---
title: "Individually Wrapped Biscuits — £1.1M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/individually-wrapped-biscuits"
last_updated: "2026-07-31T15:24:33.214Z"
locale: en
meta:
description: "Niche score 53/100 · £1.1M/yr market · 816K searches/yr · £16.21 avg price. Soft demand (-6.0% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 53/100 · £1.1M/yr market · 816K searches/yr · £16.21 avg price. Soft demand (-6.0% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Individually Wrapped Biscuits — £1.1M/yr Amazon UK Niche (2026) - Flapen"
---
# **individually wrapped biscuits**
**Worth a look**
Shows low returns (0.0%), but soft demand (-6.0% this quarter) keeps it on the watch list.
Market size 79Growth 22Conversion 79Competition 31Returns 100Price range 55Avg price 78Brand share 25Review moat 70Quality gap 32
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Market size**
**Great****£1.1M**
£1.1M/yr · 816K searches
**Conversion**
**Great****8.0%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Great****£16.21**
avg listing price — sweet spot $15–$100
**Review moat**
**Good****689.83**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Good****£4.46–£27.88**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****67%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Bad****90%**
top-5 brand share — brand-locked demand
**Growth**
**Bad****-6.0%**
90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, individually wrapped biscuits is a £1.1M/yr Amazon United Kingdom market (816K searches/yr). The top 5 brands hold 90% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 53/100.
Data updated Jul 23, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **individually wrapped biscuits market data**
- **Units sold / yr**
- **60K–80K**
- avg 3,000–4,000/product
- **Revenue / yr**
- **£973K–£1.3M**
- units × avg price
- **Conversion rate**
- **8.0%**
- **Avg BSR**
- **#59**
- **Page quality**
- **0%**
- **Prime**
- **39%**
- **Sponsored**
- **67%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **43 months**
- **Avg seller age**
- **170 days**
## **Competition & brand share**
The top 5 products take 67% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**9 **▼falling
**Sellers**
**60**
**Top-5 brand share**
**90%**
Top 20: 100%
**Top-5 click share**
**67%**
Top 20: 100%
**Open market**
**6%**
- Border59% - Generic16% - Crawford's6% - Hill Biscuits5% - E.U. Xtores4% - Stormbrew4% - Open — no brand owns it (3 brands, 6%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -6.0% search growth over the last 90 days.
30K20KSpike '24Spike '25Prime Day '25Black Friday '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 3.1×
[**Open Trend **](https://flapen.com/research/uk/grocery/individually-wrapped-biscuits/trend)
## **Top individually wrapped biscuits search terms**
- **border biscuits**344K/yr+10.9%7.5% conv. - **individually wrapped biscuits**87K/yr+9.2%4.2% conv. - **biscuits individually wrapped**62K/yr+12.9%5.1% conv. - **borders biscuits**61K/yr+13.8%9.2% conv. - **border**81K/yr-66.6%0.9% conv. - **borders biscuits mini packs 100**33K/yr-26.2%9.5% conv. - **crawfords biscuits**17K/yr-9.5%6.7% conv. - **border biscuits 100 packs**17K/yr+0.9%10.4% conv. - **individual biscuits wrapped**16K/yr-9.3%3.7% conv. - **borders**14K/yr-16.0%4.1% conv. [**All search terms **](https://flapen.com/research/uk/grocery/individually-wrapped-biscuits/search-terms)
