This study provides estimates of the expected market size in one period and in five periods. Results are given for the whole market and are also broken down by consumer segment. These estimates are based on the current market situation and assume that no substantial changes such as brand introductions, or significant price increases or decreases will take place in the future. Consequently, depending on what actions are actually taken by your firm and your competitors, the resulting market size will either be higher or lower. For the new Nutrite market, the estimates are based on interviews of potential consumers: These are less accurate and often turn out to be optimistic. See Figure 34 for an extract of this study.
Figure 34 – Market Forecast – Market Size broken down by Consumer Segment