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Pasties

Fail

Demand is soft, at -26.6% this quarter, so Pasties is a Fail.

Flapen Score
49
49 / 100
Top 36% of 2,976 Grocery niches · +3 vs the category median of 46
Market size
£142K/yr158K searches / yr
90-day growth
-26.6%search demand this quarter
Competition
63%top-5 click share · 10 brands · 56 sellers

Flapen Score

Pasties against its category

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

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

Market

The Pasties market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Pasties 158K times last year and spent an estimated £142K. The top 5 brands take 91% of clicks. Demand peaks in Oct. Flapen scores it 49 out of 100, a Fail.

01 · Demand

12.2% of searches ended in a purchase last week.

Shoppers searched for this 158K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 12.2% of those searches ended in a purchase. Searches in the last 90 days moved -26.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £142K a year.

Searches, last 12 months
158K
Growth, 90 days vs prior 90
-26.6%
Conversion, latest week
12.2%
Market size, estimated
£142Ka year
Peak month
October1.8× the quietest month
Top search term
fray bentos32K searches a year

02 · Price

A sale here is worth £7.38.

Listings sell for £7.38 on average, from £1.22 to £28.99. 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 £7.38 that is £7K to £9K a year per listing.

Average price
£7.38under the $15 to $100 sweet spot
Price range
£1.22–£28.99
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
£7K–£9K
Returns
0.1%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. 88% ship with Prime. On an average day, 2.6% of listings are out of stock. The average listing ranks #14 within Tinned & Jarred Food. It carries 259 reviews at 4.26 stars, so a new listing needs social proof before a better product.

Sponsored listings
19%
Prime listings
88%
Out of stock, average day
2.6%
Average rank
#14in Tinned & Jarred Food
Average rating
4.26 starsAmazon United Kingdom average 4.36 stars
Average reviews
259per listing
Listings tracked
26

04 · Newcomers

Amazon counts 0 of last year's 2 launches as successful.

2 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 68 months on average, so the names here are established.

Launched, last 12 months
2
Successful launches
0Amazon's first-year sales bar
Average brand age
68 months

Products

Top Pasties 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 63% of clicks. Leaders hold, but buyers still shop past them.

£0£14K£28K£42K£57K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

10 flat

Sellers

56

Top-5 brand share

91%

Top 20: 100%

Top-5 click share

63%

Top 20: 93%

Open market

6%

  • Fray Bentos71%
  • Holland's11%
  • Morrisons4%
  • Country Clothing2%
  • Pukka Yayınları2%
  • The Lewis Pie Co2%
  • Open — no brand owns it (4 brands, 6%)

Demand

Pasties search demand

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

4K3KSpike '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Oct · busiest ÷ quietest = 1.8×

Search terms

Top Pasties search terms shoppers use

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

  • fray bentos32K/yr
  • fray bentos pie40K/yr
  • meat pies17K/yr
  • pies and pasties29K/yr
  • hollands pies9K/yr
  • meat pie7K/yr
  • hollands3K/yr
  • frey bento pies5K/yr
  • steak and kidney pie7K/yr
  • fray bentos pies4K/yr

Reviews and returns

What reviews say buyers love and hate about Pasties

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

Complain

Value For Money19%+1.95

Expensive

price is not so good was disappointing

Waste of Money

Quality-Overall16%+0.18

they are just a solid, cheap pie

Not good quality product

Not as good as they used to be

Taste-Overall15%+0.51

It was horrible all pudding

There was an awful lot of suet

Don't taste that good

Moist/Dry7%−0.14

as it is very dry

Very little meat base pastry too moist not a good buy

well and truly soggy and undercooked beneath

Nutritional Content5%

Its a shame not like they use to be less meat content

Not much meat

yes not the healthiest

Love

Taste-Overall31%+0.51

Absolutely delicious

Great taste, lots of chicken

Yummy pies

Value For Money24%+1.95

Excellent value for money

Decent price

Excellent value for money

Quality-Overall15%+0.18

Quality product so tasty

Good quality meat

Great product

Ease Of Use7%+0.72

Quick and easy

Easy to cook

Easy and filling, decent price

Flavor3%+0.24

Tasty and good filling

Holland pies all flavours l would recommend

Very tasty

Return

0.1% Return rate 50% Fixable by listing

Size-Overall43%▃█▁▆▃▁
Adhesion/Stickiness30%▄▁█▄▄▁
Defective Material/Parts11%█▁▁▁▄▁
Color9%▁▁▁▁█▁
Functionality-Overall4%▁▁▁▁█▁

FAQ

Common Pasties questions

Answered from the same tracked data.