## **Top individually wrapped biscuits 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.
0%10%£105K20%£210K30%£316K40%£421K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 18 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Border Biscuits 100 Packs Multipacks Box 5 Flavour Variety 2 per pack Individually Wrapped Cookies Gift Set Hotels B&Bs Conference Office Meeting Room School Lunch Box Uni College Cafe**Border**£26.54**4.7★1,542 rev](https://www.amazon.co.uk/dp/B003Z6XE3Q) [2**Border Multipack Biscuits - Individually Wrapped - Treat Customers Guests or Yourself to the Ideal Biscuits Gift Set - 48 Twin Packs**Border**£15.58**4.7★6,819 rev](https://www.amazon.co.uk/dp/B00F6YL0S6) [3**Border Mini Pack Biscuits Assorted Luxury Biscuit Collection (48 Snack Packs) | Individually Wrapped | Ideal for Sharing Gifting & Office Snacks | Vegetarian Friendly**Generic**£16.83**4.6★134 rev](https://www.amazon.co.uk/dp/B0FJ2SNTM2) [4**Border Biscuits Variety Bundle Hamper Set of 15 x 2 pack Biscuits (3 Packs of 5 Different Varieties Individually Wrapped) (15 Packs Total)**Border**£8.29**4.5★109 rev](https://www.amazon.co.uk/dp/B0FM423JGC) [5**Crawfords Assorted Mini Biscuit Packs 6 Classic Varieties Individually Wrapped 30 g (Pack of 100)**Crawford's**£18.44**4.6★1,913 rev](https://www.amazon.co.uk/dp/B0077POCGE)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Border Biscuit Classic Sharing Pack 400g with 6 Selection Flavours Biscuits Gift Chocolates Biscuits Available for Hamper on Mothers & Fathers Day Christmas and Easter**Snackify**£7.44**11 rev5mo ago](https://www.amazon.co.uk/dp/B0GLKKLWB6) [**Harrissen Select Brontë Biscuits 100 Mini Packs Variety Box (20 Packs of Five Flavours 1 Biscuit Per Pack) | Individually Wrapped Biscuits for Coffee Tea Office Lunch Boxes & Hospitality**Generic**£20.44**9 rev7mo ago](https://www.amazon.co.uk/dp/B0G4NMCVMW) [**Biscuits Gift Set |40x Individually Wrapped Luxury Biscuits Hamper |Grandma Wilds Ginger Shortbread Foxes Biscotti Italian | Food Hamper| Birthday Christmas Gifts for Women Men Kids Family New Home**BAYTRADE**£25.44**65 rev8mo ago](https://www.amazon.co.uk/dp/B0G1863WB9) [**Border Biscuits Classic Collection Box 2×400 g | Assorted Biscuit Selection with Chocolate Viennese Butterscotch Crunch Shortbread Rings & More | Suitable for Vegetarians | Perfect for Sharing**Border**£9.16**109 rev9mo ago](https://www.amazon.co.uk/dp/B0FV8WH8WR) [**15 x Borders Biscuits Mini Mixed Flavour Variety Packs - (30 Biscuits in Total) Contains 5 Flavours Cookies Assortment**E.U. Xtores**£7.61**15 rev11mo ago](https://www.amazon.co.uk/dp/B0FMRZDCFW)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Biscuits Gift Set |40x Individually Wrapped Luxury Biscuits Hamper |Grandma Wilds Ginger Shortbread Foxes Biscotti Italian | Food Hamper| Birthday Christmas Gifts for Women Men Kids Family New Home**BAYTRADE**£25.44**4.5★**▲ 195%**](https://www.amazon.co.uk/dp/B0G1863WB9) [**Border Biscuits 100 Packs Mini Multipacks Biscuits Box 3 Flavour Variety Luxury Biscuits 2 per pack Individually Wrapped Biscuits Bulk Biscuits and Cookies Biscuits Gift Set**Border**£27.33**4.5★**▲ 167%**](https://www.amazon.co.uk/dp/B09MG42FG8) [**Harrissen Select Brontë Biscuits 100 Mini Packs Variety Box (20 Packs of Five Flavours 1 Biscuit Per Pack) | Individually Wrapped Biscuits for Coffee Tea Office Lunch Boxes & Hospitality**Generic**£20.44**4.6★**▲ 131%**](https://www.amazon.co.uk/dp/B0G4NMCVMW) [**Border Biscuit Classic Sharing Pack 400g with 6 Selection Flavours Biscuits Gift Chocolates Biscuits Available for Hamper on Mothers & Fathers Day Christmas and Easter**Snackify**£7.44**3.9★**▲ 110%**](https://www.amazon.co.uk/dp/B0GLKKLWB6) [**Borders Biscuit Hamper | Nibula Treats | Luxury Gift Box with 30 biscuits from Border Biscuits | Family Favourites for Gifting Sharing & Tea Time**Nibula**£15.04**4.1★**▲ 68%**](https://www.amazon.co.uk/dp/B0FP2ZWSMR)
