grain free cat food
Worth a lookShows low returns (0.1%), but soft demand (-24.0% this quarter) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible12.3%search→purchase rate — share of searches ending in a sale
Competition
Good41%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Price range
Good£3.18–£31.68cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Okay1,612.56avg incumbent reviews — the moat a new listing must climb
Avg price
Okay£11.67avg listing price — sweet spot $15–$100
Market size
Okay£195K£195K/yr · 136K searches
Brand share
Bad93%top-5 brand share — brand-locked demand
Growth
Bad-24.0%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, grain free cat food is a £195K/yr Amazon United Kingdom market (136K searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Sep–Oct. Verdict: Worth a look — 54/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
grain free cat food market data
- Units sold / yr
- 13K–15K
- avg 250–500/product
- Revenue / yr
- £146K–£175K
- units × avg price
- Conversion rate
- 12.3%
- Avg BSR
- #56
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 77%
- Out of stock
- 0.0%
- Avg brand age
- 72 months
- Avg seller age
- 174 days
Competition & brand share
The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond them.Brands
11 rising
Sellers
109
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
41%
Top 20: 83%
Open market
5%
- Applaws50%
- by Amazon29%
- HARRINGTONS6%
- IAMS5%
- Purr and Miaow3%
- Scrumbles2%
- Open — no brand owns it (5 brands, 5%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -24.0% search growth over the last 90 days.Peak months: Sep, Oct · busiest ÷ quietest = 2.6×
Top grain free cat food search terms
- applaws dry cat food35K/yr
- grain free cat food38K/yr
- grain free wet cat food15K/yr
- grain free dry cat food14K/yr
- high protein cat food wet5K/yr
- grain free cat food wet5K/yr
- grain free cat food dry6K/yr
- applaws dry cat food adult2K/yr
- applaws cat dry food3K/yr
- cat food grain free4K/yr
Top grain free 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
Applaws Complete Natural Grain Free Chicken with Duck Dry Cat Food - 2kg
Applaws£10.914.7★289 rev
Applaws Complete and Grain Free Dry Adult Cat Food 2kg Chicken with Salmon High Protein Cat Kibble (Pack of 1)
Applaws£11.334.5★3,534 rev
Applaws Complete Natural and Grain Free Dry Adult Cat Food Chicken 2 kg Bag
Applaws£11.474.2★2,122 rev
by Amazon Dry Cat Food for Adult Cats Grainfree Recipe with Fresh Salmon 1 Pack of 3kg (Previously a Lifelong brand same product)
by Amazon£10.334.5★2,297 rev
by Amazon Grain-Free Complete Wet Food for Adult Cats Mixed Selection In Jelly 4.8 kg (48 pouches of 100g)
by Amazon£9.274.2★5,129 rev
Newest
by launch date
IAMS Grain Free Adult Wet Cat Food Meat Variety Mix in Gravy 12 x 85g - No Added Sugar
IAMS£5.46224 rev
IAMS Grain Free Adult Complete Dry Cat Food Chicken 2.5kg - Supports Strong Immune System
IAMS£10.60286 rev
by Amazon Grain-Free Complete Wet Food for Adult Cats Mixed Selection In Jelly 4.8 kg (48 pouches of 100g)
by Amazon£9.275,129 rev
Harringtons Complete Wet Adult Cat Food Pouch Mixed in Jelly Pack 40x85g
HARRINGTONS£11.032,974 rev
by Amazon Grain-Free Complete Balanced Wet Food for Adult Cats Meat Selection in Jelly 4.8 kg (48 pouches of 100g)
by Amazon£9.243,145 rev
Trending
90-day click momentum
Applaws Complete Natural Dry Cat Food 350g Adult Ocean Fish with Salmon
Applaws£3.414.2★
Applaws Complete dry food for cats ocean fish with salmon for adult cats - 6 kg resealable bag
Applaws£29.434.5★
Applaws Complete and Grain Free Dry Cat Food Adult Chicken 400g
Applaws£3.664.1★
Applaws Complete and Grain Free Dry Cat Food for Senior Cats Chicken 2 kg Bag
Applaws£13.374.5★
Applaws Complete and Grain Free Dry Cat Food Adult Ocean Fish with Salmon 1.8kg (Pack of 1)
Applaws£11.014.2★
What buyers say about grain free cat food
What buyers praise and complain about, mined from review topics.What buyers love
“Cats love it”
“Great deal”
“Good quality food”
“Taste great”
“good variety in the pack”
“Good quality of ingredients”
“Food smells very nice”
“I find this dry food makes her stools a little firmer so it doesnt irritate her unlike other brands”
“Worked as advertised”
“Good size”
What buyers complain about
“Nasty smell”
“they ended up having a bad tummy”
“price does fluctuate”
“My guess is theyve switched to a lower quality supplier”
“Odd sizes”
“did not like the taste”
“she doesnt like chicken flavour”
“not as expected”
“Very dry”
“This product contains citrus and rosemary, these are toxic to cats”
Common questions
- Is grain free cat food profitable to sell on Amazon United Kingdom?
- The niche generates £195K/yr across 39 tracked products. 90-day search growth is -24.0%. Flapen's verdict: Worth a look (54/100).
- How competitive is the grain free cat food niche?
- 11 brands and 109 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in grain free cat food?
- Top complaints mined from reviews: Smell, Indigestion, Value For Money. The return rate is 0.1%.
- When does demand for grain free cat food peak?
- Demand peaks in Sep–Oct; the busiest month runs 2.6× the quietest.
- What does it cost to enter the grain free cat food niche?
- Listings span £3.18–£31.68; the average listing price is £11.67 (sweet spot $15–$100). The average incumbent carries 1,613 reviews — the moat a new listing must climb.