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Gluten Free

Maybe

Returns run at only 0.0% of orders. But products sell for $4.86 on average, outside the sweet spot, so Gluten Free is a Maybe.

Flapen Score
63
63 / 100
Top 3% of 2,976 Grocery niches · +17 vs the category median of 46
Market size
£580K/yr1.3M searches / yr
90-day growth
-11.7%search demand this quarter
Competition
33%top-5 click share · 32 brands · 117 sellers

Flapen Score

Gluten Free against its category

The dotted line is the Grocery average. Past it, Gluten Free is stronger. Inside it, weaker.

63Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Gluten Free market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Gluten Free 1.3M times last year and spent an estimated £580K. The top 5 brands take 48% of clicks. Demand peaks in Dec. Flapen scores it 63 out of 100, a Maybe.

01 · Demand

9.4% of searches ended in a purchase last week.

Shoppers searched for this 1.3M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 9.4% of those searches ended in a purchase. Searches in the last 90 days moved -11.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £580K a year.

Searches, last 12 months
1.3M
Growth, 90 days vs prior 90
-11.7%
Conversion, latest week
9.4%
Market size, estimated
£580Ka year
Peak month
December1.6× the quietest month
Top search term
gluten free1.1M searches a year

02 · Price

A sale here is worth £4.86.

Listings sell for £4.86 on average, from £0.98 to £25.11. Amazon reports units sold in ranges. This niche sold 100K to 125K a year. The average listing sells 750 to 1,000 of them. At £4.86 that is £4K to £5K a year per listing.

Average price
£4.86under the $15 to $100 sweet spot
Price range
£0.98–£25.11
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
100K–125K
Units per listing a year
750–1,000
Revenue per listing a year
£4K–£5K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

19% of listings pay for placement with sponsored ads. 98% ship with Prime. On an average day, 1.8% of listings are out of stock. The average listing ranks #261 within Bakery. It carries 479 reviews at 4.48 stars, so a new listing needs social proof before a better product.

Sponsored listings
19%
Prime listings
98%
Out of stock, average day
1.8%
Average rank
#261in Bakery
Average rating
4.48 starsAmazon United Kingdom average 4.36 stars
Average reviews
479per listing
Listings tracked
48

04 · Newcomers

Amazon counts 2 of last year's 3 launches as successful.

3 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 65 months on average, so the names here are established.

Launched, last 12 months
3
Successful launches
2Amazon's first-year sales bar
Average brand age
65 months

Products

Top Gluten Free 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 only 33% of clicks. An open shelf where new products get seen.

£0£23K£46K£70K£93K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

32 falling

Sellers

117

Top-5 brand share

48%

Top 20: 88%

Top-5 click share

33%

Top 20: 67%

Open market

48%

  • Kikkoman17%
  • Nairn's9%
  • Rosie & Jim9%
  • Schär7%
  • Tim Tam6%
  • Real Naturals4%

Demand

Gluten Free search demand

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

40K30KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Holiday '25SepDecMarJunAugNovMarMay

Peak months: Dec · busiest ÷ quietest = 1.6×

Search terms

Top Gluten Free search terms shoppers use

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

  • gluten free1.1M/yr
  • gluten free soy sauce33K/yr
  • gluten free food36K/yr
  • tamari25K/yr
  • gluten free foods9K/yr
  • gluten-free6K/yr
  • tamari soy sauce7K/yr
  • gluten free tim tams7K/yr
  • tamari sauce4K/yr
  • tim tams gluten free3K/yr

Reviews and returns

What reviews say buyers love and hate about Gluten Free

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

Complain

Taste-Overall9%+1.40

Taste absolutely awful

Taste slightly different to the normal

Taste has changed

Value For Money8%+0.90

on the expensive side

a little pricey

expensive for what they are

Nutritional Content6%+1.31

Not a lot of choice for gluten-free snacks

alot of free from foods have not been good

Low content protein - only 10g

Salt Content5%−0.03

Too salty for me

It is quite salty I think

Very salty

Quality-Overall5%+0.14

Not as good as usual

Low quality ramen

just not as good as they could

Love

Taste-Overall28%+1.40

Absolutely delicious

Yummy biscuits

the taste is good and versatile

Value For Money14%+0.90

Excellent value

good value

Good price

Nutritional Content14%+1.31

made with relatively healthy ingredients

Gluten free snack

Gluten free

Quality-Overall6%+0.14

the quality has been consistent

Great variety

Excellent product

Crispiness5%+0.25

Love the crunch

Tasty, fresh crispy

Fresh crispy biscuits

FAQ

Common Gluten Free questions

Answered from the same tracked data.