untapped market

Demand that has not been met by an existing product or brand, or a market that could use an existing product in an innovative way. An untapped market is often the impetus for product innovation or customization. For example, the personal hygiene market was an untapped market for the makers of baking soda until they developed a baking soda toothpaste. There was an untapped market for athletic brassieres until the first jogging bra was developed.