---
title: "Extra Mature Cheddar Cheese — £1.8M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/extra-mature-cheddar-cheese"
last_updated: "2026-07-31T17:58:00.586Z"
locale: en
meta:
description: "Niche score 54/100 · £1.8M/yr market · 2.7M searches/yr. Prices mostly outside the sweet spot ($1.62–$5.12) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 54/100 · £1.8M/yr market · 2.7M searches/yr. Prices mostly outside the sweet spot ($1.62–$5.12) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Extra Mature Cheddar Cheese — £1.8M/yr Amazon UK Niche (2026) - Flapen"
---
# **extra mature cheddar cheese**
**Worth a look**
Shows searches that convert (20.8% search→purchase), but prices mostly outside the sweet spot ($1.62–$5.12) keeps it on the watch list.
Market size 92Growth 23Conversion 100Competition 60Returns 100Price range 0Avg price 9Brand share 14Review moat 66Quality gap 24
**Conversion**
**Incredible****20.8%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Market size**
**Great****£1.8M**
£1.8M/yr · 2.7M searches
**Review moat**
**Good****850.67**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Good****49%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-4.1%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****94%**
top-5 brand share — brand-locked demand
**Avg price**
**Bad****£3.26**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£1.62–£5.12**
cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, extra mature cheddar cheese is a £1.8M/yr Amazon United Kingdom market (2.7M searches/yr). The top 5 brands hold 94% of demand. Demand peaks in Dec. Verdict: Worth a look — 54/100.
Data updated Jul 24, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **extra mature cheddar cheese market data**
- **Units sold / yr**
- **500K–600K**
- avg 10,000–12,500/product
- **Revenue / yr**
- **£1.6M–£2.0M**
- units × avg price
- **Conversion rate**
- **20.8%**
- **Avg BSR**
- **#36**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **0%**
- **Out of stock**
- **10.2%**
- **Avg brand age**
- **68 months**
- **Avg seller age**
- **169 days**
## **Competition & brand share**
The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**11 **▼falling
**Sellers**
**37**
**Top-5 brand share**
**94%**
Top 20: 100%
**Top-5 click share**
**49%**
Top 20: 92%
**Open market**
**4%**
- Morrisons47% - Cathedral City21% - GreHom16% - by Amazon8% - SERIOUSLY2% - Philadelphia1% - Open — no brand owns it (5 brands, 4%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -4.1% search growth over the last 90 days.
100K60KHoliday '24Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 2.1×
[**Open Trend **](https://flapen.com/research/uk/grocery/extra-mature-cheddar-cheese/trend)
## **Top extra mature cheddar cheese search terms**
- **cheese**2.3M/yr-3.4%13.4% conv. - **cheddar cheese**143K/yr-8.8%20.9% conv. - **cheddar**65K/yr-5.5%16.3% conv. - **mature cheddar cheese**29K/yr+10.9%19.5% conv. - **chee**33K/yr-35.9%0.1% conv. - **mature cheddar**14K/yr-13.7%15.6% conv. - **morrisons cheese**13K/yr+4.2%12.5% conv. - **cheeses**19K/yr+1.5%2.7% conv. - **extra mature cheddar cheese**22K/yr-29.9%14.9% conv. - **mature cheese**13K/yr-15.3%18.4% conv. [**All search terms **](https://flapen.com/research/uk/grocery/extra-mature-cheddar-cheese/search-terms)
