr
- childrens cutlery50K/yr
- toddler cutlery set20K/yr
- kids knife and fork sets22K/yr
- toddler forks14K/yr
- toddler cutlery set 2 year old28K/yr
- toddler knife and fork set15K/yr
Top toddler cutlery 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
Exzact Children Cutlery Set 6pcs Stainless Steel Kids Toddler 24M+
EXZACT£7.064.8★13,405 rev
Lehoo Castle Childrens Cutlery Set 6pcs Stainless Steel Toddler Cutlery Kids Cutlery Flatware Incudes 2 x Spoons 2 x Forks 2 x Knives
Lehoo Castle£5.574.7★3,515 rev
PandaEar 6 Pieces Baby Toddler Silicone Stainless Steel Utensils Silverware Spoon Fork for Baby Toddler BPA Free with Silicone Holding Anti-Choke Design (Blue Pink White)
PandaEar£7.314.7★3,218 rev
Tommee Tippee Stainless Steel First Cutlery Set Suitable for 12m+ Kids Cutlery Set with Rounded Edges and Easy to Hold Chunky Handles
Tommee Tippee£3.524.8★1,709 rev
Munchkin Splash Toddler Fork Knife Spoon for Babies | 3 Pack| Purple
Munchkin£4.384.8★1,216 rev
Newest
by launch date
DEHOV Toddler Eating Utensils Set Set of 12 Food Grade Stainless Steel Cutlery Sets for Kids Dishwasher Safe Children Small Metal Spoons and Forks Flatware Sets
Dehov£6.08869 rev
15Pcs Childrens Cutlery Set 410 Stainless Steel Kids Cutlery Kit Engraved Dinosaur Pattern Kids Fork Spoon and Cutter Set Ergonomic Smooth Utensils/Flatware for Age 3+ Kid Dishwasher Safe
shaojian£8.4315 rev
Samamoca 9PCS Stainless Steel Kids Cutlery Set Toddler & Childrens Dinosaur Cutlery Set 3 Forks 3 Knives 3 Spoons Safe Durable Dishwasher Safe Engraved Design - Dinosaurs
Samamoca£7.38264 rev
Lehoo Castle Unicorn Toddler Kids Cutlery Set 6 Pcs Stainless Steel Travel Camping Baby Cutlery Sets - 2 x Forks 2 x Spoons 2 x Knives Childrens Dinner Knife and Fork Sets (Unicorn)
Lehoo Castle£6.771,541 rev
PandaEar 6 Pack Toddler Cutlery Set| Baby Fork and Spoon Set| Stainless Steel Childrens Kids Cutlery| Baby Cutlery Self Feeding 12 Months Plus with Silicone Holding Anti-Choke Design (Blue/Brown/Red)
PandaEar£5.78910 rev
Trending
90-day click momentumDEHOV Toddler Eating Utensils Set Set of 12 Food Grade Stainless Steel Cutlery Sets for Kids Dishwasher Safe Children Small Metal Spoons and Forks Flatware Sets
Dehov£6.084.8★
15Pcs Childrens Cutlery Set 410 Stainless Steel Kids Cutlery Kit Engraved Dinosaur Pattern Kids Fork Spoon and Cutter Set Ergonomic Smooth Utensils/Flatware for Age 3+ Kid Dishwasher Safe
shaojian£8.434.8★
Lehoo Castle Dinosaur Toddler Kids Cutlery Set Dino 6 Pcs Stainless Steel Travel Camping Baby Cutlery Sets - 2 x Forks 2 x Spoons 2 x Knives Childrens Dinner Knife and Fork Sets
Lehoo Castle£6.534.6★
Lehoo Castle Unicorn Toddler Kids Cutlery Set 6 Pcs Stainless Steel Travel Camping Baby Cutlery Sets - 2 x Forks 2 x Spoons 2 x Knives Childrens Dinner Knife and Fork Sets (Unicorn)
Lehoo Castle£6.774.6★
Lehoo Castle Toddler Cutlery 6pcs Stainless Steel Kids Childrens Cutlery Set Incudes 2 x Spoons 2 x Forks 2 x Knives
Lehoo Castle£5.624.7★
What buyers say about toddler cutlery
What buyers praise and complain about, mined from review topics.What buyers love
“Way, way higher quality than expected”
“Great size”
“Good value for money”
“Easy to use”
“Very durable”
“Easy grip for 2 yrs old”
“Lovely colours”
“Cute design”
“As described”
“It's really Sturdy”
What buyers complain about
“Not suitable for a toddler as its too big”
“wont last very long”
“Not sharp”
“Different colour”
“Will bend them into shape myself for now until I find better quality ones”
“Rusted after few weeks”
“Expensive when its only one spoon and one fork and crap quality”
“do not have non-slip handles”
“losing their brightness”
“Plus handles are bit loose”
Top return reasons
Common questions
- Is toddler cutlery profitable to sell on Amazon United Kingdom?
- The niche generates £278K/yr across 51 tracked products. 1 of 6 products launched in the last 360 days are still selling. 90-day search growth is -25.9%. Flapen's verdict: Worth a look (50/100).
- How competitive is the toddler cutlery niche?
- 25 brands and 61 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 62% of demand.
- What do buyers complain about in toddler cutlery?
- Top complaints mined from reviews: Size-Overall, Durability, Sharpness. The return rate is 0.4%.
- When does demand for toddler cutlery peak?
- Demand peaks in Jan–Feb–Mar; the busiest month runs 2.5× the quietest.
- What does it cost to enter the toddler cutlery niche?
- Listings span £3.27–£11.41; the average listing price is £6.40 (sweet spot $15–$100). The average incumbent carries 1,520 reviews — the moat a new listing must climb.