---
title: "Waffle Mix — £93K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/waffle-mix"
last_updated: "2026-07-31T15:05:35.427Z"
locale: en
meta:
description: "Niche score 46/100 · £93K/yr market · 88K searches/yr · £10.67 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 46/100 · £93K/yr market · 88K searches/yr · £10.67 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Waffle Mix — £93K/yr Amazon UK Niche (2026) - Flapen"
---
# **waffle mix**
**Skip it**
Soft demand (-11.1% this quarter) — this niche doesn't clear our bar today.
Market size 23Growth 19Conversion 86Competition 21Returns 100Price range 48Avg price 39Brand share 40Review moat 69Quality gap 63
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****9.9%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Good****731.85**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Price range**
**Okay****£1.26–£27.79**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Okay****81%**
top-5 brand share — brands hold most of the demand
**Avg price**
**Okay****£10.67**
avg listing price — sweet spot $15–$100
**Market size**
**Bad****£93K**
£93K/yr · 88K searches
**Competition**
**Bad****75%**
top-5 click share — a locked-up shelf
**Growth**
**Bad****-11.1%**
90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, waffle mix is a £93K/yr Amazon United Kingdom market (88K searches/yr). The top 5 brands hold 81% of demand. Demand peaks in Dec. Verdict: Skip it — 46/100.
Data updated Jul 24, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **waffle mix market data**
- **Units sold / yr**
- **8K–10K**
- avg 500–750/product
- **Revenue / yr**
- **£85K–£107K**
- units × avg price
- **Conversion rate**
- **9.9%**
- **Avg BSR**
- **#29**
- **Page quality**
- **0%**
- **Prime**
- **92%**
- **Sponsored**
- **54%**
- **Out of stock**
- **2.8%**
- **Avg brand age**
- **65 months**
- **Avg seller age**
- **177 days**
## **Competition & brand share**
The top 5 products capture 75% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**11 **▼falling
**Sellers**
**28**
**Top-5 brand share**
**81%**
Top 20: 100%
**Top-5 click share**
**75%**
Top 20: 100%
**Open market**
**15%**
- Global Gourmet Est. 201331% - JM Posner25% - Sephra11% - Quick Crepes7% - Sweet Things7% - TIRAS4% - Open — no brand owns it (5 brands, 15%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -11.1% search growth over the last 90 days.
4K3KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 2.9×
[**Open Trend **](https://flapen.com/research/uk/grocery/waffle-mix/trend)
## **Top waffle mix search terms**
- **waffle mix**78K/yr-8.8%6.4% conv. - **waffle mix for waffle maker**6K/yr-31.7%11.1% conv. - **belgian waffle mix**4K/yr-21.8%10.7% conv. [**All search terms **](https://flapen.com/research/uk/grocery/waffle-mix/search-terms)
## **Top waffle mix 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%10%£9K20%£19K30%£28K40%£37K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 13 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Global Gourmet Luxury Belgian Style Waffle & Pancake Mix 1KG For Belgian & Liege Waffles Quick & Delicious Value Size**Global Gourmet Est. 2013**£8.94**4.4★1,698 rev](https://www.amazon.co.uk/dp/B0843CXW3N) [2**JM Posner Belgian Style Waffle Mix for Waffle Makers Simple Preparation with Water Oil Makes Approximately 11 Waffles Vegetarian Belgian Cuisine 1 kg Pack**JM Posner**£9.51**4.6★3,563 rev](https://www.amazon.co.uk/dp/B00ALT1IBK) [3**Sephra Luxury Waffle and Pancake Mix 3kg Bag Add Water Only Mixture**Sephra**£19.12**4.2★513 rev](https://www.amazon.co.uk/dp/B018E70KIC) [4**Aunt Bessiess American Style Pancake & Waffle Mix 2 Pack Bundle**Sweet Things**£6.94**4.3★144 rev](https://www.amazon.co.uk/dp/B08KWHK78B) [5**Award-Winning Luxury Waffle & Pancake Mix - bulk 3.5kg bag. Just add Water to Make Malty Belgian Style Waffles or Fluffy American Buttermilk Pancakes**Quick Crepes**£27.79**4.4★388 rev](https://www.amazon.co.uk/dp/B097Q13FTY)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Harry Harvey Waffle Mix 1kg | Luxury