## **Top extra mature cheddar cheese 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%4%£73K8%£146K12%£219K16%£292K1101001K10K 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**Cathedral City Mature Cheddar Cheese 350 g**Cathedral City**£3.35**4.7★2,861 rev](https://www.amazon.co.uk/dp/B0062JATOU) [2**Morrisons Savers Mature White Cheddar 400g**GreHom**£2.83**4.5★419 rev](https://www.amazon.co.uk/dp/B0F5XC1V46) [3**Morrisons Savers Grated Mixed Cheese 500g**Morrisons**£3.06**4.6★762 rev](https://www.amazon.co.uk/dp/B0DG9594Y9) [4**Morrisons Extra Mature Cheddar 400g**Morrisons**£3.44**4.6★313 rev](https://www.amazon.co.uk/dp/B0F33794GX) [5**Morrisons Mature Cheddar 400g**Morrisons**£3.43**4.5★360 rev](https://www.amazon.co.uk/dp/B0F339T4YW)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Bradburys Isle of Man Cheese Selection Pack 320g**BRADBURYS**£4.24**7 rev7mo ago](https://www.amazon.co.uk/dp/B0G4QG1D3W) [**Morrisons Savers Mature White Cheddar 400g**GreHom**£2.83**419 rev1y ago](https://www.amazon.co.uk/dp/B0F5XC1V46) [**Morrisons Savers Grated Mature Cheddar Cheese 250g**GreHom**£2.33**467 rev1y ago](https://www.amazon.co.uk/dp/B0FCFXLTRS) [**Morrisons Savers Mild White Cheddar 400g**Morrisons**£2.83**169 rev1y ago](https://www.amazon.co.uk/dp/B0F5X9KY8Z) [**Morrisons Red Leicester 400g**Morrisons**£3.42**145 rev1y ago](https://www.amazon.co.uk/dp/B0F43Y66ZN)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Bradburys Isle of Man Cheese Selection Pack 320g**BRADBURYS**£4.24**5.0★**▲ 207%**](https://www.amazon.co.uk/dp/B0G4QG1D3W) [**Cathedral City Mature Cheddar Cheese 550 g**Cathedral City**£4.88**4.7★**▲ 160%**](https://www.amazon.co.uk/dp/B00CTVRRYU) [**Seriously Strong Extra Mature Cheddar 350g**SERIOUSLY**£3.33**4.5★**▲ 71%**](https://www.amazon.co.uk/dp/B00AE7B2B0) [**Morrisons Savers Grated Mixed Cheese 500g**Morrisons**£3.06**4.6★**▲ 62%**](https://www.amazon.co.uk/dp/B0DG9594Y9) [**Morrisons Savers Mild White Cheddar 400g**Morrisons**£2.83**4.5★**▲ 43%**](https://www.amazon.co.uk/dp/B0F5X9KY8Z)
**~~View all trending →~~**
## **What buyers say about extra mature cheddar cheese**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**52%
*“Excellent taste”*
**Quality-Overall**16%
*“Good for own brand”*
**Flavor**9%
*“Nice and flavoursome”*
**Value For Money**9%
*“Good value”*
**Freshness**3%
*“Fresh product”*
**Cooking Instructions**2%
*“It is also very convenient for any dish”*
**Size-Overall**2%
*“right size”*
**Advertised Vs Actual Product**2%
*“As advertised”*
**Baking**1%
*“Fine for sandwiches or toasties”*
**Crispiness**1%
*“A very nice and crumbly cheese, creamy and delicious”*
### **What buyers complain about **
**Taste-Overall**55%
*“not as tasty”*
**Flavor**13%
*“Zero flavour- Like Plastic”*
**Value For Money**11%
*“Expensive”*
**Salt Content**6%
*“Too much salt”*
**Quality-Overall**2%
*“shouldn't mean you loose the quality of a fresh cheese”*
**Recycle/Reuse**2%
*“not resealable though”*
**Stale/Rotten/Spoiled**2%
*“not as nice as fresh grating your own”*
**Moist/Dry**2%
*“though the cheese always seems to dry”*
## **Common questions**
- **Is extra mature cheddar cheese profitable to sell on Amazon United Kingdom?**
- The niche generates £1.8M/yr across 30 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -4.1%. Flapen's verdict: Worth a look (54/100).
- **How competitive is the extra mature cheddar cheese niche?**
- 11 brands and 37 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 94% of demand.
- **What do buyers complain about in extra mature cheddar cheese?**
- Top complaints mined from reviews: Taste-Overall, Flavor, Value For Money. The return rate is 0.0%.
- **When does demand for extra mature cheddar cheese peak?**
- Demand peaks in Dec; the busiest month runs 2.1× the quietest.
- **What does it cost to enter the extra mature cheddar cheese niche?**
- Listings span £1.62–£5.12; the average listing price is £3.26 (sweet spot $15–$100). The average incumbent carries 851 reviews — the moat a new listing must climb.
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