---
title: "Mustard — £142K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/mustard"
last_updated: "2026-07-31T19:21:12.096Z"
locale: en
meta:
description: "Niche score 50/100 · £142K/yr market · 182K searches/yr. Pricing outside the sweet spot ($3.62 avg) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · £142K/yr market · 182K searches/yr. Pricing outside the sweet spot ($3.62 avg) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Mustard — £142K/yr Amazon UK Niche (2026) - Flapen"
---
# **mustard**
**Worth a look**
Shows searches that convert (21.5% search→purchase), but pricing outside the sweet spot ($3.62 avg) keeps it on the watch list.
Market size 31Growth 33Conversion 100Competition 60Returns 100Price range 20Avg price 10Brand share 26Review moat 72Quality gap 40
**Conversion**
**Incredible****21.5%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Review moat**
**Good****618.04**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Good****49%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Okay****+6.1%**
90-day search growth — must beat 0% to launch
**Market size**
**Okay****£142K**
£142K/yr · 182K searches
**Brand share**
**Okay****89%**
top-5 brand share — brands hold most of the demand
**Price range**
**Bad****£0.99–£18.49**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Bad****£3.62**
avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, mustard is a £142K/yr Amazon United Kingdom market (182K searches/yr). The top 5 brands hold 89% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 50/100.
Data updated Jul 24, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **mustard market data**
- **Units sold / yr**
- **30K–40K**
- avg 1,250–1,500/product
- **Revenue / yr**
- **£109K–£145K**
- units × avg price
- **Conversion rate**
- **21.5%**
- **Avg BSR**
- **#145**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **25%**
- **Out of stock**
- **2.1%**
- **Avg brand age**
- **80 months**
- **Avg seller age**
- **171 days**
## **Competition & brand share**
The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**10 **▲rising
**Sellers**
**66**
**Top-5 brand share**
**89%**
Top 20: 100%
**Top-5 click share**
**49%**
Top 20: 97%
**Open market**
**7%**
- Colman's32% - Morrisons31% - French's13% - Maille8% - Dino's Famous6% - HEINZ4% - Open — no brand owns it (4 brands, 7%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +6.1% search growth over the last 90 days.
6K4KHoliday '24Spike '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/grocery/mustard/trend)
## **Top mustard products on Amazon**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%4%£6K8%£11K12%£17K16%£23K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Colmans Original English Mustard Mustard made with double-milled superfine condiment for spicing up your meals 170 g**Colman's**£2.29**4.8★640 rev](https://www.amazon.co.uk/dp/B014G2QQWS) [2**Morrisons English Mustard 185g**Morrisons**£0.99**4.5★837 rev](https://www.amazon.co.uk/dp/B01B408UCY) [3**Colmans Original English Mustard 100g**Colman's**£1.29**4.7★632 rev](https://www.amazon.co.uk/dp/B014G2QLBY) [4**Morrisons American Mustard 325g**Morrisons**£1.69**4.5★337 rev](https://www.amazon.co.uk/dp/B0973Q2L67) [5**Colmans Original English Mustard 150g**Colman's**£1.66**4.7★433 rev](https://www.amazon.co.uk/dp/B017HLHIAO)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Brewdog Lost Lager Patriot Mustard 240ml**BrewDog**£2.02**2 rev8mo ago](https://www.amazon.co.uk/dp/B0FZVX7Q5F) [**Tracklements - Strong English Mustard 2 x 140g Jars**Tracklements**£7.23**145 rev9mo ago](https://www.amazon.co.uk/dp/B0FWKG79TV) [**Morrisons American Mustard 325g**Morrisons**£1.69**337 rev5y ago](https://www.amazon.co.uk/dp/B0973Q2L67) [**Dinos Famous All American Style Classic American Mustard Smooth & Tangy Mustard Perfect For Hot Dogs Burgers & Sandwiches 250 g Bottle (Pack of 1)**Dino's Famous**£1.97**587 rev6y ago](https://www.amazon.co.uk/dp/B08CYQ217Y) [**The Condiment Company Hot Mustard 175g - English Style Mustard for Sandwich Spread & Condiments**The Condiment Company**£3.89**193 rev6y ago](https://www.amazon.co.uk/dp/B088G39V7D)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Brewdog Lost Lager Patriot Mustard 240ml**BrewDog**£2.02**3.5★**▲ 102%**](https://www.amazon.co.uk/dp/B0FZVX7Q5F) [**The Condiment Company Hot Mustard 175g - English Style Mustard for Sandwich Spread & Condiments**The Condiment Company**£3.89**4.2★**▲ 74%**](https://www.amazon.co.uk/dp/B088G39V7D) [**Tracklements - Strong English Mustard 2 x 140g Jars**Tracklements**£7.23**4.5★**▲ 72%**](https://www.amazon.co.uk/dp/B0FWKG79TV) [**Colmans Original English Mustard Mustard made with double-milled superfine condiment for spicing up your meals 170 g**Colman's**£2.29**4.8★**▲ 50%**](https://www.amazon.co.uk/dp/B014G2QQWS) [**Dinos Famous All American Style Classic American Mustard Smooth & Tangy Mustard Perfect For Hot Dogs Burgers & Sandwiches 250 g Bottle (Pack of 1)**Dino's Famous**£1.97**4.5★**▲ 49%**](https://www.amazon.co.uk/dp/B08CYQ217Y)
**~~View all trending →~~**
## **What buyers say about mustard**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**35%
*“Excellent taste”*
**Value For Money**23%
*“Worth the money”*
**Quality-Overall**8%
*“Simply the best. English mustard”*
**Nutritional Content**6%
*“gluten free which I now must have as a coealic”*
**Flavor**6%
*“flavour”*
**Ease Of Use**4%
*“ease of use”*
**Spiciness**4%
*“Hot and spicy”*
**Durability**2%
*“it is still very good”*
**Blend/Ratio**2%
*“Mix in equal portions with mayonnaise bang you ll make any salad 100 xs better”*
**Baking**2%
*“Ideal for use when making sandwiches”*
### **What buyers complain about **
**Spiciness**19%
*“Ok for what it is not as hot as my usual yellow mustard”*
**Value For Money**13%
*“It's not cheap”*
**Taste-Overall**13%
*“Taste's like American mustard, not English”*
**Ease Of Use**13%
*“Its harder to dispense”*
**Advertised Vs Actual Product**6%
*“A bit understated in the advertising”*
**Strength**6%
*“not very strong”*
**Salt Content**6%
*“Ridiculously Salty”*
**Bitter**3%
*“unexpectable so bitter”*
**Sweetness**3%
*“Its without honey”*
**Sour**3%
*“it's sour like American Mustard”*
## **Common questions**
- **Is mustard profitable to sell on Amazon United Kingdom?**
- The niche generates £142K/yr across 24 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +6.1%. Flapen's verdict: Worth a look (50/100).
- **How competitive is the mustard niche?**
- 10 brands and 66 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 89% of demand.
- **What do buyers complain about in mustard?**
- Top complaints mined from reviews: Spiciness, Value For Money, Taste-Overall. The return rate is 0.0%.
- **When does demand for mustard peak?**
- Demand peaks in Nov–Dec; the busiest month runs 1.7× the quietest.
- **What does it cost to enter the mustard niche?**
- Listings span £0.99–£18.49; the average listing price is £3.62 (sweet spot $15–$100). The average incumbent carries 618 reviews — the moat a new listing must climb.
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