Is meal kit profitable to sell on Amazon United Kingdom?

The niche generates £106K/yr across 24 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -7.9%. Flapen's verdict: Skip it (45/100).

How competitive is the meal kit niche?

6 brands and 51 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 99% of demand.

What do buyers complain about in meal kit?

Top complaints mined from reviews: Moist/Dry, Flavor, Taste-Overall. The return rate is 0.0%.

When does demand for meal kit peak?

Demand peaks in Jan–Nov; the busiest month runs 1.9× the quietest.

What does it cost to enter the meal kit niche?

Listings span £1.19–£10.42; the average listing price is £3.32 (sweet spot $15–$100). The average incumbent carries 196 reviews — the moat a new listing must climb.

meal kit

Skip it

Prices mostly outside the sweet spot ($1.19–$10.42) — this niche doesn't clear our bar today.

Conversion

Incredible21.1%

search→purchase rate — share of searches ending in a sale

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Review moat

Great195.83

avg incumbent reviews — the moat a new listing must climb

Competition

Good53%

top-5 click share — leaders hold, buyers still browse

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Market size

Okay£106K

£106K/yr · 152K searches

Growth

Bad-7.9%

90-day search growth — must beat 0% to launch

Avg price

Bad£3.32

avg listing price — sweet spot $15–$100

Brand share

Bad99%

top-5 brand share — brand-locked demand

Price range

Bad£1.19–£10.42

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon United Kingdom niche tracking, meal kit is a £106K/yr Amazon United Kingdom market (152K searches/yr). The top 5 brands hold 99% of demand. Demand peaks in Jan–Nov. Verdict: Skip it — 45/100.

Data updated Jul 23, 2026 · scored weekly · How we score niches

meal kit market data

Units sold / yr: 30K–40K; avg 1,250–1,500/product
Revenue / yr: £100K–£133K; units × avg price
Conversion rate: 21.1%
Avg BSR: #160
Page quality: 0%
Prime: 100%
Sponsored: 8%
Out of stock: 0.0%
Avg brand age: 52 months
Avg seller age: 180 days

Competition & brand share

The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.

Brands

6 rising

Sellers

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

53%

Top 20: 97%

Open market

Old El Paso72%
Morrisons21%
Capsicana3%
WorldlyTastes2%
Ortega1%
Cholula1%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 72 weeks — -7.9% search growth over the last 90 days.

Peak months: Jan, Nov · busiest ÷ quietest = 1.9×

Open Trend

Top meal kit search terms

taco56K/yr -8.4%12.4% conv.
tacos28K/yr -2.4%14.7% conv.
taco shells19K/yr +22.9%16.2% conv.
taco kit13K/yr -31.0%15.4% conv.
meal kit9K/yr -12.0%2.5% conv.
enchiladas5K/yr +34.4%25.8% conv.
enchilada11K/yr -33.8%26.9% conv.
meal kits6K/yr -30.0%1.1% conv.
enchilada kit4K/yr -26.4%8.2% conv.

All search terms

Top meal kit 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Old El Paso 12 Crunchy Taco Shells 156g

Old El Paso£2.284.4★594 rev

Morrisons Taco Meal Kit 313g

Morrisons£2.074.5★21 rev

Old El Paso Soft Taco 220g (8 pack)

Old El Paso£1.844.3★71 rev

Old El Paso Cheesy Baked Enchilada Kit Mild 663g

Old El Paso£3.134.7★395 rev

Old El Paso Taco Kit 308g

Old El Paso£3.324.6★309 rev

Newest

by launch date

Morrisons Taco Meal Kit 313g

Morrisons£2.0721 rev

8mo ago

Old El Paso FAMILY PACK TACO SHELLS 234G

Old El Paso£2.820 rev

9mo ago

Morrisons Chicken Enchiladas 385g

Morrisons£3.993 rev

12mo ago

15cm Yellow Corn Tortillas for Frying 1kg | Gluten-Free Corn Tortilla Wraps for Tacos Tostadas & Chips | Authentic Mexican Tortillas for Deep Frying & Air Frying

WorldlyTastes£10.4242 rev

1y ago

Old El Paso Chipotle Tortilla KIT 257G UK

Old El Paso£2.592 rev

1y ago

What buyers say about meal kit

What buyers praise and complain about, mined from review topics.

What buyers love

Taste-Overall36%

“This is so tasty”

Value For Money17%

“however its great value for what you pay”

Flavor12%

“full of flavour”

Spiciness10%

“Best hot sauce ever”

Ease Of Use9%

“Easy to use”

Quality-Overall8%

“They turned out really well”

Locally Manufactured3%

“Glad to find this in the UK”

Soft Feel2%

“But they once cooked appropriately, they become soft and nice”

Cooking Instructions2%

“But they once cooked appropriately, they become soft and nice”

What buyers complain about

Moist/Dry38%

“Unlike any other corn tortilla - these were EXTREMELY dry”

Flavor25%

“No flavour and they brake easy, almost impossible to eat them”

Taste-Overall13%

“taste like cardboard”

Hard Feel6%

“These are not soft”

Common questions

Is meal kit profitable to sell on Amazon United Kingdom?: The niche generates £106K/yr across 24 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -7.9%. Flapen's verdict: Skip it (45/100).
How competitive is the meal kit niche?: 6 brands and 51 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 99% of demand.
What do buyers complain about in meal kit?: Top complaints mined from reviews: Moist/Dry, Flavor, Taste-Overall. The return rate is 0.0%.
When does demand for meal kit peak?: Demand peaks in Jan–Nov; the busiest month runs 1.9× the quietest.
What does it cost to enter the meal kit niche?: Listings span £1.19–£10.42; the average listing price is £3.32 (sweet spot $15–$100). The average incumbent carries 196 reviews — the moat a new listing must climb.