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Milka

Fail

Demand is soft, at -13.1% this quarter, so Milka is a Fail.

Flapen Score
42
42 / 100
Ranks 2,003 of 2,976 Grocery niches · −4 vs the category median of 46
Market size
£125K/yr377K searches / yr
90-day growth
-13.1%search demand this quarter
Competition
56%top-5 click share · 7 brands · 42 sellers

Flapen Score

Milka against its category

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

42Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Milka market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Milka 377K times last year and spent an estimated £125K. The top 5 brands take 89% of clicks. Demand peaks in Dec. Flapen scores it 42 out of 100, a Fail.

01 · Demand

3.4% of searches ended in a purchase last week.

Shoppers searched for this 377K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 3.4% of those searches ended in a purchase. Searches in the last 90 days moved -13.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £125K a year.

Searches, last 12 months
377K
Growth, 90 days vs prior 90
-13.1%
Conversion, latest week
3.4%
Market size, estimated
£125Ka year
Peak month
December2.1× the quietest month
Top search term
milka chocolate136K searches a year

02 · Price

A sale here is worth £9.72.

Listings sell for £9.72 on average, from £1.24 to £43.07. 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 £9.72 that is £12K to £15K a year per listing.

Average price
£9.72under the $15 to $100 sweet spot
Price range
£1.24–£43.07
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
£12K–£15K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

4% of listings pay for placement with sponsored ads. 78% ship with Prime. On an average day, 0.3% of listings are out of stock. The average listing ranks #627 within Bakery. It carries 826 reviews at 4.57 stars, so a new listing needs social proof before a better product.

Sponsored listings
4%
Prime listings
78%
Out of stock, average day
0.3%
Average rank
#627in Bakery
Average rating
4.57 starsAmazon United Kingdom average 4.36 stars
Average reviews
826per listing
Listings tracked
23

04 · Newcomers

Amazon counts 1 of last year's 2 launches as successful.

2 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 53 months on average, so the names here are settling in.

Launched, last 12 months
2
Successful launches
1Amazon's first-year sales bar
Average brand age
53 months

Products

Top Milka 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 56% of clicks. Leaders hold, but buyers still shop past them.

£0£6K£12K£19K£25K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

7 falling

Sellers

42

Top-5 brand share

89%

Top 20: 92%

Top-5 click share

56%

Top 20: 97%

Open market

3%

  • Milka68%
  • Cadbury14%
  • --8%
  • vapewaves3%
  • Swiss+2%
  • your surprise2%
  • Open — no brand owns it (1 brand, 3%)

Demand

Milka search demand

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

12K8KHoliday '24Spike '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Dec · busiest ÷ quietest = 2.1×

Search terms

Top Milka search terms shoppers use

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

  • milka chocolate136K/yr
  • milka140K/yr
  • boost chocolate bar20K/yr
  • chocolate offers24K/yr
  • milka chocolate bars25K/yr
  • boost bars8K/yr
  • cadbury boost4K/yr
  • chocolate milka7K/yr
  • boost bar4K/yr
  • boost chocolate4K/yr

Reviews and returns

What reviews say buyers love and hate about Milka

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

Complain

Size-Overall35%−0.15

Not size I was expecting

Tiny Bars

Small size

Advertised Vs Actual Product12%−0.09

Misleading

Not as advertised

This is false advertising

Value For Money10%+1.40

when I went to re buy the price had doubled

over priced

A bit expensive

Taste-Overall5%+2.23

not as tasty as I though they would be

Bland and tasteless

Boost tastes disgusting

Ingredients-Overall4%−0.01

We want the proper cadburys ingredients back

so sad theyve put cheap Palm Oil in the biscuit

No Palm Oil; you

Love

Taste-Overall36%+2.23

Great taste

Amazing chocolate

Delicious chocolate

Value For Money23%+1.40

Fair price

Good value for money

Great deal

Sweetness6%+0.28

Lovely chocolate

still good value for a wee sweet treat

Lovely sweet for young kids

Size-Overall6%−0.15

I found the sizes of the bars to be adequate

the perfect size

there was good size bars in the pack

Flavor4%+0.15

Great choice of flavours

The Milka chocolate flavour comes through nicely

Lovely tasting creamy chocolate bars all the better for having a different selection of flavours

FAQ

Common Milka questions

Answered from the same tracked data.