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Hmb

Fail

Shoppers spend only $53K a year here, so Hmb is a Fail.

Flapen Score
47
47 / 100
Ranks 1,080 of 2,035 Health & Personal Care niches · −1 vs the category median of 48
Market size
£53K/yr55K searches / yr
90-day growth
-11.6%search demand this quarter
Competition
69%top-5 click share · 12 brands · 26 sellers

Flapen Score

Hmb against its category

The dotted line is the Health & Personal Care average. Past it, Hmb is stronger. Inside it, weaker.

47Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Hmb market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Hmb 55K times last year and spent an estimated £53K. The top 5 brands take 78% of clicks. Flapen scores it 47 out of 100, a Fail.

01 · Demand

7.3% of searches ended in a purchase last week.

Shoppers searched for this 55K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 7.3% of those searches ended in a purchase. Searches in the last 90 days moved -11.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £53K a year.

Searches, last 12 months
55K
Growth, 90 days vs prior 90
-11.6%
Conversion, latest week
7.3%
Market size, estimated
£53Ka year
Peak month
January1.5× the quietest month
Top search term
hmb30K searches a year

02 · Price

A sale here is worth £13.24.

Listings sell for £13.24 on average, from £4.47 to £26.30. Amazon reports units sold in ranges. This niche sold 5K to 6K a year. The average listing sells 250 to 500 of them. At £13.24 that is £3K to £7K a year per listing.

Average price
£13.24under the $15 to $100 sweet spot
Price range
£4.47–£26.30
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
5K–6K
Units per listing a year
250–500
Revenue per listing a year
£3K–£7K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

73% of listings pay for placement with sponsored ads. 80% ship with Prime. On an average day, 10.1% of listings are out of stock. The average listing ranks #1,157 within Diet & Nutrition. It carries 176 reviews at 4.42 stars, so a new listing needs social proof before a better product.

Sponsored listings
73%
Prime listings
80%
Out of stock, average day
10.1%
Average rank
#1,157in Diet & Nutrition
Average rating
4.42 starsAmazon United Kingdom average 4.36 stars
Average reviews
176per listing
Listings tracked
15

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 59 months on average, so the names here are settling in.

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

Products

Top Hmb 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 69% of clicks. Leaders hold, but buyers still shop past them.

£0£5K£11K£16K£21K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

12 rising

Sellers

26

Top-5 brand share

78%

Top 20: 100%

Top-5 click share

69%

Top 20: 100%

Open market

16%

  • Mr Run24%
  • Applied Nutrition21%
  • Bulk17%
  • ALPHA018%
  • OLIMP SPORT NUTRITION8%
  • Nutra Science6%
  • Open — no brand owns it (6 brands, 16%)

Demand

Hmb search demand

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

2K2KHoliday '24Spike '25Black Friday '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.5×

Search terms

Top Hmb search terms shoppers use

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

  • hmb30K/yr
  • hmb supplements18K/yr
  • hmb powder8K/yr

Reviews and returns

What reviews say buyers love and hate about Hmb

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

Complain

Taste-Overall7%−0.02

Theres no real taste to them

it hardly has any taste

Taste like factory

Leak-Proof6%

was leaking somehow from the top

Powder leaked all over

Leaking powder from top while sealed

Side Effects6%−0.10

Side effects

But I feel it would be irresponsible of me to not point out there may be a potential side effect that I've described whilst taking this

Functionality-Overall6%−0.12

Had little effect

Dosage4%

What caught me out is the dose - 1,000mg a day is only a third of what most studies use for real results

dose is on the low side

actually way less when you factor in the training day amount

Love

Quality-Overall13%+0.23

Good combination

Excellent product

Good quality item

Value For Money11%+0.52

Exceptional Value: Offering 66 servings in a compact 100g pouch makes this an incredibly cost-effective addition to a supplement stack

Value for money

Good value

Nutritional Content10%+1.33

Boost protein

Good supplement to go with diet

Overall it feels like a straightforward supplement for people who train regularly

Vitamin8%+0.40

This one keeps things quite straightforward with HMB paired with vitamin D

Solid HMB supplement with a smart added boost from Vitamin D

Decent supplement

Ease Of Chewing/Swallowing6%

easy to take with water

easy to swallow with some water

despite their size they are easy to swallow

FAQ

Common Hmb questions

Answered from the same tracked data.