chicken dog food
Worth a lookShows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible18.4%search→purchase rate — share of searches ending in a sale
Avg price
Great£18.92avg listing price — sweet spot $15–$100
Market size
Great£1.3M£1.3M/yr · 386K searches
Price range
Good£3.64–£38.91cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good45%top-5 click share — leaders hold, buyers still browse
Review moat
Good865.32avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-3.1%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, chicken dog food is a £1.3M/yr Amazon United Kingdom market (386K searches/yr). The top 5 brands hold 100% of demand. Verdict: Worth a look — 59/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
chicken dog food market data
- Units sold / yr
- 60K–80K
- avg 2,500–3,000/product
- Revenue / yr
- £1.1M–£1.5M
- units × avg price
- Conversion rate
- 18.4%
- Avg BSR
- #72
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 61%
- Out of stock
- 0.0%
- Avg brand age
- 80 months
- Avg seller age
- 168 days
Competition & brand share
The top 5 products take 45% of clicks — established leaders, but buyers still shop beyond them.Brands
3 rising
Sellers
130
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
45%
Top 20: 89%
Open market
0%
- Skinners50%
- Encore44%
- Skinners Ltd6%
- Open — no brand owns it (0%)
Demand
Weekly Amazon search volume, last 47 weeks — -3.1% search growth over the last 90 days.Top chicken dog food search terms
- encore dog food121K/yr
- skinners dog food96K/yr
- skinners field and trial 15kg67K/yr
- skinners35K/yr
- encore dog food pouches11K/yr
- skinners field and trial15K/yr
- chicken dog food8K/yr
- skinners dog food 15kg9K/yr
- field and trial dog food3K/yr
- chicken and rice dog food3K/yr
Top chicken dog 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
Skinners Field & Trial Maintenance Dry Dog Food - 15kg
Skinners£22.964.7★2,764 rev
Encore Natural Adult Wet Dog Food Pouch Chicken & Vegetabless Selection Multipack in Jelly 12 x100g Pouches
Encore£9.804.8★50 rev
Encore 100 Percent Natural Adult Wet Dog Food Chicken and Fish Selection Multipack in Broth 156g Tin (5 x 156g Tins)
Encore£5.624.6★1,216 rev
Skinners Field & Trial Chicken & Rice Complete Dry Adult Dog Food Sensitive Gentle Digestion 15kg
Skinners£32.024.6★2,531 rev
Encore 100% Natural Dog Food Tin 1x(12x156g) Chicken Breast with Rice in Broth Pack of 12
Encore£13.924.7★696 rev
Newest
by launch dateEncore Natural Adult Wet Dog Food Pouch Chicken & Vegetabless Selection Multipack in Jelly 12 x100g Pouches
Encore£9.8050 rev
Encore 100% Natural Adult Wet Dog Food Chicken Selection Multipack in Broth 156g Tin (8 x 156g Tins)
Encore£9.3418 rev
Encore 100% Natural Adult Wet Dog Food Tins Grain Free Meat Selection Multipack in Gravy 8 x 156g Can
Encore£8.9029 rev
Skinners Field & Trial Grain Free Salmon & Sweet Potato Complete Adult Dry Dog Food For Dogs with Intolerance to Grains 2.5kg
Skinners Ltd£11.7149 rev
Encore Natural Wet Dog Food Multipack Meat Selection in Gravy 100g Pouch (Pack of 5x100g)
Encore£4.33228 rev
Trending
90-day click momentumEncore Natural Adult Wet Dog Food Pouch Chicken & Vegetabless Selection Multipack in Jelly 12 x100g Pouches
Encore£9.804.8★
Encore 100% Natural Adult Wet Dog Food Chicken Selection Multipack in Broth 156g Tin (8 x 156g Tins)
Encore£9.344.9★
Skinners Field & Trial Grain Free Salmon & Sweet Potato Complete Adult Dry Dog Food For Dogs with Intolerance to Grains 2.5kg
Skinners Ltd£11.714.6★
Encore Chicken Breast in Broth 156g (Pack of 12)
Encore£15.184.6★
Encore 100% Natural Adult Wet Dog Food Tins Grain Free Meat Selection Multipack in Gravy 8 x 156g Can
Encore£8.904.7★
What buyers say about chicken dog food
What buyers praise and complain about, mined from review topics.What buyers love
“dog enjoys these”
“Great quality dog food”
“Excellent value for money”
“taste amazing”
“smells good unlike some dog foods”
“Great for dog with allergies”
“As expected”
“Always fresh and healthy”
“The mix of textures really seems to make the difference”
“The ingredients themself are perfect for my dog”
What buyers complain about
“Just a bit on the pricey side”
“Awful smell on the sack”
“upset stomach issues”
“Dog food was mouldy”
“The fact that he is totally disinterested in this kibble is not a great advert for Skinner's”
“Open less than two weeks”
“Leaves poops really dry and chalky”
“after having numerous allergy issues with multiple foods that claimed to be sensitive”
“isnt the normal dog food brown colour”
“the sack was sticky”
Common questions
- Is chicken dog food profitable to sell on Amazon United Kingdom?
- The niche generates £1.3M/yr across 31 tracked products. 90-day search growth is -3.1%. Flapen's verdict: Worth a look (59/100).
- How competitive is the chicken dog food niche?
- 3 brands and 130 sellers compete. The top 5 products take 45% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in chicken dog food?
- Top complaints mined from reviews: Value For Money, Smell, Indigestion. The return rate is 0.1%.
- What does it cost to enter the chicken dog food niche?
- Listings span £3.64–£38.91; the average listing price is £18.92 (sweet spot $15–$100). The average incumbent carries 865 reviews — the moat a new listing must climb.