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Meal Kit

Fail

Prices span $1.19–$10.42, mostly outside the sweet spot, so Meal Kit is a Fail.

Flapen Score
45
45 / 100
Ranks 1,592 of 2,976 Grocery niches · −1 vs the category median of 46
Market size
£106K/yr152K searches / yr
90-day growth
-7.9%search demand this quarter
Competition
53%top-5 click share · 6 brands · 51 sellers

Flapen Score

Meal Kit against its category

The dotted line is the Grocery average. Past it, Meal Kit is stronger. Inside it, weaker.

45Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Meal Kit market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Meal Kit 152K times last year and spent an estimated £106K. The top 5 brands take 99% of clicks. Demand peaks in Jan–Nov. Flapen scores it 45 out of 100, a Fail.

01 · Demand

21.1% of searches ended in a purchase last week.

Shoppers searched for this 152K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 21.1% of those searches ended in a purchase. Searches in the last 90 days moved -7.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £106K a year.

Searches, last 12 months
152K
Growth, 90 days vs prior 90
-7.9%
Conversion, latest week
21.1%
Market size, estimated
£106Ka year
Peak month
January1.9× the quietest month
Top search term
taco56K searches a year

02 · Price

A sale here is worth £3.32.

Listings sell for £3.32 on average, from £1.19 to £10.42. 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 £3.32 that is £4K to £5K a year per listing.

Average price
£3.32under the $15 to $100 sweet spot
Price range
£1.19–£10.42
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
£4K–£5K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

8% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #160 within Bakery. It carries 196 reviews at 4.48 stars, so a new listing needs social proof before a better product.

Sponsored listings
8%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#160in Bakery
Average rating
4.48 starsAmazon United Kingdom average 4.36 stars
Average reviews
196per listing
Listings tracked
24

04 · Newcomers

Amazon counts 2 of last year's 3 launches as successful.

3 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 52 months on average, so the names here are settling in.

Launched, last 12 months
3
Successful launches
2Amazon's first-year sales bar
Average brand age
52 months

Products

Top Meal Kit 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 53% of clicks. Leaders hold, but buyers still shop past them.

£0£4K£8K£13K£17K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

6 rising

Sellers

51

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

53%

Top 20: 97%

Open market

0%

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

Demand

Meal Kit search demand

Weekly searches over the year, seasonality beneath. Pick a range.

3K2KPrime Day '25Spike '25Black Friday '25Spike '26MarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

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

Search terms

Top Meal Kit search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • taco56K/yr
  • tacos28K/yr
  • taco shells19K/yr
  • taco kit13K/yr
  • meal kit9K/yr
  • enchiladas5K/yr
  • enchilada11K/yr
  • meal kits6K/yr
  • enchilada kit4K/yr

Reviews and returns

What reviews say buyers love and hate about Meal Kit

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Moist/Dry38%−0.19

Unlike any other corn tortilla - these were EXTREMELY dry

Dry

Flavor25%−0.04

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

Taste-Overall13%+2.76

taste like cardboard

Hard Feel6%−0.01

These are not soft

Love

Taste-Overall36%+2.76

This is so tasty

A pleasant kick AND a pleasant taste - it's THE PERFECT hot sauce for everyday use

Very tasty

Value For Money17%−0.01

however its great value for what you pay

Great value for money

Value

Flavor12%−0.04

full of flavour

Great flavour and value

loads of flavour

Spiciness10%+0.97

Best hot sauce ever

I'm a big fan of this sauce

Ease Of Use9%+0.86

Easy to use

easy to make

So easy to use that even the least experienced cook could use it

FAQ

Common Meal Kit questions

Answered from the same tracked data.