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Diet Food

Fail

The top 5 brands take 100% of clicks, so Diet Food is a Fail.

Flapen Score
39
39 / 100
Ranks 2,381 of 2,976 Grocery niches · −7 vs the category median of 46
Market size
£72K/yr131K searches / yr
90-day growth
+14.5%search demand this quarter
Competition
69%top-5 click share · 4 brands · 47 sellers

Flapen Score

Diet Food against its category

The dotted line is the Grocery average. Past it, Diet Food is stronger. Inside it, weaker.

39Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Diet Food market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Diet Food 131K times last year and spent an estimated £72K. All 4 brands take every click. Flapen scores it 39 out of 100, a Fail.

01 · Demand

17.4% of searches ended in a purchase last week.

Shoppers searched for this 131K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 17.4% of those searches ended in a purchase. Searches in the last 90 days moved +14.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £72K a year.

Searches, last 12 months
131K
Growth, 90 days vs prior 90
+14.5%
Conversion, latest week
17.4%
Market size, estimated
£72Ka year
Top search term
shredded wheat71K searches a year

02 · Price

A sale here is worth £3.18.

Listings sell for £3.18 on average, from £1.86 to £9.85. Amazon reports units sold in ranges. This niche sold 25K to 30K a year. The average listing sells 1,500 to 2,000 of them. At £3.18 that is £5K to £6K a year per listing.

Average price
£3.18under the $15 to $100 sweet spot
Price range
£1.86–£9.85
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
25K–30K
Units per listing a year
1,500–2,000
Revenue per listing a year
£5K–£6K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

46% of listings pay for placement with sponsored ads. 92% ship with Prime. On an average day, 2.8% of listings are out of stock. The average listing ranks #0 within Breakfast Cereal. It carries 650 reviews at 4.66 stars, so a new listing needs social proof before a better product.

Sponsored listings
46%
Prime listings
92%
Out of stock, average day
2.8%
Average rank
#0in Breakfast Cereal
Average rating
4.66 starsAmazon United Kingdom average 4.36 stars
Average reviews
650per listing
Listings tracked
13

04 · Newcomers

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

1 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 71 months on average, so the names here are established.

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

Products

Top Diet Food 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 69% of clicks. Leaders hold, but buyers still shop past them.

£0£7K£14K£22K£29K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

4 rising

Sellers

47

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

69%

Top 20: 100%

Open market

0%

  • Nestlé79%
  • Shredded Wheat10%
  • Kellogg's6%
  • Frosted Mini-Wheats5%

Demand

Diet Food search demand

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

5K4KSpike '26OctNovDecJanFebMarAprMayJunJul

Peak months: May · busiest ÷ quietest = 2.6× · 10 of 12 months tracked

Search terms

Top Diet Food search terms shoppers use

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

  • shredded wheat71K/yr
  • frosted wheats25K/yr
  • kelloggs frosted wheats10K/yr
  • shredded wheat bitesize6K/yr
  • blueberry wheats5K/yr
  • wheats5K/yr
  • kelloggs wheats3K/yr
  • wheat cereal3K/yr
  • shredded wheat cereal3K/yr

Reviews and returns

What reviews say buyers love and hate about Diet Food

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

Complain

Taste-Overall25%−0.02

Awful after taste of mould

More apricot taste

Not a great taste

Sweetness13%−0.09

full of sugar

They taste sickly sweet

thought they may be too sweet

Advertised Vs Actual Product8%−0.04

false advertisement

misleading to say the least

Chunk/Clump/Collection8%−0.01

lumpy on the mini wheats that it went in the bin

Shredded wheat

Size-Overall7%−0.01

small

There a lovely cereal wish the box was bigger though

Love

Taste-Overall28%−0.02

Delicious with fruit added

Absolutely yummy

Great snack very filling

Value For Money27%+2.00

reasonable price

Good for the price

Great value

Quality-Overall10%+0.90

Very good quality

Good quality cereal

Very good seller

Health Benefits-Overall10%+0.86

Nice healthy breakfast

Very healthy breakfast cereal

Health for the body

Sweetness9%−0.09

Nice change from oversweet cereals

Very sweet

The frosted topping is just sweet enough

FAQ

Common Diet Food questions

Answered from the same tracked data.