> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/data-and-insights/market-intelligence/demand-and-category-trends.md).

# Demand & Category Trends

### What is it?:

Read the size, direction, and shifts in category demand, including demand signals, category growth and contraction, and changes in what buyers want.

***Also known as:*** *Category analysis, demand sensing, market sizing, demand signals*

### Why it matters

Demand is not static. Categories grow, contract, and shift in composition. Businesses that track demand trends can prioritise investment in areas of genuine growth, avoid over-committing to declining categories, and spot emerging needs before competitors do. Without this view, resource allocation is based on assumption rather than signal.

### When it matters most

Demand & Category Trends is most relevant during annual planning, portfolio reviews, and product or service development cycles. It is particularly important when a business is considering entering or exiting a category, when growth has stalled without an obvious internal cause, or when customer behaviour appears to be shifting faster than expected.

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### AoM Connected Tools

{% hint style="info" %}
No AoM tool has been mapped to this fundamental yet. Know one that fits? Recommend it. Free AoM registration required.
{% endhint %}