---
title: "Vegan Toothpaste — £33K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/health-personal-care/vegan-toothpaste"
last_updated: "2026-07-31T13:44:20.214Z"
locale: en
meta:
description: "Niche score 32/100 · £33K/yr market · 64K searches/yr · £2.77 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 32/100 · £33K/yr market · 64K searches/yr · £2.77 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Vegan Toothpaste — £33K/yr Amazon UK Niche (2026) - Flapen"
---
# **vegan toothpaste**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 8Growth 15Conversion 99Competition 7Returns 100Price range 0Avg price 8Brand share 0Review moat 43Quality gap 48
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****18.3%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Okay****2,221.38**
avg 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****£2.77**
avg listing price — sweet spot $15–$100
**Competition**
**Bad****91%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£1.96–£3.58**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
2K1KSpike '25Prime Day '25 seasonDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Sep, Nov · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/uk/health-personal-care/vegan-toothpaste/trend)
## **Top vegan toothpaste search terms**
- **waken toothpaste**39K/yr-5.8%23.3% conv. - **vegan toothpaste**16K/yr-31.1%7.8% conv. - **eco toothpaste**6K/yr-56.0%4.3% conv. - **waken whitening toothpaste**4K/yr+14.0%17.6% conv. [**All search terms **](https://flapen.com/research/uk/health-personal-care/vegan-toothpaste/search-terms)
## **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.
0%10%£3K20%£7K30%£10K40%£13K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 8 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£2.50**4.5★137 rev](https://www.amazon.co.uk/dp/B0F7RP8V8Z) [2**Waken Enamel Care Toothpaste SLS Free with Natural Spearmint & Fluoride to Strengthen Enamel Vegan Toothpaste for Fresh Breath Daily Protection 75ml**Waken**£2.54**4.5★144 rev](https://www.amazon.co.uk/dp/B0F7RNKDMB) [3**Waken Whitening Toothpaste Natural Enzymes & Peppermint Tooth paste with Fluoride Hydrogen Peroxide-Free Toothpaste Whitening Fresh Breath & White Teeth Vegan 75ml**Waken**£3.52**4.3★730 rev](https://www.amazon.co.uk/dp/B09Z6RLB87) [4**Waken Sensitive Care Toothpaste SLS Free with Chamomile & Calendula Extracts Suitable for Those with Sensitive Teeth Gentle Fluoride Vegan & Natural Toothpaste 75ml**Waken**£3.58**4.4★83 rev](https://www.amazon.co.uk/dp/B0F7RR7CBT) [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**£2.26**4.3★1,661 rev](https://www.amazon.co.uk/dp/B09VLF5VT5)
**~~View all top sellers →~~**
### **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**£2.92**56 rev4mo ago](https://www.amazon.co.uk/dp/B0GQTJ66WX) [**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**£2.50**137 rev1y ago](https://www.amazon.co.uk/dp/B0F7RP8V8Z) [**Waken Enamel Care Toothpaste SLS Free with Natural Spearmint & Fluoride to Strengthen Enamel Vegan Toothpaste for Fresh Breath Daily Protection 75ml**Waken**£2.54**144 rev1y ago](https://www.amazon.co.uk/dp/B0F7RNKDMB) [**Waken Sensitive Care Toothpaste SLS Free with Chamomile & Calendula Extracts Suitable for Those with Sensitive Teeth Gentle Fluoride Vegan & Natural Toothpaste 75ml**Waken**£3.58**83 rev1y ago](https://www.amazon.co.uk/dp/B0F7RR7CBT) [**Waken Whitening Toothpaste Natural Enzymes & Peppermint Tooth paste with Fluoride Hydrogen Peroxide-Free Toothpaste Whitening Fresh Breath & White Teeth Vegan 75ml**Waken**£3.52**730 rev4y ago](https://www.amazon.co.uk/dp/B09Z6RLB87)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Waken Kids Toothpaste Watermelon Fluoride Tooth Paste SLS Free Mint-Free Gentle Flavoured Toothpaste for Children 312 Low-Foaming & Vegan-Friendly 75ml**Waken**£2.92**4.7★**▲ 145%**](https://www.amazon.co.uk/dp/B0GQTJ66WX) [**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**£2.50**4.5★**▲ 45%**](https://www.amazon.co.uk/dp/B0F7RP8V8Z) [**Waken Enamel Care Toothpaste SLS Free with Natural Spearmint & Fluoride to Strengthen Enamel Vegan Toothpaste for Fresh Breath Daily Protection 75ml**Waken**£2.54**4.5★**▲ 13%**](https://www.amazon.co.uk/dp/B0F7RNKDMB) [**Waken Whitening Mouthwash clinically Tested whitening Formula for a Brighter Smile Prevents Enamel Stains Alcohol-Free Vegan Recycled Packaging Natural Peppermint Flavour 500ml**Waken**£2.26**4.3★**— 0%**](https://www.amazon.co.uk/dp/B09VLF5VT5) [**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**£1.96**4.6★**▼ 13%**](https://www.amazon.co.uk/dp/B08R9CWLY1)
**~~View all trending →~~**
## **What buyers say about vegan toothpaste**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Oral Hygiene**19%
*“cleans my teeth very well”*
**Taste-Overall**11%
*“Taste nice, seems to be doing as it's described”*
**Tooth Brightening**9%
*“Effective whitening”*
**Value For Money**8%
*“Good for the price”*
**Quality-Overall**8%
*“Great quality and value from Waken as always, I also like their mouthwashes”*
**Cleansing**6%
*“Clean and fresh”*
**Freshness**4%
*“nice fresh mint”*
**Flavor**4%
*“Subtle flavour”*
**Advertised Vs Actual Product**2%
*“Does what it says”*
**Tooth Sensitivity**2%
*“And also cleans and whitens without causing any sensitivity effectively”*
### **What buyers complain about **
**Taste-Overall**14%
*“Peculiar taste”*
**Value For Money**8%
*“pricey”*
**Smell**7%
*“Found it too strong of an odour”*
**Oral Hygiene**7%
*“Cant say I really noticed any difference just a mild mouthwash”*
**Allergies**3%
*“I have an allergy to some ingredients in normal toothpaste”*
**Advertised Vs Actual Product**2%
*“Be aware that although many places wrongly state this mouth contains xylitol, it no longer does”*
**Ease Of Cleaning**2%
*“do not feel fresh or clean”*
**Size-Overall**2%
*“the cap is a very poor fit”*
**Functionality-Overall**2%
*“it's not working for me”*
**Ease Of Use**2%
*“So cannot use it”*
### **Top return reasons **
**Advertised Vs Actual Product**36%
**Ingredients-Overall**27%
**Value For Money**9%
**Tooth Brightening**9%
**Leak-Proof**9%
**Joint Pain**9%
## **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.
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