What term denotes the segment of customers that may not currently purchase any products in that category?

The term that describes the segment of customers who may not currently purchase any products in a specific category is the potential market. This group represents individuals who have the interest or need for the products but have not yet made a purchase. Identifying and understanding the potential market is crucial for businesses because it highlights opportunities for growth and helps in targeting marketing efforts to convert these individuals into actual customers.

Potential markets can encompass various factors, such as demographics, psychographics, and unmet needs that can be targeted through effective marketing strategies. Businesses often conduct market research to explore the characteristics and preferences of this group, seeking ways to engage and persuade them to consider their products or services.

Other terms do not align with this definition. Customer churn refers to customers who have stopped buying from a company, market share refers to a company's sales volume as a percentage of the total market sales, and lost customers are those who were once customers but are no longer making purchases. Each of these focuses on existing market participants rather than those who could potentially enter the market.