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Hills Science Plan Dog Food

Fail

The top 5 brands take 100% of clicks, so Hills Science Plan Dog Food is a Fail.

Flapen Score
49
49 / 100
Ranks 458 of 875 Pet Supplies niches · −1 vs the category median of 50
Market size
£130K/yr83K searches / yr
90-day growth
-17.3%search demand this quarter
Competition
55%top-5 click share · 4 brands · 74 sellers

Flapen Score

Hills Science Plan Dog Food against its category

The dotted line is the Pet Supplies average. Past it, Hills Science Plan Dog Food is stronger. Inside it, weaker.

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

Market

The Hills Science Plan Dog Food market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Hills Science Plan Dog Food 83K times last year and spent an estimated £130K. All 4 brands take every click. Flapen scores it 49 out of 100, a Fail.

01 · Demand

5.0% of searches ended in a purchase last week.

Shoppers searched for this 83K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 5.0% of those searches ended in a purchase. Searches in the last 90 days moved -17.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £130K a year.

Searches, last 12 months
83K
Growth, 90 days vs prior 90
-17.3%
Conversion, latest week
5.0%
Market size, estimated
£130Ka year
Peak month
January1.4× the quietest month
Top search term
hills science plan dog food51K searches a year

02 · Price

A sale here is worth £31.43.

Listings sell for £31.43 on average, from £14.40 to £59.63. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 0 to 100 of them. At £31.43 that is £0 to £3K a year per listing.

Average price
£31.43inside the $15 to $100 sweet spot
Price range
£14.40–£59.63
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–4K
Units per listing a year
0–100
Revenue per listing a year
£0–£3K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

5% of listings pay for placement with sponsored ads. 32% ship with Prime. On an average day, 3.0% of listings are out of stock. The average listing ranks #658 within Food. It carries 152 reviews at 4.45 stars, so a new listing needs social proof before a better product.

Sponsored listings
5%
Prime listings
32%
Out of stock, average day
3.0%
Average rank
#658in Food
Average rating
4.45 starsAmazon United Kingdom average 4.36 stars
Average reviews
152per listing
Listings tracked
22

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 96 months on average, so the names here are established.

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

Products

Top Hills Science Plan Dog Food 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 55% of clicks. Leaders hold, but buyers still shop past them.

£0£6K£13K£19K£26K101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

4 falling

Sellers

74

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

55%

Top 20: 98%

Open market

0%

  • Hill's89%
  • The Bramble Bay8%
  • Hill's Science Plan2%
  • HILL'S PRESCRIPTION DIET1%
  • Open — no brand owns it (0%)

Demand

Hills Science Plan Dog Food search demand

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

2K2KSpike '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.4×

Search terms

Top Hills Science Plan Dog Food search terms shoppers use

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

  • hills science plan dog food51K/yr
  • hills dog food18K/yr
  • science plan dog food8K/yr
  • hills pet nutrition6K/yr

Reviews and returns

What reviews say buyers love and hate about Hills Science Plan Dog Food

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

Complain

Value For Money36%−0.21

Much cheaper at normal pet store

It is expensive

Quiet expensive

Moist/Dry14%+0.30

Dry

It was too dry for my taste

Hard Feel14%−0.15

Far far too tough for Chis

Size-Overall7%+0.14

The kibble is really small

Love

Pet Friendly33%

Great for old dogs who dont feel well

Dachshund loves it

dog loves it

Value For Money19%−0.21

fair price

Good price

Although it's quite expensive it's worth it

Taste-Overall13%−0.06

Great food

My dogs really enjoyed the taste

My little friend loves this food

Quality-Overall8%+0.56

High quality product

Good product

Smell6%+0.45

has a nice savory smell

Add a nicer smell

FAQ

Common Hills Science Plan Dog Food questions

Answered from the same tracked data.