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Food Mill

Fail

Shoppers spend only $93K a year here, so Food Mill is a Fail.

Flapen Score
49
49 / 100
Ranks 3,207 of 5,777 Home & Garden niches · −2 vs the category median of 51
Market size
£93K/yr47K searches / yr
90-day growth
+10.0%search demand this quarter
Competition
64%top-5 click share · 15 brands · 64 sellers

Flapen Score

Food Mill against its category

The dotted line is the Home & Garden average. Past it, Food Mill is stronger. Inside it, weaker.

49Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Food Mill market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Food Mill 47K times last year and spent an estimated £93K. The top 5 brands take 73% of clicks. Flapen scores it 49 out of 100, a Fail.

01 · Demand

5.1% of searches ended in a purchase last week.

Shoppers searched for this 47K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 5.1% of those searches ended in a purchase. Searches in the last 90 days moved +10.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £93K a year.

Searches, last 12 months
47K
Growth, 90 days vs prior 90
+10.0%
Conversion, latest week
5.1%
Market size, estimated
£93Ka year
Top search term
food mill25K searches a year

02 · Price

A sale here is worth £38.49.

Listings sell for £38.49 on average, from £7.12 to £120.80. Amazon reports units sold in ranges. This niche sold 1K to 1K a year. The average listing sells 0 to 100 of them. At £38.49 that is £0 to £4K a year per listing.

Average price
£38.49inside the $15 to $100 sweet spot
Price range
£7.12–£120.80
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
1K–1K
Units per listing a year
0–100
Revenue per listing a year
£0–£4K
Returns
5.3%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

65% of listings pay for placement with sponsored ads. 90% ship with Prime. On an average day, 6.2% of listings are out of stock. The average listing ranks #736 within Sieves. It carries 1,586 reviews at 3.76 stars, so a new listing needs social proof before a better product.

Sponsored listings
65%
Prime listings
90%
Out of stock, average day
6.2%
Average rank
#736in Sieves
Average rating
3.76 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,586per listing
Listings tracked
20

04 · Newcomers

Amazon counts 0 of last year's 2 launches as successful.

2 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 51 months on average, so the names here are settling in.

Launched, last 12 months
2
Successful launches
0Amazon's first-year sales bar
Average brand age
51 months

Products

Top Food Mill 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 64% of clicks. Leaders hold, but buyers still shop past them.

£0£9K£19K£28K£37K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

15 rising

Sellers

64

Top-5 brand share

73%

Top 20: 100%

Top-5 click share

64%

Top 20: 100%

Open market

21%

  • Moulinex28%
  • Navaris17%
  • Mihoho12%
  • Ejoyous8%
  • OXO8%
  • The Hungry Artisan6%

Demand

Food Mill search demand

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

2K1KOctNovDecJanFebMarAprMayJunJul

Peak months: Sep, Oct, Nov · busiest ÷ quietest = 3.0× · 11 of 12 months tracked

Search terms

Top Food Mill search terms shoppers use

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

  • food mill25K/yr
  • mouli13K/yr
  • moulin5K/yr
  • food mill for tomatoes4K/yr

Reviews and returns

What reviews say buyers love and hate about Food Mill

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

Complain

Quality-Overall32%+1.97

Cheap and effective

Not that good as I thought

Bad quality

Durability14%−0.16

Broke after 6mths

Fell apart after 3rd use

Item broke after 6 months

Size-Overall7%−0.08

Doesn't even fit together

Instructions/User Manual/Troubleshooting7%−0.08

No instructions, didnt work, getting a refund seems to be difficult

Design-Overall7%−0.08

badly engineered

Love

Quality-Overall50%+1.97

Superficially well made

Good quality

Well made

Ease Of Use15%+1.62

Easy to use

Good to use

Strength10%+0.56

Solid piece of equipment

Time Taken10%−0.08

gone back to my decent hand held manual masher as it was far quicker

Ease Of Cleaning5%+0.38

easy to clean

Return

5.3% Return rate 23% Fixable by listing

Functionality-Overall20%▅█▆▆▃▅

Didnt work very well

Size-Overall19%▇█▅▄▇▇

Doesn't even fit together

Quality-Overall10%█▁▅▆▁▇

Cheap and effective

Not that good as I thought

Bad quality

Strength7%▁▁▆▄█▁

very small very flimsy

Mechanism Issues6%▁▄▁▇▁█

FAQ

Common Food Mill questions

Answered from the same tracked data.