**~~View all trending →~~**
## **What buyers say about individually wrapped biscuits**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Baking**30%
*“Great gift for biscuit lovers”*
**Taste-Overall**23%
*“Absolutely delicious”*
**Quality-Overall**14%
*“Good variety”*
**Value For Money**10%
*“Worth every penny”*
**Gifting Purpose**4%
*“a family gift they loved it”*
**Freshness**3%
*“really fresh”*
**Flavor**3%
*“Great variety and great flavours”*
**Ease Of Use**2%
*“Convenient”*
**Crispiness**2%
*“Fresh and crunchy,”*
**Advertised Vs Actual Product**1%
*“As advertised and arrived on time”*
### **What buyers complain about **
**Value For Money**31%
*“Expensive”*
**Quality-Overall**9%
*“however I was very disappointed with the quality this time as the majority of the biscuits were broken”*
**Powdered/Crumbled**7%
*“were absolutely crushed”*
**Advertised Vs Actual Product**6%
*“well packed however the description was a little misleading”*
**Chunk/Clump/Collection**4%
*“the rest were smashed to inedible chunks”*
**Size-Overall**4%
*“I was a little disappointed as I thought they came in a smaller box”*
**Crispiness**4%
*“Just wish there was more caramel crunch”*
**Durability**4%
*“ending up broken”*
**Flavor**2%
*“They are chocolate custard creams which aren't quite the same as bourbons”*
**Taste-Overall**2%
*“the taste is not meant for kids alone”*
## **Common questions**
- **Is individually wrapped biscuits profitable to sell on Amazon United Kingdom?**
- The niche generates £1.1M/yr across 18 tracked products. 4 of 7 products launched in the last 360 days are still selling. 90-day search growth is -6.0%. Flapen's verdict: Worth a look (53/100).
- **How competitive is the individually wrapped biscuits niche?**
- 9 brands and 60 sellers compete. The top 5 products take 67% of clicks and top 5 brands hold 90% of demand.
- **What do buyers complain about in individually wrapped biscuits?**
- Top complaints mined from reviews: Value For Money, Quality-Overall, Powdered/Crumbled. The return rate is 0.0%.
- **When does demand for individually wrapped biscuits peak?**
- Demand peaks in Nov–Dec; the busiest month runs 3.1× the quietest.
- **What does it cost to enter the individually wrapped biscuits niche?**
- Listings span £4.46–£27.88; the average listing price is £16.21 (sweet spot $15–$100). The average incumbent carries 690 reviews — the moat a new listing must climb.
## **Related niches in Grocery**
- 69 [**garden broom**](https://flapen.com/research/uk/grocery/garden-broom)£911K/yr+38.0%**Launch it**- 69 [**electrolytes sachets**](https://flapen.com/research/uk/grocery/electrolytes-sachets)£1.6M/yr+45.8%**Launch it**- 69 [**spider repellent plug in**](https://flapen.com/research/uk/grocery/spider-repellent-plug-in)£109K/yr+71.2%**Worth a look**- 69 [**ice cream tubs**](https://flapen.com/research/uk/grocery/ice-cream-tubs)£167K/yr+150.5%**Worth a look**- 70 [**alcohol free beer**](https://flapen.com/research/uk/grocery/alcohol-free-beer)£514K/yr+32.4%**Worth a look**- 70 [**ice cream cones**](https://flapen.com/research/uk/grocery/ice-cream-cones)£135K/yr+176.7%**Worth a look**[**All Grocery niches **](https://flapen.com/research/uk/grocery)