vegan toothpaste
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible18.3%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Okay2,221.38avg incumbent reviews — the moat a new listing must climb
Growth
Bad-19.1%90-day search growth — must beat 0% to launch
Market size
Bad£33K£33K/yr · 64K searches
Avg price
Bad£2.77avg listing price — sweet spot $15–$100
Competition
Bad91%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£1.96–£3.58cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, vegan toothpaste is a £33K/yr Amazon United Kingdom market (64K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Sep–Nov. Verdict: Skip it — 32/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
vegan toothpaste market data
- Units sold / yr
- 13K–15K
- avg 1,000–1,250/product
- Revenue / yr
- £35K–£42K
- units × avg price
- Conversion rate
- 18.3%
- Avg BSR
- #84
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 25.2%
- Avg brand age
- 73 months
- Avg seller age
- 164 days
Competition & brand share
The top 5 products capture 91% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 falling
Sellers
27
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
91%
Top 20: 100%
Open market
0%
- Waken94%
- BIOMED3%
- Arm & Hammer3%
Demand & seasonality
Weekly Amazon search volume, last 85 weeks — -19.1% search growth over the last 90 days.Peak months: Sep, Nov · busiest ÷ quietest = 1.5×
Top vegan toothpaste search terms
- waken toothpaste39K/yr
- vegan toothpaste16K/yr
- eco toothpaste6K/yr
- waken whitening toothpaste4K/yr
Top vegan toothpaste 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 8 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Waken Advanced Care Toothpaste 6-in-1 Formula - SLS Free with Natural Peppermint & Fluoride Vegan Toothpaste for Fresh Breath Clean Teeth & White Smile 75ml
Waken£2.504.5★137 rev
Waken Enamel Care Toothpaste SLS Free with Natural Spearmint & Fluoride to Strengthen Enamel Vegan Toothpaste for Fresh Breath Daily Protection 75ml
Waken£2.544.5★144 rev
Waken Whitening Toothpaste Natural Enzymes & Peppermint Tooth paste with Fluoride Hydrogen Peroxide-Free Toothpaste Whitening Fresh Breath & White Teeth Vegan 75ml
Waken£3.524.3★730 rev
Waken Sensitive Care Toothpaste SLS Free with Chamomile & Calendula Extracts Suitable for Those with Sensitive Teeth Gentle Fluoride Vegan & Natural Toothpaste 75ml
Waken£3.584.4★83 rev
Waken Whitening Mouthwash clinically Tested whitening Formula for a Brighter Smile Prevents Enamel Stains Alcohol-Free Vegan Recycled Packaging Natural Peppermint Flavour 500ml
Waken£2.264.3★1,661 rev
Newest
by launch date
Waken Kids Toothpaste Watermelon Fluoride Tooth Paste SLS Free Mint-Free Gentle Flavoured Toothpaste for Children 312 Low-Foaming & Vegan-Friendly 75ml
Waken£2.9256 rev
Waken Advanced Care Toothpaste 6-in-1 Formula - SLS Free with Natural Peppermint & Fluoride Vegan Toothpaste for Fresh Breath Clean Teeth & White Smile 75ml
Waken£2.50137 rev
Waken Enamel Care Toothpaste SLS Free with Natural Spearmint & Fluoride to Strengthen Enamel Vegan Toothpaste for Fresh Breath Daily Protection 75ml
Waken£2.54144 rev
Waken Sensitive Care Toothpaste SLS Free with Chamomile & Calendula Extracts Suitable for Those with Sensitive Teeth Gentle Fluoride Vegan & Natural Toothpaste 75ml
Waken£3.5883 rev
Waken Whitening Toothpaste Natural Enzymes & Peppermint Tooth paste with Fluoride Hydrogen Peroxide-Free Toothpaste Whitening Fresh Breath & White Teeth Vegan 75ml
Waken£3.52730 rev
Trending
90-day click momentumWaken Kids Toothpaste Watermelon Fluoride Tooth Paste SLS Free Mint-Free Gentle Flavoured Toothpaste for Children 312 Low-Foaming & Vegan-Friendly 75ml
Waken£2.924.7★
Waken Advanced Care Toothpaste 6-in-1 Formula - SLS Free with Natural Peppermint & Fluoride Vegan Toothpaste for Fresh Breath Clean Teeth & White Smile 75ml
Waken£2.504.5★
Waken Enamel Care Toothpaste SLS Free with Natural Spearmint & Fluoride to Strengthen Enamel Vegan Toothpaste for Fresh Breath Daily Protection 75ml
Waken£2.544.5★
Waken Whitening Mouthwash clinically Tested whitening Formula for a Brighter Smile Prevents Enamel Stains Alcohol-Free Vegan Recycled Packaging Natural Peppermint Flavour 500ml
Waken£2.264.3★
Arm & Hammer Advance White Pro Toothpaste Baking Soda Teeth Whitening Toothpaste with Micro Polisher Technology 2 Shades Whiter in 4 Weeks 75 ml Tube
Arm & Hammer£1.964.6★
What buyers say about vegan toothpaste
What buyers praise and complain about, mined from review topics.What buyers love
“cleans my teeth very well”
“Taste nice, seems to be doing as it's described”
“Effective whitening”
“Good for the price”
“Great quality and value from Waken as always, I also like their mouthwashes”
“Clean and fresh”
“nice fresh mint”
“Subtle flavour”
“Does what it says”
“And also cleans and whitens without causing any sensitivity effectively”
What buyers complain about
“Peculiar taste”
“pricey”
“Found it too strong of an odour”
“Cant say I really noticed any difference just a mild mouthwash”
“I have an allergy to some ingredients in normal toothpaste”
“Be aware that although many places wrongly state this mouth contains xylitol, it no longer does”
“do not feel fresh or clean”
“the cap is a very poor fit”
“it's not working for me”
“So cannot use it”
Top return reasons
Common questions
- Is vegan toothpaste profitable to sell on Amazon United Kingdom?
- The niche generates £33K/yr across 8 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -19.1%. Flapen's verdict: Skip it (32/100).
- How competitive is the vegan toothpaste niche?
- 3 brands and 27 sellers compete. The top 5 products take 91% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in vegan toothpaste?
- Top complaints mined from reviews: Taste-Overall, Value For Money, Smell. The return rate is 0.1%.
- When does demand for vegan toothpaste peak?
- Demand peaks in Sep–Nov; the busiest month runs 1.5× the quietest.
- What does it cost to enter the vegan toothpaste niche?
- Listings span £1.96–£3.58; the average listing price is £2.77 (sweet spot $15–$100). The average incumbent carries 2,221 reviews — the moat a new listing must climb.