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Gluten Free Biscuits

Maybe

Returns run at only 0.0% of orders. But demand is soft, at -11.9% this quarter, so Gluten Free Biscuits is a Maybe.

Flapen Score
55
55 / 100
Top 14% of 2,976 Grocery niches · +9 vs the category median of 46
Market size
£231K/yr283K searches / yr
90-day growth
-11.9%search demand this quarter
Competition
34%top-5 click share · 17 brands · 58 sellers

Flapen Score

Gluten Free Biscuits against its category

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

55Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Gluten Free Biscuits market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Gluten Free Biscuits 283K times last year and spent an estimated £231K. The top 5 brands take 86% of clicks. Demand peaks in Nov–Dec. Flapen scores it 55 out of 100, a Maybe.

01 · Demand

9.6% of searches ended in a purchase last week.

Shoppers searched for this 283K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 9.6% of those searches ended in a purchase. Searches in the last 90 days moved -11.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £231K a year.

Searches, last 12 months
283K
Growth, 90 days vs prior 90
-11.9%
Conversion, latest week
9.6%
Market size, estimated
£231Ka year
Peak month
December2.8× the quietest month
Top search term
gluten free biscuits181K searches a year

02 · Price

A sale here is worth £8.50.

Listings sell for £8.50 on average, from £0.98 to £23.62. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 500 to 750 of them. At £8.50 that is £4K to £6K a year per listing.

Average price
£8.50under the $15 to $100 sweet spot
Price range
£0.98–£23.62
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
30K–40K
Units per listing a year
500–750
Revenue per listing a year
£4K–£6K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

35% of listings pay for placement with sponsored ads. 82% ship with Prime. On an average day, 1.0% of listings are out of stock. The average listing ranks #110 within Bakery. It carries 185 reviews at 4.52 stars, so a new listing needs social proof before a better product.

Sponsored listings
35%
Prime listings
82%
Out of stock, average day
1.0%
Average rank
#110in Bakery
Average rating
4.52 starsAmazon United Kingdom average 4.36 stars
Average reviews
185per listing
Listings tracked
51

04 · Newcomers

Amazon counts 0 of last year's 2 launches as successful.

2 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 51 months on average, so the names here are settling in.

Launched, last 12 months
2
Successful launches
0Amazon's first-year sales bar
Average brand age
51 months

Products

Top Gluten Free Biscuits 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 34% of clicks. An open shelf where new products get seen.

£0£7K£14K£21K£28K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

17 rising

Sellers

58

Top-5 brand share

86%

Top 20: 100%

Top-5 click share

34%

Top 20: 74%

Open market

12%

  • Nairn's65%
  • McVitie's12%
  • Walkers3%
  • A Amousa3%
  • Schär3%
  • Mrs Crimbles2%
  • Open — no brand owns it (11 brands, 12%)

Demand

Gluten Free Biscuits search demand

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

10K6KSpike '24Black Friday '24Holiday '24Spike '25Black Friday '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 2.8×

Search terms

Top Gluten Free Biscuits search terms shoppers use

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

  • gluten free biscuits181K/yr
  • nairns34K/yr
  • nairns oat biscuits28K/yr
  • nairns gluten free biscuits17K/yr
  • nairns gluten free6K/yr
  • gluten free biscuits individually wrapped5K/yr
  • nairn5K/yr
  • nairns biscuits3K/yr
  • nairns chocolate chip oat biscuits3K/yr

Reviews and returns

What reviews say buyers love and hate about Gluten Free Biscuits

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

Complain

Taste-Overall16%

Odd taste

Dry and tasteless

Tastes like bi carb

Value For Money10%+1.34

Not quite as cheap as when supermarkets have them on offer

they have been getting a little more expensive

A bit pricey

Moist/Dry6%−0.04

The coconut wasnt moist at all

Dry and tasteless

I found them a bit dry

Sweetness6%−0.08

Far too sweet for me

This has little taste apart from sweetness

Stale/Rotten/Spoiled6%−0.04

Rip off

the biscuits were stale

Love

Taste-Overall31%

Delicious and great for a snack

Delicious snack

Good taste

Value For Money11%+1.34

Excellent value for money

Good price

Excellent value for money

Baking10%+0.84

Perfect for Baking or Snacking

These oatcakes are wonderful

Perfect biscuits all good

Nutritional Content10%+1.24

Gluten free

Great GF Snack

Gluten free snack

Flavor8%+0.50

Very consistent with their flavours and texture too

Good choice of flavours at a decent price

Great flavour

FAQ

Common Gluten Free Biscuits questions

Answered from the same tracked data.