---
title: "Gluten Free Biscuits — £231K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/gluten-free-biscuits"
last_updated: "2026-07-31T19:06:53.273Z"
locale: en
meta:
description: "Niche score 55/100 · £231K/yr market · 283K searches/yr · £8.50 avg price. Soft demand (-11.9% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 55/100 · £231K/yr market · 283K searches/yr · £8.50 avg price. Soft demand (-11.9% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Gluten Free Biscuits — £231K/yr Amazon UK Niche (2026) - Flapen"
---
# **gluten free biscuits**
**Worth a look**
Shows low returns (0.0%), but soft demand (-11.9% this quarter) keeps it on the watch list.
Market size 44Growth 19Conversion 85Competition 81Returns 100Price range 38Avg price 24Brand share 32Review moat 91Quality gap 38
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****185.39**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Great****9.6%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Great****34%**
top-5 click share — an open shelf
**Market size**
**Okay****£231K**
£231K/yr · 283K searches
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Price range**
**Okay****£0.98–£23.62**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Okay****86%**
top-5 brand share — brands hold most of the demand
**Avg price**
**Bad****£8.50**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
10K6KSpike '24Black Friday '24Holiday '24Spike '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 2.8×
[**Open Trend **](https://flapen.com/research/uk/grocery/gluten-free-biscuits/trend)
## **Top gluten free biscuits search terms**
- **gluten free biscuits**181K/yr-11.3%7.5% conv. - **nairns**34K/yr+4.5%17.0% conv. - **nairns oat biscuits**28K/yr-24.6%4.3% conv. - **nairns gluten free biscuits**17K/yr-32.9%4.1% conv. - **nairns gluten free**6K/yr-2.2%6.3% conv. - **gluten free biscuits individually wrapped**5K/yr-3.1%4.8% conv. - **nairn**5K/yr-14.6%14.6% conv. - **nairns biscuits**3K/yr-14.6%6.3% conv. - **nairns chocolate chip oat biscuits**3K/yr+9.3%4.0% conv. [**All search terms **](https://flapen.com/research/uk/grocery/gluten-free-biscuits/search-terms)
## **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.
0%3%£7K6%£14K9%£21K12%£28K101001K10K 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**McVities Gluten Free Hobnobs Biscuits 150g**McVitie's**£1.77**4.5★365 rev](https://www.amazon.co.uk/dp/B01MA5AHWR) [2**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**£13.83**4.7★205 rev](https://www.amazon.co.uk/dp/B0C6KXTNL7) [3**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**£12.91**4.7★119 rev](https://www.amazon.co.uk/dp/B0D7Q4TWNL) [4**Nairns Gluten Free Biscuit Breaks Chunky Oats Dark**Nairn's**£2.09**4.5★160 rev](https://www.amazon.co.uk/dp/B079VRNCMT) [5**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**£17.65**4.8★248 rev](https://www.amazon.co.uk/dp/B0CHMRPYLK)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Walkers Gluten Free Biscuits All Butter and Chocolate Chip Shortbread Rounds Pack of 2**PVL Trade**£9.69**37 rev8mo ago](https://www.amazon.co.uk/dp/B0G22KX7R3) [**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**£16.90**29 rev1y ago](https://www.amazon.co.uk/dp/B0DV9WCCY1) [**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**£12.91**119 rev2y ago](https://www.amazon.co.uk/dp/B0D7Q4TWNL) [**Nairns Gluten Free Chocolate Chip Oat Biscuit Breaks Pack of 48 (3 Biscuits Per Pack)**Nairn's**£23.62**54 rev3y ago](https://www.amazon.co.uk/dp/B0CBSCVLGJ) [**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**£23.23**68 rev3y ago](https://www.amazon.co.uk/dp/B0CBSFB75K)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**NAIRNS OATCAKES Dark Chocolate Chip Oat Biscuit 200g (PACK OF 1)**Nairn's**£3.13**4.5★**▲ 55%**](https://www.amazon.co.uk/dp/B004O9H8Q2) [**Nairns Fair Trade Cheese Oatcakes 200g**Nairn's**£1.47**4.6★**▲ 41%**](https://www.amazon.co.uk/dp/B002F5CW22) [**McVities Gluten Free Hobnobs Biscuits 150g**McVitie's**£1.77**4.5★**▲ 41%**](https://www.amazon.co.uk/dp/B01MA5AHWR) [**Nairns Fruit And Seed Oatcakes 230g**Nairn's**£1.61**4.6★**▲ 38%**](https://www.amazon.co.uk/dp/B01C442QYC) [**Nairns Fine Oatcake Crackers 218 g**Nairn's**£1.11**4.5★**▲ 35%**](https://www.amazon.co.uk/dp/B000MMZ9EI)
**~~View all trending →~~**
## **What buyers say about gluten free biscuits**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**31%
*“Delicious and great for a snack”*
**Value For Money**11%
*“Excellent value for money”*
**Baking**10%
*“Perfect for Baking or Snacking”*
**Nutritional Content**10%
*“Gluten free”*
**Flavor**8%
*“Very consistent with their flavours and texture too”*
**Quality-Overall**5%
*“Great variety and good value”*
**Sweetness**4%
*“Very sweet”*
**Vegan/Organic**4%
*“Gluten free and vegan, perfect”*
**Crispiness**4%
*“the are crisp”*
**Health Benefits-Overall**3%
*“Healthy & Tasty Snacks”*
### **What buyers complain about **
**Taste-Overall**16%
*“Odd taste”*
**Value For Money**10%
*“Not quite as cheap as when supermarkets have them on offer”*
**Moist/Dry**6%
*“The coconut wasnt moist at all”*
**Sweetness**6%
*“Far too sweet for me”*
**Stale/Rotten/Spoiled**6%
*“Rip off”*
**Size-Overall**6%
*“They are small”*
**Quality-Overall**5%
*“Not good quality, taste and deff not good value for the £2.85”*
**Hard Feel**4%
*“Too hard”*
**Ingredients-Overall**3%
*“The ingredients listed are not what this product contains”*
**Crispiness**2%
*“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.
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