Pastry
FailThe top 5 brands take 100% of clicks, so Pastry is a Fail.
- Flapen Score
- 33 / 100Ranks 2,822 of 2,976 Grocery niches · −13 vs the category median of 4633
- Market size
- £100K/yr324K searches / yr
- 90-day growth
- -25.3%search demand this quarter
- Competition
- 93%top-5 click share · 2 brands · 6 sellers
Flapen Score
Pastry against its category
The dotted line is the Grocery average. Past it, Pastry is stronger. Inside it, weaker.
Market
The Pastry market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Pastry 324K times last year and spent an estimated £100K. All 2 brands take every click. Flapen scores it 33 out of 100, a Fail.
01 · Demand
16.8% of searches ended in a purchase last week.
Shoppers searched for this 324K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 16.8% of those searches ended in a purchase. Searches in the last 90 days moved -25.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £100K a year.
- Searches, last 12 months
- 324K
- Growth, 90 days vs prior 90
- -25.3%
- Conversion, latest week
- 16.8%
- Market size, estimated
- £100Ka year
- Peak month
- February1.8× the quietest month
- Top search term
- pastry130K searches a year
02 · Price
A sale here is worth £1.84.
Listings sell for £1.84 on average, from £1.45 to £2.96. Amazon reports units sold in ranges. This niche sold 60K to 80K a year. The average listing sells 6,000 to 8,000 of them. At £1.84 that is £11K to £15K a year per listing.
- Average price
- £1.84under the $15 to $100 sweet spot
- Price range
- £1.45–£2.96
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 60K–80K
- Units per listing a year
- 6,000–8,000
- Revenue per listing a year
- £11K–£15K
- Returns
- 0.0%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
0% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 18.2% of listings are out of stock. The average listing ranks #13 within Baking Supplies. It carries 553 reviews at 4.56 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 0%
- Prime listings
- 100%
- Out of stock, average day
- 18.2%
- Average rank
- #13in Baking Supplies
- Average rating
- 4.56 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 553per listing
- Listings tracked
- 7
04 · Newcomers
Brands here are settling in.
The brands on the shelf have sold for 52 months on average, so the names here are settling in.
- Launched, last 12 months
- 0
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 52 months
Products
Top Pastry 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
Morrisons Ready Roll Puff Pastry 320g White
- Price
- £1.45
- Rating
- 4.6/5
- Reviews
- 655
- Age
- 3y ago

Jus Rol Puff Pastry Sheet 320g
- Price
- £1.81
- Rating
- 4.7/5
- Reviews
- 1,022
- Age
- 10y ago

Morrisons Ready Roll Shortcrust Pastry 320g
- Price
- £1.48
- Rating
- 4.5/5
- Reviews
- 415
- Age
- 3y ago

Morrisons Filo Pastry Sheets 200 g
- Price
- £1.51
- Rating
- 4.5/5
- Reviews
- 376
- Age
- 6y ago

Jus-Rol Filo Pastry Ready Rolled Sheets Pack of 7
- Price
- £1.88
- Rating
- 4.4/5
- Reviews
- 238
- Age
- 12y ago
Trending
90-day click momentum
Jus-Rol Filo Pastry Ready Rolled Sheets Pack of 7
- Price
- £1.88
- Rating
- 4.4/5
- Reviews
- 238
- Age
- 12y ago

Morrisons Ready Roll Puff Pastry 320g White
- Price
- £1.45
- Rating
- 4.6/5
- Reviews
- 655
- Age
- 3y ago

Morrisons Ready Roll Shortcrust Pastry 320g
- Price
- £1.48
- Rating
- 4.5/5
- Reviews
- 415
- Age
- 3y ago

Morrisons Filo Pastry Sheets 200 g
- Price
- £1.51
- Rating
- 4.5/5
- Reviews
- 376
- Age
- 6y ago

Jus-Rol Shortcrust Pastry Sheet 320g
- Price
- £1.77
- Rating
- 4.6/5
- Reviews
- 574
- Age
- 12y ago
Newest
by launch date
Morrisons Ready Roll Puff Pastry 320g White
- Price
- £1.45
- Rating
- 4.6/5
- Reviews
- 655
- Age
- 3y ago

Morrisons Ready Roll Shortcrust Pastry 320g
- Price
- £1.48
- Rating
- 4.5/5
- Reviews
- 415
- Age
- 3y ago

Morrisons Filo Pastry Sheets 200 g
- Price
- £1.51
- Rating
- 4.5/5
- Reviews
- 376
- Age
- 6y ago

Jus Rol Puff Pastry Sheet 320g
- Price
- £1.81
- Rating
- 4.7/5
- Reviews
- 1,022
- Age
- 10y ago

Jus-Rol Puff Pastry Ready Rolled Sheets x2 640g (Frozen)
- Price
- £2.96
- Rating
- 4.6/5
- Reviews
- 594
- Age
- 12y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 93% of clicks. A locked shelf that new listings rarely crack.
Brands
2 flat
Sellers
6
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
93%
Top 20: 100%
Open market
0%
- Morrisons73%
- Jus Rol27%
- Open — no brand owns it (0%)
Demand
Pastry search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.8×
Search terms
Top Pastry search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- pastry130K/yr
- puff pastry100K/yr
- pastries37K/yr
- filo pastry26K/yr
- filo6K/yr
- puff pastry sheets14K/yr
- filo pastry sheets8K/yr
- pastry sheets3K/yr
Reviews and returns
What reviews say buyers love and hate about Pastry
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
messy flour cleanup in the kitchen
Love
So easy to make bakery-like savory treats for kids snacks and lunches
customers say it's nice pastry
Really impressed with the Morrisons Ready Roll Shortcrust Pastry
Easy Peasy
Much easier than making it from scratch
It saves so much time
The quality was good
Great product
Reliable Quality: Unlike some store-brand pastries that can be tough or doughy
taste pretty good too
Rolls out and tastes ok
This is got a great taste easy to use good quality
Great value for money
Good value for money rolled out well
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 Pastry questions
Answered from the same tracked data.









