gluten free biscuits
Worth a lookShows low returns (0.0%), but soft demand (-11.9% this quarter) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Great185.39avg incumbent reviews — the moat a new listing must climb
Conversion
Great9.6%search→purchase rate — share of searches ending in a sale
Competition
Great34%top-5 click share — an open shelf
Market size
Okay£231K£231K/yr · 283K searches
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Price range
Okay£0.98–£23.62cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay86%top-5 brand share — brands hold most of the demand
Avg price
Bad£8.50avg listing price — sweet spot $15–$100
Growth
Bad-11.9%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, gluten free biscuits is a £231K/yr Amazon United Kingdom market (283K searches/yr). The top 5 brands hold 86% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 55/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
gluten free biscuits market data
- Units sold / yr
- 30K–40K
- avg 500–750/product
- Revenue / yr
- £255K–£340K
- units × avg price
- Conversion rate
- 9.6%
- Avg BSR
- #110
- Page quality
- 0%
- Prime
- 82%
- Sponsored
- 35%
- Out of stock
- 1.0%
- Avg brand age
- 51 months
- Avg seller age
- 163 days
Competition & brand share
Clicks spread well past the top 5 (34% combined) — an open shelf where new products get seen.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 & seasonality
Weekly Amazon search volume, last 104 weeks — -11.9% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 2.8×
Top gluten free biscuits search terms
- 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
Top gluten free biscuits 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
McVities Gluten Free Hobnobs Biscuits 150g
McVitie's£1.774.5★365 rev
Nairns Oat Biscuit Breaks - Gluten Free Variety Pack - Healthy Snacks - Biscuits Chunky Oat Bisc.: Choc Chip Stem Ginger Fruit Caramelised Bisc. Dark Choc Coconut Blueberry & Raspberry - 6 Pack
Nairn's£13.834.7★205 rev
Nairns Gluten Free Variety Pack Oat Biscuit Breaks Flavors inc. Chocolate Chip Fruit Caramelised Biscuit Moments. Pack of 16 (3 Biscuits Per Pack)
Nairn's£12.914.7★119 rev
Nairns Gluten Free Biscuit Breaks Chunky Oats Dark
Nairn's£2.094.5★160 rev
Nairns Oat Biscuits - Pick Any 10 - Gluten-Free & Non Gluten-Free Variety Pack Biscuits - Healthy Snacks - Assorted Flavours: Chocolate Chip Cheese Salted Caramel & More
Nairn's£17.654.8★248 rev
Newest
by launch date
Walkers Gluten Free Biscuits All Butter and Chocolate Chip Shortbread Rounds Pack of 2
PVL Trade£9.6937 rev
Gluten Free Biscuits Hamper - Contains 13x items (29xTotal). Gluten Free Walkers Shortbread & Nairns Biscuit Breaks. Coeliac Gifts Set. Suitable Present For Celiacs or Anyone Following A GF Diet.
A Amousa£16.9029 rev
Nairns Gluten Free Variety Pack Oat Biscuit Breaks Flavors inc. Chocolate Chip Fruit Caramelised Biscuit Moments. Pack of 16 (3 Biscuits Per Pack)
Nairn's£12.91119 rev
Nairns Gluten Free Chocolate Chip Oat Biscuit Breaks Pack of 48 (3 Biscuits Per Pack)
Nairn's£23.6254 rev
Nairns Oat Biscuit Breaks - Variety Pack - Gluten-Free Oat Biscuits - Healthy Snacks - 3 Flavours: Choc Chip Fruit & Caramelised Biscuit Moments - Pack of 48 (3 Biscuits per Pack)
Nairn's£23.2368 rev
Trending
90-day click momentum
NAIRNS OATCAKES Dark Chocolate Chip Oat Biscuit 200g (PACK OF 1)
Nairn's£3.134.5★
Nairns Fair Trade Cheese Oatcakes 200g
Nairn's£1.474.6★
McVities Gluten Free Hobnobs Biscuits 150g
McVitie's£1.774.5★
Nairns Fruit And Seed Oatcakes 230g
Nairn's£1.614.6★
Nairns Fine Oatcake Crackers 218 g
Nairn's£1.114.5★
What buyers say about gluten free biscuits
What buyers praise and complain about, mined from review topics.What buyers love
“Delicious and great for a snack”
“Excellent value for money”
“Perfect for Baking or Snacking”
“Gluten free”
“Very consistent with their flavours and texture too”
“Great variety and good value”
“Very sweet”
“Gluten free and vegan, perfect”
“the are crisp”
“Healthy & Tasty Snacks”
What buyers complain about
“Odd taste”
“Not quite as cheap as when supermarkets have them on offer”
“The coconut wasnt moist at all”
“Far too sweet for me”
“Rip off”
“They are small”
“Not good quality, taste and deff not good value for the £2.85”
“Too hard”
“The ingredients listed are not what this product contains”
“to crunchy for me l am over 70”
Common questions
- Is gluten free biscuits profitable to sell on Amazon United Kingdom?
- The niche generates £231K/yr across 51 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -11.9%. Flapen's verdict: Worth a look (55/100).
- How competitive is the gluten free biscuits niche?
- 17 brands and 58 sellers compete. The top 5 products take 34% of clicks and top 5 brands hold 86% of demand.
- What do buyers complain about in gluten free biscuits?
- Top complaints mined from reviews: Taste-Overall, Value For Money, Moist/Dry. The return rate is 0.0%.
- When does demand for gluten free biscuits peak?
- Demand peaks in Nov–Dec; the busiest month runs 2.8× the quietest.
- What does it cost to enter the gluten free biscuits niche?
- Listings span £0.98–£23.62; the average listing price is £8.50 (sweet spot $15–$100). The average incumbent carries 185 reviews — the moat a new listing must climb.