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Sugar Paste

Fail

Prices span $2.48–$13.51, mostly outside the sweet spot, so Sugar Paste is a Fail.

Flapen Score
48
48 / 100
Top 40% of 2,976 Grocery niches · +2 vs the category median of 46
Market size
£255K/yr369K searches / yr
90-day growth
-0.5%search demand this quarter
Competition
46%top-5 click share · 11 brands · 29 sellers

Flapen Score

Sugar Paste against its category

The dotted line is the Grocery average. Past it, Sugar Paste is stronger. Inside it, weaker.

48Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Sugar Paste market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Sugar Paste 369K times last year and spent an estimated £255K. The top 5 brands take 88% of clicks. Demand peaks in Jun. Flapen scores it 48 out of 100, a Fail.

01 · Demand

10.5% of searches ended in a purchase last week.

Shoppers searched for this 369K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 10.5% of those searches ended in a purchase. Searches in the last 90 days moved -0.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £255K a year.

Searches, last 12 months
369K
Growth, 90 days vs prior 90
-0.5%
Conversion, latest week
10.5%
Market size, estimated
£255Ka year
Peak month
June1.7× the quietest month
Top search term
fondant icing105K searches a year

02 · Price

A sale here is worth £6.57.

Listings sell for £6.57 on average, from £2.48 to £13.51. Amazon reports units sold in ranges. This niche sold 40K to 50K a year. The average listing sells 1,500 to 2,000 of them. At £6.57 that is £10K to £13K a year per listing.

Average price
£6.57under the $15 to $100 sweet spot
Price range
£2.48–£13.51
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
40K–50K
Units per listing a year
1,500–2,000
Revenue per listing a year
£10K–£13K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

66% of listings pay for placement with sponsored ads. 94% ship with Prime. On an average day, 0.3% of listings are out of stock. The average listing ranks #51 within Baking Supplies. It carries 4,366 reviews at 4.53 stars, so a new listing needs social proof before a better product.

Sponsored listings
66%
Prime listings
94%
Out of stock, average day
0.3%
Average rank
#51in Baking Supplies
Average rating
4.53 starsAmazon United Kingdom average 4.36 stars
Average reviews
4,366per listing
Listings tracked
32

04 · Newcomers

Amazon counts 1 of last year's 2 launches as successful.

2 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 42 months on average, so the names here are settling in.

Launched, last 12 months
2
Successful launches
1Amazon's first-year sales bar
Average brand age
42 months

Products

Top Sugar Paste 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 46% of clicks. Leaders hold, but buyers still shop past them.

£0£10K£20K£31K£41K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 rising

Sellers

29

Top-5 brand share

88%

Top 20: 100%

Top-5 click share

46%

Top 20: 88%

Open market

9%

  • Renshaw60%
  • Create A Cake13%
  • by Amazon5%
  • Satinara5%
  • SARACINO We love pastry4%
  • THE SUGAR PASTE3%
  • Open — no brand owns it (5 brands, 9%)

Demand

Sugar Paste search demand

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

9K7KSpike '25Holiday '25SepDecMarJunAugNovMarMay

Peak months: Jun · busiest ÷ quietest = 1.7×

Search terms

Top Sugar Paste search terms shoppers use

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

  • fondant icing105K/yr
  • fondant37K/yr
  • white fondant icing27K/yr
  • renshaw fondant icing22K/yr
  • sugar paste19K/yr
  • saracino modelling paste15K/yr
  • white fondant13K/yr
  • white icing14K/yr
  • fondant icing ready to roll31K/yr
  • ready to roll icing14K/yr

Reviews and returns

What reviews say buyers love and hate about Sugar Paste

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

Complain

Size-Overall11%−0.05

the pack was smaller than expected

A very small amount

Very small amount- would only cover avery small cake or a few cup cakes

Quality-Overall11%+1.27

Very poor compared to homemade

Poor quality

Ingredients-Overall10%−0.05

BEWARE Now contains Soya which is not mentioned in the ingrediant list

There is nothing in the ingredients that makes it modelling paste as in it sets really hard

Soya is not mentioned in the ingredients

Value For Money9%−0.02

Cheap for a reason

You can get better for the price

It is a little more expensive

Color8%−0.05

The colour was off-white

Not bright white

Love

Quality-Overall25%+1.27

Overall, this is a reliable, high-quality fondant that saves time and effort

Excellent product

good quality

Color19%−0.05

Nice colour

easy to colour

Great colours

Taste-Overall13%+1.30

Good fondant

Good taste

Delicious and very easy to use, tastes exactly like cake icing from a proper bakery

Ease Of Use11%+0.76

was generally easy to roll

Easy to use

Soo easy to work with

Value For Money7%−0.02

Cheaper than my local store

Great value

Fantastic price

Return

0.1% Return rate 97% Fixable by listing

Color95%█▇██▁█

The colour was off-white

Not bright white

Value For Money3%▁█▁▁▁▁

Cheap for a reason

You can get better for the price

It is a little more expensive

Size-Overall3%▁█▁▁▁▁

the pack was smaller than expected

A very small amount

Very small amount- would only cover avery small cake or a few cup cakes

FAQ

Common Sugar Paste questions

Answered from the same tracked data.