Is casein protein powder profitable to sell on Amazon United Kingdom?

The niche generates £206K/yr across 40 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -16.7%. Flapen's verdict: Worth a look (54/100).

How competitive is the casein protein powder niche?

12 brands and 59 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 95% of demand.

What do buyers complain about in casein protein powder?

Top complaints mined from reviews: Taste-Overall, Nutritional Content, Flavor. The return rate is 0.1%.

When does demand for casein protein powder peak?

Demand peaks in Mar–Apr–May; the busiest month runs 2.7× the quietest.

What does it cost to enter the casein protein powder niche?

Listings span £9.58–£56.89; the average listing price is £26.64 (sweet spot $15–$100). The average incumbent carries 1,600 reviews — the moat a new listing must climb.

casein protein powder

Worth a look

Shows low returns (0.1%), but brand-locked demand (top 5 brands take 95% of clicks) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Avg price

Incredible£26.64

avg listing price — sweet spot $15–$100

Price range

Great£9.58–£56.89

cheapest to priciest tracked listing — scored on the share inside $15–$100

Competition

Great37%

top-5 click share — an open shelf

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Review moat

Okay1,600.1

avg incumbent reviews — the moat a new listing must climb

Market size

Okay£206K

£206K/yr · 301K searches

Conversion

Okay2.6%

search→purchase rate — share of searches ending in a sale

Growth

Bad-16.7%

90-day search growth — must beat 0% to launch

Brand share

Bad95%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, casein protein powder is a £206K/yr Amazon United Kingdom market (301K searches/yr). The top 5 brands hold 95% of demand. Demand peaks in Mar–Apr–May. Verdict: Worth a look — 54/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

casein protein powder market data

Units sold / yr: 13K–15K; avg 100–250/product
Revenue / yr: £333K–£400K; units × avg price
Conversion rate: 2.6%
Avg BSR: #118
Page quality: 0%
Prime: 90%
Sponsored: 43%
Out of stock: 20.4%
Avg brand age: 72 months
Avg seller age: 160 days

Competition & brand share

Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.

Brands

12 rising

Sellers

Top-5 brand share

95%

Top 20: 100%

Top-5 click share

37%

Top 20: 83%

Open market

Premium Body Nutrition46%
Optimum Nutrition18%
Applied Nutrition15%
Bulk14%
BULK POWDERS2%
Dymatize1%
Open — no brand owns it (6 brands, 4%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -16.7% search growth over the last 90 days.

Peak months: Mar, Apr, May · busiest ÷ quietest = 2.7×

Open Trend

Top casein protein powder search terms

casein protein powder72K/yr -5.3%4.6% conv.
pbn protein powder81K/yr -30.8%2.6% conv.
casein protein25K/yr -6.7%2.9% conv.
casein26K/yr -16.4%4.4% conv.
pbn whey protein23K/yr -24.0%1.9% conv.
pbn13K/yr -24.7%2.2% conv.
casein powder8K/yr +13.2%3.9% conv.
pbn protein6K/yr +8.3%2.0% conv.
micellar casein6K/yr +32.4%3.8% conv.
pbn whey protein powder4K/yr +22.1%2.6% conv.

All search terms

Top casein protein powder 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

PBN - Premium Body Nutrition Micellar Casein Chocolate 1kg Pouch

Premium Body Nutrition£12.674.2★1,117 rev

Optimum Nutrition Gold Standard Casein Slow Digesting Protein Powder with Zinc Magnesium and Naturally Occurring Glutamine and Amino Acids Cookies & Cream 28 Servings 0.92 kg Packaging May Vary

Optimum Nutrition£31.694.5★473 rev

Applied Nutrition Casein Protein Powder - Micellar Casein Supplement Slow Release Protein (900g - 30 Servings) (Vanilla Cream)

Applied Nutrition£20.284.4★66 rev

PBN - Premium Body Nutrition Micellar Casein 2kg Strawberry

Premium Body Nutrition£25.154.1★269 rev

PBN - Premium Body Nutrition Micellar Casein 2kg Vanilla

Premium Body Nutrition£23.084.3★694 rev

Newest

by launch date

Applied Nutrition Casein Protein Powder - Micellar Casein Supplement Slow Release Protein (1.8kg - 60 Servings) (Chocolate Cream)

Applied Nutrition£38.3558 rev

1y ago

Applied Nutrition Casein Protein Powder - Micellar Casein Supplement Slow Release Protein (900g - 30 Servings) (Vanilla Cream)

Applied Nutrition£20.2866 rev

3y ago

Applied Nutrition Casein Protein Powder - Micellar Casein Supplement Slow Release Protein (900g - 30 Servings) (Chocolate Cream)

Applied Nutrition£21.3358 rev

3y ago

Bulk Micellar Casein Protein Powder Vanilla 500g

Bulk£12.48390 rev

4y ago

PBN - Premium Body Nutrition Micellar Casein Chocolate 1kg Pouch

Premium Body Nutrition£12.671,117 rev

6y ago

What buyers say about casein protein powder

What buyers praise and complain about, mined from review topics.

What buyers love

Taste-Overall19%

“ABSOLUTELY DELICIOUS”

Nutritional Content18%

“Excellent protein powders”

Quality-Overall10%

“Excellent product”

Value For Money10%

“Good value for money”

Flavor8%

“Love the vanilla flavour”

Blend/Ratio7%

“and it blends pretty well”

Solubility4%

“Mixes easily”

Sweetness2%

“Extremely sweet”

Advertised Vs Actual Product2%

“It seemed to do the job”

Texture/Consistency-Overall2%

“appears a good consistency”

What buyers complain about

Taste-Overall22%

“not as tasty”

Nutritional Content8%

“Nutritional information incorrect”

Flavor7%

“Absolutely disgusting, banana flavour”

Texture/Consistency-Overall7%

“Unpleasant Texture”

Sweetness3%

“Sugar 0”

Quality-Overall3%

“However, the Vanilla's quality is very bad”

Value For Money2%

“very expensive”

Smell2%

“Disgusting chemical smell made it not edible”

Advertised Vs Actual Product2%

“False advertising”

Salt Content1%

“nearly 3gms of salt per serving - phots are blurred so cant see untill you twice it”

Common questions

Is casein protein powder profitable to sell on Amazon United Kingdom?: The niche generates £206K/yr across 40 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -16.7%. Flapen's verdict: Worth a look (54/100).
How competitive is the casein protein powder niche?: 12 brands and 59 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 95% of demand.
What do buyers complain about in casein protein powder?: Top complaints mined from reviews: Taste-Overall, Nutritional Content, Flavor. The return rate is 0.1%.
When does demand for casein protein powder peak?: Demand peaks in Mar–Apr–May; the busiest month runs 2.7× the quietest.
What does it cost to enter the casein protein powder niche?: Listings span £9.58–£56.89; the average listing price is £26.64 (sweet spot $15–$100). The average incumbent carries 1,600 reviews — the moat a new listing must climb.