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Wholemeal Flour

Maybe

Returns run at only 0.0% of orders. But demand is soft, at -25.6% this quarter, so Wholemeal Flour is a Maybe.

Flapen Score
53
53 / 100
Top 20% of 2,976 Grocery niches · +7 vs the category median of 46
Market size
£53K/yr89K searches / yr
90-day growth
-25.6%search demand this quarter
Competition
41%top-5 click share · 19 brands · 56 sellers

Flapen Score

Wholemeal Flour against its category

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

53Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Wholemeal Flour market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Wholemeal Flour 89K times last year and spent an estimated £53K. The top 5 brands take 43% of clicks. Demand peaks in Jan–Feb. Flapen scores it 53 out of 100, a Maybe.

01 · Demand

8.7% of searches ended in a purchase last week.

Shoppers searched for this 89K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 8.7% of those searches ended in a purchase. Searches in the last 90 days moved -25.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £53K a year.

Searches, last 12 months
89K
Growth, 90 days vs prior 90
-25.6%
Conversion, latest week
8.7%
Market size, estimated
£53Ka year
Peak month
February2.0× the quietest month
Top search term
wholemeal flour36K searches a year

02 · Price

A sale here is worth £6.78.

Listings sell for £6.78 on average, from £0.75 to £24.98. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 100 to 250 of them. At £6.78 that is £678 to £2K a year per listing.

Average price
£6.78under the $15 to $100 sweet spot
Price range
£0.75–£24.98
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
8K–10K
Units per listing a year
100–250
Revenue per listing a year
£678–£2K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

71% of listings pay for placement with sponsored ads. 77% ship with Prime. On an average day, 0.9% of listings are out of stock. The average listing ranks #221 within Baking Supplies. It carries 207 reviews at 4.55 stars, so a new listing needs social proof before a better product.

Sponsored listings
71%
Prime listings
77%
Out of stock, average day
0.9%
Average rank
#221in Baking Supplies
Average rating
4.55 starsAmazon United Kingdom average 4.36 stars
Average reviews
207per listing
Listings tracked
31

04 · Newcomers

Amazon counts 0 of last year's 2 launches as successful.

2 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 81 months on average, so the names here are established.

Launched, last 12 months
2
Successful launches
0Amazon's first-year sales bar
Average brand age
81 months

Products

Top Wholemeal Flour 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 41% of clicks. Leaders hold, but buyers still shop past them.

£0£2K£3K£5K£6K101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

19 falling

Sellers

56

Top-5 brand share

43%

Top 20: 83%

Top-5 click share

41%

Top 20: 91%

Open market

40%

  • --17%
  • Allinson11%
  • Doves Farm9%
  • Allinson's9%
  • ELEPHANT ATTA8%
  • by Amazon7%

Demand

Wholemeal Flour search demand

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

2K2KSpike '25Spike '26AprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Jan, Feb · busiest ÷ quietest = 2.0×

Search terms

Top Wholemeal Flour search terms shoppers use

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

  • wholemeal flour36K/yr
  • whole wheat flour16K/yr
  • wholemeal bread flour15K/yr
  • wholewheat flour8K/yr
  • strong wholemeal bread flour5K/yr
  • brown flour3K/yr
  • organic wholemeal bread flour3K/yr
  • wholegrain flour3K/yr

Reviews and returns

What reviews say buyers love and hate about Wholemeal Flour

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

Complain

Quality-Overall14%−0.03

awful quality flour

it's not the best on the market

BAD QUALITY

Taste-Overall13%−0.06

taste disgusting

Funny taste

Not tasty at all

Value For Money10%+0.76

it is weird that everyday the price changes

To expensive

This a bit pricey

Nutritional Content9%−0.04

they added gluten to make up for the poor quality

This flour seems high in gluten

Not gluten free

Ingredients-Overall7%−0.03

It's full of bleaching agents and other additives and no flour this cheap is worth using

The ingredients on the Amazon page has no folic acid

Love

Baking32%+2.44

Great for baking

Great for bread baking

Excellent for flatbreads, pancakes, and general baking

Quality-Overall15%−0.03

It is very good quality and great for my bread rolls and half wholemeal cheese and chive scones

Best quality

Good quality flour

Value For Money14%+0.76

worth every penny

Excellent value

Good value

Sour5%+0.51

Makes lovely sourdough loaves

makes the best sour dough

Sourdough

Taste-Overall5%−0.06

Has no weird taste

Delicious tasting cakes from this flour

very delicious

FAQ

Common Wholemeal Flour questions

Answered from the same tracked data.