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Icing

Fail

Prices span $1.53–$14.56, mostly outside the sweet spot, so Icing is a Fail.

Flapen Score
40
40 / 100
Ranks 2,270 of 2,976 Grocery niches · −6 vs the category median of 46
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.

40Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

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.

Competition

Competition: brands, sellers & click share

The top 5 products take 74% of clicks. A locked shelf that new listings rarely crack.

£0£18K£36K£54K£72K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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.

10K6KSpike '24Spike '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

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

Taste-Overall29%−0.15

Not the best I have tasted

Tastes very different to previous purchases

thrown it away as it tastes very different to previous purchases

Quality-Overall19%+0.30

Poor quality, arrived with a dent in it and the lid doesnt close, dont waste your money

Terrible quality for the price

Its rubbish

Storage Capacity14%−0.09

Stored badly

not sure id store what its intended for though

Size-Overall14%−0.06

very small

Value For Money12%−0.04

Expensive and though

Good - expensive

Such a waste of money

Love

Taste-Overall22%−0.15

easy to use tastes amazing

Wonderful, tasty, easy to use

Good taste

Quality-Overall19%+0.30

Good quality

Great name product

good item ty

Value For Money14%−0.04

Great value

Great value

Good value

Ease Of Use11%+1.39

Easy to use

was easy to control for basic decorating

Easy to spread

Baking10%+1.30

perfect for all different type of baking

Great for cakes

Perfect for Christmas cake

Return

0.1% Return rate 81% Fixable by listing

Size-Overall75%▁▆▆▆█▁

very small

Drop/Impact Protection6%▁█▁▁▁▁
Scratch Resistance6%▁▁█▁▁▁
Shape/Style6%█▁▁▁▁▁
Value For Money6%▁▁▁█▁▁

Expensive and though

Good - expensive

Such a waste of money

FAQ

Common Icing questions

Answered from the same tracked data.