Huel Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Huel sales on Amazon US totaled 134,600 units in July 2026 (▼ 3.9% vs. the prior month), generating an estimated $5,005,707 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 72.1% of unit volume and 61.7% of revenue, while a typical listing is priced at $44.98. The keyword itself pulled 74,381 Amazon queries over the same period (▲ 24.0% MoM).
Zooming out to the 12-month window ending July 2026, the huel Top 50 moved 1,246,550 units and $46,766,770 in cumulative sales — an average of 103,879 units and $3,897,231 per month. Monthly throughput topped out at 140,000 units in June 2026 and dipped to 83,800 in May 2026, leaving the latest reading 53.0% higher than August 2025.
Huel Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
134.6K
â–¼ 3.9% MoM
Monthly Revenue 2026/07
$5M
â–¼ 0.9% MoM
Top 10 Market Share 2026/07
72.1%
Huel Market Share & Sales Concentration on Amazon US — July 2026
The most-sold huel listing on Amazon US in July 2026 is ASIN B07NLQ5V6L (Brand: Ensure), which sold 20,000 units at $27.97 apiece — equal to 14.9% of every unit tracked in this report and 2.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 97,000 units and $3,090,900 in July 2026 — 72.1% of unit volume and 61.7% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Huel' on Amazon
July 2026
Is 72.1% Top 10 share highly concentrated?
Ask AI to evaluate competition, market structure, and entry opportunities using ’s tracked Amazon sales, ranking, and keyword data.
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Top 5 Volume Share breakdown
B07NLQ5V6L
Ensure Max Protein French Vanilla Shake, 30g High Protein, 12 Pack | 30g Protein to Support Muscle Health & Manage Hunger for Adults, Each Protein Shake has 1g Sugar, 150 Calories, 4g Fiber
20K
â–² 0.0%vs. prior month
$559.4K
latest month
12-month trend
B07ZP4FZNF
Premier Protein 30g High Protein Shake, Bananas & Cream, 12 Pack | 160 Calories, 24 Vitamins & Minerals, No Added Sugar, Supports Muscle Health, Gluten-Free, 11.5 oz
10K
â–¼ 50.0%vs. prior month
$279.6K
latest month
12-month trend
B0985TJ4HF
Protein2o Hydration Drink - 2-in-1 Liquid Clear Whey Protein Isolate and Electrolyte Drink - 20g Protein, Vitamins B5, B6 - Post-Workout Recovery - 16.9 Fl Oz - 12 Count Strawberry Watermelon
10K
â–² 0.0%vs. prior month
$242.6K
latest month
12-month trend
B09GJVN2YZ
Carnation Breakfast Essentials High Protein Nutritional Drink with Fiber
10K
â–² 0.0%vs. prior month
$277.8K
latest month
12-month trend
B0B1HJL9QK
BOOST Very High Calorie Nutritional Drink – Helps Weight Gain & Maintenance - 530 Calories - 26 Vitamins & Minerals - 22 g Protein - Calorie-Dense Nutritional Drink - Chocolate - 8 fl oz (Pack of 24) | Helps Weight Gain & Maintenance - 530 Calories - 26 Vitamins & Minerals - 22g Protein - Calorie-Dense Nutritional Drink
10K
â–² 0.0%vs. prior month
$628.6K
latest month
12-month trend
B0F6F8TBR7
Oikos Protein Shake, Salted Caramel, 30g High Protein Drinks, Shelf Stable, Ready to Drink, 5g Prebiotic Fiber, 12 fl oz Bottle, 12 Count
10K
â–² 0.0%vs. prior month
$266.5K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Huel Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Ensure is the best-performing huel brand in July 2026, moving 20,000 units across 1 ASIN for 20.6% of Top 10 volume. BOOST follows with 16,000 units (16.5%), ahead of Premier Protein on 10,000 units (10.3%).
Volume is spread across 9 brands, with the top three holding 47.4% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $27.97 to $50.76, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Ensure
1 ASIN in Top 10
20.6%
Units
20K
Revenue
$559.4K
Avg. price
$27.97
B07NLQ5V6L
$27.97·★4.6·9.8K revsEnsure Max Protein French Vanilla Shake, 30g High Protein, 12 Pack | 30g Protein to Support Muscle Health & Manage Hunger for Adults, Each Protein Shake has 1g Sugar, 150 Calories, 4g Fiber
Units sold20K
BOOST
2 ASINs in Top 10
16.5%
Units
16K
Revenue
$885.6K
Avg. price
$50.76
B0B1HJL9QK
$62.92·★4.5·3.6K revsBOOST Very High Calorie Nutritional Drink – Helps Weight Gain & Maintenance - 530 Calories - 26 Vitamins & Minerals - 22 g Protein - Calorie-Dense Nutritional Drink - Chocolate - 8 fl oz (Pack of 24) | Helps Weight Gain & Maintenance - 530 Calories - 26 Vitamins & Minerals - 22g Protein - Calorie-Dense Nutritional Drink
Units sold10KB089QD5R3T
$38.59·★4.7·1.7K revsBOOST Plus Nutritional Drink, Rich Chocolate, 8 fl oz (Pack of 24) | Balanced, 8 FL OZ
Units sold6K
Premier Protein
1 ASIN in Top 10
10.3%
Units
10K
Revenue
$279.6K
Avg. price
$31.98
B07ZP4FZNF
$31.98·★4.6·12K revsPremier Protein 30g High Protein Shake, Bananas & Cream, 12 Pack | 160 Calories, 24 Vitamins & Minerals, No Added Sugar, Supports Muscle Health, Gluten-Free, 11.5 oz
Units sold10K
Trending Huel Products — Growth Leaders & New Top 10 Entrants
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, one ASIN forced its way in: B0G7PHTJZG booked 6K units at $24.98, with ▲ 50.0% MoM change. On the growth side, B08H6FB43L leads positive momentum with ▲ 100.0% MoM growth on 4K units, with B0D1RJJV9Y close behind at ▲ 100.0% MoM 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.
B0G7PHTJZG
Optimum Nutrition 40g Protein Shake, Chocolate, 14 Fl Oz, 12 Ct | Naturally Flavored, On The Go Complete Protein Drink, Supports Muscle Recovery, 40g of Protein per Serving, Gluten Free
Price
$24.98
Rating
4.5
Reviews
260
Latest month sales
B08H6FB43L
Soylent Creamy Chocolate Meal Replacement Shake, Ready-to-Drink Plant Based Protein Drink, Contains 20g Complete Vegan Protein and 1g Sugar, 14oz, 12 Pack
Price
$51.48
Rating
4.5
Reviews
0
Latest month sales
B0D1RJJV9Y
Huel Daily Superblend Chocolate Powder | 25g Plant Based Protein | 19 Servings | Super Greens Powder | 87 Vitamins, Minerals, and Wholefood-Sourced Ingredients
Unlock to view ASIN details and product titles
Price
$69.99
Rating
4.3
Reviews
72
Latest month sales
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