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Milk Powder

Fail

Demand is soft, at -18.5% this quarter, so Milk Powder is a Fail.

Flapen Score
48
48 / 100
Top 40% of 2,976 Grocery niches · +2 vs the category median of 46
Market size
£619K/yr541K searches / yr
90-day growth
-18.5%search demand this quarter
Competition
78%top-5 click share · 11 brands · 116 sellers

Flapen Score

Milk Powder against its category

The dotted line is the Grocery average. Past it, Milk Powder is stronger. Inside it, weaker.

48Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Milk Powder market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Milk Powder 541K times last year and spent an estimated £619K. The top 5 brands take 90% of clicks. Flapen scores it 48 out of 100, a Fail.

01 · Demand

10.0% of searches ended in a purchase last week.

Shoppers searched for this 541K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 10.0% of those searches ended in a purchase. Searches in the last 90 days moved -18.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £619K a year.

Searches, last 12 months
541K
Growth, 90 days vs prior 90
-18.5%
Conversion, latest week
10.0%
Market size, estimated
£619Ka year
Peak month
April1.3× the quietest month
Top search term
milk powder169K searches a year

02 · Price

A sale here is worth £11.42.

Listings sell for £11.42 on average, from £3.65 to £37.15. Amazon reports units sold in ranges. This niche sold 50K to 60K a year. The average listing sells 3,000 to 4,000 of them. At £11.42 that is £34K to £46K a year per listing.

Average price
£11.42under the $15 to $100 sweet spot
Price range
£3.65–£37.15
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
50K–60K
Units per listing a year
3,000–4,000
Revenue per listing a year
£34K–£46K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

33% of listings pay for placement with sponsored ads. 87% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #105 within Baking Supplies. It carries 1,039 reviews at 4.56 stars, so a new listing needs social proof before a better product.

Sponsored listings
33%
Prime listings
87%
Out of stock, average day
0.0%
Average rank
#105in Baking Supplies
Average rating
4.56 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,039per listing
Listings tracked
15

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 69 months on average, so the names here are established.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
69 months

Products

Top Milk Powder 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 78% of clicks. A locked shelf that new listings rarely crack.

£0£62K£124K£186K£248K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 falling

Sellers

116

Top-5 brand share

90%

Top 20: 100%

Top-5 click share

78%

Top 20: 100%

Open market

8%

  • Nido61%
  • Tropical Sun17%
  • yourhealthstore5%
  • Peak4%
  • Morrisons2%
  • Country Range2%
  • Open — no brand owns it (5 brands, 8%)

Demand

Milk Powder search demand

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

15K10KSpike '24Spike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.3×

Search terms

Top Milk Powder search terms shoppers use

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

  • milk powder169K/yr
  • powdered milk100K/yr
  • nido milk powder75K/yr
  • nido56K/yr
  • powder milk22K/yr
  • whole milk powder19K/yr
  • dried milk powder17K/yr
  • dried milk17K/yr
  • peak milk powder10K/yr
  • full fat milk powder8K/yr

Reviews and returns

What reviews say buyers love and hate about Milk Powder

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

Complain

Taste-Overall25%−0.01

It does not taste identical as milk

I personally found this product to be not very nice with an unpleasant after taste

Not my taste

Quality-Overall10%−0.06

This is poor standard

It's not a cheap product

Poor Quality

Smell5%−0.05

Fishy smell

it smells awful very fishy

Allergies5%

I have slight allergy with fresh milk so I use this diluted in warm water

Texture/Consistency-Overall5%−0.04

i fell for the reviews saying it is really creamy

Not creamy at all

Love

Taste-Overall27%−0.01

creamy taste

Good taste

Nice creamy taste

Quality-Overall21%−0.06

Good quality, creamy taste

Overall, a good and reliable choice

Excellent product

Value For Money13%+1.14

Worth buying

Good value for money

Excellent price

Solubility8%+1.14

dissolves easily

dissolves easily

It dissolves really nicely

Soft Feel6%

Creamy

It makes pretty decent creamy milk

Nice milk powder and very creamy

Return

0.1% Return rate 0% Fixable by listing

Taste-Overall50%▁▁▁▃█▁

It does not taste identical as milk

I personally found this product to be not very nice with an unpleasant after taste

Not my taste

Powdered/Crumbled33%▁▁▁█▁▁
Chunk/Clump/Collection17%▁▁▁█▁▁

they seem to clump up

FAQ

Common Milk Powder questions

Answered from the same tracked data.