Oatmeal
FailDemand is soft, at -37.9% this quarter, so Oatmeal is a Fail.
- Flapen Score
- 45 / 100Ranks 1,592 of 2,976 Grocery niches · −1 vs the category median of 4645
- Market size
- £35K/yr67K searches / yr
- 90-day growth
- -37.9%search demand this quarter
- Competition
- 42%top-5 click share · 16 brands · 94 sellers
Flapen Score
Oatmeal against its category
The dotted line is the Grocery average. Past it, Oatmeal is stronger. Inside it, weaker.
Market
The Oatmeal market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Oatmeal 67K times last year and spent an estimated £35K. The top 5 brands take 80% of clicks. Flapen scores it 45 out of 100, a Fail.
01 · Demand
9.4% of searches ended in a purchase last week.
Shoppers searched for this 67K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 9.4% of those searches ended in a purchase. Searches in the last 90 days moved -37.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £35K a year.
- Searches, last 12 months
- 67K
- Growth, 90 days vs prior 90
- -37.9%
- Conversion, latest week
- 9.4%
- Market size, estimated
- £35Ka year
- Top search term
- oatmeal53K searches a year
02 · Price
A sale here is worth £5.60.
Listings sell for £5.60 on average, from £1.35 to £20.49. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 100 to 250 of them. At £5.60 that is £560 to £1K a year per listing.
- Average price
- £5.60under the $15 to $100 sweet spot
- Price range
- £1.35–£20.49
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 6K–8K
- Units per listing a year
- 100–250
- Revenue per listing a year
- £560–£1K
- Returns
- 0.0%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
53% of listings pay for placement with sponsored ads. 80% ship with Prime. On an average day, 0.2% of listings are out of stock. The average listing ranks #16 within Breakfast Cereal. It carries 582 reviews at 4.55 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 53%
- Prime listings
- 80%
- Out of stock, average day
- 0.2%
- Average rank
- #16in Breakfast Cereal
- Average rating
- 4.55 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 582per listing
- Listings tracked
- 40
04 · Newcomers
Brands here are established.
The brands on the shelf have sold for 76 months on average, so the names here are established.
- Launched, last 12 months
- 0
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 76 months
Products
Top Oatmeal 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
Minton & Donello Pinhead Oatmeal 1kg - Traditional Steel Cut Oats High In Fibre Natural Ingredients for Breakfast Baking & Cooking Hearty Texture Filling Slow Release Energy Oatmeal
- Price
- £3.49
- Rating
- 4.6/5
- Reviews
- 140
- Age
- 2y ago

Minton & Donello Pinhead Oatmeal 500g High Fibre Low Fat Oats Great for Porridge Flapjacks Satisfying Breakfast Bowls & Everyday Cooking
- Price
- £2.01
- Rating
- 4.5/5
- Reviews
- 140
- Age
- 1y ago

Oatmeal Fine Stabilised 1kg
- Price
- £6.19
- Rating
- 4.6/5
- Reviews
- 460
- Age
- 5y ago

Trend Organic Medium Oatmeal Stoneground 1kg - Wholesome Fibre Boost for Culinary Excellence High in Protein Certified Organic Vegan GMO-Free No Additives No Preservatives
- Price
- £9.12
- Rating
- 4.3/5
- Reviews
- 29
- Age
- 2y ago

Organic Oatmeal Fine 1kg (BWFO)
- Price
- £2.53
- Rating
- 4.6/5
- Reviews
- 87
- Age
- 9y ago
Trending
90-day click momentum
Minton & Donello Organic Porridge Oats 1kg Wholesome Creamy Oats Great for Breakfast Baking Smooth & Warming Bowls and Nutritious Everyday Meals
- Price
- £2.76
- Rating
- 4.4/5
- Reviews
- 236
- Age
- 4y ago

Organic Oatmeal Pinhead 1kg (BWFO)
- Price
- £2.31
- Rating
- 4.7/5
- Reviews
- 96
- Age
- 3y ago

Organic Fine Oatmeal 500g by Hatton Hill Organic
- Price
- £6.11
- Rating
- 4.7/5
- Reviews
- 4
- Age
- 2y ago

Trend Organic Medium Oatmeal Stoneground 1kg - Wholesome Fibre Boost for Culinary Excellence High in Protein Certified Organic Vegan GMO-Free No Additives No Preservatives
- Price
- £9.12
- Rating
- 4.3/5
- Reviews
- 29
- Age
- 2y ago

Organic Oatmeal Fine 1kg (BWFO)
- Price
- £2.53
- Rating
- 4.6/5
- Reviews
- 87
- Age
- 9y ago
Newest
by launch date
Minton & Donello Pinhead Oatmeal 500g High Fibre Low Fat Oats Great for Porridge Flapjacks Satisfying Breakfast Bowls & Everyday Cooking
- Price
- £2.01
- Rating
- 4.5/5
- Reviews
- 140
- Age
- 1y ago

Minton & Donello Pinhead Oatmeal 1kg - Traditional Steel Cut Oats High In Fibre Natural Ingredients for Breakfast Baking & Cooking Hearty Texture Filling Slow Release Energy Oatmeal
- Price
- £3.49
- Rating
- 4.6/5
- Reviews
- 140
- Age
- 2y ago

Organic Fine Oatmeal 500g by Hatton Hill Organic
- Price
- £6.11
- Rating
- 4.7/5
- Reviews
- 4
- Age
- 2y ago

Trend Organic Medium Oatmeal Stoneground 1kg - Wholesome Fibre Boost for Culinary Excellence High in Protein Certified Organic Vegan GMO-Free No Additives No Preservatives
- Price
- £9.12
- Rating
- 4.3/5
- Reviews
- 29
- Age
- 2y ago

Organic Oatmeal Pinhead 1kg (BWFO)
- Price
- £2.31
- Rating
- 4.7/5
- Reviews
- 96
- Age
- 3y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 42% of clicks. Leaders hold, but buyers still shop past them.
Brands
16 rising
Sellers
94
Top-5 brand share
80%
Top 20: 100%
Top-5 click share
42%
Top 20: 78%
Open market
15%
- Minton & Donello28%
- Wholefood Earth21%
- Buy Whole Foods Online12%
- Quaker12%
- Trend Organic6%
- Thames Organic6%
- Open — no brand owns it (10 brands, 15%)
Demand
Oatmeal search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jan, Feb · busiest ÷ quietest = 2.1× · 8 of 12 months tracked
Search terms
Top Oatmeal search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- oatmeal53K/yr
- fine oatmeal4K/yr
- medium oatmeal6K/yr
- oat meal2K/yr
- medium oatmeal for parkin3K/yr
Reviews and returns
What reviews say buyers love and hate about Oatmeal
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
And have a weird bitter taste
They are bland
These taste of soap
Crazy expensive
It's quite an expensive way of making porridge for a start
Expensive
Arrived crushed/powdery
quite powdery
The oats arrived crushed
no where near the appearance of what was shown
It's not the same
In fact, you get something completely different from what is in the picture
The oats the product image shows are different to the quality I received
Poor quality
Terrible quality
Love
Smooth taste
Creamy, nutritious and delicious
Absolutely delicious
Oatmeal seems good quality
Appear very good quality
Excellent product
Good price
GREAT VALUE FOR MONEY
Excellent value for money
Great flavour and easy to cook
Nice flavour
It's creamy taste is unique
Great chunky texture
Great taste and texture
Best texture
Return
0.0% Return rate 0% Fixable by listing
Keep looking
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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 Oatmeal questions
Answered from the same tracked data.









