---
title: "Thorntons Toffee — £112K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/thorntons-toffee"
last_updated: "2026-07-31T13:21:46.494Z"
locale: en
meta:
description: "Niche score 50/100 · £112K/yr market. Brand-locked demand (top 5 brands take 94% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · £112K/yr market. Brand-locked demand (top 5 brands take 94% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Thorntons Toffee — £112K/yr Amazon UK Niche (2026) - Flapen"
---
# **thorntons toffee**
**Worth a look**
Shows low returns (0.1%), but brand-locked demand (top 5 brands take 94% of clicks) keeps it on the watch list.
Market size 27Growth 21Conversion 62Competition 44Returns 100Price range 40Avg price 57Brand share 14Review moat 92Quality gap 94
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Quality gap**
**Great****4.0★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Great****152.37**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Good****5.5%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Good****£12.83**
avg listing price — sweet spot $15–$100
**Competition**
**Okay****58%**
top-5 click share — leaders hold, buyers still browse
**Price range**
**Okay****£2.18–£23.39**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Okay****£112K**
£112K/yr · 160K searches
**Growth**
**Bad****-8.2%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****94%**
top-5 brand share — brand-locked demand
**Signals**[** Out of Stock**](https://flapen.com/research/niches?market=uk&signal=out_of_stock "OOS rate > 10%")
According to Flapen's Amazon United Kingdom niche tracking, thorntons toffee is a £112K/yr Amazon United Kingdom market (160K searches/yr). The top 5 brands hold 94% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 50/100.
Data updated Jul 24, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **thorntons toffee market data**
- **Units sold / yr**
- **6K–8K**
- avg 100–250/product
- **Revenue / yr**
- **£77K–£103K**
- units × avg price
- **Conversion rate**
- **5.5%**
- **Avg BSR**
- **#3**
- **Page quality**
- **0%**
- **Prime**
- **42%**
- **Sponsored**
- **11%**
- **Out of stock**
- **15.6%**
- **Avg brand age**
- **39 months**
- **Avg seller age**
- **157 days**
## **Competition & brand share**
The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.
**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 & seasonality**
Weekly Amazon search volume, last 87 weeks — -8.2% search growth over the last 90 days.
13K8KHoliday '24Spike '25Holiday '25Spike '26 seasonDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Nov, Dec · busiest ÷ quietest = 8.4×
[**Open Trend **](https://flapen.com/research/uk/grocery/thorntons-toffee/trend)
## **Top thorntons toffee search terms**
- **thorntons toffee**115K/yr-7.8%3.3% conv. - **thorntons special toffee**13K/yr+16.0%3.7% conv. - **thorntons toffee original**11K/yr-20.2%4.3% conv. - **thorntons chocolate covered toffee**9K/yr-15.0%2.5% conv. - **thornton toffee**7K/yr-17.8%5.1% conv. - **thorntons toffee box**4K/yr-44.0%3.3% conv. [**All search terms **](https://flapen.com/research/uk/grocery/thorntons-toffee/search-terms)
## **Top thorntons toffee 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%4%£4K8%£9K12%£13K16%£18K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)4 products missing review or click data not plotted
All 19 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Thorntons Original Special Toffee Box 500g Pack of 2**Thorntons**£23.39**5.0★4 rev](https://www.amazon.co.uk/dp/B0H2JMMPDH) [2**Thorntons Original Special Toffee 160g**Thorntons**£9.49**4.3★332 rev](https://www.amazon.co.uk/dp/B00MUM19FQ) [3**Thorntons Special Toffee (Chocolate Smothered 500g Box)**Thorntons**£19.31**3.9★81 rev](https://www.amazon.co.uk/dp/B01N2467OO) [4**Thorntons Original Special Toffee Bag 200g**Thorntons**£8.83**3.8★16 rev](https://www.amazon.co.uk/dp/B0F2B28WTQ) [5**Thorntons Toffee Bag 85g**Thorntons**£2.18**4.1★12 rev](https://www.amazon.co.uk/dp/B0G4R1L6SL)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Thorntons