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Thorntons Toffee

Maybe

Returns run at only 0.1% of orders. But the top 5 brands take 94% of clicks, so Thorntons Toffee is a Maybe.

Flapen Score
50
50 / 100
Top 31% of 2,976 Grocery niches · +4 vs the category median of 46
Market size
£112K/yr160K searches / yr
90-day growth
-8.2%search demand this quarter
Competition
58%top-5 click share · 7 brands · 41 sellers

Flapen Score

Thorntons Toffee against its category

The dotted line is the Grocery average. Past it, Thorntons Toffee is stronger. Inside it, weaker.

50Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Thorntons Toffee market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Thorntons Toffee 160K times last year and spent an estimated £112K. The top 5 brands take 94% of clicks. Demand peaks in Nov–Dec. Flapen scores it 50 out of 100, a Maybe.

01 · Demand

5.5% of searches ended in a purchase last week.

Shoppers searched for this 160K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 5.5% of those searches ended in a purchase. Searches in the last 90 days moved -8.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £112K a year.

Searches, last 12 months
160K
Growth, 90 days vs prior 90
-8.2%
Conversion, latest week
5.5%
Market size, estimated
£112Ka year
Peak month
December8.4× the quietest month
Top search term
thorntons toffee115K searches a year

02 · Price

A sale here is worth £12.83.

Listings sell for £12.83 on average, from £2.18 to £23.39. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 100 to 250 of them. At £12.83 that is £1K to £3K a year per listing.

Average price
£12.83under the $15 to $100 sweet spot
Price range
£2.18–£23.39
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
100–250
Revenue per listing a year
£1K–£3K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

11% of listings pay for placement with sponsored ads. 42% ship with Prime. On an average day, 15.6% of listings are out of stock. The average listing ranks #3 within Confectionery. It carries 152 reviews at 4.01 stars, so a new listing needs social proof before a better product.

Sponsored listings
11%
Prime listings
42%
Out of stock, average day
15.6%
Average rank
#3in Confectionery
Average rating
4.01 starsAmazon United Kingdom average 4.36 stars
Average reviews
152per listing
Listings tracked
19

04 · Newcomers

Amazon counts 2 of last year's 10 launches as successful.

10 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 39 months on average, so the names here are settling in.

Launched, last 12 months
10
Successful launches
2Amazon's first-year sales bar
Average brand age
39 months

Products

Top Thorntons Toffee 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 58% of clicks. Leaders hold, but buyers still shop past them.

£0£4K£9K£13K£18K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)4 products missing review or click data not plotted

Brands

7 falling

Sellers

41

Top-5 brand share

94%

Top 20: 100%

Top-5 click share

58%

Top 20: 100%

Open market

3%

  • Thorntons69%
  • TNZ8%
  • SHANZA DEPARTMENTAL'S8%
  • Generic6%
  • Walkers Nonsuch3%
  • Experts Supplies3%
  • Open — no brand owns it (1 brand, 3%)

Demand

Thorntons Toffee search demand

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

13K8KHoliday '24Spike '25Holiday '25Spike '26DecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Nov, Dec · busiest ÷ quietest = 8.4×

Search terms

Top Thorntons Toffee search terms shoppers use

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

  • thorntons toffee115K/yr
  • thorntons special toffee13K/yr
  • thorntons toffee original11K/yr
  • thorntons chocolate covered toffee9K/yr
  • thornton toffee7K/yr
  • thorntons toffee box4K/yr

Reviews and returns

What reviews say buyers love and hate about Thorntons Toffee

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

Complain

Taste-Overall26%+3.21

Takes me back to when I was a kid in the late 1940 same creamy taste when I get low i order another two trays nothing can touch them

this is like cheap tasting treacle toffee

tastes nothing like Thorntons Special toffee used to

Hard Feel15%−0.13

too soft normally hard and chewy

The toffees are really soft not as nice as usual

however product very disappointing toffees were all soft

Quality-Overall12%+0.18

Cheap

Quality

Not the quality I remember cheap and nasty

Value For Money12%−0.03

Poor value for money £21.99p

Definitely not value for money

Very expensive, so overall very disappointed

Durability6%+0.14

said it didn't last long

They Don't last long

Love

Taste-Overall53%+3.21

Delicious toffee

Absolutely delicious

Really good caramels

Value For Money11%−0.03

Very good for price

Good value for money

good value

Quality-Overall8%+0.18

Good quality

Bargain and good quality

great product

Gifting Purpose6%+0.41

Gift well received

Made a Lovely Gift

It's was xmas gifts

Texture/Consistency-Overall4%+0.28

Creamy Toffees

Creamy Toffee

Nice texture and creamy

Return

0.1% Return rate 100% Fixable by listing

Advertised Vs Actual Product100%█▁▁▁▁▁

Not as expected

FAQ

Common Thorntons Toffee questions

Answered from the same tracked data.