Is vanilla protein powders profitable to sell on Amazon United Kingdom?

The niche generates £1.7M/yr across 20 tracked products. 3 of 4 products launched in the last 360 days are still selling. 90-day search growth is -1.4%. Flapen's verdict: Worth a look (58/100).

How competitive is the vanilla protein powders niche?

9 brands and 50 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 91% of demand.

What do buyers complain about in vanilla protein powders?

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

When does demand for vanilla protein powders peak?

Demand is steady year-round — the busiest month runs 1.9× the quietest.

What does it cost to enter the vanilla protein powders niche?

Listings span £7.85–£38.38; the average listing price is £18.17 (sweet spot $15–$100). The average incumbent carries 2,735 reviews — the moat a new listing must climb.

vanilla protein powders

Worth a look

Shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Market size

Great£1.7M

£1.7M/yr · 1.7M searches

Avg price

Great£18.17

avg listing price — sweet spot $15–$100

Price range

Great£7.85–£38.38

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

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Conversion

Good5.7%

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

Competition

Okay62%

top-5 click share — leaders hold, buyers still browse

Review moat

Okay2,734.6

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-1.4%

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

Brand share

Bad91%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, vanilla protein powders is a £1.7M/yr Amazon United Kingdom market (1.7M searches/yr). The top 5 brands hold 91% of demand. Verdict: Worth a look — 58/100.

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

vanilla protein powders market data

Units sold / yr: 80K–100K; avg 4,000–5,000/product
Revenue / yr: £1.5M–£1.8M; units × avg price
Conversion rate: 5.7%
Avg BSR: #14
Page quality: 0%
Prime: 75%
Sponsored: 80%
Out of stock: 7.7%
Avg brand age: 56 months
Avg seller age: 158 days

Competition & brand share

The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.

Brands

9 rising

Sellers

Top-5 brand share

91%

Top 20: 100%

Top-5 click share

62%

Top 20: 100%

Open market

Myprotein64%
Applied Nutrition10%
BULK POWDERS8%
Bulk6%
Optimum Nutrition3%
PhD3%
Open — no brand owns it (3 brands, 6%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -1.4% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.9×

Open Trend

Top vanilla protein powders search terms

my protein432K/yr +0.6%1.4% conv.
vanilla protein powder287K/yr -5.3%6.4% conv.
myprotein255K/yr +4.5%1.6% conv.
my protein whey powder156K/yr -31.5%3.1% conv.
protein powder vanilla104K/yr -8.8%5.2% conv.
myprotein impact whey protein84K/yr +22.7%3.5% conv.
applied nutrition protein powder89K/yr +12.4%2.0% conv.
impact whey protein powder57K/yr +16.9%4.8% conv.
whey protein powder vanilla39K/yr -13.0%4.8% conv.
vanilla whey protein powder30K/yr -3.0%6.3% conv.

All search terms

Top vanilla protein powders 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 20 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Myprotein£22.604.4★7,972 rev

Myprotein£21.964.3★3,722 rev

Myprotein£23.434.4★66 rev

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£9.254.3★460 rev

Bulk Pure Whey Protein Powder Vanilla 1kg

BULK POWDERS£18.704.4★9,556 rev

Newest

by launch date

Myprotein£15.728 rev

2mo ago

Myprotein£23.4366 rev

4mo ago

Myprotein£14.5466 rev

4mo ago

BULK POWDERS£13.112,587 rev

1y ago

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 Vanilla Milkshake

Warrior£10.85936 rev

2y ago

What buyers say about vanilla protein powders

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

What buyers love

Taste-Overall27%

“it tastes lovely”

Nutritional Content18%

“Great protein boost”

Quality-Overall10%

“Good Quality”

Flavor8%

“The vanilla flavour is pleasant”

Value For Money6%

“good value for money”

Blend/Ratio4%

“Mixes well”

Solubility4%

“Mixes well”

Sweetness2%

“this is a bit on the sweeter side”

Texture/Consistency-Overall1%

“appears a good consistency”

Advertised Vs Actual Product1%

“does the job”

What buyers complain about

Taste-Overall29%

“not as tasty”

Nutritional Content8%

“Basically ruined 3 meals for me i cant eat any more of it”

Flavor5%

“wrong flavor and consistency”

Sweetness5%

“Just stupidly assumed that a health product would not have sweetener”

Texture/Consistency-Overall4%

“The texture is also a bit gritty”

Artificial Sweeteners3%

“Artificial sweetener overload”

Smell2%

“DISGUSTING”

Value For Money2%

“getting too expensive”

Solubility2%

“Its hard to dissolve”

Dilute/Watery2%

“I had it mixed with water it was really bad”

Top return reasons

Taste-Overall27%

Flavor26%

Texture/Consistency-Overall5%

Leak-Proof5%

Nutritional Content4%

Advertised Vs Actual Product3%

Contamination3%

Smell3%