---
title: "Crumble Mix — £77K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/crumble-mix"
last_updated: "2026-07-31T16:03:48.000Z"
locale: en
meta:
description: "Niche score 41/100 · £77K/yr market · 103K searches/yr · £4.46 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 41/100 · £77K/yr market · 103K searches/yr · £4.46 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Crumble Mix — £77K/yr Amazon UK Niche (2026) - Flapen"
---
# **crumble mix**
**Skip it**
Prices mostly outside the sweet spot ($0.87–$16.47) — this niche doesn't clear our bar today.
Market size 19Growth 14Conversion 98Competition 31Returns 100Price range 9Avg price 12Brand share 13Review moat 77Quality gap 52
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****16.9%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Great****454.26**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****67%**
top-5 click share — leaders hold, buyers still browse
**Market size**
**Bad****£77K**
£77K/yr · 103K searches
**Growth**
**Bad****-22.6%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****95%**
top-5 brand share — brand-locked demand
**Avg price**
**Bad****£4.46**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£0.87–£16.47**
cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, crumble mix is a £77K/yr Amazon United Kingdom market (103K searches/yr). The top 5 brands hold 95% of demand. Verdict: Skip it — 41/100.
Data updated Jul 23, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **crumble mix market data**
- **Units sold / yr**
- **15K–20K**
- avg 500–750/product
- **Revenue / yr**
- **£67K–£89K**
- units × avg price
- **Conversion rate**
- **16.9%**
- **Avg BSR**
- **#138**
- **Page quality**
- **0%**
- **Prime**
- **95%**
- **Sponsored**
- **16%**
- **Out of stock**
- **7.7%**
- **Avg brand age**
- **58 months**
- **Avg seller age**
- **176 days**
## **Competition & brand share**
The top 5 products take 67% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**8 **▲rising
**Sellers**
**40**
**Top-5 brand share**
**95%**
Top 20: 98%
**Top-5 click share**
**67%**
Top 20: 100%
**Open market**
**3%**
- Morrisons61% - Aunt Bessies27% - Ambrosia4% - --2% - Country Range2% - Chefs Larder2% - Open — no brand owns it (2 brands, 3%)
## **Demand**
Weekly Amazon search volume, last 42 weeks — -22.6% search growth over the last 90 days.
4K3KSpike '26Oct '25Nov '25Jan '26Mar '26Apr '26Jun '26
[**Open Trend **](https://flapen.com/research/uk/grocery/crumble-mix/trend)
## **Top crumble mix search terms**
- **apple crumble**31K/yr-26.9%19.8% conv. - **crumble mix**37K/yr-8.6%17.1% conv. - **crumble**16K/yr-37.0%14.6% conv. - **crumble mix topping**11K/yr+3.5%9.3% conv. - **crumble topping**4K/yr-15.2%8.7% conv. - **crumble topping mix**3K/yr-70.7%6.4% conv. [**All search terms **](https://flapen.com/research/uk/grocery/crumble-mix/search-terms)
## **Top crumble mix 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.
0%5%£4K10%£8K15%£12K20%£15K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted
All 19 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Morrisons Crumble Mix 227g**Morrisons**£0.87**4.3★350 rev](https://www.amazon.co.uk/dp/B00KU8WEEW) [2**Morrisons Apple Crumble 500g (Frozen)**Morrisons**£2.71**4.3★489 rev](https://www.amazon.co.uk/dp/B01LXQZJV6) [3**Aunt Bessies Golden Crumble Mix 400g Sweet Crunchy Crumble Pack of 8**Aunt Bessies**£10.71**4.6★529 rev](https://www.amazon.co.uk/dp/B08WY2SZ9Y) [4**Morrisons Family Apple Crumble 500G 1 x 500 g**Morrisons**£3.89**4.4★423 rev](https://www.amazon.co.uk/dp/B0787LJCYS) [5**Morrisons Apple Crumble 2x135g**Morrisons**£2.70**4.3★346 rev](https://www.amazon.co.uk/dp/B07DJBRKXN)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Doves Farm Crumble Mix 225g**Broadway candy**£6.92**0 rev8mo ago](https://www.amazon.co.uk/dp/B0G1YVVQS6) [**Morrisons The Best Apple & BlackBerry Crumble 500g**Morrisons**£4.30**27 rev1y ago](https://www.amazon.co.uk/dp/B0DJH2ZNMG) [**Morrisons Rhubarb Crumble 533g**Morrisons**£4.07**12 rev1y ago](https://www.amazon.co.uk/dp/B0DGQHM4ZC) [**Ambrosia Custard Dessert Pots Creamy Traditional Ready-to-Eat Treat 4 Pots x 120 g (Pack of 1)**Ambrosia**£2.89**76 rev1y ago](https://www.amazon.co.uk/dp/B0DLLGHGYQ) [**Ellas Kitchen Organic Apple + Cinnamon Crumble 80g**Ella's Kitchen**£2.42**22 rev2y ago](https://www.amazon.co.uk/dp/B0D849WGFD)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Ambrosia Custard Dessert Pots Creamy Traditional Ready-to-Eat Treat 4 Pots x 120 g (Pack of 1)**Ambrosia**£2.89**4.8★**▲ 425%**](https://www.amazon.co.uk/dp/B0DLLGHGYQ) [**Doves Farm Crumble Mix 225g**Broadway candy**£6.92**0.0★**▲ 140%**](https://www.amazon.co.uk/dp/B0G1YVVQS6) [**Country Range Crumble Mix 3.5kg**Country Range**£13.74**4.6★**▲ 107%**](https://www.amazon.co.uk/dp/B0FVFHY5W3) [**Gluten Free Kitchen Apple Crumble Pudding 160g**--**£2.61**4.0★**▲ 58%**](https://www.amazon.co.uk/dp/B00V93CE7E) [**Morrisons Rhubarb Crumble 533g**Morrisons**£4.07**4.7★**▲ 46%**](https://www.amazon.co.uk/dp/B0DGQHM4ZC)
**~~View all trending →~~**
## **What buyers say about crumble mix**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**31%
*“Its delicious especially with melted cholate”*
**Baking**14%
*“My favourite pudding”*
**Value For Money**13%
*“Good value”*
**Ease Of Use**6%
*“Easy and convenient”*
**Quality-Overall**6%
*“Good quality product”*
**Crispiness**6%
*“Lovely and creamy”*
**Size-Overall**6%
*“Decent size”*
**Health Benefits-Overall**4%
*“The thing i can enjoy while being a diabetic”*
**Sweetness**4%
*“Lovely and creamy”*
**Ingredients-Overall**3%
*“REALLY NICE SERVES 2 WITH A NICE PORTION”*
### **What buyers complain about **
**Thickness**33%
*“Pastry too thin”*
**Size-Overall**33%
*“very large”*
**Moist/Dry**17%
*“Small and dry”*
## **Common questions**
- **Is crumble mix profitable to sell on Amazon United Kingdom?**
- The niche generates £77K/yr across 19 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -22.6%. Flapen's verdict: Skip it (41/100).
- **How competitive is the crumble mix niche?**
- 8 brands and 40 sellers compete. The top 5 products take 67% of clicks and top 5 brands hold 95% of demand.
- **What do buyers complain about in crumble mix?**
- Top complaints mined from reviews: Thickness, Size-Overall, Moist/Dry. The return rate is 0.0%.
- **What does it cost to enter the crumble mix niche?**
- Listings span £0.87–£16.47; the average listing price is £4.46 (sweet spot $15–$100). The average incumbent carries 454 reviews — the moat a new listing must climb.
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