Original Special Toffee 200g Pack of 4**Thorntons**£23.19**0 rev1mo ago](https://www.amazon.co.uk/dp/B0H4GJJ932) [**Thorntons Original Special Toffee Box 500g Pack of 2**Thorntons**£23.39**4 rev2mo ago](https://www.amazon.co.uk/dp/B0H2JMMPDH) [**Thorntons Chocolate Coated Special Toffee Box 500g Pack of 2**Thorntons**£23.13**2 rev2mo ago](https://www.amazon.co.uk/dp/B0H2JXXBJH) [**Thorntonns Original Chewy Toffee 4 x 85g | Rich Buttery Chewy Candy Bags | Classic Sweet Special Toffee Multipack**SHANZA DEPARTMENTAL'S**£7.49**1 rev2mo ago](https://www.amazon.co.uk/dp/B0GZN4F3QG) [**Thornton Special Toffee & Vanilla Fudge 85g x3 Bags Soft Chewy Creamy British Toffee Sweets & Vanilla Fudge Candy Treats**Generic**£13.04**0 rev4mo ago](https://www.amazon.co.uk/dp/B0GRQG3VXZ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Thorntons Original Special Toffee 200g Pack of 4**Thorntons**£23.19**0.0★**▲ 610%**](https://www.amazon.co.uk/dp/B0H4GJJ932) [**Thorntonns Original Chewy Toffee 4 x 85g | Rich Buttery Chewy Candy Bags | Classic Sweet Special Toffee Multipack**SHANZA DEPARTMENTAL'S**£7.49**1.0★**▲ 608%**](https://www.amazon.co.uk/dp/B0GZN4F3QG) [**Thorntons Chocolate Coated Special Toffee Box 500g Pack of 2**Thorntons**£23.13**3.5★**▲ 604%**](https://www.amazon.co.uk/dp/B0H2JXXBJH) [**Thornton Special Toffee & Vanilla Fudge 85g x3 Bags Soft Chewy Creamy British Toffee Sweets & Vanilla Fudge Candy Treats**Generic**£13.04**0.0★**▲ 604%**](https://www.amazon.co.uk/dp/B0GRQG3VXZ) [**Thorntons Original Special Toffee Box 500g Pack of 2**Thorntons**£23.39**5.0★**▲ 600%**](https://www.amazon.co.uk/dp/B0H2JMMPDH)
**~~View all trending →~~**
## **What buyers say about thorntons toffee**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**53%
*“Delicious toffee”*
**Value For Money**11%
*“Very good for price”*
**Quality-Overall**8%
*“Good quality”*
**Gifting Purpose**6%
*“Gift well received”*
**Texture/Consistency-Overall**4%
*“Creamy Toffees”*
**Sweetness**3%
*“Good toffees creamy to”*
**Flavor**3%
*“Creamy buttery flavour”*
**Ease Of Chewing/Swallowing**3%
*“are a delight to eat”*
**Ease Of Use**2%
*“very nice go easy”*
**Size-Overall**2%
*“Would continue to order as perfect size bags”*
### **What buyers complain about **
**Taste-Overall**26%
*“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”*
**Hard Feel**15%
*“too soft normally hard and chewy”*
**Quality-Overall**12%
*“Cheap”*
**Value For Money**12%
*“Poor value for money £21.99p”*
**Durability**6%
*“said it didn't last long”*
**Ease Of Chewing/Swallowing**6%
*“not like the Thorntons toffee I remember which required a good set of molars to chew”*
**Sweetness**6%
*“However there were 2 or 3 cubes in each package where the toffee was similar to fudge and very sugary”*
**Storage Temperature**3%
*“they took ages to melt”*
**Stale/Rotten/Spoiled**3%
*“Old toffees”*
**Advertised Vs Actual Product**3%
*“Not as expected”*
### **Top return reasons **
**Advertised Vs Actual Product**100%
## **Common questions**
- **Is thorntons toffee profitable to sell on Amazon United Kingdom?**
- The niche generates £112K/yr across 19 tracked products. 2 of 10 products launched in the last 360 days are still selling. 90-day search growth is -8.2%. Flapen's verdict: Worth a look (50/100).
- **How competitive is the thorntons toffee niche?**
- 7 brands and 41 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 94% of demand.
- **What do buyers complain about in thorntons toffee?**
- Top complaints mined from reviews: Taste-Overall, Hard Feel, Quality-Overall. The return rate is 0.1%.
- **When does demand for thorntons toffee peak?**
- Demand peaks in Nov–Dec; the busiest month runs 8.4× the quietest.
- **What does it cost to enter the thorntons toffee niche?**
- Listings span £2.18–£23.39; the average listing price is £12.83 (sweet spot $15–$100). The average incumbent carries 152 reviews — the moat a new listing must climb.
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