Consider which consumer segments remain underserved and what is shifting to make them reachable. Once you understand which products and services will likely succeed, you will know which opportunities are worth pursuing.

1. Neurodivergent adults

For decades, most services and products have catered to neurodivergent children, leaving 19% of the adult population who have some form of it without consumer goods and workplace support. It is a sizable market that is only recently garnering attention.

Recognition is growing due to the awareness being shared on online platforms, such as social media and community forums. People are sharing their thoughts and experiences about living as an adult with neurodivergence.

Often, these individuals experience burnout faster than individuals with typical neurodivergent development due to sensory overload and unclear workplace expectations. This often leads to higher turnover and dips in performance, which employers are now noticing and are beginning to invest in to address.

Only just over half of employers say there is a general awareness of neurodiversity across their workforce, so there is a momentum growing that startups can ride. Clear opportunities include sensory-friendly clothing and bedding, productivity and task management tools for nonlinear attention spans and home goods that reduce sensory overload.

For example, a startup offers small silicone grips to provide gentle and tactical input to reduce anxiety and improve concentration without drawing attention. These low-cost items make an easy add-on for workplace accommodation kits or consumer bundles and are highly practical for adults needing sensory regulation.

2. Consumers with food allergies and sensitivities

Many food companies still design items for a “one-size-fits-all” shopper, which leaves people with food allergies scrambling for safe, convenient options. This situation is a significant problem because even the smallest trace ingredients can make a product unusable for someone with a severe allergy. As a result, these consumers have to spend extra time reading labels, avoid restaurants and pay a premium for specialty goods.

Data show that allergen-friendly items make up only 4% of new products and approximately 1% of existing ones in the past year. Yet, they punch above their weight on innovation in natural and multi-channel outlets. These products include dedicated allergen-free snack lines and subscription meal kits. Restaurant verification platforms and apps can also highlight cross-contact risks at local eateries.

For instance, one startup created a meal kit subscription in which the food is prepared in an allergen-controlled kitchen. This service also offers ingredient provenance and a short “cross-contact” report included in each box, which removes the two biggest frictions for allergy sufferers – the safety and convenience.

Startups that solve trust and transparency issues will win loyal customers and premium margins, as food-allergic individuals are willing to pay for peace of mind.

3. The sober-curious and addiction recovery community

More people are shifting away from always-on drinking and toward more intentional socializing, creating a large audience who wants alcohol-free but sophisticated beverages. Younger drinkers, in particular, are skipping nights out or choosing low-to-no-alcohol alternatives. Retailers are just beginning to catch up.

Sales of non-alcoholic wines, beers, and distilled spirits have surged by 31% in 2024, proving demand for crafted flavors that echo traditional adult beverages. Simultaneously, recovery communities and sober social groups are becoming more visible, making it easier for startups to build trusted products and services without stigma.

Some emerging drinks include non-alcoholic spirits and cocktail concentrates for at-home mocktails. For example, a company now produces distilled, botanical non-alcoholic concentrates that mimic the mouthfeel and flavor complexity of spirits. It is an easy option, whether as a wholesale or direct-to-consumer (DTC), where venues and consumers can enjoy adult cocktails without the alcohol.

4. Women navigating perimenopause and menopause

Menopause has long been a taboo subject, which left millions of women facing hot flashes, night sweats, sleepless nights and skin changes with few products or care options. As more public figures and clinicians speak openly about midlife health, the silence is breaking, and the demand for better, science-backed solutions is rising quickly.

That shift is driven by visibility, stronger clinical research and growing consumer willingness to pay for treatments that work. Women want straightforward fixes that fit busy lives, such as cooling sleep solutions, targeted skincare for changing hormones and easier access to specialists who understand these transitions.

The opportunities are almost endless, from targeted topical treatments and supplements to telehealth platforms with menopause-trained clinicians. For instance, a startup has helped reduce hot flashes and night sweats by offering breathable sleepwear and bedding that incorporates thin, phase-changing cooling layers.

The next wave is in the overlooked

To build a future-proof business, start by listening and leading with empathy. When you work to solve real problems for people, you create value beyond a single sale. Learn from actual people and test the waters consistently, and the next wave of sustainable growth will emerge from serving the many people that mainstream brands still miss.

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