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Roast Dinner

Fail

The top 5 brands take 100% of clicks, so Roast Dinner is a Fail.

Flapen Score
39
39 / 100
Ranks 2,381 of 2,976 Grocery niches · −7 vs the category median of 46
Market size
£346K/yr304K searches / yr
90-day growth
-29.1%search demand this quarter
Competition
82%top-5 click share · 2 brands · 6 sellers

Flapen Score

Roast Dinner against its category

The dotted line is the Grocery average. Past it, Roast Dinner is stronger. Inside it, weaker.

39Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Roast Dinner market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Roast Dinner 304K times last year and spent an estimated £346K. All 2 brands take every click. Demand peaks in Jan–Dec. Flapen scores it 39 out of 100, a Fail.

01 · Demand

21.7% of searches ended in a purchase last week.

Shoppers searched for this 304K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 21.7% of those searches ended in a purchase. Searches in the last 90 days moved -29.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £346K a year.

Searches, last 12 months
304K
Growth, 90 days vs prior 90
-29.1%
Conversion, latest week
21.7%
Market size, estimated
£346Ka year
Peak month
December4.8× the quietest month
Top search term
whole chicken119K searches a year

02 · Price

A sale here is worth £5.25.

Listings sell for £5.25 on average, from £1.95 to £7.12. Amazon reports units sold in ranges. This niche sold 50K to 60K a year. The average listing sells 2,500 to 3,000 of them. At £5.25 that is £13K to £16K a year per listing.

Average price
£5.25under the $15 to $100 sweet spot
Price range
£1.95–£7.12
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
50K–60K
Units per listing a year
2,500–3,000
Revenue per listing a year
£13K–£16K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

0% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 19.4% of listings are out of stock. The average listing ranks #6 within Fresh & Chilled. It carries 1,077 reviews at 4.53 stars, so a new listing needs social proof before a better product.

Sponsored listings
0%
Prime listings
100%
Out of stock, average day
19.4%
Average rank
#6in Fresh & Chilled
Average rating
4.53 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,077per listing
Listings tracked
11

04 · Newcomers

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

2 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 72 months on average, so the names here are established.

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

Products

Top Roast Dinner 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 82% of clicks. A locked shelf that new listings rarely crack.

£0£35K£69K£104K£139K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

2 falling

Sellers

6

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

82%

Top 20: 100%

Open market

0%

  • Morrisons99%
  • Bernard Matthews1%

Demand

Roast Dinner search demand

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

23K18KSpike '25Black Friday '25Holiday '25Spike '26DecMarJunAugNovMarMay

Peak months: Jan, Dec · busiest ÷ quietest = 4.8×

Search terms

Top Roast Dinner search terms shoppers use

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

  • whole chicken119K/yr
  • chicken crown24K/yr
  • joint25K/yr
  • chicken whole14K/yr
  • bernard matthews10K/yr
  • large chicken7K/yr
  • chicken joint7K/yr
  • joints5K/yr
  • small chicken5K/yr
  • roasting joint4K/yr

Reviews and returns

What reviews say buyers love and hate about Roast Dinner

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

Complain

Size-Overall37%−0.15

found the tray far too small

Very small

Smallest chicken Ive ever seen

Moist/Dry12%−0.05

Small fresh Morrisons chicken was dry and tasteless

drying it out

Small and dry not for us

Advertised Vs Actual Product7%−0.03

Misleading Placement

Stale/Rotten/Spoiled7%−0.03

Didnt taste fresh

Small fresh Morrisons chicken was dry and tasteless

Dilute/Watery7%−0.03

Full of water

Love

Taste-Overall47%+3.24

Chicken nice

Great taste

It tastes like chicken

Value For Money10%−0.04

Affordable price

that is reasonably priced

Good value

Quality-Overall10%+0.65

Good quality chicken

Good quality

Great quality, decent price

Cooking Instructions8%+0.26

easy to cook

Good meat content for cooking curry and pies

so easy to cook

Smell3%+0.22

Smells and tastes incredible pity it's not bigger

FAQ

Common Roast Dinner questions

Answered from the same tracked data.