cat food
Worth a lookShows a $15.7M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible£15.7M£15.7M/yr · 7.9M searches
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible15.7%search→purchase rate — share of searches ending in a sale
Competition
Great38%top-5 click share — an open shelf
Avg price
Good£12.67avg listing price — sweet spot $15–$100
Price range
Good£3.14–£29.83cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Okay3,319.14avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-12.5%90-day search growth — must beat 0% to launch
Brand share
Bad93%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, cat food is a £15.7M/yr Amazon United Kingdom market (7.9M searches/yr). The top 5 brands hold 93% of demand. Verdict: Worth a look — 60/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
cat food market data
- Units sold / yr
- 1.0M–1.0M
- avg 20,000–25,000/product
- Revenue / yr
- £12.7M–£12.7M
- units × avg price
- Conversion rate
- 15.7%
- Avg BSR
- #10
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 59%
- Out of stock
- 0.0%
- Avg brand age
- 50 months
- Avg seller age
- 156 days
Competition & brand share
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.Brands
7 falling
Sellers
173
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
38%
Top 20: 82%
Open market
1%
- Felix39%
- whiskas29%
- Gourmet12%
- PURINA ONE6%
- Sheba6%
- by Amazon6%
- Open — no brand owns it (1 brand, 1%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -12.5% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top cat food search terms
- cat food3.4M/yr
- cat food pouches590K/yr
- felix as good as it looks536K/yr
- wet cat food463K/yr
- whiskas cat food pouches in jelly419K/yr
- gourmet cat food359K/yr
- felix cat food351K/yr
- cat food wet273K/yr
- whiskas238K/yr
- felix241K/yr
Top cat food 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
FELIX Original Mixed Selection in Jelly Wet Cat Food 40x85g
Felix£8.274.6★4,436 rev
WHISKAS Adult Wet Cat Food in Jelly 40x85g Poultry Feasts
whiskas£8.844.7★6,495 rev
PURINA ONE Mini Fillets Mixed Selection in Gravy Adult Wet Cat Food 40x85g
PURINA ONE£11.124.6★6,837 rev
GOURMET Perle Chefs Collection Adult Wet Cat Food Mini Fillets in Gravy Variety Turkey Tuna Duck Lamb 40 x 85g Pouches
Gourmet£12.224.6★8,304 rev
FELIX As Good As it Looks Favourites Selection in Jelly Wet Cat Food 40x85g
Felix£9.574.6★1,329 rev
Newest
by launch date
WHISKAS SUPERFOODS Adult Wet Cat Food in Jelly 15x50g Mixed
whiskas£3.14318 rev
FELIX As Good As it Looks Kitten Mixed Selection in Jelly Wet Cat Food 40x85g
Felix£9.51715 rev
GOURMET Perle Delighters Collection in Gravy Wet Cat Food 40x85g
Gourmet£12.56378 rev
FELIX As Good As it Looks Senior 7+ Fish Selection in Jelly Wet Cat Food 40x85g
Felix£8.87831 rev
FELIX As Good As it Looks Favourites Selection in Jelly Wet Cat Food 120x85g
Felix£29.831,051 rev
Trending
90-day click momentumWHISKAS SUPERFOODS Adult Wet Cat Food in Jelly 15x50g Mixed
whiskas£3.144.6★
FELIX As Good As it Looks Favourites Selection in Jelly Wet Cat Food 40x85g
Felix£9.574.6★
FELIX As Good As it Looks Kitten Mixed Selection in Jelly Wet Cat Food 40x85g
Felix£9.514.7★
FELIX Original Mixed Selection in Jelly Wet Cat Food 120x85g
Felix£23.424.6★
WHISKAS AROMATIC Adult Wet Cat Food in Gravy 40x85g Fragrant Fusions
whiskas£10.364.6★
What buyers say about cat food
What buyers praise and complain about, mined from review topics.What buyers love
“Dogs love it”
“Great deal”
“Brilliant quality”
“Great food”
“Good variety of flavours”
“As advertised”
“Nice with no unpleasant odour”
“the portion sizes are consistent”
“easy to open”
“have clean bowls”
What buyers complain about
“Absolutely disgusting smell”
“Still a bit expensive”
“Gave my cat diarrhea”
“Noted packets smaller”
“Extremely low-quality product”
“They're not as keen on the meaty flavours”
“taste and the product itself have also changed”
“Wich i wont use”
“Even though it was advertised”
“starting to dry in the box”
Top return reasons
Common questions
- Is cat food profitable to sell on Amazon United Kingdom?
- The niche generates £15.7M/yr across 37 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -12.5%. Flapen's verdict: Worth a look (60/100).
- How competitive is the cat food niche?
- 7 brands and 173 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in cat food?
- Top complaints mined from reviews: Smell, Value For Money, Indigestion. The return rate is 0.1%.
- When does demand for cat food peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the cat food niche?
- Listings span £3.14–£29.83; the average listing price is £12.67 (sweet spot $15–$100). The average incumbent carries 3,319 reviews — the moat a new listing must climb.