---
title: "Savoury Rice — £234K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/savoury-rice"
last_updated: "2026-07-31T16:11:47.882Z"
locale: en
meta:
description: "Niche score 55/100 · £234K/yr market. Brand-locked demand (top 5 brands take 97% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 55/100 · £234K/yr market. Brand-locked demand (top 5 brands take 97% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Savoury Rice — £234K/yr Amazon UK Niche (2026) - Flapen"
---
# **savoury rice**
**Worth a look**
Shows low returns (0.0%), but brand-locked demand (top 5 brands take 97% of clicks) keeps it on the watch list.
Market size 44Growth 20Conversion 98Competition 92Returns 100Price range 46Avg price 15Brand share 9Review moat 80Quality gap 35
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****17.1%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Great****23%**
top-5 click share — an open shelf
**Review moat**
**Great****397.06**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Okay****£0.58–£27.32**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Okay****£234K**
£234K/yr · 258K searches
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-10.6%**
90-day search growth — must beat 0% to launch
**Avg price**
**Bad****£5.30**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****97%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, savoury rice is a £234K/yr Amazon United Kingdom market (258K searches/yr). The top 5 brands hold 97% of demand. Verdict: Worth a look — 55/100.
Data updated Jul 24, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **savoury rice market data**
- **Units sold / yr**
- **60K–80K**
- avg 500–750/product
- **Revenue / yr**
- **£318K–£424K**
- units × avg price
- **Conversion rate**
- **17.1%**
- **Avg BSR**
- **#101**
- **Page quality**
- **0%**
- **Prime**
- **98%**
- **Sponsored**
- **29%**
- **Out of stock**
- **0.7%**
- **Avg brand age**
- **65 months**
- **Avg seller age**
- **180 days**
## **Competition & brand share**
Clicks spread well past the top 5 (23% combined) — an open shelf where new products get seen.
**Brands**
**10 **▲rising
**Sellers**
**112**
**Top-5 brand share**
**97%**
Top 20: 100%
**Top-5 click share**
**23%**
Top 20: 54%
**Open market**
**2%**
- Ben's Original54% - Tilda32% - Uncle Ben's8% - Gharana Swaad Ka Khazaana1% - Universal Product Solutions1% - by Amazon1% - Open — no brand owns it (4 brands, 2%)
## **Demand & seasonality**
Weekly Amazon search volume, last 92 weeks — -10.6% search growth over the last 90 days.
5K3KSpike '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonNovDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
No pronounced peak months · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/uk/grocery/savoury-rice/trend)
## **Top savoury rice search terms**
- **uncle bens rice**60K/yr+0.9%21.3% conv. - **tilda rice**52K/yr-14.7%13.0% conv. - **tilda**29K/yr-10.5%13.9% conv. - **uncle bens**29K/yr-28.5%10.2% conv. - **bens rice**18K/yr-16.5%15.5% conv. - **bens original**14K/yr-15.1%6.0% conv. - **tilda microwave rice**14K/yr+10.8%10.2% conv. - **instant rice**10K/yr-6.6%6.7% conv. - **bens**10K/yr-5.2%7.2% conv. - **basmati rice microwave**5K/yr+7.9%10.5% conv. [**All search terms **](https://flapen.com/research/uk/grocery/savoury-rice/search-terms)
## **Top savoury rice 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%2%£5K4%£9K6%£14K8%£19K101001K10K 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**Bens Original Basmati Microwave Rice Bulk Multipack 6 x 220 g pouches**Ben's Original**£5.27**4.7★1,403 rev](https://www.amazon.co.uk/dp/B0B9T1KGZT) [2**BENS ORIGINAL Golden Vegetable Microwave Rice Bulk Multipack 6 x 220g pouches**Ben's Original**£5.35**4.6★914 rev](https://www.amazon.co.uk/dp/B0C5N9JMRC) [3**Bens Original Microwave Rice Pouch Savoury Chicken Flavour Wholesome Easy to Prepare Rice Suitable for Vegetarians 6 x 220g Multipack**Ben's Original**£5.56**4.7★543 