casein protein powder vanilla
Skip itBrand-locked demand (top 5 brands take 94% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Price range
Incredible$14.76–$98.21cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Great$48.54avg listing price — sweet spot $15–$100
Conversion
Good6.9%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Review moat
Okay2,345.53avg incumbent reviews — the moat a new listing must climb
Growth
Okay+6.0%90-day search growth — must beat 0% to launch
Market size
Bad$86K$86K/yr · 25K searches
Competition
Bad76%top-5 click share — a locked-up shelf
Brand share
Bad94%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, casein protein powder vanilla is a $86K/yr Amazon United States market (25K searches/yr). The top 5 brands hold 94% of demand. Demand peaks in Sep. Verdict: Skip it — 47/100.
Data updated Jul 10, 2026 · scored weekly · How we score niches
casein protein powder vanilla market data
- Units sold / yr
- 2K–2K
- avg 100–250/product
- Revenue / yr
- $73K–$97K
- units × avg price
- Conversion rate
- 6.9%
- Avg BSR
- #129
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 87%
- Out of stock
- 1.0%
- Avg brand age
- 99 months
- Avg seller age
- 148 days
Competition & brand share
The top 5 products capture 76% of clicks — a locked-up shelf that new listings rarely crack.Brands
9 falling
Sellers
28
Top-5 brand share
94%
Top 20: 100%
Top-5 click share
76%
Top 20: 100%
Open market
6%
- Nutricost38%
- Optimum Nutrition33%
- NAKED9%
- PEScience8%
- Ascent3%
- It's Just!3%
- Open — no brand owns it (3 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 102 weeks — +6.0% search growth over the last 90 days.Peak months: Sep · busiest ÷ quietest = 2.2×
Top casein protein powder vanilla 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 15 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Nutricost Casein Protein Powder 2lb Vanilla - Micellar Casein Gluten Free Non-GMO
Nutricost$34.394.5★1,430 rev
Optimum Nutrition Gold Standard 100% Micellar Casein Protein Powder Slow Digesting Helps Keep You Full Overnight Muscle Recovery Creamy Vanilla 1.81 Pound (Packaging May Vary)
Optimum Nutrition$46.084.6★5,747 rev
NAKED Casein - 1Lb Micellar Casein Protein - Bulk Zero Carb NSF Certified GMO-Free Gluten Free Soy Free Preservative Free - Stimulate Muscle Growth - Enhance Recovery - 15 Servings
NAKED$24.964.4★2,077 rev
PEScience Select Protein Powder Whey and Casein Blend Lean Protein Powder for Women and Men Low Calorie Low Carb Keto Friendly Gluten Free Gourmet Vanilla - 5 Servings
PEScience$14.764.6★2,370 rev
Nutricost Casein Protein Powder 5lb Vanilla - Micellar Casein Gluten Free Non-GMO
Nutricost$65.134.5★1,430 rev
Newest
by launch date
Its Just! - 100% Casein Protein Powder Made in USA One Ingredient Slow Burning Time Release (1 Pound (Pack of 1) Unflavored)
It's Just!$22.36326 rev
Rule 1 Proteins Casein Protein Vanilla Crme 29 Servings
Rule 1 Proteins$34.99138 rev
Levels 100% Micellar Casein Protein Hormone Free Vanilla Bean 4LB
Levels Nutrition$75.02520 rev
Nutricost Casein Protein Powder 2lb Vanilla - Micellar Casein Gluten Free Non-GMO
Nutricost$34.391,430 rev
Nutricost Casein Protein Powder 5lb Vanilla - Micellar Casein Gluten Free Non-GMO
Nutricost$65.131,430 rev
Trending
90-day click momentumPEScience Select Protein Powder Whey and Casein Blend Lean Protein Powder for Women and Men Low Calorie Low Carb Keto Friendly Gluten Free Gourmet Vanilla - 5 Servings
PEScience$14.764.6★
Nutricost Casein Protein Powder 5lb - Micellar Casein Non-GMO Gluten Free (Unflavored)
Nutricost$65.164.5★
Rule 1 Proteins Casein Protein Vanilla Crme 29 Servings
Rule 1 Proteins$34.994.4★
NAKED Casein - 1Lb Micellar Casein Protein - Bulk Zero Carb NSF Certified GMO-Free Gluten Free Soy Free Preservative Free - Stimulate Muscle Growth - Enhance Recovery - 15 Servings
NAKED$24.964.4★
NAKED Casein - Vanilla Micellar Casein Protein - 5 Pound Bulk NSF Certified GMO-Free Gluten-Free Soy-Free Preservative-Free - Stimulate Muscle Growth - Enhance Recovery - 61 Servings
NAKED$98.213.8★
What buyers say about casein protein powder vanilla
What buyers praise and complain about, mined from review topics.What buyers love
“Tastes, great and mixes smoothly”
“Excellent protein”
“Reliable quality and fresh”
“it also adds to the flavor”
“Good deal”
“Mixes great”
“Mixes really well as well”
“Good for bedtime”
“I love this it is really great in baking”
“Otherwise, the product appears as described”
What buyers complain about
“doesnt taste like it”
“Weird texture”
“Unflavored”
“Not overly sweet”
“Doesn't mix or dissolve well”
“claiming that is not true”
“$$ Pricey”
“this protein has been just awful”
“form potentially harmful compounds”
“Difficult to scoop”
Top return reasons
Common questions
- Is casein protein powder vanilla profitable to sell on Amazon United States?
- The niche generates $86K/yr across 15 tracked products. 90-day search growth is +6.0%. Flapen's verdict: Skip it (47/100).
- How competitive is the casein protein powder vanilla niche?
- 9 brands and 28 sellers compete. The top 5 products take 76% of clicks and top 5 brands hold 94% of demand.
- What do buyers complain about in casein protein powder vanilla?
- Top complaints mined from reviews: Taste-Overall, Texture/Consistency-Overall, Flavor. The return rate is 0.0%.
- When does demand for casein protein powder vanilla peak?
- Demand peaks in Sep; the busiest month runs 2.2× the quietest.
- What does it cost to enter the casein protein powder vanilla niche?
- Listings span $14.76–$98.21; the average listing price is $48.54 (sweet spot $15–$100). The average incumbent carries 2,346 reviews — the moat a new listing must climb.