Niche (Market)

In marketing, niche refers to a specific, well-defined market segment.

Usually, the niche is a subset of a larger market that relates to a specific topic, characterized by the presence of few competitors and therefore low competition, where there is obviously good demand. Rather than operating in the complex mass market, the narrower scope of the niche may offer more visibility and thus better returns.

In fact, there are many examples of companies deciding to focus on a niche market to compete more effectively by offering products or services that meet the specific needs of that group. For example, an organic food store might focus on the niche market of health-conscious consumers.