Market sizing answers the first question every CMO asks: how big is this, and where is the money moving? It maps the entire demand in your category — not a sample, the whole thing.
What it is
A measure of total category demand, broken down by the themes and segments people actually shop by, with search volume and momentum behind each one. Because Theia reads years of history rather than a single snapshot, you see not just where demand sits today but where it is heading.
What's inside
- Total category demand — sized across every relevant theme and segment, with nothing estimated away
- Search volume by theme — the real monthly interest behind each pocket of demand
- Momentum — the direction of travel over years of history, so rising and fading themes are obvious
- Generic vs branded split — how much demand is up for grabs versus already spoken for
- Segment-level breakdown — which sub-markets are large, which are small, which are growing
- Share of demand — where the leaders sit and where the open space is
An example
On the Amazon shelf in France, the air-fryer category runs at roughly €60m a year, drawing around 500,000 searches a month. Eighty-two per cent of that demand is generic — buyers searching the category, not a brand — which is open space any brand can compete for. Yet Ninja already holds more than 50% of value share. Sizing like this reframes the question instantly: the prize is large, most of the demand is unclaimed, and one rival is already pulling away.
Who uses it
This is for the CMO and head of growth deciding where to point human and media resources. Before you build a plan, you need to know which markets and themes are worth the effort — and which are too small or too crowded to chase. Market sizing makes that call on evidence, not instinct.
Know how big the prize is, and where it is, before you spend a pound chasing it.