Market segmentation, and the opportunities for it, is far from exhausted. Emerging still are new themes and variations, with the further fragmentation of niches proceeding at a steady pace.
For example, as the second-home purchasing trend spreads around the globe, we're seeing more and more private residence clubs and apartment hotels, or "hometels." The special markets for these are urbanites, golfers, skiers and sun-seekers. In media, "narrowcasting" continues to slice and dice programming for niche viewers, with specialty cable stations targeting health clubs, pet owners, delis and even elevators.
Travel offers more a la carte options than ever. Somewhere, somehow, there are buyers for once-in-a-lifetime experiences such as dog-fighting in a combat jet, guesting with a Mongolian family in the Gobi Desert or trekking to a Himalayan base camp.
In the food retail industry, newly created niche outlets are exploding. Food consultant Michael Whiteman calls them "slivers." They share the idea of highly focused menus. Following on the heels of the recent cupcake phenomenon are ceviche bars, mozzarella bars, falafel joints, rice pudding stores and chocolaterias, all fast finding their places to shine.
