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Oatmeal

Fail

Demand is soft, at -37.9% this quarter, so Oatmeal is a Fail.

Flapen Score
45
45 / 100
Ranks 1,592 of 2,976 Grocery niches · −1 vs the category median of 46
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.

45Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

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.

Competition

Competition: brands, sellers & click share

The top 5 products take 42% of clicks. Leaders hold, but buyers still shop past them.

£0£2K£4K£5K£7K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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.

2K1KSpike '26DecJanFebMarAprMayJunJul

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

Taste-Overall16%+1.61

And have a weird bitter taste

They are bland

These taste of soap

Value For Money10%+0.74

Crazy expensive

It's quite an expensive way of making porridge for a start

Expensive

Powdered/Crumbled8%−0.05

Arrived crushed/powdery

quite powdery

The oats arrived crushed

Advertised Vs Actual Product7%−0.04

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

Quality-Overall6%+0.22

The oats the product image shows are different to the quality I received

Poor quality

Terrible quality

Love

Taste-Overall27%+1.61

Smooth taste

Creamy, nutritious and delicious

Absolutely delicious

Quality-Overall18%+0.22

Oatmeal seems good quality

Appear very good quality

Excellent product

Value For Money10%+0.74

Good price

GREAT VALUE FOR MONEY

Excellent value for money

Flavor6%+0.33

Great flavour and easy to cook

Nice flavour

It's creamy taste is unique

Texture/Consistency-Overall5%

Great chunky texture

Great taste and texture

Best texture

Return

0.0% Return rate 0% Fixable by listing

Certifications100%▁▁▁▁█▁

FAQ

Common Oatmeal questions

Answered from the same tracked data.