Market share is the percent of total sales in an industry generated by a particular company (Hayes, 2022).
Start with available market research reports, company reports, and industry profiles. Market share data will often appear in a table, which may not be accessible in a keyword search. Open these reports and scan through them for data.
If you don't succeed in finding your market share data in our industry profiles, you will need to turn to trade and business publications. Many of the databases in the Industry Profiles guide will offer links to recent news stories featuring your company, but you will want to conduct a more targeted search for market share information.
Use ABI/INFORM Collection or Business Source Complete and search using the name of the company or product category with the term "market share" in quotes. For example:
"market share" AND "kit kat"
"market share" AND (chocolate OR confectionery OR candy)
"market share" AND hershey
Trade and industry associations advocate for their sector and affiliated companies. They collect and provide information specific to that industry.
Some resources are accessible on their websites, although some data may only be available to members. If this research is for an assignment, you may also want to contact the association directly and explain that you are a student researching the industry. They may be willing to provide the data you need.
To find industry associations:
Market share information may be found by searching the internet for reports and blogs published by industry analysts. You will need to sort through advertisements and reports being sold by companies, but you may find references to market share.
If you cannot find market share information in the library's databases or on the web, you may need to estimate it.
Market share is calculated by taking the company's sales over a period of time and dividing it by the total sales of the industry over the same period.
company sales (if the company has only one product) ÷ industry sales
product sales ÷ industry sales
Industry revenue and company sales information can be found in sources listed on the Find Industry Profiles and Find a Company Report guides.
If you are working with a niche market or new industry, you may need to estimate its size. Here are some in-depth articles on how to do this:
Company rankings, published regularly, can help you find market leaders (companies holding the most market share) and are a source for understanding an industry's competitors. They offer a list to search for company reports, which will provide market share information as part of their analysis.
Need help finding additional information? Ask us!
We’ll work with you to identify specific resources and search techniques to keep you moving forward.