porridge
Worth a lookShows low returns (0.0%), but prices mostly outside the sweet spot ($0.66–$12.54) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible14.4%search→purchase rate — share of searches ending in a sale
Competition
Great37%top-5 click share — an open shelf
Market size
Good£716K£716K/yr · 1.1M searches
Review moat
Good1,177.14avg incumbent reviews — the moat a new listing must climb
Brand share
Okay87%top-5 brand share — brands hold most of the demand
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-20.3%90-day search growth — must beat 0% to launch
Avg price
Bad£4.54avg listing price — sweet spot $15–$100
Price range
Bad£0.66–£12.54cheapest to priciest tracked listing — scored on the share inside $15–$100
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.
Data updated Jul 23, 2026 · scored weekly · How we score niches
porridge market data
- Units sold / yr
- 150K–200K
- avg 3,000–4,000/product
- Revenue / yr
- £681K–£908K
- units × avg price
- Conversion rate
- 14.4%
- Avg BSR
- #17
- Page quality
- 0%
- Prime
- 96%
- Sponsored
- 16%
- Out of stock
- 0.0%
- Avg brand age
- 63 months
- Avg seller age
- 162 days
Competition & brand share
Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.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%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -20.3% search growth over the last 90 days.Peak months: Jan, Feb · busiest ÷ quietest = 1.7×
Top porridge search terms
- oats294K/yr
- porridge oats213K/yr
- porridge195K/yr
- rolled oats99K/yr
- quaker oats64K/yr
- porridge sachets62K/yr
- oat44K/yr
- quaker oats sachets36K/yr
- quaker18K/yr
- porridge oats sachets9K/yr
Top porridge products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 tracked products in this niche — three views at once, no toggling.
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
Minton & Donello£2.764.4★236 rev
MORRISONS SAVERS PORRIDGE OATS 1KG
Morrisons£0.964.6★517 rev
Quaker British Porridge Rolled Oats 1kg
Quaker£2.594.6★2,309 rev
Quaker Rolled Porridge Oats 500 g(packaging may vary)
Quaker£1.434.6★363 rev
Wholefood Earth Jumbo Oats 3kg - Rolled Oats High Fibre Slow Release Energy Low GI Porridge Oats
Wholefood Earth£11.744.6★959 rev
Newest
by launch date
Quaker Oat So Simple Original Big Pack Porridge Sachets 22 x 27g
Quaker£4.402 rev
Amisa Organic Gluten-Free Porridge Oats 1kg - Batch Tested High Fibre 100% Recyclable Paper Packaging - Ideal for Breakfast Cooking & Baking Pack of 1
Amisa£4.74604 rev
Minton & Donello Organic Porridge Oats 1kg Wholesome Creamy Oats Great for Breakfast Baking Smooth & Warming Bowls and Nutritious Everyday Meals
Minton & Donello£2.76236 rev
Minton & Donello Organic Jumbo Oats 1kg Bag - Wholegrain Rolled Oats for Porridge & Overnight High Fibre No Added Sugar Creamy Texture
Minton & Donello£2.46298 rev
Quaker Oat So Simple Banana Porridge Sachets 348 g
Quaker£3.27543 rev
Trending
90-day click momentumQuaker Oat So Simple Original Big Pack Porridge Sachets 22 x 27g
Quaker£4.405.0★
Minton & Donello Organic Porridge Oats 1kg Wholesome Creamy Oats Great for Breakfast Baking Smooth & Warming Bowls and Nutritious Everyday Meals
Minton & Donello£2.764.4★
Quaker Rolled Porridge Oats 500 g(packaging may vary)
Quaker£1.434.6★
Wholefood Earth Jumbo Oats 3kg - Rolled Oats High Fibre Slow Release Energy Low GI Porridge Oats
Wholefood Earth£11.744.6★
Scotts Porage Old Fashioned Porridge Oats 1 kg
Scott's£2.534.7★
What buyers say about porridge
What buyers praise and complain about, mined from review topics.What buyers love
“Smooth taste”
“Good value for money”
“Quality product delivered by a reliable company”
“Nice flavour”
“Easy and quick”
“Great chunky texture”
“Good nutrition value high fiber”
“Good for breakfast”
“also great for including in several recipes”
“Organic”
What buyers complain about
“And have a weird bitter taste”
“no where near the appearance of what was shown”
“Crazy expensive”
“Something went seriously wrong with the quality control on this packet”
“Arrived crushed/powdery”
“Very chewy even after soaking them overnight”
“the oats are slightly bigger than normal”
“off-putting smell whenever I unsealed it”
“tough texture dont really soak up milk”
“The 'banana' in this is just a flavouring there isn't any real banana in it”
Top return reasons
Common questions
- Is porridge profitable to sell on Amazon United Kingdom?
- The niche generates £716K/yr across 49 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -20.3%. Flapen's verdict: Worth a look (53/100).
- How competitive is the porridge niche?
- 14 brands and 116 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 87% of demand.
- What do buyers complain about in porridge?
- Top complaints mined from reviews: Taste-Overall, Advertised Vs Actual Product, Value For Money. The return rate is 0.0%.
- When does demand for porridge peak?
- Demand peaks in Jan–Feb; the busiest month runs 1.7× the quietest.
- What does it cost to enter the porridge niche?
- Listings span £0.66–£12.54; the average listing price is £4.54 (sweet spot $15–$100). The average incumbent carries 1,177 reviews — the moat a new listing must climb.