baby food
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
Conversion
Incredible12.9%search→purchase rate — share of searches ending in a sale
Competition
Incredible19%top-5 click share — an open shelf
Review moat
Great179.79avg incumbent reviews — the moat a new listing must climb
Brand share
Good74%top-5 brand share — brands hold most of the demand
Market size
Okay£253K£253K/yr · 525K searches
Price range
Okay£0.54–£25.49cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-4.2%90-day search growth — must beat 0% to launch
Avg price
Bad£3.74avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, baby food is a £253K/yr Amazon United Kingdom market (525K searches/yr). The top 5 brands hold 74% of demand. Verdict: Worth a look — 59/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
baby food market data
- Units sold / yr
- 60K–80K
- avg 250–500/product
- Revenue / yr
- £224K–£299K
- units × avg price
- Conversion rate
- 12.9%
- Avg BSR
- #31
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 22%
- Out of stock
- 3.5%
- Avg brand age
- 61 months
- Avg seller age
- 167 days
Competition & brand share
Clicks spread well past the top 5 (19% combined) — an open shelf where new products get seen.Brands
15 falling
Sellers
81
Top-5 brand share
74%
Top 20: 100%
Top-5 click share
19%
Top 20: 49%
Open market
17%
- HEINZ25%
- Ella's Kitchen15%
- Cow & Gate12%
- by Amazon12%
- Kiddylicious10%
- HiPP9%
- Open — no brand owns it (9 brands, 17%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -4.2% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.6×
Top baby food search terms
- baby food380K/yr
- heinz baby food46K/yr
- baby food 6 months18K/yr
- baby food 12 months14K/yr
- baby meals12K/yr
- baby food 10 months10K/yr
- baby food 7 months11K/yr
- toddler food12K/yr
- organic baby food7K/yr
- baby breakfast7K/yr
Top baby food 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
Heinz Baby Food Apple and Banana Fruit Pots 4x100g
HEINZ£2.294.7★203 rev
by Amazon Organic Apple Banana & Oat Pouch - 6 x 90g - Previously Mama Bear
by Amazon£3.534.6★697 rev
HiPP Organic Vegetables with Rice & Chicken Baby Food Jar 6+ Months 125g (Pack of 6)
HiPP£4.484.6★95 rev
Heinz Baby Food Spaghetti Bolognese Tray 5x200g
HEINZ£6.294.6★88 rev
by Amazon Organic Apple Pear Banana Apricot Pouch - 6 x 90g - Previously Mama Bear
by Amazon£3.424.7★836 rev
Newest
by launch date
Nutmeg Baby Organic Tomato & Courgette Spaghet
Morrisons£1.214 rev
Cow & Gate Baby Food - Apple Strawberry & Banana - Baby Toddler and Kids Snacks - Fruit Pot Multipack - 6+ Months - 4x100g (24 Pots)
Cow & Gate£10.3361 rev
Cow & Gate Apple Strawberry & Banana Baby Food Fruit Pot Multipack 6+ Months 4x100g
Cow & Gate£1.8710 rev
Kiddylicious Apple & Oat Bedtime Blend with Chamomile Pouch 100g
Kiddylicious£1.0520 rev
Little Freddie Organic Strawberries Blueberries & Oats Smooth Stage 1 +6m 100g
Little Freddie£1.2320 rev
Trending
90-day click momentum
ORGANIX APPLE RICE CAKE 40G
Organix£1.624.8★
Nutmeg Baby Organic Tomato & Courgette Spaghet
Morrisons£1.214.4★
Little Freddie Organic Strawberries Blueberries & Oats Smooth Stage 1 +6m 100g
Little Freddie£1.234.7★
by Amazon Organic Apple Pear Banana Apricot Pouch - 6 x 90g - Previously Mama Bear
by Amazon£3.424.7★
Heinz Baby Food Spaghetti Bolognese Tray 5x200g
HEINZ£6.294.6★
What buyers say about baby food
What buyers praise and complain about, mined from review topics.What buyers love
“But good as a smoothie”
“Good deal”
“Fabulous variety”
“It is also completely gluten-free”
“easy to prepare”
“These little cottage pie trays are surprisingly flavourful”
“Texture is soft”
“good quality ingredients”
“the portion size is good”
“For a baby with a milk intolerance or allergy these are such a great product”
What buyers complain about
“Expensive”
“Bad taste”
“because of the smell of coconut”
“Complete scam and false advertising”
“All smashed”
“The texture is slightly grainy due to the oats”
“Highly processed ingredients”
“This was disappointing as I like to vary my childs diet”
“WAY TOOO MUCH Sugar”
“My little one found these bland”
Top return reasons
Common questions
- Is baby food profitable to sell on Amazon United Kingdom?
- The niche generates £253K/yr across 101 tracked products. 3 of 4 products launched in the last 360 days are still selling. 90-day search growth is -4.2%. Flapen's verdict: Worth a look (59/100).
- How competitive is the baby food niche?
- 15 brands and 81 sellers compete. The top 5 products take 19% of clicks and top 5 brands hold 74% of demand.
- What do buyers complain about in baby food?
- Top complaints mined from reviews: Value For Money, Taste-Overall, Smell. The return rate is 0.0%.
- When does demand for baby food peak?
- Demand is steady year-round — the busiest month runs 1.6× the quietest.
- What does it cost to enter the baby food niche?
- Listings span £0.54–£25.49; the average listing price is £3.74 (sweet spot $15–$100). The average incumbent carries 180 reviews — the moat a new listing must climb.