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Evaporated Milk

Fail

The top 5 brands take 100% of clicks, so Evaporated Milk is a Fail.

Flapen Score
40
40 / 100
Ranks 2,270 of 2,976 Grocery niches · −6 vs the category median of 46
Market size
£135K/yr116K searches / yr
90-day growth
-8.6%search demand this quarter
Competition
78%top-5 click share · 2 brands · 59 sellers

Flapen Score

Evaporated Milk against its category

The dotted line is the Grocery average. Past it, Evaporated Milk is stronger. Inside it, weaker.

40Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Evaporated Milk market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Evaporated Milk 116K times last year and spent an estimated £135K. All 2 brands take every click. Flapen scores it 40 out of 100, a Fail.

01 · Demand

18.7% of searches ended in a purchase last week.

Shoppers searched for this 116K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 18.7% of those searches ended in a purchase. Searches in the last 90 days moved -8.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £135K a year.

Searches, last 12 months
116K
Growth, 90 days vs prior 90
-8.6%
Conversion, latest week
18.7%
Market size, estimated
£135Ka year
Peak month
February1.6× the quietest month
Top search term
evaporated milk85K searches a year

02 · Price

A sale here is worth £6.23.

Listings sell for £6.23 on average, from £0.60 to £27.48. Amazon reports units sold in ranges. This niche sold 40K to 50K a year. The average listing sells 3,000 to 4,000 of them. At £6.23 that is £19K to £25K a year per listing.

Average price
£6.23under the $15 to $100 sweet spot
Price range
£0.60–£27.48
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
40K–50K
Units per listing a year
3,000–4,000
Revenue per listing a year
£19K–£25K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

30% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 7.1% of listings are out of stock. The average listing ranks #678 within Baking Supplies. It carries 534 reviews at 4.58 stars, so a new listing needs social proof before a better product.

Sponsored listings
30%
Prime listings
100%
Out of stock, average day
7.1%
Average rank
#678in Baking Supplies
Average rating
4.58 starsAmazon United Kingdom average 4.36 stars
Average reviews
534per listing
Listings tracked
10

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 62 months on average, so the names here are established.

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

Products

Top Evaporated Milk 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 78% of clicks. A locked shelf that new listings rarely crack.

£0£13K£27K£40K£54K1001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

2 falling

Sellers

59

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

78%

Top 20: 100%

Open market

0%

  • Carnation55%
  • Morrisons45%

Demand

Evaporated Milk search demand

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

3K2KSpike '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.6×

Search terms

Top Evaporated Milk search terms shoppers use

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

  • evaporated milk85K/yr
  • carnation milk22K/yr
  • carnation evaporated milk4K/yr
  • evaporated milk pack of 125K/yr

Reviews and returns

What reviews say buyers love and hate about Evaporated Milk

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

Complain

Value For Money40%−0.13

Why does it cost so much

Overpricing

pricey

Contamination20%−0.11

Was disappointed that one of the tins was so badly damaged can't be used as contaminated

Storage Temperature20%+0.19

Evaporated milk like in my coffee creamy

Sweetness7%+0.16

* Sweetness Confusion: Often mistaken for condensed milk. Note: This is completely unsweetened

Love

Taste-Overall38%+2.90

Taste is good

Coffee delight

Great for tea

Quality-Overall14%+0.85

Brilliant quality

Totally fine, as described

Great product

Value For Money14%−0.13

Good value for money

Good price

Well worth buying

Advertised Vs Actual Product13%−0.02

Does the job

Exactly what is shown in the photo

Exactly as described

Soft Feel5%

it makes it creamier

* Rich & Creamy: Delivers a delightfully smooth texture without the heaviness of double cream

FAQ

Common Evaporated Milk questions

Answered from the same tracked data.