---
title: "Protein Powder — £11.2M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/health-personal-care/protein-powder"
last_updated: "2026-07-31T06:35:29.383Z"
locale: en
meta:
description: "Niche score 66/100 · £11.2M/yr market · 11.7M searches/yr · £21.80 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 66/100 · £11.2M/yr market · 11.7M searches/yr · £21.80 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Protein Powder — £11.2M/yr Amazon UK Niche (2026) - Flapen"
---
# **protein powder**
**Launch it**
A $11.2M/yr market growing +2.1% this quarter with returns at 0.1% — clears our launch bar.
Market size 100Growth 28Conversion 53Competition 73Returns 100Price range 86Avg price 92Brand share 40Review moat 25Quality gap 65
**Market size**
**Incredible****£11.2M**
£11.2M/yr · 11.7M searches
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****£21.80**
avg listing price — sweet spot $15–$100
**Price range**
**Great****£9.10–£59.15**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Good****41%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Good****4.4%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Okay****81%**
top-5 brand share — brands hold most of the demand
**Growth**
**Okay****+2.1%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****4,843.43**
avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United Kingdom niche tracking, protein powder is a £11.2M/yr Amazon United Kingdom market (11.7M searches/yr). The top 5 brands hold 81% of demand. Verdict: Launch it — 66/100.
Data updated Jul 24, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **protein powder market data**
- **Units sold / yr**
- **500K–600K**
- avg 12,500–15,000/product
- **Revenue / yr**
- **£10.9M–£13.1M**
- units × avg price
- **Conversion rate**
- **4.4%**
- **Avg BSR**
- **#9**
- **Page quality**
- **0%**
- **Prime**
- **95%**
- **Sponsored**
- **57%**
- **Out of stock**
- **3.3%**
- **Avg brand age**
- **59 months**
- **Avg seller age**
- **159 days**
## **Competition & brand share**
The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**13 **▼falling
**Sellers**
**100**
**Top-5 brand share**
**81%**
Top 20: 100%
**Top-5 click share**
**41%**
Top 20: 80%
**Open market**
**14%**
- Optimum Nutrition35% - BULK POWDERS18% - Myprotein14% - Applied Nutrition8% - Bulk7% - Warrior4% - Open — no brand owns it (7 brands, 14%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +2.1% search growth over the last 90 days.
300K200KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/health-personal-care/protein-powder/trend)
## **Top protein powder search terms**
- **protein powder**5.0M/yr+0.6%2.2% conv. - **whey protein powder**1.5M/yr+7.7%2.4% conv. - **protein**1.3M/yr-0.6%0.6% conv. - **whey protein**582K/yr+16.8%2.1% conv. - **optimum nutrition whey protein**472K/yr+16.1%3.9% conv. - **my protein**432K/yr+0.6%1.1% conv. - **bulk protein powder**306K/yr+0.5%4.4% conv. - **vanilla protein powder**287K/yr-5.3%6.5% conv. - **myprotein**255K/yr+4.5%1.3% conv. - **whey isolate protein powder**192K/yr+7.2%1.5% conv. [**All search terms **](https://flapen.com/research/uk/health-personal-care/protein-powder/search-terms)
## **Top 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.
0%4%£447K8%£894K12%£1.3M16%£1.8M101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Bulk Pure Whey Protein Powder Vanilla 1kg**BULK POWDERS**£18.70**4.4★9,556 rev](https://www.amazon.co.uk/dp/B00HF63AYA) [2**Optimum Nutrition Gold Standard Whey Protein Muscle Building Powder with Naturally Occurring Glutamine and Amino Acids Double Rich Chocolate 29 Servings 899 g Packaging May Vary**Optimum Nutrition**£27.06**4.6★56,672 rev](https://www.amazon.co.uk/dp/B002DYIZH6) [3**Myprotein Impact Whey Protein Powder | 22g Premium Protein Per Serving | Builds Lean Muscle & Aids Recovery | Vanilla 1KG | Vegetarian Low Fat & Carbs | Trusted by Athletes**Myprotein**£22.60**4.4★7,972 rev](https://www.amazon.co.uk/dp/B008BH7KKM) [4**Optimum Nutrition Gold Standard 100% Whey Protein Powder 2.26kg**Optimum Nutrition**£55.21**4.7★3,587 rev](https://www.amazon.co.uk/dp/B000QSNYGI) [5**Applied Nutrition Diet Whey - High Protein Powder Supplement Low Carb & Sugar for Weight Management with CLA L Carnitine Green Tea (450g - 18 Servings) (Vanilla)**Applied Nutrition**£9.25**4.3★460 rev](https://www.amazon.co.uk/dp/B084WP6Y51)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Myprotein Impact Whey Protein Powder | Vanilla - 30 Servings | Up to 23 g Whey Protein Per Serving with BCAAs | Builds Lean Muscle Speeds Recovery | Low Fat & Carbs | Vegetarian**Myprotein**£23.43**66 rev4mo ago](https://www.amazon.co.uk/dp/B0GRHP47MF) [**Myprotein