Demand Spaces

Also known as: Demand Landscape, Consumer Need States, Occasion-based Segmentation

Demand segments defined by the combination of consumer needs, occasions, and attitudes that represent growth opportunities.

Demand Spaces are segments of total category demand defined by the intersection of functional and emotional needs, specific consumption occasions, and consumer attitudes. Each Demand Space represents a group of consumers in a particular context seeking to satisfy a specific need.

The Demand Spaces framework is fundamental for identifying innovation, line extension, or repositioning opportunities. It shows in which spaces a brand is winning, in which it is losing, and which are uncovered (white spaces).

Atlantia's Consumer Demand Map uses AI to automatically map the Demand Spaces in a category, identify their relative size, and which brands lead them.