---
title: "Chicken Dog Food — £1.3M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/pet-supplies/chicken-dog-food"
last_updated: "2026-07-31T06:34:23.192Z"
locale: en
meta:
description: "Niche score 59/100 · £1.3M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 59/100 · £1.3M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Chicken Dog Food — £1.3M/yr Amazon UK Niche (2026) - Flapen"
---
# **chicken dog food**
**Worth a look**
Shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 84Growth 23Conversion 99Competition 67Returns 100Price range 68Avg price 85Brand share 0Review moat 66Quality gap 25
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****18.4%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Great****£18.92**
avg listing price — sweet spot $15–$100
**Market size**
**Great****£1.3M**
£1.3M/yr · 386K searches
**Price range**
**Good****£3.64–£38.91**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Good****45%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Good****865.32**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-3.1%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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.
9K7KSpike '26Sep '25Oct '25Dec '25Feb '26Mar '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/uk/pet-supplies/chicken-dog-food/trend)
## **Top chicken dog food search terms**
- **encore dog food**121K/yr+24.1%15.2% conv. - **skinners dog food**96K/yr-12.5%15.1% conv. - **skinners field and trial 15kg**67K/yr-18.4%18.1% conv. - **skinners**35K/yr-7.9%14.5% conv. - **encore dog food pouches**11K/yr+22.4%13.0% conv. - **skinners field and trial**15K/yr-4.6%12.2% conv. - **chicken dog food**8K/yr-41.6%2.8% conv. - **skinners dog food 15kg**9K/yr-29.9%14.4% conv. - **field and trial dog food**3K/yr+92.1%20.1% conv. - **chicken and rice dog food**3K/yr-10.1%2.4% conv. [**All search terms **](https://flapen.com/research/uk/pet-supplies/chicken-dog-food/search-terms)
## **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.
0%4%£54K8%£108K12%£161K16%£215K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Skinners Field & Trial Maintenance Dry Dog Food - 15kg**Skinners**£22.96**4.7★2,764 rev](https://www.amazon.co.uk/dp/B003TL9T40) [2**Encore Natural Adult Wet Dog Food Pouch Chicken & Vegetabless Selection Multipack in Jelly 12 x100g Pouches**Encore**£9.80**4.8★50 rev](https://www.amazon.co.uk/dp/B0F9PWXZWZ) [3**Encore 100 Percent Natural Adult Wet Dog Food Chicken and Fish Selection Multipack in Broth 156g Tin (5 x 156g Tins)**Encore**£5.62**4.6★1,216 rev](https://www.amazon.co.uk/dp/B00DVG6IKG) [4**Skinners Field & Trial Chicken & Rice Complete Dry Adult Dog Food Sensitive Gentle Digestion 15kg**Skinners**£32.02**4.6★2,531 rev](https://www.amazon.co.uk/dp/B01MG56NYX) [5**Encore 100% Natural Dog Food Tin 1x(12x156g) Chicken Breast with Rice in Broth Pack of 12**Encore**£13.92**4.7★696 rev](https://www.amazon.co.uk/dp/B005QMUNN6)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Encore Natural Adult Wet Dog Food Pouch Chicken & Vegetabless Selection Multipack in Jelly 12 x100g Pouches**Encore**£9.80**50 rev1y ago](https://www.amazon.co.uk/dp/B0F9PWXZWZ) [**Encore 100% Natural Adult Wet Dog Food Chicken Selection Multipack in Broth 156g Tin (8 x 156g Tins)**Encore**£9.34**18 rev1y ago](https://www.amazon.co.uk/dp/B0F9PS2TZP) [**Encore 100% Natural Adult Wet Dog Food Tins Grain Free Meat Selection Multipack in Gravy 8 x 156g Can**Encore**£8.90**29 rev1y ago](https://www.amazon.co.uk/dp/B0F9PYPS5S) [**Skinners Field & Trial Grain Free Salmon & Sweet Potato Complete Adult Dry Dog Food For Dogs with Intolerance to Grains 2.5kg**Skinners Ltd**£11.71**49 rev2y ago](https://www.amazon.co.uk/dp/B0D4ZBPKRC) [**Encore Natural Wet Dog Food Multipack Meat Selection in Gravy 100g Pouch (Pack of 5x100g)**Encore**£4.33**228 rev3y ago](https://www.amazon.co.uk/dp/B0BZJGF6GK)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Encore Natural Adult Wet Dog Food Pouch Chicken & Vegetabless Selection Multipack in Jelly 12 x100g Pouches**Encore**£9.80**4.8★**▲ 196%**](https://www.amazon.co.uk/dp/B0F9PWXZWZ) [**Encore 100% Natural Adult Wet Dog Food Chicken Selection Multipack in Broth 156g Tin (8 x 156g Tins)**Encore**£9.34**4.9★**▲ 171%**](https://www.amazon.co.uk/dp/B0F9PS2TZP) [**Skinners Field & Trial Grain Free Salmon & Sweet Potato Complete Adult Dry Dog Food For Dogs with Intolerance to Grains 2.5kg**Skinners Ltd**£11.71**4.6★**▲ 158%**](https://www.amazon.co.uk/dp/B0D4ZBPKRC) [**Encore Chicken Breast in Broth 156g (Pack of 12)**Encore**£15.18**4.6★**▲ 55%**](https://www.amazon.co.uk/dp/B016WEX9ZA) [**Encore 100% Natural Adult Wet Dog Food Tins Grain Free Meat Selection Multipack in Gravy 8 x 156g Can**Encore**£8.90**4.7★**▲ 55%**](https://www.amazon.co.uk/dp/B0F9PYPS5S)
**~~View all trending →~~**
## **What buyers say about chicken dog food**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Pet Friendly**29%
*“dog enjoys these”*
**Quality-Overall**20%
*“Great quality dog food”*
**Value For Money**17%
*“Excellent value for money”*
**Taste-Overall**12%
*“taste amazing”*
**Smell**2%
*“smells good unlike some dog foods”*
**Allergies**2%
*“Great for dog with allergies”*
**Advertised Vs Actual Product**2%
*“As expected”*
**Freshness**1%
*“Always fresh and healthy”*
**Texture/Consistency-Overall**1%
*“The mix of textures really seems to make the difference”*
**Ingredients-Overall**1%
*“The ingredients themself are perfect for my dog”*
### **What buyers complain about **
**Value For Money**30%
*“Just a bit on the pricey side”*
**Smell**12%
*“Awful smell on the sack”*
**Indigestion**6%
*“upset stomach issues”*
**Texture/Consistency-Overall**4%
*“Dog food was mouldy”*
**Advertised Vs Actual Product**4%
*“The fact that he is totally disinterested in this kibble is not a great advert for Skinner's”*
**Durability**4%
*“Open less than two weeks”*
**Moist/Dry**4%
*“Leaves poops really dry and chalky”*
**Allergies**3%
*“after having numerous allergy issues with multiple foods that claimed to be sensitive”*
**Color**2%
*“isnt the normal dog food brown colour”*
**Adhesion/Stickiness**1%
*“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.
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