Instant Mashed Potatoes
FailProducts sell for $4.42 on average, outside the sweet spot, so Instant Mashed Potatoes is a Fail.
- Flapen Score
- 49 / 100Top 36% of 2,976 Grocery niches · +3 vs the category median of 4649
- Market size
- £519K/yr497K searches / yr
- 90-day growth
- -24.2%search demand this quarter
- Competition
- 56%top-5 click share · 9 brands · 50 sellers
Flapen Score
Instant Mashed Potatoes against its category
The dotted line is the Grocery average. Past it, Instant Mashed Potatoes is stronger. Inside it, weaker.
Market
The Instant Mashed Potatoes market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Instant Mashed Potatoes 497K times last year and spent an estimated £519K. The top 5 brands take 93% of clicks. Demand peaks in Jan–Feb–Jul–Aug–Sep. Flapen scores it 49 out of 100, a Fail.
01 · Demand
23.6% of searches ended in a purchase last week.
Shoppers searched for this 497K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 23.6% of those searches ended in a purchase. Searches in the last 90 days moved -24.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £519K a year.
- Searches, last 12 months
- 497K
- Growth, 90 days vs prior 90
- -24.2%
- Conversion, latest week
- 23.6%
- Market size, estimated
- £519Ka year
- Peak month
- September6.3× the quietest month
- Top search term
- mashed potato185K searches a year
02 · Price
A sale here is worth £4.42.
Listings sell for £4.42 on average, from £1.06 to £17.46. Amazon reports units sold in ranges. This niche sold 150K to 200K a year. The average listing sells 5,000 to 6,000 of them. At £4.42 that is £22K to £27K a year per listing.
- Average price
- £4.42under the $15 to $100 sweet spot
- Price range
- £1.06–£17.46
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 150K–200K
- Units per listing a year
- 5,000–6,000
- Revenue per listing a year
- £22K–£27K
- Returns
- 0.0%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
12% of listings pay for placement with sponsored ads. 96% ship with Prime. On an average day, 2.2% of listings are out of stock. The average listing ranks #14 within Instant Meals & Sides. It carries 721 reviews at 4.51 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 12%
- Prime listings
- 96%
- Out of stock, average day
- 2.2%
- Average rank
- #14in Instant Meals & Sides
- Average rating
- 4.51 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 721per listing
- Listings tracked
- 25
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 51 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
- 51 months
Products
Top Instant Mashed Potatoes 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
Morrisons Mash Potato 400g
- Price
- £1.06
- Rating
- 4.3/5
- Reviews
- 272
- Age
- 1y ago
MORRISONS Morrisons The Greengrocers On Market Street Mashed Potato 400g
- Price
- £1.10
- Rating
- 4.4/5
- Reviews
- 847
- Age
- 3y ago
Morrisons Mash Potato 750g (Frozen) (Fixed Retail)
- Price
- £1.79
- Rating
- 4.5/5
- Reviews
- 2,145
- Age
- 6y ago
Iceland 1kg Perfect Mash
- Price
- £1.99
- Rating
- 4.7/5
- Reviews
- 296
- Age
- 2y ago
Mash Direct Mashed Potato 400g
- Price
- £1.84
- Rating
- 4.4/5
- Reviews
- 772
- Age
- 6y ago
Trending
90-day click momentum
Morrisons Instant Mash Classic 160g
- Price
- £1.07
- Rating
- 4.5/5
- Reviews
- 2
- Age
- 3mo ago
Idahoan Buttery and Herb Flavoured Instant Mash Potato 1 x 109g Single Pack Gluten Free Vegetarian Cooks in 1 Minute
- Price
- £1.55
- Rating
- 4.5/5
- Reviews
- 139
- Age
- 8y ago
MORRISONS CHEESE MASH 400G Pack of 1
- Price
- £1.77
- Rating
- 4.4/5
- Reviews
- 244
- Age
- 4y ago
Idahoan Mashed Potato Butter & Herb 109g Instant Mash Potatoes (Pack of 12)
- Price
- £13.96
- Rating
- 4.7/5
- Reviews
- 668
- Age
- 9y ago
Idahoan Buttery Potato Mash Potatoes Pack of 8 x 109g
- Price
- £12.81
- Rating
- 4.7/5
- Reviews
- 2,949
- Age
- 5y ago
Newest
by launch dateMorrisons Instant Mash Classic 160g
- Price
- £1.07
- Rating
- 4.5/5
- Reviews
- 2
- Age
- 3mo ago
Morrisons Mash Potato 400g
- Price
- £1.06
- Rating
- 4.3/5
- Reviews
- 272
- Age
- 1y ago
Idahoan Perfect Mash Potato Variety Pack of 5 x 109g - Instant Mashed Potato Butter & Herb Buttery Bacon & Cheese Roasted Garlic Cheddar Cheese Mashed Potaoes Cooks in 1 Minute Ready To Eat
- Price
- £9.66
- Rating
- 4.6/5
- Reviews
- 205
- Age
- 1y ago
Iceland 1kg Perfect Mash
- Price
- £1.99
- Rating
- 4.7/5
- Reviews
- 296
- Age
- 2y ago
The Best Mash Potato
- Price
- £2.59
- Rating
- 4.5/5
- Reviews
- 143
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 56% of clicks. Leaders hold, but buyers still shop past them.
Brands
9 rising
Sellers
50
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
56%
Top 20: 95%
Open market
5%
- Morrisons55%
- Idahoan18%
- Mash Direct7%
- Iceland7%
- Batchelors5%
- Aunt Bessies2%
- Open — no brand owns it (3 brands, 5%)
Demand
Instant Mashed Potatoes search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jan, Feb, Jul, Aug, Sep · busiest ÷ quietest = 6.3×
Search terms
Top Instant Mashed Potatoes search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- mashed potato185K/yr
- mash144K/yr
- mash potato32K/yr
- idahoan mash potato34K/yr
- instant mash26K/yr
- instant mashed potatoes14K/yr
- idahoan mashed potatoes 12 pack7K/yr
- mashed potatoes9K/yr
- mash potatoes4K/yr
- idahoan30K/yr
Reviews and returns
What reviews say buyers love and hate about Instant Mashed Potatoes
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
This tasted vile
It is pretty tasteless so you need to add butter, milk, salt and pepper etc
NO TASTE
Waste of money
This Brand is more expensive than my favorite brand
Ridiculous price when you think about it
ordered it on subscription there are no instructions
This is a powder not a flake no instructions at all
Firstly there aren't any instructions which isn't very helpful - I use 90 g of potato powder
Too watery
Dissapointing, this tastes watery & taste is ok
Too watery and tastes like its been made from powder
Still had lumpy slices that didn't dissolve like mashed potato should
then smash them to pieces
Love
Great taste
Excellent product easy to make and tasty
its great for a snack to
Easy to Use
Easy to store
Nice and very handy
Perfect mash 🤷🏽 Awesome product
Good quality
GREAT PRODUCT
Good price
good value
Good value for money
its just easy mash - as instant mash goes
Easy to prepare
I use it for a quick corned beef hash or to top a cottage pie - its lovely
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Instant Mashed Potatoes questions
Answered from the same tracked data.