porridge pots
Worth a lookShows low returns (0.1%), but soft demand (-30.7% this quarter) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great11.6%search→purchase rate — share of searches ending in a sale
Review moat
Great345.67avg incumbent reviews — the moat a new listing must climb
Competition
Great36%top-5 click share — an open shelf
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Market size
Okay£139K£139K/yr · 193K searches
Brand share
Bad92%top-5 brand share — brand-locked demand
Avg price
Bad£6.21avg listing price — sweet spot $15–$100
Price range
Bad£0.97–£17.77cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-30.7%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, porridge pots is a £139K/yr Amazon United Kingdom market (193K searches/yr). The top 5 brands hold 92% of demand. Demand peaks in Jan–Feb–Oct. Verdict: Worth a look — 52/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
porridge pots market data
- Units sold / yr
- 30K–40K
- avg 500–750/product
- Revenue / yr
- £186K–£248K
- units × avg price
- Conversion rate
- 11.6%
- Avg BSR
- #34
- Page quality
- 0%
- Prime
- 95%
- Sponsored
- 23%
- Out of stock
- 4.8%
- Avg brand age
- 45 months
- Avg seller age
- 173 days
Competition & brand share
Clicks spread well past the top 5 (36% combined) — an open shelf where new products get seen.Brands
8 falling
Sellers
84
Top-5 brand share
92%
Top 20: 100%
Top-5 click share
36%
Top 20: 79%
Open market
4%
- Quaker42%
- Ambrosia24%
- FUEL10K13%
- Oatburst8%
- Mornflake5%
- Bio&Me4%
- Open — no brand owns it (2 brands, 4%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -30.7% search growth over the last 90 days.Peak months: Jan, Feb, Oct · busiest ÷ quietest = 2.5×
Top porridge pots search terms
- porridge pots124K/yr
- quaker porridge pots14K/yr
- porridge pot12K/yr
- ambrosia ready to eat porridge12K/yr
- gluten free porridge pots4K/yr
- porridge pots multipack6K/yr
- ready to eat porridge pots4K/yr
- oat pots4K/yr
- instant porridge pots6K/yr
- quaker oats pots3K/yr
Top porridge pots 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
Ambrosia Low Fat Porridge Pots Ready-to-Eat Golden Syrup 210 g (6-Pack)
Ambrosia£6.934.4★330 rev
Quaker Oat So Simple Golden Syrup Porridge Pots 57 g (Pack of 8)
Quaker£9.314.4★614 rev
Ambrosia Original Ready-to-Eat Porridge Pots 210 g (6-Pack)
Ambrosia£6.984.5★238 rev
Quaker Oat So Simple Heaps of Fruit Banana and Strawberry Flavour Porridge Pot 58 g (Pack of 8)
Quaker£9.944.6★474 rev
FUEL10K High Protein Golden Syrup Porridge Pot 70 g (8-Pack)
FUEL10K£8.804.5★833 rev
Newest
by launch date
Bio & Me Blueberry Protein Porridge 65g
Bio&Me£1.022 rev
Quaker Hazelnut Chocolate Pot (Case of 8)
Quaker£9.8229 rev
Ambrosia Ready-to-Eat Apple & Blueberry Porridge Pots 210 g (6-Pack)
Ambrosia£7.18113 rev
Bio&Me: Nice and Nutty Gluten Free Porridge 8-Pack (8 x 58g pots) - High in Fibre Low Sugar - On The Go Breakfast - Packaging may Vary
Bio&Me£9.71103 rev
Ambrosia Low Fat Porridge Pots Ready-to-Eat Golden Syrup 210 g (6-Pack)
Ambrosia£6.93330 rev
Trending
90-day click momentumBio & Me Blueberry Protein Porridge 65g
Bio&Me£1.022.5★
Mornflake - Oats2Go Golden Syrup Instant Porridge 12 x 62g Pots For On-the-go. Ready Meal Cereals Breakfast Breakfast Oats In A Cup Just Add Water. Great Source Of Protein & Fibre
Mornflake£14.564.2★
Oatburst Original Oats Instant Porridge Pot 57 g Pack of 8
Oatburst£7.354.4★
FUEL10K High Protein Super Berry Porridge Pot 70g (8-Pack)
FUEL10K£9.304.4★
Quaker Oat So Simple Original Porridge Big Pot 60 g (Pack of 8)
Quaker£8.004.6★
What buyers say about porridge pots
What buyers praise and complain about, mined from review topics.What buyers love
“Tasty and easy to make”
“Product is lovely”
“Very handy for on the go”
“Great snack food”
“Does the job”
“Fantastic flavour”
“No leaks so far”
“Cheaper than the shops”
“beautiful design”
“The size is perfect”
What buyers complain about
“They rust”
“tastes very cardboardy”
“Cheap crap”
“Can be bought cheaper”
“Not much flavours”
“one of them just broke whole washing it”
“Mouldy”
“Couldn't get on with these oats, you need to put less water in than what it says”
“I don't usually like low fat options”
“the size of the pot promises much more product than it delivers”
Top return reasons
Common questions
- Is porridge pots profitable to sell on Amazon United Kingdom?
- The niche generates £139K/yr across 43 tracked products. 1 of 7 products launched in the last 360 days are still selling. 90-day search growth is -30.7%. Flapen's verdict: Worth a look (52/100).
- How competitive is the porridge pots niche?
- 8 brands and 84 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 92% of demand.
- What do buyers complain about in porridge pots?
- Top complaints mined from reviews: Rusts/Corrodes, Taste-Overall, Quality-Overall. The return rate is 0.1%.
- When does demand for porridge pots peak?
- Demand peaks in Jan–Feb–Oct; the busiest month runs 2.5× the quietest.
- What does it cost to enter the porridge pots niche?
- Listings span £0.97–£17.77; the average listing price is £6.21 (sweet spot $15–$100). The average incumbent carries 346 reviews — the moat a new listing must climb.