Huel
FailThe top 5 brands take 100% of clicks, so Huel is a Fail.
- Flapen Score
- 48 / 100Top 40% of 2,976 Grocery niches · +2 vs the category median of 4648
- 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.
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.
Top sellers
by 90-day click share
Complan Velvety Vanilla Nutritional Drink Sachets 4 x 55 g (Pack of 4)
- Price
- £11.28
- Rating
- 4.6/5
- Reviews
- 624
- Age
- 7y ago

Complan Rich Chocolate Nutritional Drink Sachets 4 x 55 g (Pack of 4)
- Price
- £14.24
- Rating
- 4.6/5
- Reviews
- 700
- Age
- 7y ago

Complan Strawberry Shake 4 x 57 g Sachets
- Price
- £5.24
- Rating
- 4.5/5
- Reviews
- 556
- Age
- 9y ago

Nutritional Drinks Starter Pack - Variety Pack of Strawberry Chocolate Banana and Vanilla Flavoured Mix at Home Powders Bundle with Shaker Bottle & Mixer - 16 x 57g Sachets
- Price
- £24.26
- Rating
- 4.4/5
- Reviews
- 65
- Age
- 1y ago

COMPLAN ORIGINAL FLAVOUR 425G PACK OF 3
- Price
- £20.74
- Rating
- 4.5/5
- Reviews
- 396
- Age
- 13y ago
Trending
90-day click momentum
Nutritional Drinks Starter Pack - Variety Pack of Strawberry Chocolate Banana and Vanilla Flavoured Mix at Home Powders Bundle with Shaker Bottle & Mixer - 16 x 57g Sachets
- Price
- £24.26
- Rating
- 4.4/5
- Reviews
- 65
- Age
- 1y ago

COMPLAN SHAKE flavoured shakes vanilla 57g 4
- Price
- £5.53
- Rating
- 4.4/5
- Reviews
- 19
- Age
- 2y ago

Complan Summer Strawberry Flavour Drink 4 x 55g
- Price
- £5.56
- Rating
- 4.4/5
- Reviews
- 252
- Age
- 17y ago

Complan Rich Chocolate Flavour Drink 4 x 55g Sachets
- Price
- £5.48
- Rating
- 4.5/5
- Reviews
- 1,061
- Age
- 11y ago

Complan Velvety Vanilla Nutritional Drink Sachets 4 x 55 g (Pack of 4)
- Price
- £11.28
- Rating
- 4.6/5
- Reviews
- 624
- Age
- 7y ago
Newest
by launch date
Nutritional Drinks Starter Pack - Variety Pack of Strawberry Chocolate Banana and Vanilla Flavoured Mix at Home Powders Bundle with Shaker Bottle & Mixer - 16 x 57g Sachets
- Price
- £24.26
- Rating
- 4.4/5
- Reviews
- 65
- Age
- 1y ago

COMPLAN SHAKE flavoured shakes vanilla 57g 4
- Price
- £5.53
- Rating
- 4.4/5
- Reviews
- 19
- Age
- 2y ago

Nutritional Drink Sachets Bundle which Contains Complan Strawberry Shake Sachets 4 x 55g - Pack of 2 with Grocery List Card
- Price
- £17.06
- Rating
- 4.2/5
- Reviews
- 48
- Age
- 2y ago

Ensure NutriVigor Nutritional Shake Strawberry Flavour 400g Food Supplement with Protein HMB & 27 Vitamins & Minerals Supports Strength Energy & Immunity With Vitamin D C & B
- Price
- £14.48
- Rating
- 4.5/5
- Reviews
- 753
- Age
- 5y ago

Complan Velvety Vanilla Nutritional Drink Sachets 4 x 55 g (Pack of 4)
- Price
- £11.28
- Rating
- 4.6/5
- Reviews
- 624
- Age
- 7y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 66% of clicks. Leaders hold, but buyers still shop past them.
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.
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
Was ok not very keen on the taste
Tastes revolting
Tastes half-reasonable
Is expensive,
too expensive for 2 boxes
Over priced nutrient drink
Too much sugar in it
Far too sweet
Flavour is too sweet way too sweet
not able to eat properly
I can no longer swallow
Having some food intolerances really doesn't help either
Over priced nutrient drink
Love
Easy to make, tastes great
Great taste
Good shake
Really good for getting the nutrients you need
An excellent food supplement and tastes amazing
Its fortified with protein
Good value
So much cheaper than buying from the chemist
Good value for money
Excellent product
quality it fine
Genuinely really good products
As advertised
As described
does what it says
Return
0.1% Return rate 0% Fixable by listing
Keep looking
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Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Huel questions
Answered from the same tracked data.









