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Milo

Fail

Demand is soft, at -50.4% this quarter, so Milo is a Fail.

Flapen Score
35
35 / 100
Ranks 2,727 of 2,976 Grocery niches · −11 vs the category median of 46
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.

35Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

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.

Competition

Competition: brands, sellers & click share

The top 5 products take 89% of clicks. A locked shelf that new listings rarely crack.

£0£8K£17K£25K£33K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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.

8K6KSpike '24Holiday '24Spike '25Black Friday '25SepDecMarJunAugNovMarMay

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

Taste-Overall47%−0.05

it's still rather tasteless

Doesnt taste like it used to

others I've tried don't taste as good

Flavor11%−0.06

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

Nutritional Content8%−0.06

I just learned how unhealthy this is, otherwise and if you do not care, it is a value for money

Salt Content8%−0.06

this tastes very salty

Salty hot chocolate

My mum thought it was a bit salty

Dilute/Watery8%−0.05

Watery

just more frothy

dark, watery and seems weird

Love

Taste-Overall36%−0.05

tastes as good as any that do

Great taste

it is delicious for a special treat

Value For Money25%+2.73

Great deal

Great value for money

Excellent value for money

Quality-Overall9%+0.20

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

Sweetness4%

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

Advertised Vs Actual Product4%+0.46

exactly as described

It is what it said it is

A1+++ item as stated

FAQ

Common Milo questions

Answered from the same tracked data.