15 Niche Markets To Explore (With Definition and Benefits)

By Indeed Editorial Team

Updated March 31, 2022

Published April 26, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Companies that incorporate market niches into their business strategy can compete against fewer businesses, become experts in a particular customer segment and gain consumer loyalty. Some businesses might choose to offer a certain product or service line to a niche market, while others might focus their entire business on their chosen market niche. Either tactic can help your company meet the needs of specific consumers whose needs other companies have yet to fulfill. In this article, we discuss how market niches work, the benefits of market niches and 16 different market niches for your business to consider.

What are market niches?

Market niches are smaller segments of a wider market characterized by particular demands, values or identities. Companies that target niche markets can offer more specialized products or services to certain consumers than businesses hoping to reach a bigger audience.

How do niche markets work?

Market niches target a specific group based on common traits among those consumers. Members of a niche market all might share:

  • Interests

  • Price

  • Hobbies

  • Values

  • Consumer habits

  • Geographic location

Some companies might combine several of these factors in order to narrow down their niche market even further. For example, a business might decide to cater to women who like luxury goods and live in a specific region.

Related: Marketing Job Description: Marketer Duties, Skills and Education

Benefits of market niches

Niche markets can offer your company many advantages, such as:

  • Greater expertise: Focusing on a niche market means that your company can develop a deeper understanding of your chosen audience. Greater expertise also means it might become easier to see how your business adds value to your consumers' lives and what additional products or services you could provide.

  • Less competition: Companies that specialize in a niche market sometimes have fewer competitors than companies that try to appeal to a broader audience.

  • Customer loyalty and engagement: Consumers are more likely to engage with, recommend and continue being customers with brands that show they understand their customers.

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15 market niches for your company

Here are 16 market niches to consider:

1. Pet owners

People who own pets often require and want many specialized products and services. Pet owners might make a great market niche because the market is unlikely to get smaller.

Businesses can easily segment the niche market of pet owners into more specialized niche markets based on factors such as what type of animal the owner has, the exact species of the pet or the pet owner's lifestyle. For example, your company could cater to dog owners who sometimes are away from home for long periods of time.

2. Conscious consumers

Conscious consumers look for ways to reduce their environmental impact. If you believe you have a more sustainable alternative to a commonly used product or service, conscious consumers may be your ideal target niche market.

Conscious consumers often consider the environmental impact of both the products or services themselves and how they are made. For example, a conscious consumer might research the ingredients in a beauty product. If you wish to target conscious consumers, it's best to consider both your product or service line and how it's produced or offered.

Related: 25 Jobs in Environmental Studies

3. Do-it-yourself

While some people prefer to hire professionals to execute certain tasks, others prefer to complete the task themselves. Businesses in the niche market of do-it-yourself (DIY) consumers help give customers the tools or skills they need to successfully accomplish a task.

DIY businesses can help people complete repairs and service updates or create something new. For example, if you notice that a particular home item typically requires professional assembly, your business could target the DIY market niche by creating detailed instructions and bundling the necessary tools.

4. Specialized diets

Many people follow specialized diets. Dietary restrictions might be because of food allergies, health reasons, sustainability concerns or simply personal choice. These consumers may find it challenging to find, prepare and consume foods they can eat, making dietary needs a great potential niche market.

Businesses interested in catering to this audience should choose one specialized diet, or a set of related specialized diets, to focus on. Companies can segment this niche market further by deciding on whether to focus on food selection, food preparation or food consumption. For example, if you wish to focus on gluten-free diets, your business could sell a new gluten-free product or help people cook for themselves gluten-free by publishing a recipe book.

5. Remote workers

The niche market for those who work remotely is still growing and changing as more businesses alter their policies on fully remote work, flexible hours and related procedures. Remote employees have unique needs and challenges that other types of employees might not face. All these factors make them a great market niche for businesses to consider catering to.

Companies specializing in remote employees can decide what aspect of remote work they'd like to improve. While some companies may want to provide more ergonomic home office products, for example, other companies might offer services that make it easier to connect with teammates worldwide.

Related: What Is Remote Work?

6. Traveling

While the travel market is large, there are numerous niche markets within the wider travel industry that business could cater to. How many people travel has changed in recent years. Businesses interested in the travel space might consider specializing in travelers who are:

  • Environmentally conscious

  • Working abroad for weeks or months

  • Staying in vacation rentals or sublets

  • Interested in experiencing sites that most tourists don't

  • Bicycling, hiking or driving to destinations instead of flying

7. Home organization

The category of home organization applies to consumers who wish to restyle or reorder their homes. Businesses could segment this niche market further by targeting a home owner's goal, such as maximizing their use of existing space, improving functionality or creating a different aesthetic.

8. Disaster or safety preparations

There is a growing niche market of people interested in being adequately prepared for unexpected events or emergencies. Multiple subgroups exist within this niche market such as preparations for hurricanes, fire safety, power outages or droughts.

Businesses interested in catering to preparations can choose to help customers with safety measures, products or both. For example, your company could help people new to preparations create effective plans for potential disasters or create a line of food products with a long-lasting shelf life.

9. Dating and relationships

Businesses can segment the wider market of dating and relationships in several ways. One method would be to choose a niche group within the wider dating and relationships market. For example, you could design an online dating site for people with a specific hobby or interest.

Another method would be to target people at a certain stage of dating or in their relationship. For example, you could create products designed for couples in a specific age group.

10. Home security

The home security niche market helps people keep their houses, belongings and families safe. Businesses interested in this niche market might consider offering methods or tips that help keep homes more secure, such as teaching children or the elderly about home safety practices. If you or your employees have technology skills, consider developing a line of home security products, such as doorbells connected to web cameras or door locks controlled by smart phones.

11. Gamers

There are many potential subgroups within the market niche of gamers. Gaming platforms often serve as the major categories, mobile devices or console games. There are also gaming categories that do not rely on technology, such as tabletop games. Business can segment the gaming market niche further by types of games, such as simulation, adventure and puzzle games. Besides creating games, businesses could consider selling game book manuals, ergonomic accessories or merchandise such as gaming-related stickers.

12. Health and wellness

The health and wellness market targets individuals looking to take better care of their bodies. There are many market niches within the greater health and wellness market, including:

  • Fitness

  • Beauty products

  • Skincare

  • Nutrition

  • Supplements or personalized medicine

Businesses can further narrow down their market niche by considering their target customer's values, demographics or interests. For example, fitness products or services targeted to people who regularly exercise are likely different from products or services marketed to individuals looking to start an exercise regime.

13. Locals

As more businesses expand their online reach, your local audience could be a great niche market to consider for your business. Even if your company has an outreach nationally or internationally, consider creating specialized products or services for the locals in your area.

You might also consider creating products or services for locals in various locations. For example, you could create customized clothing for several major cities.

14. Babies

The baby niche market focuses on primarily expecting and new parents as well as their loved ones. Businesses interested in this niche market could consider marketing a variety of products and services such as clothes, toys, baby shower or party planning, food or professional baby photography. Maternity clothes, parenting books and related goods might also be considered part of the baby market. Businesses could segment this niche market further by demographics or values, such as new parents interested in giving their child organic food.

15. Education tech

Education technology focuses on helping teach children various skills. Some education tech companies specifically target homeschooled children while others market to all children. In addition to segmenting the education technology market by age, business can segment the niche market further by skill set, subject or technology platform.

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