Custard Powder Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Bird's is the best-performing custard powder brand in July 2026, moving 1,950 units across 7 ASINs for 84.8% of Top 10 volume. Brown Polson follows with 200 units (8.7%), ahead of Ambrosia on 150 units (6.5%).

With 3 brands splitting the Top 10 and 100.0% of volume sitting with three of them, this is a concentrated shelf — the leaders hold multiple listings or one very high-velocity ASIN, so a new entrant competes against established review moats rather than an open field. Average selling prices among the leaders run from $8.99 to $16.85, which frames the price band a competing listing has to justify.

Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, 2 ASINs forced its way in: B00BHFEZAI booked 100 units at $13.80, with ▲ 100.0% MoM change. On the growth side, B015DVS354 leads positive momentum with ▲ 100.0% MoM growth on 200 units.

The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.