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Chicken Thigh

Maybe

Buyers convert on 20.6% of searches. But the top 5 brands take 100% of clicks, so Chicken Thigh is a Maybe.

Flapen Score
50
50 / 100
Top 31% of 2,976 Grocery niches · +4 vs the category median of 46
Market size
£3.4M/yr3.2M searches / yr
90-day growth
-5.0%search demand this quarter
Competition
60%top-5 click share · 2 brands · 27 sellers

Flapen Score

Chicken Thigh against its category

The dotted line is the Grocery average. Past it, Chicken Thigh is stronger. Inside it, weaker.

50Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Chicken Thigh market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Chicken Thigh 3.2M times last year and spent an estimated £3.4M. All 2 brands take every click. Demand peaks in Feb. Flapen scores it 50 out of 100, a Maybe.

01 · Demand

20.6% of searches ended in a purchase last week.

Shoppers searched for this 3.2M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 20.6% of those searches ended in a purchase. Searches in the last 90 days moved -5.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £3.4M a year.

Searches, last 12 months
3.2M
Growth, 90 days vs prior 90
-5.0%
Conversion, latest week
20.6%
Market size, estimated
£3.4Ma year
Peak month
February1.9× the quietest month
Top search term
chicken2.2M searches a year

02 · Price

A sale here is worth £5.07.

Listings sell for £5.07 on average, from £1.94 to £12.18. Amazon reports units sold in ranges. This niche sold 600K to 800K a year. The average listing sells 30,000 to 40,000 of them. At £5.07 that is £152K to £203K a year per listing.

Average price
£5.07under the $15 to $100 sweet spot
Price range
£1.94–£12.18
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
600K–800K
Units per listing a year
30,000–40,000
Revenue per listing a year
£152K–£203K
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. 100% ship with Prime. On an average day, 8.0% of listings are out of stock. The average listing ranks #5 within Fresh & Chilled. It carries 1,464 reviews at 4.59 stars, so a new listing needs social proof before a better product.

Sponsored listings
0%
Prime listings
100%
Out of stock, average day
8.0%
Average rank
#5in Fresh & Chilled
Average rating
4.59 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,464per listing
Listings tracked
18

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 51 months on average, so the names here are settling in.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
51 months

Competition

Competition: brands, sellers & click share

The top 5 products take 60% of clicks. Leaders hold, but buyers still shop past them.

£0£337K£674K£1.0M£1.3M1001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

2 falling

Sellers

27

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

60%

Top 20: 100%

Open market

0%

  • Morrisons97%
  • CO OP3%

Demand

Chicken Thigh search demand

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

80K60KSpike '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Feb · busiest ÷ quietest = 1.9×

Search terms

Top Chicken Thigh search terms shoppers use

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

  • chicken2.2M/yr
  • chicken breast780K/yr
  • chicken fillets40K/yr
  • chicken breast fillets43K/yr
  • fresh chicken26K/yr
  • chicke17K/yr
  • breast19K/yr
  • chicken breasts17K/yr
  • chicken fillet11K/yr
  • special offers15K/yr

Reviews and returns

What reviews say buyers love and hate about Chicken Thigh

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

Complain

Taste-Overall26%+0.26

Not tasty

Tasteless

How do they make chicken taste this stale

Size-Overall9%−0.02

These fillets are huge

Smallest chicken Ive ever seen

These were not very big

Moist/Dry9%−0.06

Small fresh Morrisons chicken was dry and tasteless

Terrible & dry

drying it out

Quality-Overall9%+1.24

Cheap and best

However, I found the quality a little inconsistent, with some pieces being quite small and others slightly chewy after cooking

Poor quality

Dilute/Watery6%−0.04

Too much water added

Full of water

Love

Taste-Overall27%+0.26

Nice taste

Chicken nice

Tastes just like chicken

Quality-Overall19%+1.24

Good quality

Good quality meat

Good quality chicken

Value For Money16%+0.85

Affordable price

Great VALUE

Great Value

Freshness13%+1.28

Nice and fresh

Morrisons British Chicken Drumsticks was good, fresh and ok

Odor free taste freshness quality

Size-Overall4%−0.02

Good size

Great chicken breast size

each portion is well sized

FAQ

Common Chicken Thigh questions

Answered from the same tracked data.