noun

niche market

NEESH MAR-kit

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Niche market (noun) means a small, clearly defined group of customers with particular needs or tastes that mainstream products do not fully serve. Example: “She built the business around a niche market of left-handed guitarists.”

noun

A small, clearly defined group of customers with particular needs or tastes that mainstream products do not fully serve.

"She built the business around a niche market of left-handed guitarists."

"Vegan pet food started as a niche market and is now worth billions."

How to use niche market

Learner’s notes

In plain EnglishA small group of buyers who want something specific that big companies do not sell.

When to use it

Neutral business vocabulary; common in marketing, retail and start-up writing.

Memory tip

In British English niche is usually said NEESH; many American speakers say NITCH. Both are accepted.

Trace the full origin ↓

Easily confused with

mass market market segment target audience →

Common pairings

serve a niche market carve out a niche market profitable niche market niche market strategy

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C2 · Advanced serendipity Fortunate discoveries made entirely by accident.

Gen Z slang rizz Charm — the ability to attract a romantic interest.

B2 · Intermediate empathy The capacity to share another person’s feelings.

C1 · Advanced nonchalant Casually calm and relaxed; unconcerned.

Internet slang delulu Delusional — believing something against the odds.

Etymology nostalgia Greek nostos “return home” + algos “pain”.

C2 · Advanced serendipity Fortunate discoveries made entirely by accident.

Gen Z slang rizz Charm — the ability to attract a romantic interest.

B2 · Intermediate empathy The capacity to share another person’s feelings.

C1 · Advanced nonchalant Casually calm and relaxed; unconcerned.

Internet slang delulu Delusional — believing something against the odds.

Etymology nostalgia Greek nostos “return home” + algos “pain”.

Test yourself on “niche market” A quick quiz — meaning, synonyms & usage →

Fill the gap

Can you complete this real example?

She built the business around a _____ of left-handed guitarists.

Etymology

From French niche, a recess in a wall, from nicher, to nest; the sense of a snug, well-suited position was extended to business in the twentieth century.

Origin: French

Synonyms

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specialist market market segment target niche

Antonyms

mass market mainstream market

Rhymes for niche market

market supermarket

See all rhymes for niche market →

Frequently asked questions

What is the difference between a niche market and a target market?

A target market is simply the group a business aims at, and it can be very large. A niche market is a narrow slice of a broader market, defined by a specialised need that big competitors overlook.

Is a niche market always small?

It is small relative to the wider market, but it need not be unprofitable. Niche customers often pay more and stay loyal because few alternatives fit them so well.

How do you find a niche market?

Look for a need that existing products handle badly, check that enough people share it to sustain a business, and confirm they are willing to pay for a better fit.

What is the meaning of niche market?

"niche market" (noun) means a small, clearly defined group of customers with particular needs or tastes that mainstream products do not fully serve.