---
title: "Hills Science Plan Dog Food — £130K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/pet-supplies/hills-science-plan-dog-food"
last_updated: "2026-07-31T17:17:30.658Z"
locale: en
meta:
description: "Niche score 49/100 · £130K/yr market · 83K searches/yr · £31.43 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 49/100 · £130K/yr market · 83K searches/yr · £31.43 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Hills Science Plan Dog Food — £130K/yr Amazon UK Niche (2026) - Flapen"
---
# **hills science plan dog food**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 29Growth 16Conversion 58Competition 49Returns 100Price range 94Avg price 95Brand share 0Review moat 92Quality gap 50
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Avg price**
**Incredible****£31.43**
avg listing price — sweet spot $15–$100
**Price range**
**Great****£14.40–£59.63**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Great****152.45**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Good****5.0%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.5★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****55%**
top-5 click share — leaders hold, buyers still browse
**Market size**
**Okay****£130K**
£130K/yr · 83K searches
**Growth**
**Bad****-17.3%**
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, hills science plan dog food is a £130K/yr Amazon United Kingdom market (83K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 49/100.
Data updated Jul 28, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **hills science plan dog food market data**
- **Units sold / yr**
- **3K–4K**
- avg 0–100/product
- **Revenue / yr**
- **£94K–£126K**
- units × avg price
- **Conversion rate**
- **5.0%**
- **Avg BSR**
- **#658**
- **Page quality**
- **0%**
- **Prime**
- **32%**
- **Sponsored**
- **5%**
- **Out of stock**
- **3.0%**
- **Avg brand age**
- **96 months**
- **Avg seller age**
- **165 days**
## **Competition & brand share**
The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.
**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 & seasonality**
Weekly Amazon search volume, last 104 weeks — -17.3% search growth over the last 90 days.
2K2KSpike '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/pet-supplies/hills-science-plan-dog-food/trend)
## **Top hills science plan dog food search terms**
- **hills science plan dog food**51K/yr-25.9%3.5% conv. - **hills dog food**18K/yr-10.7%2.5% conv. - **science plan dog food**8K/yr+1.9%5.2% conv. - **hills pet nutrition**6K/yr+1.3%0.7% conv. [**All search terms **](https://flapen.com/research/uk/pet-supplies/hills-science-plan-dog-food/search-terms)
## **Top hills science plan 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%5%£6K10%£13K15%£19K20%£26K101001K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 22 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Hills Perfect Weight medium - dry food for dogs with Chicken 2 kg**Hill's**£19.66**4.4★89 rev](https://www.amazon.co.uk/dp/B084FDKFZ1) [2**Hills Science Plan Canine Adult Chicken Medium Breed Dry Mix 12 kg**Hill's**£52.25**4.5★256 rev](https://www.amazon.co.uk/dp/B004RGAX64) [3**Hills Small and Miniature Adult Dog Food 3 kg Pack of 1 x 3 kg**Hill's**£23.10**4.4★294 rev](https://www.amazon.co.uk/dp/B00IYNQWDY) [4**Hills Science Plan Adult Healthy Mobility Small And Mini Dry Dog Food Chicken Flavour 1.5kg**Hill's**£15.15**4.9★23 rev](https://www.amazon.co.uk/dp/B087Z4SPCC) [5**Hills Small and Miniature Adult Dog Food 1.5 kg Pack of 1 (1 x 1.5 kg)**Hill's**£14.86**4.4★294 rev](https://www.amazon.co.uk/dp/B00IYNQS4W)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**The Bramble Bay Science Plan Dog Food Light Small & Mini Adult Dog with Chicken Flavour 1 x Pack of 1.5 Kg Dry**The Bramble Bay**£16.00**30 rev4y ago](https://www.amazon.co.uk/dp/B0B3MCCRQX) [**The Bramble Bay