baby porridge
Skip itPrices mostly outside the sweet spot ($2.33–$14.32) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great10.3%search→purchase rate — share of searches ending in a sale
Review moat
Great376.4avg incumbent reviews — the moat a new listing must climb
Market size
Okay£191K£191K/yr · 261K searches
Competition
Okay70%top-5 click share — leaders hold, buyers still browse
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Avg price
Bad£7.06avg listing price — sweet spot $15–$100
Growth
Bad-17.7%90-day search growth — must beat 0% to launch
Brand share
Bad94%top-5 brand share — brand-locked demand
Price range
Bad£2.33–£14.32cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, baby porridge is a £191K/yr Amazon United Kingdom market (261K searches/yr). The top 5 brands hold 94% of demand. Demand peaks in Nov. Verdict: Skip it — 40/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
baby porridge market data
- Units sold / yr
- 25K–30K
- avg 750–1,000/product
- Revenue / yr
- £177K–£212K
- units × avg price
- Conversion rate
- 10.3%
- Avg BSR
- #24
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 10%
- Out of stock
- 11.1%
- Avg brand age
- 74 months
- Avg seller age
- 176 days
Competition & brand share
The top 5 products take 70% of clicks — established leaders, but buyers still shop beyond them.Brands
7 falling
Sellers
48
Top-5 brand share
94%
Top 20: 100%
Top-5 click share
70%
Top 20: 100%
Open market
3%
- Cerelac70%
- Cow & Gate9%
- HEINZ5%
- Nestlé5%
- Organix4%
- Aptamil3%
- Open — no brand owns it (1 brand, 3%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -17.7% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 1.9×
Top baby porridge search terms
- cerelac86K/yr
- baby porridge64K/yr
- baby cereal11K/yr
- cerelac 12 months 1kg10K/yr
- heinz baby porridge13K/yr
- cerelac 12 months+ 1kg8K/yr
- cerelac 6+ months9K/yr
- cerelac 6 months8K/yr
- dairy free baby porridge6K/yr
- milk free baby porridge4K/yr
Top baby porridge 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 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Cerelac Infant Cereals with Milk Mixed Fruits & Wheat 7+ Months 1kg
Cerelac£7.694.8★745 rev
Cerelac Infant Cereals with Milk Wheat 6+ Months 1kg
Cerelac£7.454.6★2,194 rev
Cerelac Infant Cereals with Milk Wheat 6+ Months 400g
Cerelac£4.654.6★265 rev
Cow & Gate Banana Porridge Baby Food Cereal 4-6+ Months 125g (Pack of 5)
Cow & Gate£8.644.7★397 rev
Cerelac Honey & Wheat Toddler Cereal with Milk | from 12 months+ | Toddler Cereal 1kg
Cerelac£8.094.7★1,032 rev
Newest
by launch date
HEINZ Baby Food Summer Fruit Porridge 200g
HEINZ£3.043 rev
HEINZ Baby Food Banana Porridge 125g
HEINZ£2.334 rev
HEINZ Baby Food Oat and Apple Porridge 125g
HEINZ£2.434 rev
HiPP Organic Creamy Porridge 6+ Months 160g (Pack of 4)
HiPP£8.9366 rev
Cerelac 1kg
Cerelac£14.3235 rev
Trending
90-day click momentumHEINZ Baby Food Banana Porridge 125g
HEINZ£2.335.0★
Cerelac Infant Cereals with Milk Wheat 6+ Months 1kg
Cerelac£7.454.6★
HEINZ Baby Food Oat and Apple Porridge 125g
HEINZ£2.434.7★
HEINZ Baby Food Summer Fruit Porridge 200g
HEINZ£3.045.0★
Cerelac Infant Cereals with Milk Wheat 6+ Months 400g
Cerelac£4.654.6★
What buyers say about baby porridge
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality”
“Great taste and easy for babies to enjoy”
“Value for money”
“has a nice smooth texture”
“Alternative food for my kids”
“as good as the one from the shop, same size,”
“My baby's favourite meal”
“CMPA approved”
“easy to prepare”
“I also love the little clip/closure on the bag it keeps everything fresh”
What buyers complain about
“Expensive”
“WAY TOOO MUCH Sugar”
“Very high in sugar”
“The pack is small for the price too”
“❌ Sugar is the 3rd ingredient — not ideal for a 2-year-old”
Common questions
- Is baby porridge profitable to sell on Amazon United Kingdom?
- The niche generates £191K/yr across 20 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is -17.7%. Flapen's verdict: Skip it (40/100).
- How competitive is the baby porridge niche?
- 7 brands and 48 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 94% of demand.
- What do buyers complain about in baby porridge?
- Top complaints mined from reviews: Value For Money, Artificial Sweeteners, Sweetness. The return rate is 0.1%.
- When does demand for baby porridge peak?
- Demand peaks in Nov; the busiest month runs 1.9× the quietest.
- What does it cost to enter the baby porridge niche?
- Listings span £2.33–£14.32; the average listing price is £7.06 (sweet spot $15–$100). The average incumbent carries 376 reviews — the moat a new listing must climb.