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Vegan Toothpaste

Fail

The top 5 brands take 100% of clicks, so Vegan Toothpaste is a Fail.

Flapen Score
32
32 / 100
Ranks 1,977 of 2,035 Health & Personal Care niches · −16 vs the category median of 48
Market size
£33K/yr64K searches / yr
90-day growth
-19.1%search demand this quarter
Competition
91%top-5 click share · 3 brands · 27 sellers

Flapen Score

Vegan Toothpaste against its category

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

32Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Vegan Toothpaste market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Vegan Toothpaste 64K times last year and spent an estimated £33K. All 3 brands take every click. Demand peaks in Sep–Nov. Flapen scores it 32 out of 100, a Fail.

01 · Demand

18.3% of searches ended in a purchase last week.

Shoppers searched for this 64K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 18.3% of those searches ended in a purchase. Searches in the last 90 days moved -19.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £33K a year.

Searches, last 12 months
64K
Growth, 90 days vs prior 90
-19.1%
Conversion, latest week
18.3%
Market size, estimated
£33Ka year
Peak month
November1.5× the quietest month
Top search term
waken toothpaste39K searches a year

02 · Price

A sale here is worth £2.77.

Listings sell for £2.77 on average, from £1.96 to £3.58. Amazon reports units sold in ranges. This niche sold 13K to 15K a year. The average listing sells 1,000 to 1,250 of them. At £2.77 that is £3K to £3K a year per listing.

Average price
£2.77under the $15 to $100 sweet spot
Price range
£1.96–£3.58
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
13K–15K
Units per listing a year
1,000–1,250
Revenue per listing a year
£3K–£3K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads and reviews.

100% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 25.2% of listings are out of stock. The average listing ranks #84 within Dental Care. It carries 2,221 reviews at 4.46 stars, so a new listing needs social proof before a better product.

Sponsored listings
100%
Prime listings
100%
Out of stock, average day
25.2%
Average rank
#84in Dental Care
Average rating
4.46 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,221per listing
Listings tracked
8

04 · Newcomers

Amazon counts 1 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 73 months on average, so the names here are established.

Launched, last 12 months
1
Successful launches
1Amazon's first-year sales bar
Average brand age
73 months

Products

Top Vegan Toothpaste 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 91% of clicks. A locked shelf that new listings rarely crack.

£0£3K£7K£10K£13K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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

Vegan Toothpaste search demand

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

2K1KSpike '25Prime Day '25DecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Sep, Nov · busiest ÷ quietest = 1.5×

Search terms

Top Vegan Toothpaste search terms shoppers use

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

  • waken toothpaste39K/yr
  • vegan toothpaste16K/yr
  • eco toothpaste6K/yr
  • waken whitening toothpaste4K/yr

Reviews and returns

What reviews say buyers love and hate about Vegan Toothpaste

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

Complain

Taste-Overall14%−0.04

Peculiar taste

Didnt like the taste

Tastes like soap

Value For Money8%

pricey

Double the price all of a sudden

it's very expensive

Smell7%−0.14

Found it too strong of an odour

Appalling smell

Strange smell

Oral Hygiene7%+0.49

Cant say I really noticed any difference just a mild mouthwash

This did not agree with me: I got badly running nose and eyes, shortly after brushing teeth

Not for me - has burned my gums and lips

Allergies3%−0.02

I have an allergy to some ingredients in normal toothpaste

Irritates the tongue/mouth

horrible reaction to this stuff

Love

Oral Hygiene19%+0.49

cleans my teeth very well

cleaned my teeth well

Good quality and gentle on gums

Taste-Overall11%−0.04

Taste nice, seems to be doing as it's described

the taste is a fresh

Great taste

Tooth Brightening9%+1.45

Effective whitening

Whitens teeth well

Brilliant, definitely whitens teeth

Value For Money8%

Good for the price

Fair price

Good value for money

Quality-Overall8%+0.65

Great quality and value from Waken as always, I also like their mouthwashes

Excellent product

great quality safe product

Return

0.1% Return rate 36% Fixable by listing

Advertised Vs Actual Product36%▁▁▁▆█▄

Be aware that although many places wrongly state this mouth contains xylitol, it no longer does

Misleading

Quite misleading as the photo makes the tube look way bigger than it is

Ingredients-Overall27%█▁▅▁▃▁
Value For Money9%▁▁▁█▁▁

pricey

Double the price all of a sudden

it's very expensive

Tooth Brightening9%▁▁▁▁▁█
Leak-Proof9%▁▁█▁▁▁

FAQ

Common Vegan Toothpaste questions

Answered from the same tracked data.