wholemeal flour
Worth a lookShows low returns (0.0%), but soft demand (-25.6% this quarter) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Brand share
Great43%top-5 brand share — no brand owns this niche
Review moat
Great206.71avg incumbent reviews — the moat a new listing must climb
Conversion
Great8.7%search→purchase rate — share of searches ending in a sale
Competition
Good41%top-5 click share — leaders hold, buyers still browse
Price range
Okay£0.75–£24.98cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Avg price
Bad£6.78avg listing price — sweet spot $15–$100
Market size
Bad£53K£53K/yr · 89K searches
Growth
Bad-25.6%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, wholemeal flour is a £53K/yr Amazon United Kingdom market (89K searches/yr). The top 5 brands hold 43% of demand. Demand peaks in Jan–Feb. Verdict: Worth a look — 53/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
wholemeal flour market data
- Units sold / yr
- 8K–10K
- avg 100–250/product
- Revenue / yr
- £54K–£68K
- units × avg price
- Conversion rate
- 8.7%
- Avg BSR
- #221
- Page quality
- 0%
- Prime
- 77%
- Sponsored
- 71%
- Out of stock
- 0.9%
- Avg brand age
- 81 months
- Avg seller age
- 180 days
Competition & brand share
The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond them.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 & seasonality
Weekly Amazon search volume, last 69 weeks — -25.6% search growth over the last 90 days.Peak months: Jan, Feb · busiest ÷ quietest = 2.0×
Top wholemeal flour search terms
- 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
Top wholemeal flour 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Allinson Wholemeal Plain Flour 1000g
Allinson£2.324.5★213 rev
Marriages Canadian VERY Strong Wholemeal Bread Flour 1.5kg (Pack of 5)
--£12.814.6★346 rev
Allinson Very Strong Wholemeal Bread Flour 1kg
Allinson's£1.944.8★167 rev
Elephant Atta Chakki Gold Premium Chapatti Flour 1.5kg - 100% Wholewheat Atta High in Fibre - Chapati Naan & Roti Flour - Pack of 1 x 1.5kg
ELEPHANT ATTA£3.244.3★319 rev
Marriages Canadian VERY Strong Wholemeal Bread Flour 1.5kg (Pack of 2)
--£7.024.8★87 rev
Newest
by launch date
Marriages Millers Canadian Very Strong Wholemeal Bread Flour 1.5kg (Pack of 2) | High-Protein Wholemeal Flour | Ideal for Rustic Loaves Rolls & Pizza Bases
Generic£6.7433 rev
by Amazon Plain Wheat Flour 1.5kg Great for for Baking
by Amazon£0.75733 rev
by Amazon Strong White Flour 1.5kg Perfect for bread
by Amazon£1.22979 rev
Matthews Cotswold Organic Stoneground Wholemeal Flour - 1.5kg Bag (Single Bag)
MATTHEWS COTSWOLD FLOUR£8.22140 rev
Matthews Cotswold Traditional Stoneground Strong Wholegrain Flour - 1.5kg Bag (Single Bag)
MATTHEWS COTSWOLD FLOUR£8.1277 rev
Trending
90-day click momentum
Spelt Flour Wholemeal 1kg (BWFO)
Buy Whole Foods Online£3.134.7★
Elephant Atta Chakki Gold Premium Chapatti Flour 1.5kg - 100% Wholewheat Atta High in Fibre - Chapati Naan & Roti Flour - Pack of 1 x 1.5kg
ELEPHANT ATTA£3.244.3★
Marriages Stoneground Strong Wholemeal Bread Flour 1.5kg (Pack of 5)
--£12.734.4★
Doves Farm Strong Wholemeal Bread Flour 1.5kg
Doves Farm£6.414.9★
Marriages Millers Canadian Very Strong Wholemeal Bread Flour 1.5kg (Pack of 2) | High-Protein Wholemeal Flour | Ideal for Rustic Loaves Rolls & Pizza Bases
Generic£6.744.6★
What buyers say about wholemeal flour
What buyers praise and complain about, mined from review topics.What buyers love
“Great for baking”
“It is very good quality and great for my bread rolls and half wholemeal cheese and chive scones”
“worth every penny”
“Makes lovely sourdough loaves”
“Has no weird taste”
“almost like a crisp bread”
“Great for bread, quality flavour”
“Does the job”
“The texture is nice and strong, just what you want when making bread”
“Makes a nice loaf”
What buyers complain about
“awful quality flour”
“taste disgusting”
“it is weird that everyday the price changes”
“they added gluten to make up for the poor quality”
“It's full of bleaching agents and other additives and no flour this cheap is worth using”
“there is a strong chemical like smell”
“is very dense”
“This flour is awful if you want to make bread or use it for those kinds of things sadly I will not be purchasing again”
“The bread does not stay fresh for long”
“Plain flour”
Common questions
- Is wholemeal flour profitable to sell on Amazon United Kingdom?
- The niche generates £53K/yr across 31 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -25.6%. Flapen's verdict: Worth a look (53/100).
- How competitive is the wholemeal flour niche?
- 19 brands and 56 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 43% of demand.
- What do buyers complain about in wholemeal flour?
- Top complaints mined from reviews: Quality-Overall, Taste-Overall, Value For Money. The return rate is 0.0%.
- When does demand for wholemeal flour peak?
- Demand peaks in Jan–Feb; the busiest month runs 2.0× the quietest.
- What does it cost to enter the wholemeal flour niche?
- Listings span £0.75–£24.98; the average listing price is £6.78 (sweet spot $15–$100). The average incumbent carries 207 reviews — the moat a new listing must climb.