Oat Biscuits
FailThe top 5 brands take 99% of clicks, so Oat Biscuits is a Fail.
- Flapen Score
- 49 / 100Top 36% of 2,976 Grocery niches · +3 vs the category median of 4649
- 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.
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.
Top sellers
by 90-day click share
McVities Hobnobs Biscuits The Oaty One 255 g (Pack of 1)
- Price
- £1.51
- Rating
- 4.6/5
- Reviews
- 361
- Age
- 3y ago

McVities Hobnobs The Oaty One Milk Chocolate Biscuits Twin Pack 2 x 262 g 524 g Total
- Price
- £2.95
- Rating
- 4.7/5
- Reviews
- 454
- Age
- 3y ago

McVities Hobnobs Milk Chocolate Biscuits Twin Pack 636 g (Pack of 1)
- Price
- £2.97
- Rating
- 4.7/5
- Reviews
- 533
- Age
- 6y ago

McVities Milk Chocolate Hobnobs Biscuits 262g
- Price
- £1.51
- Rating
- 4.7/5
- Reviews
- 52
- Age
- 11y ago

Nairns Oat Biscuit Breaks - Gluten Free Variety Pack - Healthy Snacks - Biscuits Chunky Oat Bisc.: Choc Chip Stem Ginger Fruit Caramelised Bisc. Dark Choc Coconut Blueberry & Raspberry - 6 Pack
- Price
- £13.83
- Rating
- 4.7/5
- Reviews
- 205
- Age
- 3y ago
Trending
90-day click momentum
McVities Hobnobs Oaty Crunch Creams Chocolate Flavour 100 g (Pack of 1)
- Price
- £0.70
- Rating
- 3.8/5
- Reviews
- 18
- Age
- 4mo ago

Mcvities Hobnobs Biscuits Oaty Cookies Milk Chocolate 155g
- Price
- £1.53
- Rating
- 4.6/5
- Reviews
- 42
- Age
- 8mo ago

McVities Milk Chocolate Hobnobs Biscuits 262g
- Price
- £1.51
- Rating
- 4.7/5
- Reviews
- 52
- Age
- 11y ago

McVities Dark Chocolate Hobnobs Biscuits The Oaty One 262g
- Price
- £1.80
- Rating
- 4.7/5
- Reviews
- 19
- Age
- 15y ago

McVities Hobnobs Biscuits The Oaty One 255 g (Pack of 1)
- Price
- £1.51
- Rating
- 4.6/5
- Reviews
- 361
- Age
- 3y ago
Newest
by launch date
McVities Hobnobs Oaty Crunch Creams Chocolate Flavour 100 g (Pack of 1)
- Price
- £0.70
- Rating
- 3.8/5
- Reviews
- 18
- Age
- 4mo ago

Mcvities Hobnobs Biscuits Oaty Cookies Milk Chocolate 155g
- Price
- £1.53
- Rating
- 4.6/5
- Reviews
- 42
- Age
- 8mo ago

Nairns Gluten Free Variety Pack Oat Biscuit Breaks Flavors inc. Chocolate Chip Fruit Caramelised Biscuit Moments. Pack of 16 (3 Biscuits Per Pack)
- Price
- £12.91
- Rating
- 4.7/5
- Reviews
- 119
- Age
- 2y ago

Nairns Gluten Free Chocolate Chip Oat Biscuit Breaks Pack of 48 (3 Biscuits Per Pack)
- Price
- £23.62
- Rating
- 4.4/5
- Reviews
- 54
- Age
- 3y ago

Nairns Oat Biscuit Breaks - Gluten Free Variety Pack - Healthy Snacks - Biscuits Chunky Oat Bisc.: Choc Chip Stem Ginger Fruit Caramelised Bisc. Dark Choc Coconut Blueberry & Raspberry - 6 Pack
- Price
- £13.83
- Rating
- 4.7/5
- Reviews
- 205
- Age
- 3y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 44% of clicks. Leaders hold, but buyers still shop past them.
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.
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
the chocolate wasn't that tasty
All I could taste was the bicarbonate soda
Tastes like bi carb
seem to be a lot smaller than I remember although the box remains the same size
Smaller packet than I was expecting
Not the best
Poor quality
Bags of crumbs
Too hard
Love
Good taste
They taste just as good as you would expect
Lovely chocolate
These oat biscuits pack are great
Perfect biscuits all good
These oatcakes are wonderful
Worth the money
Good price
Good value for money
Very consistent with their flavours and texture too
Good choice of flavours at a decent price
Great flavour
they are all gluten free
Love these oatcakes super tasty and low carb/cal
Gluten free snack
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 Oat Biscuits questions
Answered from the same tracked data.