Belgian-Style & Crispy Edges Fluffy Interior | Dessert Shop Taste in Every Waffle | Just Add Water & Oil - Big Value Bag**HARRY HARVEY**£10.91**15 rev1y ago](https://www.amazon.co.uk/dp/B0DBR1LGLQ) [**Sephra Luxury Waffle and Pancake Mix 375g Bag Add Water Only Mixture**Sephra**£8.33**513 rev3y ago](https://www.amazon.co.uk/dp/B0C6KZV6B3) [**Award-Winning Luxury Waffle & Pancake Mix - 1kg Resealable Bag - just add Water to make crispy Belgian-style Waffles and fluffy American Buttermilk Pancakes**Quick Crepes**£13.84**388 rev4y ago](https://www.amazon.co.uk/dp/B0B12XVFK3) [**Award-Winning Luxury Waffle & Pancake Mix - bulk 3.5kg bag. Just add Water to Make Malty Belgian Style Waffles or Fluffy American Buttermilk Pancakes**Quick Crepes**£27.79**388 rev4y ago](https://www.amazon.co.uk/dp/B097Q13FTY) [**FunCakes Mix for Waffles Easily Bake Robust Sweet Belgian Waffles Sweet & Crispy Add Sugar Crystals! 1 kg**FunCakes**£7.99**128 rev5y ago](https://www.amazon.co.uk/dp/B08YGGRL5P)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Creative Nature Gluten Free Pancake & Waffle Mix | Vegan & Free from | Gluten Free Nut Free Dairy Free & 100% Allergen Free | 266g**Creative Nature**£2.86**4.3★**▲ 146%**](https://www.amazon.co.uk/dp/B08M4YM5FG) [**Award-Winning Luxury Waffle & Pancake Mix - bulk 3.5kg bag. Just add Water to Make Malty Belgian Style Waffles or Fluffy American Buttermilk Pancakes**Quick Crepes**£27.79**4.4★**▲ 31%**](https://www.amazon.co.uk/dp/B097Q13FTY) [**Sephra Luxury Waffle and Pancake Mix 375g Bag Add Water Only Mixture**Sephra**£8.33**4.2★**▲ 31%**](https://www.amazon.co.uk/dp/B0C6KZV6B3) [**Harry Harvey Waffle Mix 1kg | Luxury Belgian-Style & Crispy Edges Fluffy Interior | Dessert Shop Taste in Every Waffle | Just Add Water & Oil - Big Value Bag**HARRY HARVEY**£10.91**4.7★**▲ 21%**](https://www.amazon.co.uk/dp/B0DBR1LGLQ) [**Global Gourmet Luxury Belgian Style Waffle & Pancake Mix 1KG For Belgian & Liege Waffles Quick & Delicious Value Size**Global Gourmet Est. 2013**£8.94**4.4★**— 10%**](https://www.amazon.co.uk/dp/B0843CXW3N)
**~~View all trending →~~**
## **What buyers say about waffle mix**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**32%
*“Great taste”*
**Blend/Ratio**19%
*“Very nice mix”*
**Value For Money**8%
*“save a heap of money”*
**Smell**6%
*“The vanilla scent fills the house”*
**Baking**6%
*“Pancakes were great”*
**Ease Of Use**5%
*“so easy to use”*
**Flavor**4%
*“Loved the flavour and texture”*
**Nutritional Content**3%
*“Great gluten free pancake mix”*
**Instructions/User Manual/Troubleshooting**3%
*“Good instructions on packet for different ways to make the mixture”*
**Correct Contents**2%
*“Good amount of servings”*
### **What buyers complain about **
**Taste-Overall**29%
*“that is down to personal tastes”*
**Blend/Ratio**13%
*“Imho needs a little sugar adding to the mix”*
**Durability**8%
*“fall apart”*
**Flavor**8%
*“these are pretty dense, overly sweet and not particularly flavourful”*
**Sweetness**8%
*“overly sweet”*
**Value For Money**6%
*“rather expensive for what you get”*
**Artificial Sweeteners**4%
*“Imho needs a little sugar adding to the mix”*
## **Common questions**
- **Is waffle mix profitable to sell on Amazon United Kingdom?**
- The niche generates £93K/yr across 13 tracked products. 90-day search growth is -11.1%. Flapen's verdict: Skip it (46/100).
- **How competitive is the waffle mix niche?**
- 11 brands and 28 sellers compete. The top 5 products take 75% of clicks and top 5 brands hold 81% of demand.
- **What do buyers complain about in waffle mix?**
- Top complaints mined from reviews: Taste-Overall, Blend/Ratio, Durability. The return rate is 0.0%.
- **When does demand for waffle mix peak?**
- Demand peaks in Dec; the busiest month runs 2.9× the quietest.
- **What does it cost to enter the waffle mix niche?**
- Listings span £1.26–£27.79; the average listing price is £10.67 (sweet spot $15–$100). The average incumbent carries 732 reviews — the moat a new listing must climb.
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