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Biscoff Chocolate

Fail

Demand is soft, at -64.5% this quarter, so Biscoff Chocolate is a Fail.

Flapen Score
39
39 / 100
Ranks 2,381 of 2,976 Grocery niches · −7 vs the category median of 46
Market size
£131K/yr163K searches / yr
90-day growth
-64.5%search demand this quarter
Competition
78%top-5 click share · 6 brands · 77 sellers

Flapen Score

Biscoff Chocolate against its category

The dotted line is the Grocery average. Past it, Biscoff Chocolate is stronger. Inside it, weaker.

39Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Biscoff Chocolate market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Biscoff Chocolate 163K times last year and spent an estimated £131K. The top 5 brands take 98% of clicks. Flapen scores it 39 out of 100, a Fail.

01 · Demand

6.0% of searches ended in a purchase last week.

Shoppers searched for this 163K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 6.0% of those searches ended in a purchase. Searches in the last 90 days moved -64.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £131K a year.

Searches, last 12 months
163K
Growth, 90 days vs prior 90
-64.5%
Conversion, latest week
6.0%
Market size, estimated
£131Ka year
Top search term
biscoff chocolate51K searches a year

02 · Price

A sale here is worth £13.41.

Listings sell for £13.41 on average, from £1.90 to £44.94. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 250 to 500 of them. At £13.41 that is £3K to £7K a year per listing.

Average price
£13.41under the $15 to $100 sweet spot
Price range
£1.90–£44.94
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
8K–10K
Units per listing a year
250–500
Revenue per listing a year
£3K–£7K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

0% of listings pay for placement with sponsored ads. 62% ship with Prime. On an average day, 23.1% of listings are out of stock. The average listing ranks #703 within Chocolate Candy. It carries 40 reviews at 4.55 stars, so a new listing needs social proof before a better product.

Sponsored listings
0%
Prime listings
62%
Out of stock, average day
23.1%
Average rank
#703in Chocolate Candy
Average rating
4.55 starsAmazon United Kingdom average 4.36 stars
Average reviews
40per listing
Listings tracked
13

04 · Newcomers

Amazon counts 3 of last year's 7 launches as successful.

7 products launched here in the last 12 months. Amazon counts 3 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 34 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
7
Successful launches
3Amazon's first-year sales bar
Average brand age
34 months

Products

Top Biscoff Chocolate products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 78% of clicks. A locked shelf that new listings rarely crack.

£0£13K£26K£39K£53K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 falling

Sellers

77

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

78%

Top 20: 100%

Open market

0%

  • Cadbury81%
  • SKYTE6%
  • Free From Direct5%
  • Swiss+3%
  • GETINSTYLE SHOP3%
  • Biscoff2%

Demand

Biscoff Chocolate search demand

Weekly searches over the year, seasonality beneath. Pick a range.

6K4KSpike '26JanFebMarAprMayJunJul

Peak months: Feb, Mar, Apr · busiest ÷ quietest = 3.4× · 7 of 12 months tracked

Search terms

Top Biscoff Chocolate search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • biscoff chocolate51K/yr
  • biscoff eggs33K/yr
  • cadbury biscoff13K/yr
  • biscoff chocolate bar9K/yr
  • dairy milk biscoff7K/yr
  • biscoff egg12K/yr
  • biscoff easter egg24K/yr
  • cadbury biscoff egg6K/yr
  • biscoff creme egg5K/yr
  • lotus biscoff chocolate bar3K/yr

Reviews and returns

What reviews say buyers love and hate about Biscoff Chocolate

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Taste-Overall28%+1.04

it didnt change the taste

Couldn't taste the biscoff

Very sickly, eaten

Storage Temperature13%−0.04

Slightly melted due to weather

Arrived melted as heatwave

Moist/Dry8%−0.14

To dry inside

Value For Money7%−0.09

certainly not good value for money

Cost increased from £10 to £14 in less than a month- Oh dear

Size-Overall6%−0.03

They are small

Egg is much smaller than image suggests - very deceptive

Love

Taste-Overall47%+1.04

Absolutely delicious

Delicious chocolate

Beautiful treat

Value For Money17%−0.09

Good value for money

Good price

Good value for money - better than buying them individually

Quality-Overall8%+1.62

Great quality

Good products

Cadbury quality and MORE

Sweetness8%+0.56

The sweetness of the chocolate blends seamlessly with the slightly crunchy

Lovely chocolate

Very sweet

Flavor4%+0.45

Good flavour

flavour balance that feels engineered for maximum craving

with a tasty cinnamon flavour running through it

FAQ

Common Biscoff Chocolate questions

Answered from the same tracked data.