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Milky Bar

Fail

Demand is soft, at -21.1% this quarter, so Milky Bar is a Fail.

Flapen Score
49
49 / 100
Top 36% of 2,976 Grocery niches · +3 vs the category median of 46
Market size
£167K/yr251K searches / yr
90-day growth
-21.1%search demand this quarter
Competition
37%top-5 click share · 11 brands · 122 sellers

Flapen Score

Milky Bar against its category

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

49Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Milky Bar market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Milky Bar 251K times last year and spent an estimated £167K. The top 5 brands take 93% of clicks. Demand peaks in Mar–Oct. Flapen scores it 49 out of 100, a Fail.

01 · Demand

7.4% of searches ended in a purchase last week.

Shoppers searched for this 251K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 7.4% of those searches ended in a purchase. Searches in the last 90 days moved -21.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £167K a year.

Searches, last 12 months
251K
Growth, 90 days vs prior 90
-21.1%
Conversion, latest week
7.4%
Market size, estimated
£167Ka year
Peak month
October1.7× the quietest month
Top search term
milky way73K searches a year

02 · Price

A sale here is worth £8.98.

Listings sell for £8.98 on average, from £0.78 to £27.56. Amazon reports units sold in ranges. This niche sold 20K to 25K a year. The average listing sells 500 to 750 of them. At £8.98 that is £4K to £7K a year per listing.

Average price
£8.98under the $15 to $100 sweet spot
Price range
£0.78–£27.56
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
20K–25K
Units per listing a year
500–750
Revenue per listing a year
£4K–£7K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

21% of listings pay for placement with sponsored ads. 84% ship with Prime. On an average day, 0.5% of listings are out of stock. The average listing ranks #611 within Bakery. It carries 1,534 reviews at 4.48 stars, so a new listing needs social proof before a better product.

Sponsored listings
21%
Prime listings
84%
Out of stock, average day
0.5%
Average rank
#611in Bakery
Average rating
4.48 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,534per listing
Listings tracked
38

04 · Newcomers

Amazon counts 1 of last year's 3 launches as successful.

3 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 49 months on average, so the names here are settling in.

Launched, last 12 months
3
Successful launches
1Amazon's first-year sales bar
Average brand age
49 months

Products

Top Milky Bar 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 only 37% of clicks. An open shelf where new products get seen.

£0£5K£10K£15K£20K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

11 rising

Sellers

122

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

37%

Top 20: 82%

Open market

5%

  • Milky Way59%
  • Kinder17%
  • Nestle Milkybar11%
  • Nestlé3%
  • ESSENTIAL PRODUCTS3%
  • Nutella2%
  • Open — no brand owns it (5 brands, 5%)

Demand

Milky Bar search demand

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

6K4KSpike '24Holiday '24Spike '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Mar, Oct · busiest ÷ quietest = 1.7×

Search terms

Top Milky Bar search terms shoppers use

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

  • milky way73K/yr
  • milky bar80K/yr
  • kinder bars34K/yr
  • milkyway17K/yr
  • kinder chocolate bars12K/yr
  • milky way bars6K/yr
  • milky bar chocolate13K/yr
  • milky bars5K/yr
  • kinder bar5K/yr
  • milkyway bars3K/yr

Reviews and returns

What reviews say buyers love and hate about Milky Bar

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

Complain

Advertised Vs Actual Product11%−0.08

Good product just misdescribed

NOT AS ADVERTISED AVOID

Not the same as they used to be

Taste-Overall10%+0.35

Stale tasting

Tastes like a milky way

making it taste bad

Storage Temperature10%−0.11

It arrived completely melted

likely due to not being kept in ideal temperature

They had been frozen

Size-Overall10%+0.08

Very small too

One bad thing is definitely the size

Theyre noticeably shorter in length and narrower too

Quality-Overall8%

Pleasant enough, just not top notch

Bad quality

Poor quality

Love

Taste-Overall35%+0.35

Very tasty

Lovely tasting chocolate

soft fo my taste

Value For Money17%+2.13

Good price

Worth the money

Good value for money

Quality-Overall8%

The chocolate quality is excellent

Good quality

Great quality/Great Price

Sweetness6%

Wow these are extra yummy

just enough to fill that sweet spot

Very sweet

Soft Feel4%

Delights soft nougat

Nice and smooth

are quite nice, soft

Return

0.1% Return rate 63% Fixable by listing

Size-Overall49%▃▇▆█▆█

Very small too

One bad thing is definitely the size

Theyre noticeably shorter in length and narrower too

Zipper Quality16%▅▆▂█▁▅
Color9%▁▆▆▁▁█
Strap/String Quality9%█▅▅▁▁▁
Advertised Vs Actual Product6%▁▁█▁▁▁

Good product just misdescribed

NOT AS ADVERTISED AVOID

Not the same as they used to be

FAQ

Common Milky Bar questions

Answered from the same tracked data.