The expression ‘Jack of all trades, master of none’ throws light on the fact that while a generalist can do everything satisfactorily, a specialist can do one thing really well. This philosophy holds true in the case of online business as well.  

In today’s world, anyone can launch an online website or a digital store within minutes. This has opened up a myriad of opportunities for entrepreneurs in different fields, but it has also flooded the market with competition.  That is why defining a niche market to target customers is very important. 

If you decide on catering to a targeted audience and carving out your niche, your brand will not only be much more credible over rival, generalist companies, but this will also help you in positioning yourself as the go-to brand for a specific need and audience. 

What is a Niche Market?

A niche market is a small part of a larger market with its own specific needs, preferences, and identity, which are different from the larger market in some way. For example, within the market for women’s clothing, there are several different segments or niches. Vegan women, women from the LGBTQ community, and pregnant women are a few examples of niche markets. 

What Makes a Niche?

It is possible to refine or divide nearly every market in terms of the needs and interests of its members. Below are  mentioned a few of the commonly used parameters to define a niche:

  • Demographics: Age, gender, occupation, income, education
  • Price: Luxury, moderate, discount
  • Geographic: Citizens of a particular country, city, or neighborhood
  • Psychographic: Values, interests, social class, lifestyle
  • Level of quality: Premium, economical, handmade

8 Examples of Niche Markets 

You can’t be a champion in your niche by just having a basic understanding of customer demographics. Brands that connect with their customers on a deeper level are more likely to stay relevant and increase their profits. 

Here, we are going to explore eight examples of larger markets to demonstrate how each of them can be further classified into niche segments and the manifold business opportunities they offer: 


People who own pets spend enormous amounts of money on several product categories ranging from food to toys to clothing. Brands in this space that engage with their target audience on not just their shared love for ‘pets’ but also on more distinct categories can make fortunes. 

For example, Patricia’s Couture creates personalized merchandise, including kaftans, pillows, blankets, and other items with your pet’s face as the design. 


The fitness industry is a booming market as most people believe there is always a potential to be in better shape. In the current pandemic scenario, there has been considerable growth in the at-home and private workout domains.

These days, it has become much easier to become a personal trainer and influence your target audience from the comfort of your home. There are multiple niches to be carved out, such as targeting busy professionals or new mothers.

The LGBTQ+ community

The LGBTQ+ community is huge, and they have unique styling habits. According to Nielsen, they shop 10% more than the average American customer and are also likely to spend 7% more. Brands that strive to make true connections with this community are in the best position to serve this market. 

There are several niche product ideas that you can explore within this industry, such as offering makeup designed for specific skin types, clothing made for certain body types, or pride-inspired designs. TomboyX sells underwear “for anybody”, thereby blurring the line between genders and serving to ‘people’ and not ‘genders’.

Travel and Tourism

Although there has been a significant slump in the travel industry ever since the pandemic hit, it doesn’t mean that it will not make a comeback. With people largely stuck in their homes thus far, the future of this industry looks brighter than ever. However, the customer profile in this industry has constantly been changing, and brands need to fill those gaps.

Earlier, economical stays, luxury experiences, and budget travel used to be big hits, but recent popular travel interests include remote travel, experiential living, and eco-friendly options.

Now, travelers are seeking green options and authentic local experiences, convenience, and long-term stays. As per, more than half of customers look for sustainable options but face difficulty finding them. 

Nomatic is a brand that caters to digital nomads or people who bring their work with them. They provide suitcases and backpacks to people who travel the world for their work. 

Home Organisation

Amid the pandemic, people are spending a lot of time at home, which has motivated consumers to style their homes. You can explore various niches within this market, such as focusing on people with small homes and helping them maximize their space or helping people with too many options to choose quality over quantity. Intentional buying, DIY creations, and minimalistic style are some of the popular niche business opportunities to explore. 

Conscious Consumers

Sustainability has become a trending topic among consumers of late. Consumers are looking for ways to diminish the burden they impose on the environment and live a sustainable lifestyle.

This has led to the rise of vegan, eco-friendly, and cruelty-free variations of products. Nonetheless, today’s consumer is more concerned about how the products are made, stored, packed, and used. 

Bee’s Wrap, a Vermont-based company, appeals to this niche segment by offering an alternate way of packing food. Plastic packaging can be replaced with Bee’s Wraps all-natural, plant-based materials wrap, thus, providing the advantage of being washable, compostable, and reusable. 

Remote workers

2020 saw a big change in this market as there was a remarkable boom in the remote work business. 88% of the organizations worldwide made it mandatory or encouraged their employees to work remotely after the pandemic.

Some people are working from home for the first time and are looking for ways to improve their work experience in their home office. If you keep in mind the motivations and lifestyles of these remote workers, you can identify product ideas to help them. 

Freelance at Work offers bespoke decals for your laptops. This helps freelancers to advertise who they are and what they do every time they sit down to work. This will help attract potential clients and connect with fellow remote workers. 


Traditionally, gaming was seen as a niche market dominated by the younger male population. However, more females are entering this market than ever before. The global gaming industry will grow at a CAGR of 12% between 2020-2025.

This niche industry can be further refined on the basis of types of games or even games themselves. Every game is different and offers a broad customer base that needs to be nurtured. 

Glorious PC Gaming Race targets passionate gamers and gives them an alternative to expensive, mass-produced gaming hardware. They sell everything a gamer might use – from keyboards and mice to headphone hangers. 


Determining the right niche for your brand is an extremely important decision. It is definitely going to be tough to gauge success and much easier to doubt your choice. Regardless, the difference lies in creating a successful business with a powerful brand rather than losing your brand value and positioning amid competition. Identify a potential market where your product or service is genuinely required.


An avid football fan and a Fintech enthusiast.

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