---
title: "Decaf Coffee — £778K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/decaf-coffee"
last_updated: "2026-07-31T15:57:02.252Z"
locale: en
meta:
description: "Niche score 51/100 · £778K/yr market · 647K searches/yr · £9.55 avg price. Soft demand (-22.3% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 51/100 · £778K/yr market · 647K searches/yr · £9.55 avg price. Soft demand (-22.3% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Decaf Coffee — £778K/yr Amazon UK Niche (2026) - Flapen"
---
# **decaf coffee**
**Worth a look**
Shows low returns (0.0%), but soft demand (-22.3% this quarter) keeps it on the watch list.
Market size 72Growth 14Conversion 95Competition 43Returns 100Price range 47Avg price 30Brand share 17Review moat 68Quality gap 30
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.6%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Good****£778K**
£778K/yr · 647K searches
**Review moat**
**Good****783.28**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Okay****£1.69–£26.98**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Okay****59%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Okay****£9.55**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****93%**
top-5 brand share — brand-locked demand
**Growth**
**Bad****-22.3%**
90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, decaf coffee is a £778K/yr Amazon United Kingdom market (647K searches/yr). The top 5 brands hold 93% of demand. Verdict: Worth a look — 51/100.
Data updated Jul 23, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **decaf coffee market data**
- **Units sold / yr**
- **80K–100K**
- avg 3,000–4,000/product
- **Revenue / yr**
- **£764K–£955K**
- units × avg price
- **Conversion rate**
- **12.6%**
- **Avg BSR**
- **#202**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **56%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **64 months**
- **Avg seller age**
- **158 days**
## **Competition & brand share**
The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**8 **▼falling
**Sellers**
**219**
**Top-5 brand share**
**93%**
Top 20: 100%
**Top-5 click share**
**59%**
Top 20: 94%
**Open market**
**4%**
- NESCAFÉ40% - Kenco24% - by Amazon20% - TRUESTART5% - illy5% - Morrisons3% - Open — no brand owns it (2 brands, 4%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -22.3% search growth over the last 90 days.
15K10KSpike '24Holiday '24Prime Day '25Spike '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/uk/grocery/decaf-coffee/trend)
## **Top decaf coffee search terms**
- **decaf coffee**354K/yr-23.2%11.0% conv. - **decaffeinated coffee**36K/yr-7.4%9.6% conv. - **kenco decaff coffee**35K/yr-33.3%16.1% conv. - **decaf instant coffee**28K/yr-37.3%9.7% conv. - **nescafe decaf coffee**25K/yr-23.8%11.2% conv. - **coffee decaf**21K/yr-17.0%13.5% conv. - **decaf**19K/yr-17.2%6.2% conv. - **nescafe decaf**14K/yr+4.8%12.0% conv. - **decaf coffee instant**21K/yr-33.6%9.8% conv. - **nescafe gold blend decaf**17K/yr-22.2%14.5% conv. [**All search terms **](https://flapen.com/research/uk/grocery/decaf-coffee/search-terms)
## **Top decaf coffee 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%£39K10%£78K15%£117K20%£156K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**NESCAFÉ Gold Blend Decaf Premium Instant Coffee Rich Aroma and Smooth Taste Gold Blend Decaf Coffee 190g (Pack of 1)**NESCAFÉ**£5.90**4.8★529 rev](https://www.amazon.co.uk/dp/B0F6773DWR) [2**by Amazon Decaf Instant Gold Coffee 200g - Rainforest Alliance Certified**by Amazon**£2.98**4.2★929 rev](https://www.amazon.co.uk/dp/B0BYDB6FGH) [3**Kenco Decaff Instant Coffee 200 g Packaging may vary**Kenco**£6.02**4.8★1,167 rev](https://www.amazon.co.uk/dp/B017BJCWAS) [4**TrueStart Instant Coffee Decaf 100g 1 Pack 55 