But, Notkin stresses, it’s not necessarily that these 30-something women will never have kids. Moreover, research showed that women in their 30s without children were more likely to have a college degree and a higher salary than mothers of the same age. (Current census data supports her findings: 47 percent of women age 15 to 44 were childless in 2010, up from 35 percent in 1976.) She also lavished attention and gifts on her niece and nephew.Īfter conducting some demographic research, Notkin's hunch about this new niche market was substantiated: There was a large number of women just like her. She was in her 30s, made a good salary, and was unmarried and childless. Seven years ago, New York City-based marketing executive Melanie Notkin noticed a growing number of women just like herself. Let's take a look at two of the hottest niche markets you may not even know existed. Ever heard of PANKs? Know anything about Yummies? If not, you should. demographics and cultural trends have changed significantly, thanks in part to the millennial generation’s transition to adulthood, and these changes have given rise to new niche markets that smart marketers are trying to attract.īut many of these niches are still relatively under-served by small and large businesses alike. These groups possessed the lifestyle and spending power that made them a lucrative customer base for any company able to win them over.
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