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South African Food

Fail

Demand is soft, at -16.3% this quarter, so South African Food is a Fail.

Flapen Score
42
42 / 100
Ranks 2,003 of 2,976 Grocery niches · −4 vs the category median of 46
Market size
£73K/yr107K searches / yr
90-day growth
-16.3%search demand this quarter
Competition
62%top-5 click share · 9 brands · 49 sellers

Flapen Score

South African Food against its category

The dotted line is the Grocery average. Past it, South African Food is stronger. Inside it, weaker.

42Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The South African Food market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for South African Food 107K times last year and spent an estimated £73K. The top 5 brands take 86% of clicks. Flapen scores it 42 out of 100, a Fail.

01 · Demand

7.7% of searches ended in a purchase last week.

Shoppers searched for this 107K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 7.7% of those searches ended in a purchase. Searches in the last 90 days moved -16.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £73K a year.

Searches, last 12 months
107K
Growth, 90 days vs prior 90
-16.3%
Conversion, latest week
7.7%
Market size, estimated
£73Ka year
Peak month
December1.4× the quietest month
Top search term
rusks28K searches a year

02 · Price

A sale here is worth £8.83.

Listings sell for £8.83 on average, from £1.40 to £24.67. Amazon reports units sold in ranges. This niche sold 15K to 20K a year. The average listing sells 750 to 1,000 of them. At £8.83 that is £7K to £9K a year per listing.

Average price
£8.83under the $15 to $100 sweet spot
Price range
£1.40–£24.67
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
15K–20K
Units per listing a year
750–1,000
Revenue per listing a year
£7K–£9K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

30% of listings pay for placement with sponsored ads. 70% ship with Prime. On an average day, 6.0% of listings are out of stock. The average listing ranks #126 within Baby Foods. It carries 354 reviews at 4.64 stars, so a new listing needs social proof before a better product.

Sponsored listings
30%
Prime listings
70%
Out of stock, average day
6.0%
Average rank
#126in Baby Foods
Average rating
4.64 starsAmazon United Kingdom average 4.36 stars
Average reviews
354per listing
Listings tracked
20

04 · Newcomers

Amazon counts 0 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 53 months on average, so the names here are settling in.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
53 months

Products

Top South African Food 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 62% of clicks. Leaders hold, but buyers still shop past them.

£0£7K£15K£22K£29K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

9 rising

Sellers

49

Top-5 brand share

86%

Top 20: 98%

Top-5 click share

62%

Top 20: 100%

Open market

7%

  • HEINZ27%
  • Ouma22%
  • BAKERS EST 185115%
  • Farley's12%
  • Generic10%
  • Nola7%
  • Open — no brand owns it (3 brands, 7%)

Demand

South African Food search demand

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

3K2KSpike '25Holiday '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.4×

Search terms

Top South African Food search terms shoppers use

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

  • rusks28K/yr
  • ouma rusks21K/yr
  • farleys rusks original18K/yr
  • rusk15K/yr
  • rusks for babies12K/yr
  • farleys rusks8K/yr
  • baby rusks3K/yr
  • ouma2K/yr
  • rusks baby422/yr
  • rusks baby farleys7/yr

Reviews and returns

What reviews say buyers love and hate about South African Food

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

Complain

Value For Money19%+0.50

expensive

always a bit pricey

Bring the price down

Stale/Rotten/Spoiled19%−0.05

All three boxes of rusks were stale

Bought 2 boxes of these rusks and one box were horrible and stale,

Powdered/Crumbled13%−0.03

They crumble in your mouth

bag containing the rusks split too with three quarters reduced to crumbs

Functionality-Overall13%−0.03

Not executable

Flavor6%+0.66

It doesnt have a really strong condense milk flavour

Love

Taste-Overall32%+1.46

Lovely taste

Good biscuits

Very nice treat

Sweetness11%+0.86

We continued giving these to our children as they have grown as a reduced sugar alternative biscuit

Happy I found these as other rusks have loads of sugar in

Not bad, not sweet biscuits

Flavor9%+0.66

Love these, great flavour and crunch

I limit myself to 1 a week as a treat - delicious

The best rusks flavour

Freshness8%+0.60

Arrived promptly, fresh product

Delivered fresh and fast

Value For Money8%+0.50

value for money

Very good price considering what other sellers are charging

.worth the order

FAQ

Common South African Food questions

Answered from the same tracked data.