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Protein Milk

Fail

The top 5 brands take 99% of clicks, so Protein Milk is a Fail.

Flapen Score
38
38 / 100
Ranks 2,496 of 2,976 Grocery niches · −8 vs the category median of 46
Market size
£46K/yr78K searches / yr
90-day growth
-4.7%search demand this quarter
Competition
68%top-5 click share · 6 brands · 67 sellers

Flapen Score

Protein Milk against its category

The dotted line is the Grocery average. Past it, Protein Milk is stronger. Inside it, weaker.

38Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Protein Milk market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Protein Milk 78K times last year and spent an estimated £46K. The top 5 brands take 99% of clicks. Flapen scores it 38 out of 100, a Fail.

01 · Demand

7.0% of searches ended in a purchase last week.

Shoppers searched for this 78K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 7.0% of those searches ended in a purchase. Searches in the last 90 days moved -4.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £46K a year.

Searches, last 12 months
78K
Growth, 90 days vs prior 90
-4.7%
Conversion, latest week
7.0%
Market size, estimated
£46Ka year
Top search term
protein milk37K searches a year

02 · Price

A sale here is worth £8.53.

Listings sell for £8.53 on average, from £1.20 to £18.76. Amazon reports units sold in ranges. This niche sold 10K to 13K a year. The average listing sells 500 to 750 of them. At £8.53 that is £4K to £6K a year per listing.

Average price
£8.53under the $15 to $100 sweet spot
Price range
£1.20–£18.76
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
10K–13K
Units per listing a year
500–750
Revenue per listing a year
£4K–£6K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

53% of listings pay for placement with sponsored ads. 89% ship with Prime. On an average day, 5.3% of listings are out of stock. The average listing ranks #70 within Fresh & Chilled. It carries 585 reviews at 4.46 stars, so a new listing needs social proof before a better product.

Sponsored listings
53%
Prime listings
89%
Out of stock, average day
5.3%
Average rank
#70in Fresh & Chilled
Average rating
4.46 starsAmazon United Kingdom average 4.36 stars
Average reviews
585per listing
Listings tracked
19

04 · Newcomers

Amazon counts 2 of last year's 3 launches as successful.

3 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 61 months on average, so the names here are established.

Launched, last 12 months
3
Successful launches
2Amazon's first-year sales bar
Average brand age
61 months

Products

Top Protein Milk products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 68% of clicks. Leaders hold, but buyers still shop past them.

£0£5K£9K£14K£18K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 flat

Sellers

67

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

68%

Top 20: 100%

Open market

0%

  • Alpro83%
  • Sproud10%
  • KoalaKoi3%
  • Kallo2%
  • Grenade2%
  • Pro Mlk1%

Demand

Protein Milk search demand

Weekly searches over the year, seasonality beneath. Pick a range.

2K1KSpike '26DecJanFebMarAprMayJunJul

No pronounced peak months · busiest ÷ quietest = 1.5× · 8 of 12 months tracked

Search terms

Top Protein Milk search terms shoppers use

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

  • protein milk37K/yr
  • alpro protein8K/yr
  • alpro chocolate milk13K/yr
  • high protein milk6K/yr
  • alpro protein milk7K/yr
  • alpro chocolate4K/yr
  • milk protein2K/yr

Reviews and returns

What reviews say buyers love and hate about Protein Milk

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Taste-Overall13%+0.79

it now tastes cheap

Tastes awful

there is a bit of a chalky after taste

Value For Money10%

Waste of money

Bit expensive

Crazy price

Sweetness6%−0.10

It does not taste overly sweet

Too sweet

I hate sweetener

Nutritional Content5%−0.02

so this isn't a product I would choose if I were dieting or for extreme circumstances like recovering from illness or as hiking supplies

Not healthy due to bad ingredients

Contains gluten

Thickness5%−0.01

The drink is fairly thick

It is thick

It isn't as thick as some oat milks

Love

Taste-Overall31%+0.79

Great taste

It taste nice, creamy

Really interesting taste

Nutritional Content15%−0.02

Amazing for protein

Easy to eat protein yogs

its good to know this will give some nutrition on the go

Flavor10%+1.44

the flavour is comforting

Has a nice flavor

Nice vanilla flavour

Texture/Consistency-Overall4%+0.26

Smooth consistency

this has an extremely smooth texture

The texture is good they are thick like a shake

Sweetness4%−0.10

Very sweet

A sweet milk

Chocolate banana flavour is smooth and enjoyable, offering a nice balance of sweetness without being overpowering

Return

0.0% Return rate 0% Fixable by listing

Leak-Proof100%▁▁▁▁▁█

FAQ

Common Protein Milk questions

Answered from the same tracked data.