Steel Cut Oats
FailDemand is soft, at -35.7% this quarter, so Steel Cut Oats is a Fail.
- Flapen Score
- 36 / 100Ranks 2,659 of 2,976 Grocery niches · −10 vs the category median of 4636
- Market size
- £60K/yr83K searches / yr
- 90-day growth
- -35.7%search demand this quarter
- Competition
- 75%top-5 click share · 8 brands · 25 sellers
Flapen Score
Steel Cut Oats against its category
The dotted line is the Grocery average. Past it, Steel Cut Oats is stronger. Inside it, weaker.
Market
The Steel Cut Oats market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Steel Cut Oats 83K times last year and spent an estimated £60K. The top 5 brands take 93% of clicks. Demand peaks in Jan–Feb. Flapen scores it 36 out of 100, a Fail.
01 · Demand
9.0% of searches ended in a purchase last week.
Shoppers searched for this 83K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 9.0% of those searches ended in a purchase. Searches in the last 90 days moved -35.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £60K a year.
- Searches, last 12 months
- 83K
- Growth, 90 days vs prior 90
- -35.7%
- Conversion, latest week
- 9.0%
- Market size, estimated
- £60Ka year
- Peak month
- January2.0× the quietest month
- Top search term
- steel cut oats48K searches a year
02 · Price
A sale here is worth £8.06.
Listings sell for £8.06 on average, from £2.01 to £20.16. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 250 to 500 of them. At £8.06 that is £2K to £4K a year per listing.
- Average price
- £8.06under the $15 to $100 sweet spot
- Price range
- £2.01–£20.16
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 8K–10K
- Units per listing a year
- 250–500
- Revenue per listing a year
- £2K–£4K
- Returns
- 0.0%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
69% of listings pay for placement with sponsored ads. 92% ship with Prime. On an average day, 5.8% of listings are out of stock. The average listing ranks #9 within Breakfast Cereal. It carries 357 reviews at 4.55 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 69%
- Prime listings
- 92%
- Out of stock, average day
- 5.8%
- Average rank
- #9in Breakfast Cereal
- Average rating
- 4.55 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 357per listing
- Listings tracked
- 13
04 · Newcomers
Brands here are established.
The brands on the shelf have sold for 75 months on average, so the names here are established.
- Launched, last 12 months
- 0
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 75 months
Products
Top Steel Cut Oats products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
Minton & Donello Pinhead Oatmeal 1kg - Traditional Steel Cut Oats High In Fibre Natural Ingredients for Breakfast Baking & Cooking Hearty Texture Filling Slow Release Energy Oatmeal
- Price
- £3.49
- Rating
- 4.6/5
- Reviews
- 140
- Age
- 2y ago

Bobs Red Mill - Gluten Free Organic Steel Cut Oats 680g
- Price
- £9.88
- Rating
- 4.8/5
- Reviews
- 1,108
- Age
- 2y ago

Bobs Red Mill Steel Cut Oats 1.53kg
- Price
- £15.91
- Rating
- 4.4/5
- Reviews
- 263
- Age
- 4y ago

yourhealthstore Whole Grain Gluten Free Steel Cut Oats 1kg Made from British Oats light brown 1 kg (Pack of 1)
- Price
- £6.86
- Rating
- 4.5/5
- Reviews
- 383
- Age
- 6y ago

Organic Oatmeal Pinhead 1kg (BWFO)
- Price
- £2.31
- Rating
- 4.7/5
- Reviews
- 96
- Age
- 3y ago
Trending
90-day click momentum
Organic Oatmeal Pinhead 1kg (BWFO)
- Price
- £2.31
- Rating
- 4.7/5
- Reviews
- 96
- Age
- 3y ago

Chiquo Pinhead Oatmeal 2kg | Steel Cut Oats | 100% Whole Grain | No Additives Vegan & Vegetarian Friendly | GMO Free | Bulk Pantry Staple for Porridge & Baking
- Price
- £8.09
- Rating
- 4.8/5
- Reviews
- 34
- Age
- 1y ago

Bobs Red Mill - Gluten Free Organic Steel Cut Oats 680g
- Price
- £9.88
- Rating
- 4.8/5
- Reviews
- 1,108
- Age
- 2y ago

Minton & Donello Pinhead Oatmeal 1kg - Traditional Steel Cut Oats High In Fibre Natural Ingredients for Breakfast Baking & Cooking Hearty Texture Filling Slow Release Energy Oatmeal
- Price
- £3.49
- Rating
- 4.6/5
- Reviews
- 140
- Age
- 2y ago

Bobs Red Mill Steel Cut Oats 680 g
- Price
- £8.56
- Rating
- 4.4/5
- Reviews
- 1,088
- Age
- 8y ago
Newest
by launch date
Chiquo Pinhead Oatmeal 2kg | Steel Cut Oats | 100% Whole Grain | No Additives Vegan & Vegetarian Friendly | GMO Free | Bulk Pantry Staple for Porridge & Baking
- Price
- £8.09
- Rating
- 4.8/5
- Reviews
- 34
- Age
- 1y ago

Minton & Donello Pinhead Oatmeal 500g High Fibre Low Fat Oats Great for Porridge Flapjacks Satisfying Breakfast Bowls & Everyday Cooking
- Price
- £2.01
- Rating
- 4.5/5
- Reviews
- 140
- Age
- 1y ago

Bobs Red Mill - Gluten Free Organic Steel Cut Oats 680g
- Price
- £9.88
- Rating
- 4.8/5
- Reviews
- 1,108
- Age
- 2y ago

Minton & Donello Pinhead Oatmeal 1kg - Traditional Steel Cut Oats High In Fibre Natural Ingredients for Breakfast Baking & Cooking Hearty Texture Filling Slow Release Energy Oatmeal
- Price
- £3.49
- Rating
- 4.6/5
- Reviews
- 140
- Age
- 2y ago

Now Foods Organic Steel Cut Oats 907g Soy Free Vegan Non-GMO
- Price
- £20.16
- Rating
- 4.5/5
- Reviews
- 68
- Age
- 3y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 75% of clicks. A locked shelf that new listings rarely crack.
Brands
8 falling
Sellers
25
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
75%
Top 20: 100%
Open market
4%
- Minton & Donello33%
- Bob's Red Mill31%
- yourhealthstore14%
- Buy Whole Foods Online7%
- Wholefood Earth7%
- NOW4%
- Open — no brand owns it (2 brands, 4%)
Demand
Steel Cut Oats search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jan, Feb · busiest ÷ quietest = 2.0×
Search terms
Top Steel Cut Oats search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- steel cut oats48K/yr
- steel cut oats organic17K/yr
- steel-cut oats10K/yr
- organic steel cut oats4K/yr
- steel cut oats organic uk4K/yr
Reviews and returns
What reviews say buyers love and hate about Steel Cut Oats
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Take to much time to cook
cook take little time
Slower to cook too
Crazy expensive
a bit pricey
Expensive
It's a big bag
Its more like small
The milled oats are too large
much more hard and chunky
Does not produce a soft smooth porridge
Never really softens
the texture is different
I understand that not all people will love the different texture
chunky texture rather than anything soft or mushy
Love
Excellent product
Appear very good quality
Great oatmeal, great quality
they tasted delicious
Absolutely delicious
for health benefits. plus it's yummy
worth it
Good value
Excellent value for money
also great for including in several recipes
It cooks well
Easy and quick to cook
theres a distinctive nutty type flavour
Great flavour and easy to cook
Absolutely delicious
Return
0.0% Return rate 0% Fixable by listing
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Steel Cut Oats questions
Answered from the same tracked data.









