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Huel

Fail

The top 5 brands take 100% of clicks, so Huel is a Fail.

Flapen Score
48
48 / 100
Top 40% of 2,976 Grocery niches · +2 vs the category median of 46
Market size
£280K/yr212K searches / yr
90-day growth
-4.3%search demand this quarter
Competition
66%top-5 click share · 5 brands · 33 sellers

Flapen Score

Huel against its category

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

48Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Huel market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Huel 212K times last year and spent an estimated £280K. All 5 brands take every click. Demand peaks in Jan. Flapen scores it 48 out of 100, a Fail.

01 · Demand

10.9% of searches ended in a purchase last week.

Shoppers searched for this 212K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 10.9% of those searches ended in a purchase. Searches in the last 90 days moved -4.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £280K a year.

Searches, last 12 months
212K
Growth, 90 days vs prior 90
-4.3%
Conversion, latest week
10.9%
Market size, estimated
£280Ka year
Peak month
January1.8× the quietest month
Top search term
complan107K searches a year

02 · Price

A sale here is worth £12.10.

Listings sell for £12.10 on average, from £5.24 to £24.26. Amazon reports units sold in ranges. This niche sold 20K to 25K a year. The average listing sells 1,250 to 1,500 of them. At £12.10 that is £15K to £18K a year per listing.

Average price
£12.10under the $15 to $100 sweet spot
Price range
£5.24–£24.26
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
20K–25K
Units per listing a year
1,250–1,500
Revenue per listing a year
£15K–£18K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

21% of listings pay for placement with sponsored ads. 79% ship with Prime. On an average day, 1.4% of listings are out of stock. The average listing ranks #268 within Energy Drinks. It carries 508 reviews at 4.49 stars, so a new listing needs social proof before a better product.

Sponsored listings
21%
Prime listings
79%
Out of stock, average day
1.4%
Average rank
#268in Energy Drinks
Average rating
4.49 starsAmazon United Kingdom average 4.36 stars
Average reviews
508per listing
Listings tracked
14

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 63 months on average, so the names here are established.

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

Products

Top Huel 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 66% of clicks. Leaders hold, but buyers still shop past them.

£0£28K£56K£84K£112K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

5 falling

Sellers

33

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

66%

Top 20: 100%

Open market

0%

  • Complan74%
  • Complan Nutri Gro11%
  • Tuwells11%
  • Think Outside the Gift3%
  • NutriVigor2%
  • Open — no brand owns it (0%)

Demand

Huel search demand

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

35K25KSpike '24Spike '25Prime Day '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jan · busiest ÷ quietest = 1.8×

Search terms

Top Huel search terms shoppers use

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

  • complan107K/yr
  • complan meal replacement57K/yr
  • complan strawberry17K/yr
  • complan shakes for weight gain13K/yr
  • complain6K/yr
  • strawberry complan4K/yr
  • complan original5K/yr
  • complan shake2K/yr

Reviews and returns

What reviews say buyers love and hate about Huel

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

Complain

Taste-Overall17%+0.68

Was ok not very keen on the taste

Tastes revolting

Tastes half-reasonable

Value For Money12%

Is expensive,

too expensive for 2 boxes

Over priced nutrient drink

Sweetness10%−0.14

Too much sugar in it

Far too sweet

Flavour is too sweet way too sweet

Ease Of Chewing/Swallowing8%−0.03

not able to eat properly

I can no longer swallow

Nutritional Content6%+1.23

Having some food intolerances really doesn't help either

Over priced nutrient drink

Love

Taste-Overall22%+0.68

Easy to make, tastes great

Great taste

Good shake

Nutritional Content13%+1.23

Really good for getting the nutrients you need

An excellent food supplement and tastes amazing

Its fortified with protein

Value For Money12%

Good value

So much cheaper than buying from the chemist

Good value for money

Quality-Overall11%−0.01

Excellent product

quality it fine

Genuinely really good products

Advertised Vs Actual Product10%−0.02

As advertised

As described

does what it says

Return

0.1% Return rate 0% Fixable by listing

Functionality-Overall100%▁▁▁█▁▁

FAQ

Common Huel questions

Answered from the same tracked data.