huel
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great10.9%search→purchase rate — share of searches ending in a sale
Review moat
Good507.79avg incumbent reviews — the moat a new listing must climb
Avg price
Good£12.10avg listing price — sweet spot $15–$100
Market size
Good£280K£280K/yr · 212K searches
Price range
Okay£5.24–£24.26cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Competition
Okay66%top-5 click share — leaders hold, buyers still browse
Growth
Bad-4.3%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, huel is a £280K/yr Amazon United Kingdom market (212K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan. Verdict: Skip it — 48/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
huel market data
- Units sold / yr
- 20K–25K
- avg 1,250–1,500/product
- Revenue / yr
- £242K–£303K
- units × avg price
- Conversion rate
- 10.9%
- Avg BSR
- #268
- Page quality
- 0%
- Prime
- 79%
- Sponsored
- 21%
- Out of stock
- 1.4%
- Avg brand age
- 63 months
- Avg seller age
- 165 days
Competition & brand share
The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond 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 & seasonality
Weekly Amazon search volume, last 104 weeks — -4.3% search growth over the last 90 days.Peak months: Jan · busiest ÷ quietest = 1.8×
Top huel search terms
- 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
Top huel 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 14 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Complan Velvety Vanilla Nutritional Drink Sachets 4 x 55 g (Pack of 4)
Complan£11.284.6★624 rev
Complan Rich Chocolate Nutritional Drink Sachets 4 x 55 g (Pack of 4)
Complan£14.244.6★700 rev
Complan Strawberry Shake 4 x 57 g Sachets
Complan Nutri Gro£5.244.5★556 rev
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
Tuwells£24.264.4★65 rev
COMPLAN ORIGINAL FLAVOUR 425G PACK OF 3
Complan£20.744.5★396 rev
Newest
by launch dateNutritional 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
Tuwells£24.2665 rev
COMPLAN SHAKE flavoured shakes vanilla 57g 4
Complan£5.5319 rev
Nutritional Drink Sachets Bundle which Contains Complan Strawberry Shake Sachets 4 x 55g - Pack of 2 with Grocery List Card
Think Outside the Gift£17.0648 rev
Ensure NutriVigor Nutritional Shake Strawberry Flavour 400g Food Supplement with Protein HMB & 27 Vitamins & Minerals Supports Strength Energy & Immunity With Vitamin D C & B
NutriVigor£14.48753 rev
Complan Velvety Vanilla Nutritional Drink Sachets 4 x 55 g (Pack of 4)
Complan£11.28624 rev
Trending
90-day click momentumNutritional 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
Tuwells£24.264.4★
COMPLAN SHAKE flavoured shakes vanilla 57g 4
Complan£5.534.4★
Complan Summer Strawberry Flavour Drink 4 x 55g
Complan£5.564.4★
Complan Rich Chocolate Flavour Drink 4 x 55g Sachets
Complan£5.484.5★
Complan Velvety Vanilla Nutritional Drink Sachets 4 x 55 g (Pack of 4)
Complan£11.284.6★
What buyers say about huel
What buyers praise and complain about, mined from review topics.What buyers love
“Easy to make, tastes great”
“Really good for getting the nutrients you need”
“Good value”
“Excellent product”
“As advertised”
“Flavour was good too”
“Easy to use”
“Energy”
“Very good to help deliver vitamins to fussy eaters or people who need extra support”
“these are perfect for my fussy teenager”
What buyers complain about
“Was ok not very keen on the taste”
“Is expensive,”
“Too much sugar in it”
“not able to eat properly”
“Having some food intolerances really doesn't help either”
“Rubbish”
“Advertised as a pack of 3 but received only one”
“Great nutritional and healthy benefits however I can't stand this particular flavour the flavour is revolting”
“Sweetner warning 🤢 Has Sweetener in it”
“Almost made me feel sick”
Top return reasons
Common questions
- Is huel profitable to sell on Amazon United Kingdom?
- The niche generates £280K/yr across 14 tracked products. 90-day search growth is -4.3%. Flapen's verdict: Skip it (48/100).
- How competitive is the huel niche?
- 5 brands and 33 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in huel?
- Top complaints mined from reviews: Taste-Overall, Value For Money, Sweetness. The return rate is 0.1%.
- When does demand for huel peak?
- Demand peaks in Jan; the busiest month runs 1.8× the quietest.
- What does it cost to enter the huel niche?
- Listings span £5.24–£24.26; the average listing price is £12.10 (sweet spot $15–$100). The average incumbent carries 508 reviews — the moat a new listing must climb.