tofu
Worth a lookShows low returns (0.0%), but pricing outside the sweet spot ($6.86 avg) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible19.1%search→purchase rate — share of searches ending in a sale
Review moat
Great435.63avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.5★avg incumbent rating — lower means beatable quality
Price range
Okay£1.32–£28.22cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay£259K£259K/yr · 197K searches
Brand share
Okay80%top-5 brand share — brands hold most of the demand
Competition
Okay66%top-5 click share — leaders hold, buyers still browse
Growth
Bad-7.6%90-day search growth — must beat 0% to launch
Avg price
Bad£6.86avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, tofu is a £259K/yr Amazon United Kingdom market (197K searches/yr). The top 5 brands hold 80% of demand. Verdict: Worth a look — 51/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
tofu market data
- Units sold / yr
- 50K–60K
- avg 2,000–2,500/product
- Revenue / yr
- £343K–£412K
- units × avg price
- Conversion rate
- 19.1%
- Avg BSR
- #17
- Page quality
- 0%
- Prime
- 88%
- Sponsored
- 25%
- Out of stock
- 1.0%
- Avg brand age
- 60 months
- Avg seller age
- 174 days
Competition & brand share
The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.Brands
10 falling
Sellers
45
Top-5 brand share
80%
Top 20: 100%
Top-5 click share
66%
Top 20: 100%
Open market
12%
- OKEPS GD31%
- Morrisons18%
- The Tofoo Co.11%
- The Cauldron11%
- Yutaka9%
- The Tofoo Co8%
- Open — no brand owns it (4 brands, 12%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -7.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top tofu search terms
- tofu167K/yr
- firm tofu8K/yr
- extra firm tofu6K/yr
- tofoo6K/yr
- smoked tofu4K/yr
- organic tofu3K/yr
- tofu firm3K/yr
Top tofu 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.
All 16 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
The Tofoo Co. Organic Naked 280g (Pack of 1)
OKEPS GD£2.294.7★561 rev
Morrisons Plant Revolution Super Firm Organic Tofu 200g
Morrisons£1.324.4★86 rev
The Tofoo Co. Organic Smoked Tofu 225g
The Tofoo Co.£2.674.7★314 rev
THE TOFOO CO. NAKED XL 450G
The Tofoo Co£3.604.6★98 rev
Morrisons Plant Revolution Super Firm Smoked Organic Tofu 180g
Morrisons£1.584.0★40 rev
Newest
by launch date
The Tofoo Co. Stir Fry 280g
The Tofoo Co.£2.981 rev
Morrisons Plant Revolution Super Firm Smoked Organic Tofu 180g
Morrisons£1.5840 rev
Yutaka Tofu Soybean Curd 308g (Pack of 12) | Fresh Silky Japanese-Style Tofu | High Protein | Vegan & Gluten-Free | Versatile for Cooking Stir-Fries & Healthy Meals
Yutaka£21.217 rev
Morrisons Plant Revolution Super Firm Organic Tofu 200g
Morrisons£1.3286 rev
Cauldron Extra Firm Tofu 200g
The Cauldron£1.8017 rev
Trending
90-day click momentumYutaka Tofu Soybean Curd 308g (Pack of 12) | Fresh Silky Japanese-Style Tofu | High Protein | Vegan & Gluten-Free | Versatile for Cooking Stir-Fries & Healthy Meals
Yutaka£21.214.6★
The Tofoo Co. Stir Fry 280g
The Tofoo Co.£2.985.0★
Mori-Nu Extra Firm Tofu 349g - Pack of 2 | Silken Texture Non-GMO Vegan Protein - Ideal for Cooking Grilling and Salads
World Food Shop£9.943.4★
The Tofoo Co. Organic Naked 280g (Pack of 1)
OKEPS GD£2.294.7★
Morrisons Plant Revolution Super Firm Smoked Organic Tofu 180g
Morrisons£1.584.0★
What buyers say about tofu
What buyers praise and complain about, mined from review topics.What buyers love
“Lovely tofu”
“Quality good”
“value for money”
“Nice consistency”
“Perfect and versatile for many uses”
“Great taste and value”
“It's a great way to ensure you're getting daily protein”
“Easy to cook with a lot of veggies”
“Quality and silky”
“Makes great scrambled tofu”
What buyers complain about
“Not firm”
“The whole house smelled for days afterwards too”
“Fell on the floor, and split open, so I didnt get a chance to try it”
“Lots of water too needs a lot of draining”
“high fat content”
Common questions
- Is tofu profitable to sell on Amazon United Kingdom?
- The niche generates £259K/yr across 16 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -7.6%. Flapen's verdict: Worth a look (51/100).
- How competitive is the tofu niche?
- 10 brands and 45 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 80% of demand.
- What do buyers complain about in tofu?
- Top complaints mined from reviews: Strength, Smell, Durability. The return rate is 0.0%.
- When does demand for tofu peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the tofu niche?
- Listings span £1.32–£28.22; the average listing price is £6.86 (sweet spot $15–$100). The average incumbent carries 436 reviews — the moat a new listing must climb.