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Vital Wheat Gluten

Fail

The top 5 brands take 97% of clicks, so Vital Wheat Gluten is a Fail.

Flapen Score
40
40 / 100
Ranks 2,270 of 2,976 Grocery niches · −6 vs the category median of 46
Market size
£111K/yr70K searches / yr
90-day growth
-4.7%search demand this quarter
Competition
81%top-5 click share · 6 brands · 9 sellers

Flapen Score

Vital Wheat Gluten against its category

The dotted line is the Grocery average. Past it, Vital Wheat Gluten is stronger. Inside it, weaker.

40Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Vital Wheat Gluten market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Vital Wheat Gluten 70K times last year and spent an estimated £111K. The top 5 brands take 97% of clicks. Flapen scores it 40 out of 100, a Fail.

01 · Demand

16.0% of searches ended in a purchase last week.

Shoppers searched for this 70K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 16.0% of those searches ended in a purchase. Searches in the last 90 days moved -4.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £111K a year.

Searches, last 12 months
70K
Growth, 90 days vs prior 90
-4.7%
Conversion, latest week
16.0%
Market size, estimated
£111Ka year
Peak month
December1.3× the quietest month
Top search term
vital wheat gluten44K searches a year

02 · Price

A sale here is worth £9.91.

Listings sell for £9.91 on average, from £4.01 to £24.14. Amazon reports units sold in ranges. This niche sold 10K to 13K a year. The average listing sells 500 to 750 of them. At £9.91 that is £5K to £7K a year per listing.

Average price
£9.91under the $15 to $100 sweet spot
Price range
£4.01–£24.14
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
10K–13K
Units per listing a year
500–750
Revenue per listing a year
£5K–£7K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

60% of listings pay for placement with sponsored ads. 80% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #315 within Baking Supplies. It carries 876 reviews at 4.66 stars, so a new listing needs social proof before a better product.

Sponsored listings
60%
Prime listings
80%
Out of stock, average day
0.0%
Average rank
#315in Baking Supplies
Average rating
4.66 starsAmazon United Kingdom average 4.36 stars
Average reviews
876per listing
Listings tracked
10

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 66 months on average, so the names here are established.

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

Products

Top Vital Wheat Gluten 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 81% of clicks. A locked shelf that new listings rarely crack.

£0£11K£22K£33K£44K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 falling

Sellers

9

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

81%

Top 20: 100%

Open market

0%

  • NKD Living40%
  • yourhealthstore26%
  • Buy Whole Foods Online14%
  • Wholefood Earth9%
  • Hatton Hill8%
  • PURIMA3%

Demand

Vital Wheat Gluten search demand

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

2K2KHoliday '24Holiday '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.3×

Search terms

Top Vital Wheat Gluten search terms shoppers use

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

  • vital wheat gluten44K/yr
  • wheat gluten7K/yr
  • gluten8K/yr
  • seitan flour4K/yr
  • vital wheat gluten flour5K/yr
  • anthonys vital wheat gluten 4 lb vegan non gmo keto friendly low carb2K/yr

Reviews and returns

What reviews say buyers love and hate about Vital Wheat Gluten

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

Complain

Value For Money33%

Cuts down on the cost of buying strong bread flour

Taste-Overall11%

There is no taste to it and helps the rise, texture, as well as the softness to my bread

Size-Overall11%

500g is a huge bag

Bitter8%

I have seen people say that wheat gluten has a slightly bitter taste compared to the slower

Love

Baking29%

This has totally enhanced my bread making

Perfect for bread baking

so good for batch cooking

Quality-Overall26%

Good and consistent product

Great for making seitan, good quality

Excellent product

Ease Of Use8%

Easy to use

Very easy to work with

easy and quick to make, and the bag reseals well in between uses

Advertised Vs Actual Product6%

As described

Just what I needed

Nutritional Content6%

Fine gluten flour, great for making seitan

still the same high quality wheat gluten

FAQ

Common Vital Wheat Gluten questions

Answered from the same tracked data.