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Coffee Mate

Fail

The top 5 brands take 99% of clicks, so Coffee Mate is a Fail.

Flapen Score
47
47 / 100
Top 44% of 2,976 Grocery niches · +1 vs the category median of 46
Market size
£679K/yr565K searches / yr
90-day growth
-19.2%search demand this quarter
Competition
66%top-5 click share · 6 brands · 153 sellers

Flapen Score

Coffee Mate against its category

The dotted line is the Grocery average. Past it, Coffee Mate is stronger. Inside it, weaker.

47Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Coffee Mate market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Coffee Mate 565K times last year and spent an estimated £679K. The top 5 brands take 99% of clicks. Flapen scores it 47 out of 100, a Fail.

01 · Demand

11.4% of searches ended in a purchase last week.

Shoppers searched for this 565K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 11.4% of those searches ended in a purchase. Searches in the last 90 days moved -19.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £679K a year.

Searches, last 12 months
565K
Growth, 90 days vs prior 90
-19.2%
Conversion, latest week
11.4%
Market size, estimated
£679Ka year
Peak month
February1.6× the quietest month
Top search term
coffee mate329K searches a year

02 · Price

A sale here is worth £10.55.

Listings sell for £10.55 on average, from £2.15 to £26.27. Amazon reports units sold in ranges. This niche sold 60K to 80K a year. The average listing sells 2,000 to 2,500 of them. At £10.55 that is £21K to £26K a year per listing.

Average price
£10.55under the $15 to $100 sweet spot
Price range
£2.15–£26.27
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
60K–80K
Units per listing a year
2,000–2,500
Revenue per listing a year
£21K–£26K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

56% of listings pay for placement with sponsored ads. 94% ship with Prime. On an average day, 1.0% of listings are out of stock. The average listing ranks #106 within Fresh & Chilled. It carries 2,648 reviews at 4.53 stars, so a new listing needs social proof before a better product.

Sponsored listings
56%
Prime listings
94%
Out of stock, average day
1.0%
Average rank
#106in Fresh & Chilled
Average rating
4.53 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,648per listing
Listings tracked
18

04 · Newcomers

Amazon counts 0 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 47 months on average, so the names here are settling in.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
47 months

Products

Top Coffee Mate 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 66% of clicks. Leaders hold, but buyers still shop past them.

£0£34K£68K£102K£136K1001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 flat

Sellers

153

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

66%

Top 20: 100%

Open market

0%

  • Coffee Mate78%
  • Nestlé10%
  • OsoRetail6%
  • Mokate4%
  • Loyd2%
  • NESTLE PROFESSIONAL1%
  • Open — no brand owns it (0%)

Demand

Coffee Mate search demand

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

13K8KSpike '24Spike '25Prime Day '25Spike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.6×

Search terms

Top Coffee Mate search terms shoppers use

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

  • coffee mate329K/yr
  • coffee mate creamer73K/yr
  • coffee whitener51K/yr
  • coffee mate powder26K/yr
  • original coffee mate13K/yr
  • coffee whitener powder14K/yr
  • coffeemate14K/yr
  • coffeemate coffee creamer15K/yr
  • coffee creamer powder11K/yr
  • coffe mate4K/yr

Reviews and returns

What reviews say buyers love and hate about Coffee Mate

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

Complain

Value For Money23%+2.13

pretty pricey

A little expensive

overpriced

Taste-Overall20%−0.07

has a nasty chemical taste

Funny taste

I didn't like the taste

Texture/Consistency-Overall7%

Not creamy or milky at all

The powder isn't as soft as the UK Version

an odd texture

Ingredients-Overall6%−0.04

this is American ingredients not UK ingredients

when you look on the ingredients it then contradics itself by saying contains milk derivatives

Ingredients not the same as UK version this is American

Sweetness5%−0.03

Not sweet like other coffee whiteners

Way too much sugar

Far too sweet

Love

Value For Money35%+2.13

Excellent value

Great value for money

Fantastic price

Taste-Overall14%−0.07

Just love the smooth taste

Good Taste

Tasty coffee

Quality-Overall13%+0.73

Overall, it delivers consistent quality, solid performance, and excellent value for money

Great quality, great price and fast shipping

Brilliant quality

Size-Overall6%+0.46

Good size jar

convenient size

Great size

Advertised Vs Actual Product6%+0.39

Does the job

As described

Just what I ordered

Return

0.1% Return rate 75% Fixable by listing

Size-Overall50%▁▁█▁█▁
Functionality-Overall25%▁▁▁▁▁█
Advertised Vs Actual Product25%▁█▁▁▁▁

FAQ

Common Coffee Mate questions

Answered from the same tracked data.