protein porridge
Worth a lookShows low returns (0.0%), but soft demand (-6.5% this quarter) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Great309.73avg incumbent reviews — the moat a new listing must climb
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Avg price
Good£14.31avg listing price — sweet spot $15–$100
Price range
Good£3.06–£34.76cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good50%top-5 click share — leaders hold, buyers still browse
Conversion
Good4.2%search→purchase rate — share of searches ending in a sale
Market size
Okay£187K£187K/yr · 313K searches
Brand share
Okay85%top-5 brand share — brands hold most of the demand
Growth
Bad-6.5%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, protein porridge is a £187K/yr Amazon United Kingdom market (313K searches/yr). The top 5 brands hold 85% of demand. Demand peaks in Feb–Mar–May. Verdict: Worth a look — 55/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
protein porridge market data
- Units sold / yr
- 15K–20K
- avg 500–750/product
- Revenue / yr
- £215K–£286K
- units × avg price
- Conversion rate
- 4.2%
- Avg BSR
- #8
- Page quality
- 0%
- Prime
- 96%
- Sponsored
- 77%
- Out of stock
- 0.0%
- Avg brand age
- 40 months
- Avg seller age
- 158 days
Competition & brand share
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.Brands
12 falling
Sellers
36
Top-5 brand share
85%
Top 20: 100%
Top-5 click share
50%
Top 20: 93%
Open market
11%
- Linwoods51%
- Protein Works12%
- ELEAT11%
- FUEL10K7%
- Grain Up4%
- Applied Nutrition4%
- Open — no brand owns it (6 brands, 11%)
Demand & seasonality
Weekly Amazon search volume, last 88 weeks — -6.5% search growth over the last 90 days.Peak months: Feb, Mar, May · busiest ÷ quietest = 3.5×
Top protein porridge search terms
- overnight oats144K/yr
- protein porridge39K/yr
- protein oats35K/yr
- linwoods overnight oats32K/yr
- quaker overnight oats5K/yr
- high protein oats11K/yr
- fuel porridge pots13K/yr
- protein overnight oats9K/yr
- protein porridge pots9K/yr
- bio and me overnight oats4K/yr
Top protein 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
Linwoods Chocolate Protein Overnight Oats | 1kg Porridge Oats | Healthy Breakfast Food | Vegan Friendly & Gluten Free
Linwoods£12.934.5★247 rev
Linwoods Strawberry Energy Overnight Oats | 1kg Porridge Oats | Healthy Breakfast Food | Vegan Friendly & Gluten Free
Linwoods£12.904.5★138 rev
Linwoods Chocolate Protein Overnight Oats | 3 x 300g Porridge Oats | Healthy Breakfast Food | Vegan Friendly & Gluten Free
Linwoods£11.964.5★247 rev
Linwoods Original Energy Overnight Oats | 3x 300g Porridge Oats | Source Of Protein | Healthy Breakfast Food | Vegan Friendly & Gluten Free
Linwoods£11.984.6★63 rev
ELEAT | High Protein Overnight Oats Starter Bundle
ELEAT£34.764.5★25 rev
Newest
by launch date
Bio&Me Cocoa Overnight Oats 350g
Bio&Me£3.121 rev
Linwoods Vanilla Protein Overnight Oats | 3 x 300g | Healthy Breakfast Food | Vegan Friendly & Gluten Free
Linwoods£11.9911 rev
ELEAT | 5x High Protein Overnight Oats Individual Sachets | Chocolate
ELEAT£12.894 rev
ELEAT | High Protein Overnight Oats Starter Bundle
ELEAT£34.7625 rev
Grain UP - Blueberry Muffin Overnight Oats 300g High Protein Vegan Gluten-Free Healthy Meal Prep Option
Grain Up£4.0610 rev
Trending
90-day click momentumBio&Me Cocoa Overnight Oats 350g
Bio&Me£3.125.0★
Grain UP - Blueberry Muffin Overnight Oats 300g High Protein Vegan Gluten-Free Healthy Meal Prep Option
Grain Up£4.063.4★
ELEAT | 5x High Protein Overnight Oats Individual Sachets | Chocolate
ELEAT£12.893.6★
ELEAT | High Protein Overnight Oats Starter Bundle
ELEAT£34.764.5★
ELEAT | High Protein Overnight Oats Healthy Breakfast | Variety Pack
ELEAT£29.444.5★
What buyers say about protein porridge
What buyers praise and complain about, mined from review topics.What buyers love
“It tastes amazing”
“Product is lovely”
“Good price”
“very handy for when youve got to look after the grandchildren as I can make at home”
“Filling, high protein breakfast option”
“No leaks so far”
“Good Flavour”
“Does the job”
“good size”
“beautiful design”
What buyers complain about
“They rust”
“tastes a bit artificial”
“threw it away not like the advert”
“Waste of money”
“Too sweet”
“Not good quality”
“Does not smell good”
“Much cheaper to buy the ingredients separately and mix them”
“no compostable guidance which says to me that its neither compostable or recyclable”
“Awful unknown bitter ingredient”
Top return reasons
Common questions
- Is protein porridge profitable to sell on Amazon United Kingdom?
- The niche generates £187K/yr across 26 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -6.5%. Flapen's verdict: Worth a look (55/100).
- How competitive is the protein porridge niche?
- 12 brands and 36 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 85% of demand.
- What do buyers complain about in protein porridge?
- Top complaints mined from reviews: Rusts/Corrodes, Taste-Overall, Advertised Vs Actual Product. The return rate is 0.0%.
- When does demand for protein porridge peak?
- Demand peaks in Feb–Mar–May; the busiest month runs 3.5× the quietest.
- What does it cost to enter the protein porridge niche?
- Listings span £3.06–£34.76; the average listing price is £14.31 (sweet spot $15–$100). The average incumbent carries 310 reviews — the moat a new listing must climb.