---
title: "Porridge — £716K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/porridge"
last_updated: "2026-08-01T15:03:20.574Z"
locale: en
meta:
description: "Niche score 53/100 · £716K/yr market · 1.1M searches/yr. Prices mostly outside the sweet spot ($0.66–$12.54) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 53/100 · £716K/yr market · 1.1M searches/yr. Prices mostly outside the sweet spot ($0.66–$12.54) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Porridge — £716K/yr Amazon UK Niche (2026) - Flapen"
---
# **porridge**
**Worth a look**
Shows low returns (0.0%), but prices mostly outside the sweet spot ($0.66–$12.54) keeps it on the watch list.
Market size 69Growth 15Conversion 96Competition 78Returns 100Price range 0Avg price 13Brand share 30Review moat 58Quality gap 24
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****14.4%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Great****37%**
top-5 click share — an open shelf
**Market size**
**Good****£716K**
£716K/yr · 1.1M searches
**Review moat**
**Good****1,177.14**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Okay****87%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-20.3%**
90-day search growth — must beat 0% to launch
**Avg price**
**Bad****£4.54**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£0.66–£12.54**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
25K15KHoliday '24Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Feb · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/grocery/porridge/trend)
## **Top porridge search terms**
- **oats**294K/yr-16.8%12.5% conv. - **porridge oats**213K/yr-19.1%15.7% conv. - **porridge**195K/yr-30.9%9.4% conv. - **rolled oats**99K/yr-9.0%9.3% conv. - **quaker oats**64K/yr+1.5%9.0% conv. - **porridge sachets**62K/yr-36.7%15.5% conv. - **oat**44K/yr-17.4%5.1% conv. - **quaker oats sachets**36K/yr-45.3%13.8% conv. - **quaker**18K/yr-25.1%4.8% conv. - **porridge oats sachets**9K/yr+30.1%14.5% conv. [**All search terms **](https://flapen.com/research/uk/grocery/porridge/search-terms)
## **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.
0%3%£21K6%£43K9%£64K12%£86K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Minton & Donello Organic Porridge Oats 1kg Wholesome Creamy Oats Great for Breakfast Baking Smooth & Warming Bowls and Nutritious Everyday Meals**Minton & Donello**£2.76**4.4★236 rev](https://www.amazon.co.uk/dp/B09R58N4H2) [2**MORRISONS SAVERS PORRIDGE OATS 1KG**Morrisons**£0.96**4.6★517 rev](https://www.amazon.co.uk/dp/B00J7YH0B2) [3**Quaker British Porridge Rolled Oats 1kg**Quaker**£2.59**4.6★2,309 rev](https://www.amazon.co.uk/dp/B001JNQ01U) [4**Quaker Rolled Porridge Oats 500 g(packaging may vary)**Quaker**£1.43**4.6★363 rev](https://www.amazon.co.uk/dp/B08BSG2TSL) [5**Wholefood Earth Jumbo Oats 3kg - Rolled Oats High Fibre Slow Release Energy Low GI Porridge Oats**Wholefood Earth**£11.74**4.6★959 rev](https://www.amazon.co.uk/dp/B08GDFR79J)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Quaker Oat So Simple Original Big Pack Porridge Sachets 22 x 27g**Quaker**£4.40**2 rev5mo ago](https://www.amazon.co.uk/dp/B0GLN9Q5SS) [**Amisa Organic Gluten-Free Porridge Oats 1kg - Batch Tested High Fibre 100% Recyclable Paper Packaging - Ideal for Breakfast Cooking & Baking Pack of 1**Amisa**£4.74**604 rev4y ago](https://www.amazon.co.uk/dp/B09VYGXFMK) [**Minton & Donello Organic Porridge Oats 1kg Wholesome Creamy Oats Great for Breakfast Baking Smooth & Warming Bowls and Nutritious Everyday Meals**Minton & Donello**£2.76**236 rev4y ago](https://www.amazon.co.uk/dp/B09R58N4H2) [**Minton & Donello Organic Jumbo Oats 1kg Bag - Wholegrain Rolled Oats for Porridge & Overnight High Fibre No Added Sugar Creamy Texture**Minton & Donello**£2.46**298 rev4y ago](https://www.amazon.co.uk/dp/B09R59BPFG) [**Quaker Oat So Simple Banana Porridge Sachets 348 g**Quaker**£3.27**543 rev5y ago](https://www.amazon.co.uk/dp/B091G3MF28)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Quaker Oat So Simple Original Big Pack Porridge Sachets 22 x 27g**Quaker**£4.40**5.0★**▲ 285%**](https://www.amazon.co.uk/dp/B0GLN9Q5SS) [**Minton & Donello Organic Porridge Oats 1kg Wholesome Creamy Oats Great for Breakfast Baking Smooth & Warming Bowls and Nutritious Everyday Meals**Minton & Donello**£2.76**4.4★**▲ 76%**](https://www.amazon.co.uk/dp/B09R58N4H2) [**Quaker Rolled Porridge Oats 500 g(packaging may vary)**Quaker**£1.43**4.6★**▲ 75%**](https://www.amazon.co.uk/dp/B08BSG2TSL) [**Wholefood Earth Jumbo Oats 3kg - Rolled Oats High Fibre Slow Release Energy Low GI Porridge Oats**Wholefood Earth**£11.74**4.6★**▲ 52%**](https://www.amazon.co.uk/dp/B08GDFR79J) [**Scotts Porage Old Fashioned Porridge Oats 1 kg**Scott's**£2.53**4.7★**▲ 39%**](https://www.amazon.co.uk/dp/B01DZSOX10)
**~~View all trending →~~**
## **What buyers say about porridge**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**26%
*“Smooth taste”*
**Value For Money**17%
*“Good value for money”*
**Quality-Overall**15%
*“Quality product delivered by a reliable company”*
**Flavor**6%
*“Nice flavour”*
**Ease Of Use**5%
*“Easy and quick”*
**Texture/Consistency-Overall**4%
*“Great chunky texture”*
**Nutritional Content**4%
*“Good nutrition value high fiber”*
**Health Benefits-Overall**4%
*“Good for breakfast”*
**Cooking Instructions**3%
*“also great for including in several recipes”*
**Vegan/Organic**3%
*“Organic”*
### **What buyers complain about **
**Taste-Overall**11%
*“And have a weird bitter taste”*
**Advertised Vs Actual Product**11%
*“no where near the appearance of what was shown”*
**Value For Money**9%
*“Crazy expensive”*
**Quality-Overall**7%
*“Something went seriously wrong with the quality control on this packet”*
**Powdered/Crumbled**5%
*“Arrived crushed/powdery”*
**Ease Of Chewing/Swallowing**5%
*“Very chewy even after soaking them overnight”*
**Size-Overall**4%
*“the oats are slightly bigger than normal”*
**Smell**4%
*“off-putting smell whenever I unsealed it”*
**Texture/Consistency-Overall**4%
*“tough texture dont really soak up milk”*
**Flavor**4%
*“The 'banana' in this is just a flavouring there isn't any real banana in it”*
### **Top return reasons **
**Certifications**100%
## **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.
## **Related niches in Grocery**
- 69 [**garden broom**](https://flapen.com/research/uk/grocery/garden-broom)£911K/yr+38.0%**Launch it**- 69 [**electrolytes sachets**](https://flapen.com/research/uk/grocery/electrolytes-sachets)£1.6M/yr+45.8%**Launch it**- 69 [**spider repellent plug in**](https://flapen.com/research/uk/grocery/spider-repellent-plug-in)£109K/yr+71.2%**Worth a look**- 69 [**ice cream tubs**](https://flapen.com/research/uk/grocery/ice-cream-tubs)£167K/yr+150.5%**Worth a look**- 70 [**alcohol free beer**](https://flapen.com/research/uk/grocery/alcohol-free-beer)£514K/yr+32.4%**Worth a look**- 70 [**ice cream cones**](https://flapen.com/research/uk/grocery/ice-cream-cones)£135K/yr+176.7%**Worth a look**[**All Grocery niches **](https://flapen.com/research/uk/grocery)