Hills Diet Perfect Weight Adult Dog Small & Mini | Chicken 1.5kg | Complete and Nutritious Feed for Small Breed Adult Dogs**The Bramble Bay**£18.51**67 rev4y ago](https://www.amazon.co.uk/dp/B0B2R45PHN) [**Hills Science Plan Adult Healthy Mobility Small And Mini Dry Dog Food Chicken Flavour 1.5kg**Hill's**£15.15**23 rev5y ago](https://www.amazon.co.uk/dp/B087Z4SPCC) [**Hills Science Plan Canine Adult Oral Care Chicken Dry Dog F**Hill's**£20.37**30 rev6y ago](https://www.amazon.co.uk/dp/B087D6DVW8) [**Hills Science Plan Mature Adult Large Breed Chicken Dry Dog Food- 14kg**Hill's**£44.52**23 rev6y ago](https://www.amazon.co.uk/dp/B085PGZFHT)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Hills Perfect Weight medium - dry food for dogs with Chicken 2 kg**Hill's**£19.66**4.4★**▲ 63%**](https://www.amazon.co.uk/dp/B084FDKFZ1) [**Hills Prescription Diet i/d Low Fat Dry Canine Food - Gastrointestinal Health (1.5kg)**Hill's**£19.65**4.4★**▲ 54%**](https://www.amazon.co.uk/dp/B00STH784C) [**Hills Small and Miniature Adult Dog Food 1.5 kg Pack of 1 (1 x 1.5 kg)**Hill's**£14.86**4.4★**▲ 43%**](https://www.amazon.co.uk/dp/B00IYNQS4W) [**Hills Science Plan Adult Healthy Mobility Small And Mini Dry Dog Food Chicken Flavour 1.5kg**Hill's**£15.15**4.9★**▲ 37%**](https://www.amazon.co.uk/dp/B087Z4SPCC) [**Hills Science Plan Mature Adult Medium Lamb & Rice Dry Dog Food - 14kg**Hill's**£51.95**4.4★**▲ 33%**](https://www.amazon.co.uk/dp/B085PH1KC8)
**~~View all trending →~~**
## **What buyers say about hills science plan dog food**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Pet Friendly**33%
*“Great for old dogs who dont feel well”*
**Value For Money**19%
*“fair price”*
**Taste-Overall**13%
*“Great food”*
**Quality-Overall**8%
*“High quality product”*
**Smell**6%
*“has a nice savory smell”*
**Advertised Vs Actual Product**6%
*“Does the trick”*
**Ease Of Chewing/Swallowing**4%
*“My dogs love it great for small mouthing”*
**Ease Of Use**4%
*“handy”*
### **What buyers complain about **
**Value For Money**36%
*“Much cheaper at normal pet store”*
**Moist/Dry**14%
*“Dry”*
**Hard Feel**14%
*“Far far too tough for Chis”*
**Size-Overall**7%
*“The kibble is really small”*
## **Common questions**
- **Is hills science plan dog food profitable to sell on Amazon United Kingdom?**
- The niche generates £130K/yr across 22 tracked products. 90-day search growth is -17.3%. Flapen's verdict: Skip it (49/100).
- **How competitive is the hills science plan dog food niche?**
- 4 brands and 74 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in hills science plan dog food?**
- Top complaints mined from reviews: Value For Money, Moist/Dry, Hard Feel. The return rate is 0.0%.
- **When does demand for hills science plan dog food peak?**
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- **What does it cost to enter the hills science plan dog food niche?**
- Listings span £14.40–£59.63; the average listing price is £31.43 (sweet spot $15–$100). The average incumbent carries 152 reviews — the moat a new listing must climb.
## **Related niches in Pet Supplies**
- 67 [**dog calming products**](https://flapen.com/research/uk/pet-supplies/dog-calming-products)£665K/yr-22.0%**Worth a look**- 67 [**probiotics for dogs**](https://flapen.com/research/uk/pet-supplies/probiotics-for-dogs)£1.7M/yr-4.0%**Worth a look**- 67 [**dog pram**](https://flapen.com/research/uk/pet-supplies/dog-pram)£309K/yr+39.9%**Worth a look**- 67 [**cat tunnel outdoor**](https://flapen.com/research/uk/pet-supplies/cat-tunnel-outdoor)£47K/yr+125.9%**Worth a look**- 67 [**flea collar for cats**](https://flapen.com/research/uk/pet-supplies/flea-collar-for-cats)£593K/yr+18.4%**Worth a look**- 68 [**cat toys**](https://flapen.com/research/uk/pet-supplies/cat-toys)£2.8M/yr+4.0%**Launch it**[**All Pet Supplies niches **](https://flapen.com/research/uk/pet-supplies)