protein cereal
Worth a lookShows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Quality gap
Incredible4.0★avg incumbent rating — lower means beatable quality
Review moat
Great202.55avg incumbent reviews — the moat a new listing must climb
Avg price
Great£16.59avg listing price — sweet spot $15–$100
Conversion
Good5.9%search→purchase rate — share of searches ending in a sale
Price range
Good£2.83–£35.97cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good49%top-5 click share — leaders hold, buyers still browse
Market size
Okay£259K£259K/yr · 267K searches
Growth
Okay+3.6%90-day search growth — must beat 0% to launch
Brand share
Bad98%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, protein cereal is a £259K/yr Amazon United Kingdom market (267K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Jan–Feb. Verdict: Worth a look — 59/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
protein cereal market data
- Units sold / yr
- 15K–20K
- avg 500–750/product
- Revenue / yr
- £249K–£332K
- units × avg price
- Conversion rate
- 5.9%
- Avg BSR
- #0
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 62%
- Out of stock
- 7.0%
- Avg brand age
- 56 months
- Avg seller age
- 162 days
Competition & brand share
The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.Brands
7 rising
Sellers
58
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
49%
Top 20: 90%
Open market
1%
- Surreal72%
- Weetabix14%
- Kellogg's9%
- FUEL10K3%
- Cheeky Pete's1%
- UFIT1%
- Open — no brand owns it (1 brand, 1%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +3.6% search growth over the last 90 days.Peak months: Jan, Feb · busiest ÷ quietest = 2.4×
Top protein cereal search terms
- surreal cereal105K/yr
- protein cereal68K/yr
- surreal29K/yr
- weetabix protein22K/yr
- protein weetabix13K/yr
- high protein cereal12K/yr
- surreal protein cereal6K/yr
- magic spoon cereal6K/yr
- sureal3K/yr
- sureally healthy cereal3K/yr
Top protein cereal 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
Surreal Variety Pack - High Protein Cereal Zero Sugar- Healthy Plant Based Cereal - High in Fibre - Low Carb Gluten Free - Vegan - 17-18g of Protein 0g of Sugar - 240g per Box - 4 Pack (1 x each)
Surreal£23.553.8★664 rev
Kellogg Protein 400g
Kellogg's£2.874.2★95 rev
Surreal High Protein Low Sugar Granola - 13g Protein Vegan Snack or Breakfast Cereal - High Fibre Plant-Based Granola Clusters 300 g (5 Packs Chocolate & Hazelnut)
Surreal£18.854.3★104 rev
Weetabix Protein 24 Biscuits High Protein Wholegrain Breakfast Plant-Based Goodness Low Sugar & High Fibre 12g Protein per Serving Source of Iron & Vitamin B1 UKs No.1 Cereal
Weetabix£3.374.6★967 rev
Surreal Choc Hazelnut - High Protein Cereal - Zero Sugar- Healthy Plant Based Cereal - High in Fibre - Low Carb - Gluten Free - Vegan - 18g of Protein 0g of Sugar - 240g per Box - 4 Pack
Surreal£20.813.5★26 rev
Newest
by launch date
Surreal High Protein Low Sugar Granola - 15g Protein Vegan Snack or Breakfast Cereal - High Fibre Plant-Based Granola Clusters 300 g (5 Packs Peanut Butter)
Surreal£18.4912 rev
Surreal High Protein Low Sugar Granola - 13g Protein Vegan Snack or Breakfast Cereal - High Fibre Plant-Based Granola Clusters 300 g (5 Packs Mixed Berry)
Surreal£18.0833 rev
Surreal High Protein Low Sugar Chocolate & Hazelnut Granola 300g
Surreal£3.521 rev
FUEL10K Chocolate Chunks Granola 650 g (Pack of 1)
FUEL10K£5.0470 rev
Surreal High Protein Low Sugar Granola - 13g Protein Vegan Snack or Breakfast Cereal - High Fibre Plant-Based Granola Clusters 300 g (5 Packs Chocolate & Hazelnut)
Surreal£18.85104 rev
Trending
90-day click momentumSurreal High Protein Low Sugar Granola - 15g Protein Vegan Snack or Breakfast Cereal - High Fibre Plant-Based Granola Clusters 300 g (5 Packs Peanut Butter)
Surreal£18.494.3★
Surreal High Protein Low Sugar Chocolate & Hazelnut Granola 300g
Surreal£3.521.0★
Surreal Mixed Pack - High Protein Cereal - Zero Sugar - High in Fibre - Low Carb - Gluten Free - Vegan - 17g of Protein 0g of Sugar - 240g per Box - 4 Pack (2x Chocolate 1x Cinnamon 1x Frosted)
Surreal£23.213.8★
Surreal High Protein Low Sugar Granola - 13g Protein Vegan Snack or Breakfast Cereal - High Fibre Plant-Based Granola Clusters 300 g (5 Packs Mixed Berry)
Surreal£18.084.2★
Surreal Frosted - High Protein Cereal 6 Pack - Zero Sugar- Healthy Plant Based Cereal - High in Fibre - Low Carb - Gluten Free - Vegan - 17g of Protein 0g of Sugar - 240g per Box
Surreal£28.993.8★
What buyers say about protein cereal
What buyers praise and complain about, mined from review topics.What buyers love
“Amazing taste”
“High Protein”
“Such strong flavours”
“Its tasty, sweet, crunchy and really good”
“Super Crunchy”
“its a relief to have found a healthy”
“alot cheaper than buying from the company”
“They are visually very appealing”
“The texture is just right”
“Item as described”
What buyers complain about
“Artificial taste”
“bit pricey”
“No sugar”
“And they have a very artificial flavour”
“is so full of artificial sweetener that it leaves a chemically aftertaste in your mouth”
“got a strong smell”
“Poor quality protein content”
“the cereal is really hard”
“Packet smaller than expected”
“a bit too crunchy”
Common questions
- Is protein cereal profitable to sell on Amazon United Kingdom?
- The niche generates £259K/yr across 29 tracked products. 5 of 7 products launched in the last 360 days are still selling. 90-day search growth is +3.6%. Flapen's verdict: Worth a look (59/100).
- How competitive is the protein cereal niche?
- 7 brands and 58 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in protein cereal?
- Top complaints mined from reviews: Taste-Overall, Value For Money, Sweetness. The return rate is 0.1%.
- When does demand for protein cereal peak?
- Demand peaks in Jan–Feb; the busiest month runs 2.4× the quietest.
- What does it cost to enter the protein cereal niche?
- Listings span £2.83–£35.97; the average listing price is £16.59 (sweet spot $15–$100). The average incumbent carries 203 reviews — the moat a new listing must climb.