Niche market  

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A niche market is a focused, targetable portion (subset) of a market sector.

By definition, then, a business that focuses on a niche market is addressing a need for a product or service that is not being addressed by mainstream providers. A niche market may be thought of as a narrowly defined group of potential customers.

A distinct niche market usually evolves out of a market niche, where potential demand is not met by any supply.

Such ventures are profitable because of disinterest on the part of large businesses and/or lack of awareness on the part of other small companies. The key to capitalizing on a niche market is to find or develop a market niche that has customers who are accessible, that is growing fast enough, and that is not owned by one established vendor already.


The term "niche" was first used by ecologists to describe a species' position and use of resources within its environment. When used in business the term implies a situation or an activity perfectly suited to a person or a given type of personality. This concept has been extended from persons to products on the market. Whereas a niche in the strict sense can be a working position or an area suited to a person who occupies it, the market niche is perfectly suited for a product of human labour.

Wiktionary entry for 'niche'

  1. A cavity, hollow, or recess, generally within the thickness of a wall, for a statue, bust, or other erect ornament. Hence, any similar position, literal or figurative.
    "Images defended from the injuries of the weather by niches of stone wherein they are placed." --Evelun.
  2. A function within an ecological system to which an organism is especially suited.
  3. Any position of opportunity for which one is well-suited, such as a particular market in business.
  4. An arrow woven into a muslim prayer rug pointing in the direction of Mecca.

See also

Unless indicated otherwise, the text in this article is either based on Wikipedia article "Niche market" or another language Wikipedia page thereof used under the terms of the GNU Free Documentation License; or on research by Jahsonic. See Art and Popular Culture's copyright notice.

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