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Dairy Box

Fail

The top 5 brands take 100% of clicks, so Dairy Box is a Fail.

Flapen Score
36
36 / 100
Ranks 2,659 of 2,976 Grocery niches · −10 vs the category median of 46
Market size
£79K/yr180K searches / yr
90-day growth
-44.8%search demand this quarter
Competition
89%top-5 click share · 3 brands · 89 sellers

Flapen Score

Dairy Box against its category

The dotted line is the Grocery average. Past it, Dairy Box is stronger. Inside it, weaker.

36Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Dairy Box market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Dairy Box 180K times last year and spent an estimated £79K. All 3 brands take every click. Flapen scores it 36 out of 100, a Fail.

01 · Demand

9.0% of searches ended in a purchase last week.

Shoppers searched for this 180K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 9.0% of those searches ended in a purchase. Searches in the last 90 days moved -44.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £79K a year.

Searches, last 12 months
180K
Growth, 90 days vs prior 90
-44.8%
Conversion, latest week
9.0%
Market size, estimated
£79Ka year
Top search term
milk tray80K searches a year

02 · Price

A sale here is worth £4.87.

Listings sell for £4.87 on average, from £1.56 to £7.98. Amazon reports units sold in ranges. This niche sold 15K to 20K a year. The average listing sells 1,250 to 1,500 of them. At £4.87 that is £6K to £7K a year per listing.

Average price
£4.87under the $15 to $100 sweet spot
Price range
£1.56–£7.98
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
15K–20K
Units per listing a year
1,250–1,500
Revenue per listing a year
£6K–£7K
Returns
0.1%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. 63% ship with Prime. On an average day, 8.2% of listings are out of stock. The average listing ranks #442 within Chocolate Candy. It carries 307 reviews at 4.18 stars, so a new listing needs social proof before a better product.

Sponsored listings
0%
Prime listings
63%
Out of stock, average day
8.2%
Average rank
#442in Chocolate Candy
Average rating
4.18 starsAmazon United Kingdom average 4.36 stars
Average reviews
307per listing
Listings tracked
8

04 · Newcomers

Brands here are young.

The brands on the shelf have sold for 32 months on average, so a newcomer is not facing entrenched names.

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

Products

Top Dairy Box 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 89% of clicks. A locked shelf that new listings rarely crack.

£0£8K£16K£24K£32K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

3 rising

Sellers

89

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

89%

Top 20: 100%

Open market

0%

  • Cadbury89%
  • Saras Flavours of Asia7%
  • Dairy Box4%
  • Open — no brand owns it (0%)

Demand

Dairy Box search demand

Weekly searches over the year. Pick a range.

3K2KSpike '26Feb '26Mar '26Apr '26May '26May '26Jun '26

Search terms

Top Dairy Box search terms shoppers use

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

  • milk tray80K/yr
  • milk tray chocolates28K/yr
  • dairy box24K/yr
  • dairy box chocolates16K/yr
  • cadbury milk tray9K/yr
  • dairy milk box6K/yr
  • dairy milk chocolate box5K/yr
  • dairy milk tray4K/yr
  • chocolate tray4K/yr
  • cadburys milk tray3K/yr

Reviews and returns

What reviews say buyers love and hate about Dairy Box

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

Complain

Taste-Overall21%+1.50

These tasted odd/ off

these chocolates dont taste like they used to

Tasted out of date

Value For Money20%+2.43

Waste of money

way overpriced

Expensive

Size-Overall19%−0.17

To small

Very small box

The smallest Box of milk tray Ive ever seen

Quality-Overall17%−0.15

Sub quality

Now low Quality Chocolate, Never again

Quality wise not what it used to be

Chunk/Clump/Collection4%−0.05

Did knot have my choclates

Love

Taste-Overall37%+1.50

Delicious has always

Always yummy

It's chocolate delicious

Value For Money35%+2.43

Its cheap

Excellent value for money

Good price

Gifting Purpose8%+0.50

Good for gifting

Valentines gift

Great gift

Quality-Overall6%−0.15

Overall, good value for money, with great variety and appearance

Great quality and price

Good product, thank you

Sweetness3%+0.29

Nice chocolate

not too sweet or overpowering

sweets

Return

0.1% Return rate 80% Fixable by listing

Size-Overall80%█▁█▁██

To small

Very small box

The smallest Box of milk tray Ive ever seen

Value For Money20%

Waste of money

way overpriced

Expensive

FAQ

Common Dairy Box questions

Answered from the same tracked data.