Cups**TRUESTART**£4.14**4.1★544 rev](https://www.amazon.co.uk/dp/B0BHZSGYXP) [5**NESCAFÉ Azera Americano Decaff Instant Coffee 90g (Pack of 6) (Packing May Vary)**NESCAFÉ**£20.38**4.8★672 rev](https://www.amazon.co.uk/dp/B09Q31XHQM)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**by Amazon Decaff Ground Coffee 100% Arabica Strength No. 2 - Mild 250g**by Amazon**£3.97**367 rev8mo ago](https://www.amazon.co.uk/dp/B0F1NFL35P) [**NESCAFÉ Original Decaf Instant Coffee 190g Rich Aroma Full and Bold Flavour (Pack of 1)**NESCAFÉ**£6.14**50 rev1y ago](https://www.amazon.co.uk/dp/B0FJLX7ZNC) [**NESCAFÉ Gold Blend Decaf Premium Instant Coffee Rich Aroma and Smooth Taste Gold Blend Decaf Coffee 190g (Pack of 1)**NESCAFÉ**£5.90**529 rev1y ago](https://www.amazon.co.uk/dp/B0F6773DWR) [**Nescafe Gold Blend Decaf 95g**NESCAFÉ**£4.37**53 rev1y ago](https://www.amazon.co.uk/dp/B0F337BFX1) [**Kenco Decaff Instant Coffee Refill 150G x 5 (750g Total)**Kenco**£22.64**1,260 rev1y ago](https://www.amazon.co.uk/dp/B0F14363FW)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Kenco Millicano Decaffeinated Instant Coffee 100g**Kenco**£4.49**4.5★**▲ 145%**](https://www.amazon.co.uk/dp/B017BJB344) [**Morrisons Gold Decaf Coffee 100g**Morrisons**£2.28**4.4★**▲ 135%**](https://www.amazon.co.uk/dp/B07B8FXGN8) [**by Amazon Decaff Ground Coffee 100% Arabica Strength No. 2 - Mild 250g**by Amazon**£3.97**4.3★**▲ 85%**](https://www.amazon.co.uk/dp/B0F1NFL35P) [**NESCAFÉ Original Decaf Instant Coffee 190g Rich Aroma Full and Bold Flavour (Pack of 1)**NESCAFÉ**£6.14**4.5★**▲ 36%**](https://www.amazon.co.uk/dp/B0FJLX7ZNC) [**illy Coffee Decaffeinated Instant Coffee Medium Roast 100 Percent Arabica Coffee Beans 95g**illy**£6.24**4.5★**▲ 32%**](https://www.amazon.co.uk/dp/B09CPGZ2MZ)
**~~View all trending →~~**
## **What buyers say about decaf coffee**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**33%
*“Absolutely delicious”*
**Value For Money**26%
*“Excellent value for money”*
**Caffeine Content**13%
*“Tastes as good as full caffeine coffee”*
**Quality-Overall**6%
*“Good item and quality decaf coffee”*
**Flavor**5%
*“rich with the full coffee flavour coming through”*
**Smell**2%
*“Not too strong aroma”*
**Advertised Vs Actual Product**2%
*“As advertised”*
**Soft Feel**2%
*“Smooth”*
**Size-Overall**1%
*“Big size container”*
**Ease Of Use**1%
*“easy to use”*
### **What buyers complain about **
**Taste-Overall**38%
*“Awful taste”*
**Value For Money**6%
*“Over priced”*
**Smell**6%
*“it smells weird”*
**Caffeine Content**6%
*“not sure how decaffeinated it is - it feels caffeinated to me”*
**Strength**5%
*“No strength really”*
**Flavor**4%
*“No flavour”*
**Quality-Overall**4%
*“Quality Control is Poor”*
**Bitter**4%
*“it is beyond bitter”*
**Size-Overall**2%
*“Too big”*
**Advertised Vs Actual Product**1%
*“Also, it's not a powder as advertised, it's granules”*
## **Common questions**
- **Is decaf coffee profitable to sell on Amazon United Kingdom?**
- The niche generates £778K/yr across 25 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -22.3%. Flapen's verdict: Worth a look (51/100).
- **How competitive is the decaf coffee niche?**
- 8 brands and 219 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 93% of demand.
- **What do buyers complain about in decaf coffee?**
- Top complaints mined from reviews: Taste-Overall, Value For Money, Smell. The return rate is 0.0%.
- **When does demand for decaf coffee peak?**
- Demand is steady year-round — the busiest month runs 1.6× the quietest.
- **What does it cost to enter the decaf coffee niche?**
- Listings span £1.69–£26.98; the average listing price is £9.55 (sweet spot $15–$100). The average incumbent carries 783 reviews — the moat a new listing must climb.
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