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Tofu

Maybe

Returns run at only 0.0% of orders. But products sell for $6.86 on average, outside the sweet spot, so Tofu is a Maybe.

Flapen Score
51
51 / 100
Top 27% of 2,976 Grocery niches · +5 vs the category median of 46
Market size
£259K/yr197K searches / yr
90-day growth
-7.6%search demand this quarter
Competition
66%top-5 click share · 10 brands · 45 sellers

Flapen Score

Tofu against its category

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

51Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Tofu market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Tofu 197K times last year and spent an estimated £259K. The top 5 brands take 80% of clicks. Flapen scores it 51 out of 100, a Maybe.

01 · Demand

19.1% of searches ended in a purchase last week.

Shoppers searched for this 197K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 19.1% of those searches ended in a purchase. Searches in the last 90 days moved -7.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £259K a year.

Searches, last 12 months
197K
Growth, 90 days vs prior 90
-7.6%
Conversion, latest week
19.1%
Market size, estimated
£259Ka year
Peak month
January1.5× the quietest month
Top search term
tofu167K searches a year

02 · Price

A sale here is worth £6.86.

Listings sell for £6.86 on average, from £1.32 to £28.22. Amazon reports units sold in ranges. This niche sold 50K to 60K a year. The average listing sells 2,000 to 2,500 of them. At £6.86 that is £14K to £17K a year per listing.

Average price
£6.86under the $15 to $100 sweet spot
Price range
£1.32–£28.22
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
50K–60K
Units per listing a year
2,000–2,500
Revenue per listing a year
£14K–£17K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

25% of listings pay for placement with sponsored ads. 88% ship with Prime. On an average day, 1.0% of listings are out of stock. The average listing ranks #17 within Baking Supplies. It carries 436 reviews at 4.45 stars, so a new listing needs social proof before a better product.

Sponsored listings
25%
Prime listings
88%
Out of stock, average day
1.0%
Average rank
#17in Baking Supplies
Average rating
4.45 starsAmazon United Kingdom average 4.36 stars
Average reviews
436per listing
Listings tracked
16

04 · Newcomers

Amazon counts 0 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 60 months on average, so the names here are established.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
60 months

Products

Top Tofu 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 66% of clicks. Leaders hold, but buyers still shop past them.

£0£26K£52K£78K£104K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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

Tofu search demand

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

5K3KSpike '25Spike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.5×

Search terms

Top Tofu search terms shoppers use

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

  • tofu167K/yr
  • firm tofu8K/yr
  • extra firm tofu6K/yr
  • tofoo6K/yr
  • smoked tofu4K/yr
  • organic tofu3K/yr
  • tofu firm3K/yr

Reviews and returns

What reviews say buyers love and hate about Tofu

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

Complain

Strength20%−0.14

Not firm

Smell20%−0.14

The whole house smelled for days afterwards too

Way too Smokey for me

Durability10%+0.26

Fell on the floor, and split open, so I didnt get a chance to try it

Dilute/Watery10%−0.07

Lots of water too needs a lot of draining

Nutritional Content10%−0.05

high fat content

Love

Taste-Overall36%+0.84

Lovely tofu

Tastes ok

It tastes really authentic and is of exceptionally good quality, with an incredibly silky and smooth texture

Quality-Overall17%−0.04

Quality good

It's a good product

Quality tofu all over

Value For Money11%+1.24

value for money

Good value for money multipack

Good value

Texture/Consistency-Overall5%+0.54

Nice consistency

Great texture

Ease Of Use4%+0.44

Perfect and versatile for many uses

Very versatile

FAQ

Common Tofu questions

Answered from the same tracked data.