rev](https://www.amazon.co.uk/dp/B0C5N7HTD2) [4**Tilda Pure Steamed Basmati Rice 250g**Tilda**£1.14**4.7★730 rev](https://www.amazon.co.uk/dp/B006TD1FOW) [5**BENS ORIGINAL Egg Fried Microwave Rice Bulk Multipack 6 x 220g pouches**Ben's Original**£5.55**4.5★552 rev](https://www.amazon.co.uk/dp/B0C5N71HD7)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Tilda Pure Original Basmati Rice 10 Kg - Aromatic Extra Long Grain - Ideal for Curries Biryani and Pilaf - Authentic Indian Basmati Rice**Gharana Swaad Ka Khazaana**£26.69**102 rev2y ago](https://www.amazon.co.uk/dp/B0CL9X6J8B) [**Bens Original Golden Vegetable Microwave Rice Pouch 220g**Ben's Original**£1.15**505 rev3y ago](https://www.amazon.co.uk/dp/B0C6YDTVF8) [**BENS ORIGINAL Spicy Mexican Microwave Rice Pouch 220g - Serves 2**Ben's Original**£1.14**325 rev3y ago](https://www.amazon.co.uk/dp/B0C6YC28DN) [**Bens Original Savoury Chicken Microwave Rice Pouch 220g**Ben's Original**£1.15**479 rev3y ago](https://www.amazon.co.uk/dp/B0C6YHR4K3) [**Bens Original Egg Fried Microwave Rice Pouch 220g**Ben's Original**£1.18**427 rev3y ago](https://www.amazon.co.uk/dp/B0C6YFBYTR)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**BENS ORIGINAL Chinese Style Microwave Rice Bulk Multipack 6 x 220g pouches**Ben's Original**£5.67**4.4★**▲ 94%**](https://www.amazon.co.uk/dp/B0C5N7HYVY) [**Tilda Pure Basmati Rice 5kg**Tilda**£13.64**4.8★**▲ 84%**](https://www.amazon.co.uk/dp/B01BKKVMOQ) [**Bens Original Boil-in-Bag Long Grain Rice 500g**Uncle Ben's**£3.02**4.6★**▲ 73%**](https://www.amazon.co.uk/dp/B096YDTD39) [**Tilda Pure Steamed Basmati Rice 250 grams**Tilda**£1.15**4.6★**▲ 62%**](https://www.amazon.co.uk/dp/B016IPMBAW) [**BENS ORIGINAL Tomato and Basil Microwave Rice Bulk Multipack 6 x 220g pouches**Ben's Original**£5.59**4.6★**▲ 17%**](https://www.amazon.co.uk/dp/B0C5NB155B)
**~~View all trending →~~**
## **What buyers say about savoury rice**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**32%
*“Perfect for a tasty snack”*
**Value For Money**17%
*“Good price”*
**Quality-Overall**10%
*“As good as other supermarket own brands”*
**Cooking Instructions**10%
*“Cooks to perfection”*
**Flavor**8%
*“Very very strong flavour”*
**Ease Of Use**7%
*“Easy to use”*
**Nutritional Content**3%
*“Great with many different meals”*
**Advertised Vs Actual Product**2%
*“Exactly as described”*
**Texture/Consistency-Overall**1%
*“Nice texture”*
**Ingredients-Overall**1%
*“Useful staple ingredient in pantry”*
### **What buyers complain about **
**Taste-Overall**31%
*“Strange taste”*
**Quality-Overall**8%
*“Absolutely appalling”*
**Spiciness**5%
*“Very spicy”*
**Flavor**5%
*“Flavour not great”*
**Texture/Consistency-Overall**4%
*“Sickly too rich and gooey”*
**Smell**4%
*“Smells worse”*
**Value For Money**4%
*“in fact the pot is £2.20 cheaper”*
**Cooking Instructions**4%
*“DO NOT COOK IN THE BAG”*
**Stale/Rotten/Spoiled**4%
*“Found these bland”*
**Chunk/Clump/Collection**3%
*“Very clumpy”*
### **Top return reasons **
**Value For Money**67%
**Gap/Hole**33%
## **Common questions**
- **Is savoury rice profitable to sell on Amazon United Kingdom?**
- The niche generates £234K/yr across 89 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -10.6%. Flapen's verdict: Worth a look (55/100).
- **How competitive is the savoury rice niche?**
- 10 brands and 112 sellers compete. The top 5 products take 23% of clicks and top 5 brands hold 97% of demand.
- **What do buyers complain about in savoury rice?**
- Top complaints mined from reviews: Taste-Overall, Quality-Overall, Spiciness. The return rate is 0.0%.
- **When does demand for savoury rice peak?**
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- **What does it cost to enter the savoury rice niche?**
- Listings span £0.58–£27.32; the average listing price is £5.30 (sweet spot $15–$100). The average incumbent carries 397 reviews — the moat a new listing must climb.
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