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Oat Biscuits

Fail

The top 5 brands take 99% of clicks, so Oat Biscuits is a Fail.

Flapen Score
49
49 / 100
Top 36% of 2,976 Grocery niches · +3 vs the category median of 46
Market size
£159K/yr203K searches / yr
90-day growth
-4.4%search demand this quarter
Competition
44%top-5 click share · 7 brands · 87 sellers

Flapen Score

Oat Biscuits against its category

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

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

Market

The Oat Biscuits market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Oat Biscuits 203K times last year and spent an estimated £159K. The top 5 brands take 99% of clicks. Flapen scores it 49 out of 100, a Fail.

01 · Demand

12.4% of searches ended in a purchase last week.

Shoppers searched for this 203K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 12.4% of those searches ended in a purchase. Searches in the last 90 days moved -4.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £159K a year.

Searches, last 12 months
203K
Growth, 90 days vs prior 90
-4.4%
Conversion, latest week
12.4%
Market size, estimated
£159Ka year
Top search term
hobnobs44K searches a year

02 · Price

A sale here is worth £6.31.

Listings sell for £6.31 on average, from £0.59 to £23.62. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 1,000 to 1,250 of them. At £6.31 that is £6K to £8K a year per listing.

Average price
£6.31under the $15 to $100 sweet spot
Price range
£0.59–£23.62
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
30K–40K
Units per listing a year
1,000–1,250
Revenue per listing a year
£6K–£8K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

19% of listings pay for placement with sponsored ads. 86% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #53 within Bakery. It carries 185 reviews at 4.54 stars, so a new listing needs social proof before a better product.

Sponsored listings
19%
Prime listings
86%
Out of stock, average day
0.0%
Average rank
#53in Bakery
Average rating
4.54 starsAmazon United Kingdom average 4.36 stars
Average reviews
185per listing
Listings tracked
42

04 · Newcomers

Amazon counts 3 of last year's 4 launches as successful.

4 products launched here in the last 12 months. Amazon counts 3 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 48 months on average, so the names here are settling in.

Launched, last 12 months
4
Successful launches
3Amazon's first-year sales bar
Average brand age
48 months

Products

Top Oat Biscuits 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 44% of clicks. Leaders hold, but buyers still shop past them.

£0£5K£10K£14K£19K101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

7 rising

Sellers

87

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

44%

Top 20: 80%

Open market

1%

  • McVitie's51%
  • Nairn's45%
  • Eric Bur1%
  • Morrisons1%
  • FARMHOUSE BISCUITS1%
  • SuperfoodUK1%
  • Open — no brand owns it (1 brand, 1%)

Demand

Oat Biscuits search demand

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

5K4KSpike '26SepOctNovDecJanFebMarAprMayJunJul

No pronounced peak months · busiest ÷ quietest = 1.5× · 11 of 12 months tracked

Search terms

Top Oat Biscuits search terms shoppers use

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

  • hobnobs44K/yr
  • nairns34K/yr
  • nairns oat biscuits28K/yr
  • oat biscuits25K/yr
  • nairns gluten free biscuits17K/yr
  • hobnobs biscuits chocolate6K/yr
  • chocolate hobnobs9K/yr
  • hobnob5K/yr
  • nairns gluten free6K/yr
  • hob nobs5K/yr

Reviews and returns

What reviews say buyers love and hate about Oat Biscuits

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

Complain

Taste-Overall18%−0.01

the chocolate wasn't that tasty

All I could taste was the bicarbonate soda

Tastes like bi carb

Size-Overall12%−0.07

seem to be a lot smaller than I remember although the box remains the same size

Smaller packet than I was expecting

Quality-Overall9%−0.03

Not the best

Poor quality

Powdered/Crumbled6%−0.03

Bags of crumbs

Hard Feel6%−0.03

Too hard

Love

Taste-Overall33%−0.01

Good taste

They taste just as good as you would expect

Lovely chocolate

Baking14%+1.30

These oat biscuits pack are great

Perfect biscuits all good

These oatcakes are wonderful

Value For Money14%+1.26

Worth the money

Good price

Good value for money

Flavor9%+0.35

Very consistent with their flavours and texture too

Good choice of flavours at a decent price

Great flavour

Nutritional Content8%+0.85

they are all gluten free

Love these oatcakes super tasty and low carb/cal

Gluten free snack

FAQ

Common Oat Biscuits questions

Answered from the same tracked data.