Kitten Food
MaybeReturns run at only 0.1% of orders. But the top 5 brands take 91% of clicks, so Kitten Food is a Maybe.
- Flapen Score
- 60 / 100Top 12% of 875 Pet Supplies niches · +10 vs the category median of 5060
- Market size
- £1.9M/yr1.4M searches / yr
- 90-day growth
- +23.6%search demand this quarter
- Competition
- 60%top-5 click share · 12 brands · 134 sellers
Flapen Score
Kitten Food against its category
The dotted line is the Pet Supplies average. Past it, Kitten Food is stronger. Inside it, weaker.
Market
The Kitten Food market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Kitten Food 1.4M times last year and spent an estimated £1.9M. The top 5 brands take 91% of clicks. Demand peaks in Sep. Flapen scores it 60 out of 100, a Maybe.
01 · Demand
11.5% of searches ended in a purchase last week.
Shoppers searched for this 1.4M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 11.5% of those searches ended in a purchase. Searches in the last 90 days moved +23.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £1.9M a year.
- Searches, last 12 months
- 1.4M
- Growth, 90 days vs prior 90
- +23.6%
- Conversion, latest week
- 11.5%
- Market size, estimated
- £1.9Ma year
- Peak month
- September1.7× the quietest month
- Top search term
- kitten food633K searches a year
02 · Price
A sale here is worth £12.07.
Listings sell for £12.07 on average, from £2.17 to £23.42. Amazon reports units sold in ranges. This niche sold 150K to 200K a year. The average listing sells 6,000 to 8,000 of them. At £12.07 that is £72K to £97K a year per listing.
- Average price
- £12.07under the $15 to $100 sweet spot
- Price range
- £2.17–£23.42
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 150K–200K
- Units per listing a year
- 6,000–8,000
- Revenue per listing a year
- £72K–£97K
- Returns
- 0.1%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
76% of listings pay for placement with sponsored ads. 96% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #79 within Cats. It carries 1,701 reviews at 4.57 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 76%
- Prime listings
- 96%
- Out of stock, average day
- 0.0%
- Average rank
- #79in Cats
- Average rating
- 4.57 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 1,701per listing
- Listings tracked
- 25
04 · Newcomers
Brands here are settling in.
The brands on the shelf have sold for 49 months on average, so the names here are settling in.
- Launched, last 12 months
- 0
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 49 months
Products
Top Kitten Food products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
FELIX Original Kitten Mixed Selection in Jelly Wet Cat Food 40x85g
- Price
- £8.85
- Rating
- 4.6/5
- Reviews
- 1,326
- Age
- 2y ago

FELIX As Good As it Looks Kitten Mixed Selection in Jelly Wet Cat Food 40x85g
- Price
- £9.51
- Rating
- 4.7/5
- Reviews
- 715
- Age
- 1y ago

Sheba Sauce Collection Cat Food Pouch for Kitten Mixed Selection in Gravy 40x85g
- Price
- £11.66
- Rating
- 4.6/5
- Reviews
- 1,229
- Age
- 2y ago

by Amazon Complete Wet Food for Kittens Mixed Selection in Jelly 1.2kg (12 pouches of 100g)
- Price
- £2.17
- Rating
- 4.1/5
- Reviews
- 902
- Age
- 1y ago

whiskas Junior Poultry Selection in Jelly 84 Pouches Wet Kitten and Cat Food Selection of Chicken Duck Poultry and Turkey Megapack (84 x 85 g)
- Price
- £21.09
- Rating
- 4.7/5
- Reviews
- 2,940
- Age
- 3y ago
Trending
90-day click momentum
FELIX Original Mixed Selection in Jelly Wet Cat Food 120x85g
- Price
- £23.42
- Rating
- 4.6/5
- Reviews
- 4,436
- Age
- 2y ago

Whiskas 2-12 Months Cat Pouches Poultry Feasts in Jelly 40 x 85g
- Price
- £13.21
- Rating
- 4.6/5
- Reviews
- 23
- Age
- 2y ago

WHISKAS MILKY TREATS 50g (Pack of 6) 2-12 Month Kitten Treats
- Price
- £5.92
- Rating
- 4.8/5
- Reviews
- 1,597
- Age
- 1y ago

whiskas Junior Classic Selection in Gravy 84 Pouches Wet Kitten and Cat Food Selection of Beef Lamb Chicken and Poultry Megapack (84 x 85 g)
- Price
- £21.32
- Rating
- 4.7/5
- Reviews
- 2,225
- Age
- 3y ago

by Amazon Complete Wet Food for Kittens Mixed Selection in Jelly 1.2kg (12 pouches of 100g)
- Price
- £2.17
- Rating
- 4.1/5
- Reviews
- 902
- Age
- 1y ago
Newest
by launch date
by Amazon Complete Wet Food for Kittens Mixed Selection in Jelly 1.2kg (12 pouches of 100g)
- Price
- £2.17
- Rating
- 4.1/5
- Reviews
- 902
- Age
- 1y ago

Whiskas 2-12months Kitten Wet Cat Food Pouches Mixed Menu in Jelly 48 x 85g
- Price
- £15.85
- Rating
- 4.7/5
- Reviews
- 221
- Age
- 1y ago

PURINA ONE Kitten Wet Cat Food - Fillets in Gravy - Mixed 40x85g Pouches
- Price
- £16.11
- Rating
- 4.5/5
- Reviews
- 137
- Age
- 1y ago

FELIX As Good As it Looks Kitten Mixed Selection in Jelly Wet Cat Food 40x85g
- Price
- £9.51
- Rating
- 4.7/5
- Reviews
- 715
- Age
- 1y ago

WHISKAS MILKY TREATS 50g (Pack of 6) 2-12 Month Kitten Treats
- Price
- £5.92
- Rating
- 4.8/5
- Reviews
- 1,597
- Age
- 1y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 60% of clicks. Leaders hold, but buyers still shop past them.
Brands
12 rising
Sellers
134
Top-5 brand share
91%
Top 20: 100%
Top-5 click share
60%
Top 20: 96%
Open market
6%
- Felix35%
- whiskas30%
- Sheba11%
- Amazon9%
- IAMS7%
- PURINA ONE3%
- Open — no brand owns it (6 brands, 6%)
Demand
Kitten Food search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Sep · busiest ÷ quietest = 1.7×
Search terms
Top Kitten Food search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- kitten food633K/yr
- kitten food wet153K/yr
- kitten wet food95K/yr
- whiskas kitten wet food87K/yr
- felix kitten food77K/yr
- wet kitten food50K/yr
- sheba kitten food51K/yr
- whiskas kitten33K/yr
- whiskers kitten food18K/yr
- felix kitten28K/yr
Reviews and returns
What reviews say buyers love and hate about Kitten Food
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Vomit and diarrhoea
Made the cats vomit
My cat had bad tummy after having this - being eating this brand for 7 years now
smelly
the food smells foul
the product itself smelled disgusting so the smell from the litter was pretty much the same
Cat food is so expensive
Expensive,
Overall, not the best for the price
Poor quality
Not a good quality product for cats
Not the best quality wet food
the lamb flavour was partially finished. unusual for one of them to not finish a meal
can't personally speak to its flavour
It is limited on flavours
Love
Cats love it
Animals love it
Cat approved
Value for money
Excellent value
Excellent price
Good quality box to keep them in
good quality food
Brilliant quality
they love the taste
Great food
My cat really likes this food
best flavour
a wide variety of flavour options
Good variety of flavours
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Kitten Food questions
Answered from the same tracked data.









