Milo
FailDemand is soft, at -50.4% this quarter, so Milo is a Fail.
- Flapen Score
- 35 / 100Ranks 2,727 of 2,976 Grocery niches · −11 vs the category median of 4635
- Market size
- £56K/yr28K searches / yr
- 90-day growth
- -50.4%search demand this quarter
- Competition
- 89%top-5 click share · 6 brands · 73 sellers
Flapen Score
Milo against its category
The dotted line is the Grocery average. Past it, Milo is stronger. Inside it, weaker.
Market
The Milo market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Milo 28K times last year and spent an estimated £56K. The top 5 brands take 97% of clicks. Demand peaks in Sep–Oct–Nov–Dec. Flapen scores it 35 out of 100, a Fail.
01 · Demand
15.7% of searches ended in a purchase last week.
Shoppers searched for this 28K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 15.7% of those searches ended in a purchase. Searches in the last 90 days moved -50.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £56K a year.
- Searches, last 12 months
- 28K
- Growth, 90 days vs prior 90
- -50.4%
- Conversion, latest week
- 15.7%
- Market size, estimated
- £56Ka year
- Peak month
- November13.9× the quietest month
- Top search term
- clipper hot chocolate16K searches a year
02 · Price
A sale here is worth £12.78.
Listings sell for £12.78 on average, from £7.24 to £21.68. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 250 to 500 of them. At £12.78 that is £3K to £6K a year per listing.
- Average price
- £12.78under the $15 to $100 sweet spot
- Price range
- £7.24–£21.68
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 3K–4K
- Units per listing a year
- 250–500
- Revenue per listing a year
- £3K–£6K
- Returns
- 0.0%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
0% 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 #79 within Hot Chocolate & Malted Drinks. It carries 1,829 reviews at 4.53 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 0%
- Prime listings
- 100%
- Out of stock, average day
- 0.0%
- Average rank
- #79in Hot Chocolate & Malted Drinks
- Average rating
- 4.53 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 1,829per listing
- Listings tracked
- 8
04 · Newcomers
Amazon counts 0 of last year's 1 launches as successful.
1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 60 months on average, so the names here are established.
- Launched, last 12 months
- 1
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 60 months
Products
Top Milo products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
Clipper Instant Hot Chocolate Powder 1kg Hot Chocolate
- Price
- £10.83
- Rating
- 4.6/5
- Reviews
- 2,325
- Age
- 16y ago

Cadbury Hot Chocolate 1 kg (Packaging may vary)
- Price
- £7.24
- Rating
- 4.7/5
- Reviews
- 3,914
- Age
- 16y ago

Clipper Fairtrade Instant Hot Chocolate 350 g
- Price
- £7.40
- Rating
- 4.3/5
- Reviews
- 83
- Age
- 13y ago

Clipper Instant Hot Chocolate 6X 350g Tubs (2.1kg) | Bulk Buy for Home & Office | Eco-Conscious Fairtrade | Add Water Hot Chocolate | Luxury Drinking Chocolate
- Price
- £21.68
- Rating
- 4.6/5
- Reviews
- 2,325
- Age
- 13y ago

Clipper Super Cosy Drinking Hot Chocolate Powder 6 x 250g Tubs (1.5kg)
- Price
- £21.51
- Rating
- 4.6/5
- Reviews
- 2,325
- Age
- 12y ago
Trending
90-day click momentum
Clipper Super Cosy Fairtrade Drinking Chocolate 250g Organic Hot Chocolate Powder Natural Ingredients Vegan & Gluten Free Rich & Luxurious Cocoa Drink (Pack of 2) from SuperfoodUK
- Price
- £11.64
- Rating
- 4.2/5
- Reviews
- 3
- Age
- 5mo ago

Clipper Instant Hot Chocolate Powder 1kg Hot Chocolate
- Price
- £10.83
- Rating
- 4.6/5
- Reviews
- 2,325
- Age
- 16y ago

Clipper Fairtrade Hot Chocolate Sachets 28 g Pack of 20
- Price
- £12.54
- Rating
- 4.5/5
- Reviews
- 8
- Age
- 1y ago

Clipper Fairtrade Instant Hot Chocolate 350 g
- Price
- £7.40
- Rating
- 4.3/5
- Reviews
- 83
- Age
- 13y ago

Cadbury Hot Chocolate 1 kg (Packaging may vary)
- Price
- £7.24
- Rating
- 4.7/5
- Reviews
- 3,914
- Age
- 16y ago
Newest
by launch date
Clipper Super Cosy Fairtrade Drinking Chocolate 250g Organic Hot Chocolate Powder Natural Ingredients Vegan & Gluten Free Rich & Luxurious Cocoa Drink (Pack of 2) from SuperfoodUK
- Price
- £11.64
- Rating
- 4.2/5
- Reviews
- 3
- Age
- 5mo ago

Clipper Fairtrade Hot Chocolate Sachets 28 g Pack of 20
- Price
- £12.54
- Rating
- 4.5/5
- Reviews
- 8
- Age
- 1y ago

Clipper Super Cosy Drinking Hot Chocolate Powder 6 x 250g Tubs (1.5kg)
- Price
- £21.51
- Rating
- 4.6/5
- Reviews
- 2,325
- Age
- 12y ago

Clipper Fairtrade Instant Hot Chocolate 350 g
- Price
- £7.40
- Rating
- 4.3/5
- Reviews
- 83
- Age
- 13y ago

Clipper Instant Hot Chocolate 6X 350g Tubs (2.1kg) | Bulk Buy for Home & Office | Eco-Conscious Fairtrade | Add Water Hot Chocolate | Luxury Drinking Chocolate
- Price
- £21.68
- Rating
- 4.6/5
- Reviews
- 2,325
- Age
- 13y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 89% of clicks. A locked shelf that new listings rarely crack.
Brands
6 falling
Sellers
73
Top-5 brand share
97%
Top 20: 100%
Top-5 click share
89%
Top 20: 100%
Open market
0%
- Clipper Natural, Fair & Delicious71%
- Cadbury10%
- Blue Diamond Almonds8%
- SuperfoodUK5%
- Sachet n sticks4%
- GALAXY3%
Demand
Milo search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Sep, Oct, Nov, Dec · busiest ÷ quietest = 13.9×
Search terms
Top Milo search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- clipper hot chocolate16K/yr
- hot chocolate 1kg7K/yr
- hot chocolate bulk4K/yr
- clipper hot chocolate 1kg1K/yr
Reviews and returns
What reviews say buyers love and hate about Milo
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
it's still rather tasteless
Doesnt taste like it used to
others I've tried don't taste as good
Something has happened to this hot chocolate doesnt- it no longer tastes the same as it used to
not enough flavour
No chocolate flavour whatsoever
I just learned how unhealthy this is, otherwise and if you do not care, it is a value for money
this tastes very salty
Salty hot chocolate
My mum thought it was a bit salty
Watery
just more frothy
dark, watery and seems weird
Love
tastes as good as any that do
Great taste
it is delicious for a special treat
Great deal
Great value for money
Excellent value for money
Really good quality, tasty hot chocolate, makes great drinks, milkshakes and good in cookies and cakes
good quality chocolate
Excellent quality and very good price
Love this hot chocolate as its nice and creamy and as not too sweet
Hot chocolate winner
It isn't too sweet in comparison to so many of the others
exactly as described
It is what it said it is
A1+++ item as stated
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Milo questions
Answered from the same tracked data.









