Non-existent demand is when there is no market demand for a product. The consumers could either be unaware of or not interested in the good. Such demand scenarios may apply to older product models and also no-name or non-branded goods.

For instance, the demand for Ford’s Model T is non-existent in the 21st century. A product could have also lost popularity for its high price tag or if it was phased out to make way for a newer version. A more capable competitor offering may have also pushed the demand for a particular product into non-existence.

On the other hand, a relatively popular product may also experience zero demand if it’s not catering to the right consumer market. For instance, demand for luxury cars such as Rolls-Royce, Lamborghini, Bentley, etc. will be non-existent in poorer or backward economies. Companies can overcome such non-existent demand scenarios by selecting the right target markets.