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Twiglets

Fail

The top 5 products take 85% of clicks, so Twiglets is a Fail.

Flapen Score
44
44 / 100
Ranks 1,743 of 2,976 Grocery niches · −2 vs the category median of 46
Market size
£232K/yr276K searches / yr
90-day growth
-15.3%search demand this quarter
Competition
85%top-5 click share · 8 brands · 43 sellers

Flapen Score

Twiglets against its category

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

44Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Twiglets market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Twiglets 276K times last year and spent an estimated £232K. The top 5 brands take 94% of clicks. Demand peaks in Apr–May–Dec. Flapen scores it 44 out of 100, a Fail.

01 · Demand

11.6% of searches ended in a purchase last week.

Shoppers searched for this 276K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 11.6% of those searches ended in a purchase. Searches in the last 90 days moved -15.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £232K a year.

Searches, last 12 months
276K
Growth, 90 days vs prior 90
-15.3%
Conversion, latest week
11.6%
Market size, estimated
£232Ka year
Peak month
December8.7× the quietest month
Top search term
savoury snacks88K searches a year

02 · Price

A sale here is worth £7.28.

Listings sell for £7.28 on average, from £1.17 to £18.13. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 1,000 to 1,250 of them. At £7.28 that is £7K to £9K a year per listing.

Average price
£7.28under the $15 to $100 sweet spot
Price range
£1.17–£18.13
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
30K–40K
Units per listing a year
1,000–1,250
Revenue per listing a year
£7K–£9K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

75% of listings pay for placement with sponsored ads. 92% ship with Prime. On an average day, 14.2% of listings are out of stock. The average listing ranks #45 within Snack Foods. It carries 323 reviews at 4.39 stars, so a new listing needs social proof before a better product.

Sponsored listings
75%
Prime listings
92%
Out of stock, average day
14.2%
Average rank
#45in Snack Foods
Average rating
4.39 starsAmazon United Kingdom average 4.36 stars
Average reviews
323per listing
Listings tracked
12

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 51 months on average, so the names here are settling in.

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

Products

Top Twiglets 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 85% of clicks. A locked shelf that new listings rarely crack.

£0£23K£46K£70K£93K101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

8 falling

Sellers

43

Top-5 brand share

94%

Top 20: 100%

Top-5 click share

85%

Top 20: 100%

Open market

4%

  • JACOB'S63%
  • Olly's Olives16%
  • Crawford's10%
  • RITZ2%
  • Mr Filbert's2%
  • Multiple2%
  • Open — no brand owns it (2 brands, 4%)

Demand

Twiglets search demand

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

10K6KSpike '24Holiday '24Spike '25Prime Day '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Apr, May, Dec · busiest ÷ quietest = 8.7×

Search terms

Top Twiglets search terms shoppers use

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

  • savoury snacks88K/yr
  • twiglets83K/yr
  • ollys pretzels16K/yr
  • savory snacks12K/yr
  • cheese savouries12K/yr
  • twiglets multipack6K/yr
  • salty snacks8K/yr
  • savory snack7K/yr
  • pretzel thins6K/yr
  • snacking6K/yr

Reviews and returns

What reviews say buyers love and hate about Twiglets

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

Complain

Taste-Overall26%+1.90

Taste terrible

Burned taste

Not to tastey

Value For Money10%+0.38

bit expensive

Not worth the money

fairly expensive and the packs are small

Nutritional Content8%−0.14

they are high in carbs

Nutritional values advertised dont match packaging

Not gluten free

Salt Content7%

A bit salty

A bit to salty for me

more of a salt taste

Flavor3%+0.50

Flavourless and bland

Almost all flavours were significantly higher in fat than advertised

Love

Taste-Overall40%+1.90

Amazing Cheesy taste

Vert tasty snacks

Taste great

Quality-Overall11%+0.15

The crackers themselves are good

Very good quality pretzels

Decent quality

Value For Money11%+0.38

Worth the money

Good price

Excellent value

Crispiness8%+0.44

Very crispy

Crunchy biscuits. small.

the crunch It makes them so addictive

Flavor8%+0.50

Good flavours

Nice flavoured little snacks to take to work

My favourite snack,very moreish

FAQ

Common Twiglets questions

Answered from the same tracked data.