Impact Whey Protein Powder | Vanilla - 15 Servings | Up to 23 g Whey Protein Per Serving with BCAAs | Builds Lean Muscle Speeds Recovery | Low Fat & Carbs | Vegetarian**Myprotein**£14.54**66 rev4mo ago](https://www.amazon.co.uk/dp/B0GRH8W4MD) [**Bulk Basic Whey Protein Powder | Chocolate | 1.25 kg | 41 Servings | Up to 18g Protein per Serving | Low Sugar | Fast Absorbing Formula | Gym Supplement Supports Muscle Growth & Recovery**Bulk**£13.09**2,587 rev1y ago](https://www.amazon.co.uk/dp/B0FJS737F7) [**Warrior Whey Protein Powder 500g 20 Servings High Protein Shake Supplement for Muscle Growth Recovery & Weight Loss Low Sugar Low Carb Gluten Free Meal Replacement Shake Chocolate Brownie**Warrior**£10.09**740 rev2y ago](https://www.amazon.co.uk/dp/B0D5HQ5DXQ) [**Applied Nutrition Diet Whey - High Protein Powder Supplement Low Carb & Sugar for Weight Management with CLA L Carnitine Green Tea (450g - 18 Servings) (Vanilla)**Applied Nutrition**£9.25**460 rev6y ago](https://www.amazon.co.uk/dp/B084WP6Y51)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Myprotein Impact Whey Protein Powder | Vanilla - 30 Servings | Up to 23 g Whey Protein Per Serving with BCAAs | Builds Lean Muscle Speeds Recovery | Low Fat & Carbs | Vegetarian**Myprotein**£23.43**4.4★**▲ 183%**](https://www.amazon.co.uk/dp/B0GRHP47MF) [**Myprotein Impact Whey Protein Powder | Vanilla - 15 Servings | Up to 23 g Whey Protein Per Serving with BCAAs | Builds Lean Muscle Speeds Recovery | Low Fat & Carbs | Vegetarian**Myprotein**£14.54**4.4★**▲ 177%**](https://www.amazon.co.uk/dp/B0GRH8W4MD) [**SERIOUS PROTEIN Protein Powder 4kg Low Carb Supports Lean Muscle Growth Recovery Supplement - The Bulk Protein Company - 133 Servings (Chocolate)**The Bulk Protein Company**£30.55**3.9★**▲ 113%**](https://www.amazon.co.uk/dp/B01CCSJRP6) [**Protein Works | Whey Protein 360 - Gold French Vanilla 600g**Protein Works**£11.78**4.2★**▲ 108%**](https://www.amazon.co.uk/dp/B06X8ZN3L6) [![PhD Nutrition Diet Whey Lean Protein Powder | Vanilla Crème Whey Protein Powder 1 kg Bag [ Packaging May Vary ]](https://m.media-amazon.com/images/I/41pHGr2doiL.jpg)**PhD Nutrition Diet Whey Lean Protein Powder | Vanilla Crème Whey Protein Powder 1 kg Bag \[ Packaging May Vary \]**PhD**£19.21**4.4★**▲ 89%**](https://www.amazon.co.uk/dp/B003AXAG7G)
**~~View all trending →~~**
## **What buyers say about protein powder**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**25%
*“lovely taste and very satisfying”*
**Nutritional Content**17%
*“good amount of protein”*
**Quality-Overall**9%
*“Trusted brand with consistent quality”*
**Flavor**8%
*“the flavour is also very tasty”*
**Value For Money**7%
*“Good Value for Money”*
**Blend/Ratio**5%
*“easy to blend”*
**Solubility**3%
*“It mixes well”*
**Texture/Consistency-Overall**2%
*“smooth texture”*
**Sweetness**2%
*“not overly sweet”*
**Advertised Vs Actual Product**1%
*“it does the job”*
### **What buyers complain about **
**Taste-Overall**29%
*“Doesn't taste good”*
**Nutritional Content**8%
*“Nutritional information incorrect”*
**Flavor**7%
*“Exceedingly artificial flavour”*
**Texture/Consistency-Overall**5%
*“Weird texture”*
**Value For Money**4%
*“over priced”*
**Sweetness**4%
*“Contains Too Much Sugar”*
**Quality-Overall**3%
*“Extremely poor quality”*
**Solubility**2%
*“Doesn't mix well”*
**Dilute/Watery**2%
*“very watery when made as per the instructions”*
**Artificial Sweeteners**2%
*“Artificial sweetener overload”*
### **Top return reasons **
**Flavor**30%
**Taste-Overall**19%
**Leak-Proof**8%
**Texture/Consistency-Overall**4%
**Advertised Vs Actual Product**4%
**Ingredients-Overall**4%
**Nutritional Content**3%
**Contamination**2%
**Value For Money**2%
**Sweetness**2%
## **Common questions**
- **Is protein powder profitable to sell on Amazon United Kingdom?**
- The niche generates £11.2M/yr across 40 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is +2.1%. Flapen's verdict: Launch it (66/100).
- **How competitive is the protein powder niche?**
- 13 brands and 100 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 81% of demand.
- **What do buyers complain about in protein powder?**
- Top complaints mined from reviews: Taste-Overall, Nutritional Content, Flavor. The return rate is 0.1%.
- **When does demand for protein powder peak?**
- Demand is steady year-round — the busiest month runs 1.7× the quietest.
- **What does it cost to enter the protein powder niche?**
- Listings span £9.10–£59.15; the average listing price is £21.80 (sweet spot $15–$100). The average incumbent carries 4,843 reviews — the moat a new listing must climb.
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