How competitive is the Porridge niche on Amazon United Kingdom?

14 brands and 116 sellers compete in Porridge on Amazon United Kingdom. The top 5 Porridge products take 37% of clicks and its top 5 brands hold 87% of demand.

What do buyers complain about in Porridge?

Porridge buyers on Amazon United Kingdom complain most about Taste-Overall, Advertised Vs Actual Product, Value For Money, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Porridge niche?

Porridge sells for £4.54 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £0.66–£12.54. The average incumbent carries 1,177 reviews — the moat a new listing must climb.

Porridge

Porridge shows low returns (0.0%), but prices mostly outside the sweet spot ($0.66–$12.54) keeps it on the watch list.

Flapen Score

Worth a look

This niche Category average

Is Porridge profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Porridge is a £716K/yr Amazon United Kingdom market (1.1M searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Jan–Feb. Verdict: Worth a look — 53/100.

Porridge: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved -20.3% over the last 90 days and 14.4% of searches end in a purchase.

£716K

revenue / yr

Units sold / yr200K

Search volume / yr-20.3%1.1M

Conversion rate14.4%

Avg price£4.54

Who owns the niche?

The top 5 brands hold 87% of demand, so 13% of the market is open.

13%

open market share

Brands · sellers14 · 116

Top-5 product click share37%

Open market13%

Avg brand age63 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.

0/100

page quality · 49 products

Top Porridge products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

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

MORRISONS SAVERS PORRIDGE OATS 1KG

Price: £0.96
Rating: 4.6/5
Reviews: 517
Age: 9y ago

Quaker British Porridge Rolled Oats 1kg

Price: £2.59
Rating: 4.6/5
Reviews: 2,309
Age: 17y ago

Quaker Rolled Porridge Oats 500 g(packaging may vary)

Price: £1.43
Rating: 4.6/5
Reviews: 363
Age: 6y ago

Wholefood Earth Jumbo Oats 3kg - Rolled Oats High Fibre Slow Release Energy Low GI Porridge Oats

Price: £11.74
Rating: 4.6/5
Reviews: 959
Age: 5y ago

Newest

by launch date

Quaker Oat So Simple Original Big Pack Porridge Sachets 22 x 27g

Price: £4.40
Rating: 5.0/5
Reviews: 2
Age: 5mo ago

Amisa Organic Gluten-Free Porridge Oats 1kg - Batch Tested High Fibre 100% Recyclable Paper Packaging - Ideal for Breakfast Cooking & Baking Pack of 1

Price: £4.74
Rating: 4.5/5
Reviews: 604
Age: 4y ago

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

Minton & Donello Organic Jumbo Oats 1kg Bag - Wholegrain Rolled Oats for Porridge & Overnight High Fibre No Added Sugar Creamy Texture

Price: £2.46
Rating: 4.6/5
Reviews: 298
Age: 4y ago

Quaker Oat So Simple Banana Porridge Sachets 348 g

Price: £3.27
Rating: 4.7/5
Reviews: 543
Age: 5y ago

Competition: brands, sellers & click share

Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

14 falling

Sellers

116

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

37%

Top 20: 77%

Open market

10%

Quaker46%
Morrisons17%
Minton & Donello13%
Wholefood Earth6%
Scott's5%
Mornflake3%
Open — no brand owns it (8 brands, 10%)

Porridge demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume1.1MCVR14.4%Products49Brands14Top 5 Brands87%OOS Rate0.0%Rating4.6★Reviews1,177Avg BSR#17

Peak months: Jan, Feb · busiest ÷ quietest = 1.7×

Top Porridge search terms shoppers use

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

oats294K/yr -16.8%12.5% conv.
porridge oats213K/yr -19.1%15.7% conv.
porridge195K/yr -30.9%9.4% conv.
rolled oats99K/yr -9.0%9.3% conv.
quaker oats64K/yr +1.5%9.0% conv.
porridge sachets62K/yr -36.7%15.5% conv.
oat44K/yr -17.4%5.1% conv.
quaker oats sachets36K/yr -45.3%13.8% conv.
quaker18K/yr -25.1%4.8% conv.
porridge oats sachets9K/yr +30.1%14.5% conv.

What reviews say buyers love and hate about Porridge

What buyers mention most, as a share of all reviews.

What buyers love

85% of reviews

Taste-Overall26%

“Smooth taste”

Value For Money17%

“Good value for money”

Quality-Overall15%

“Quality product delivered by a reliable company”

Flavor6%

“Nice flavour”

Ease Of Use5%

“Easy and quick”

What buyers complain about

62% of reviews

Taste-Overall11%

“And have a weird bitter taste”

Advertised Vs Actual Product11%

“no where near the appearance of what was shown”

Value For Money9%

“Crazy expensive”

Quality-Overall7%

“Something went seriously wrong with the quality control on this packet”

Powdered/Crumbled5%

“Arrived crushed/powdery”

Porridge return rate & reasons

Why buyers send it back, as a share of all return requests.

0.0%

Return rate

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Certifications

100%

Common Porridge questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Porridge 53/100 on Amazon United Kingdom — Worth a look. The niche generates £716K/yr across 49 tracked products. 2 of 2 products launched in the last 360 days are still selling. Search demand moved -20.3% over the last 90 days.