Icing
FailPrices span $1.53–$14.56, mostly outside the sweet spot, so Icing is a Fail.
- Flapen Score
- 40 / 100Ranks 2,270 of 2,976 Grocery niches · −6 vs the category median of 4640
- Market size
- £179K/yr295K searches / yr
- 90-day growth
- -18.9%search demand this quarter
- Competition
- 74%top-5 click share · 8 brands · 82 sellers
Flapen Score
Icing against its category
The dotted line is the Grocery average. Past it, Icing is stronger. Inside it, weaker.
Market
The Icing market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Icing 295K times last year and spent an estimated £179K. The top 5 brands take 92% of clicks. Demand peaks in Oct. Flapen scores it 40 out of 100, a Fail.
01 · Demand
10.6% of searches ended in a purchase last week.
Shoppers searched for this 295K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 10.6% of those searches ended in a purchase. Searches in the last 90 days moved -18.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £179K a year.
- Searches, last 12 months
- 295K
- Growth, 90 days vs prior 90
- -18.9%
- Conversion, latest week
- 10.6%
- Market size, estimated
- £179Ka year
- Peak month
- October2.0× the quietest month
- Top search term
- icing sugar141K searches a year
02 · Price
A sale here is worth £5.70.
Listings sell for £5.70 on average, from £1.53 to £14.56. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 1,250 to 1,500 of them. At £5.70 that is £7K to £9K a year per listing.
- Average price
- £5.70under the $15 to $100 sweet spot
- Price range
- £1.53–£14.56
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 30K–40K
- Units per listing a year
- 1,250–1,500
- Revenue per listing a year
- £7K–£9K
- Returns
- 0.1%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
50% of listings pay for placement with sponsored ads. 81% ship with Prime. On an average day, 5.6% of listings are out of stock. The average listing ranks #55 within Baking Supplies. It carries 451 reviews at 4.52 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 50%
- Prime listings
- 81%
- Out of stock, average day
- 5.6%
- Average rank
- #55in Baking Supplies
- Average rating
- 4.52 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 451per listing
- Listings tracked
- 16
04 · Newcomers
Amazon counts 0 of last year's 1 launches as successful.
1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 48 months on average, so the names here are settling in.
- Launched, last 12 months
- 1
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 48 months
Products
Top Icing 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
Tate & Lyle Fairtrade Cane Sugar Icing Sugar 500g
- Price
- £1.53
- Rating
- 4.7/5
- Reviews
- 218
- Age
- 10y ago

Tate & Lyle Fairtrade Icing Sugar 1 kg
- Price
- £2.63
- Rating
- 4.7/5
- Reviews
- 87
- Age
- 15y ago

Icing Sugar 3kg Bag | Vegan Halal & Kosher Friendly | Ultra-Fine Powdered Sugar | Perfect for Cakes Frosting Royal Icing and desserts | Packed by Saras Foods UK
- Price
- £8.28
- Rating
- 4.6/5
- Reviews
- 53
- Age
- 11mo ago

Renshaw Vegan Buttercream Style Soft Icing - Vanilla 400 g (Pack of 1)
- Price
- £3.98
- Rating
- 4.2/5
- Reviews
- 302
- Age
- 10y ago

FunCakes Icing Sugar Refined Icing Sugar of Confectioners Quality Ultrafine Texture Perfect for Making Icing Buttercream or to roll Out Fondant Halal 900g.
- Price
- £6.24
- Rating
- 4.4/5
- Reviews
- 300
- Age
- 5y ago
Trending
90-day click momentum
Morrisons Vanilla Frosting 400g
- Price
- £2.11
- Rating
- 4.4/5
- Reviews
- 227
- Age
- 7y ago

Tala Originals Metal Pink and Cream Nostalgic Design Storage Tin 18.5x18.5x19 cm | Holds a Full Bag of Icing Sugar | Stylish Kitchen Storage
- Price
- £6.08
- Rating
- 4.4/5
- Reviews
- 2,376
- Age
- 4y ago

Renshaw White Royal Icing Soft Icing for Cakes 400 g (Pack of 1)
- Price
- £2.23
- Rating
- 4.2/5
- Reviews
- 155
- Age
- 6y ago

Tate & Lyle Fairtrade Icing Sugar 1 kg
- Price
- £2.63
- Rating
- 4.7/5
- Reviews
- 87
- Age
- 15y ago

Icing Sugar 3kg Bag | Vegan Halal & Kosher Friendly | Ultra-Fine Powdered Sugar | Perfect for Cakes Frosting Royal Icing and desserts | Packed by Saras Foods UK
- Price
- £8.28
- Rating
- 4.6/5
- Reviews
- 53
- Age
- 11mo ago
Newest
by launch date
Icing Sugar 3kg Bag | Vegan Halal & Kosher Friendly | Ultra-Fine Powdered Sugar | Perfect for Cakes Frosting Royal Icing and desserts | Packed by Saras Foods UK
- Price
- £8.28
- Rating
- 4.6/5
- Reviews
- 53
- Age
- 11mo ago

Tala Originals Metal Pink and Cream Nostalgic Design Storage Tin 18.5x18.5x19 cm | Holds a Full Bag of Icing Sugar | Stylish Kitchen Storage
- Price
- £6.08
- Rating
- 4.4/5
- Reviews
- 2,376
- Age
- 4y ago

FunCakes Icing Sugar Refined Icing Sugar of Confectioners Quality Ultrafine Texture Perfect for Making Icing Buttercream or to roll Out Fondant Halal 900g.
- Price
- £6.24
- Rating
- 4.4/5
- Reviews
- 300
- Age
- 5y ago

Whitworths Icing Sugar 500g
- Price
- £6.56
- Rating
- 4.8/5
- Reviews
- 16
- Age
- 6y ago

Renshaw White Royal Icing Soft Icing for Cakes 400 g (Pack of 1)
- Price
- £2.23
- Rating
- 4.2/5
- Reviews
- 155
- Age
- 6y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 74% of clicks. A locked shelf that new listings rarely crack.
Brands
8 falling
Sellers
82
Top-5 brand share
92%
Top 20: 100%
Top-5 click share
74%
Top 20: 100%
Open market
4%
- Tate & Lyle61%
- Betty Crocker9%
- Renshaw9%
- Saras Flavours of Asia7%
- Morrisons5%
- FunCakes4%
- Open — no brand owns it (2 brands, 4%)
Demand
Icing search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Oct · busiest ÷ quietest = 2.0×
Search terms
Top Icing search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- icing sugar141K/yr
- icing81K/yr
- cake icing23K/yr
- frosting19K/yr
- cake frosting12K/yr
- powdered sugar11K/yr
- icing sugar 3kg3K/yr
- cupcake icing3K/yr
- powder sugar3K/yr
Reviews and returns
What reviews say buyers love and hate about Icing
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Not the best I have tasted
Tastes very different to previous purchases
thrown it away as it tastes very different to previous purchases
Poor quality, arrived with a dent in it and the lid doesnt close, dont waste your money
Terrible quality for the price
Its rubbish
Stored badly
not sure id store what its intended for though
very small
Expensive and though
Good - expensive
Such a waste of money
Love
easy to use tastes amazing
Wonderful, tasty, easy to use
Good taste
Good quality
Great name product
good item ty
Great value
Great value
Good value
Easy to use
was easy to control for basic decorating
Easy to spread
perfect for all different type of baking
Great for cakes
Perfect for Christmas cake
Return
0.1% Return rate 81% Fixable by listing
very small
Expensive and though
Good - expensive
Such a waste of money
Keep looking
Related niches
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 Icing questions
Answered from the same tracked data.









