Market Share & Size

Published: May 27, 2016
Last Updated: Feb 10, 2019
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Both market size and market share held by competitors are key factors when assessing the competitive environment. Keep in mind that there is no single source of market size and market share data. Market information is usually pieced together from various sources and is not often readily available for niche or emerging industries. One strategy is to combine a competitor's name or a comparable, established industry with the term market share in article databases or read market research reports. You will need to identify and describe your market – who your customers are and what the demand is for your products and services.

Library Resources

Access to the following sources may be available through your local public or academic library. For information on how to obtain a library card, and for additional information on using libraries in BC, please visit our Getting Access to Library Resources page.

ABI/INFORM Collection

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

Created by ProQuest this database contains full-text articles from over 1,000 business magazines and journals that track business conditions, trends, management techniques, corporate strategies, and industry-specific topics.

  • Garrahan, R. (2015, Jun 05). Fine jewellery follows the fashion. Financial Times.

"The wares on offer at last week's annual Couture Show in Las Vegas reflect the growing importance of a sophisticated female buyer who is making fine jewellery part of her everyday wardrobe."

  • Research and markets; the jewelry report 2011: The ultimate guide to the consumer market for fine and costume jewelry. (2011). Marketing Weekly News, 1599.

"Today, that segment of the market has grown, and we can pinpoint the preferences men have about the jewelry they wear as well as the preferences of those who buy jewelry for them, with a level of detail designed to help manufacturers and retailers carefully target their product line."

  • DeFotis, D. (2010). No diamond in the rough. Barron's, 90(7), 20.

"Online jeweler Blue Nile gave investors a blue valentine Thursday evening, in the form of a less-than-sparkling fourth-quarter earnings report and a weaker-than-expected first-quarter outlook. The company's shares slid 4.4% Friday."

Business Source Ultimate

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource. Otherwise, contact your local library to see if they provide access.

Includes financial data, books, videos, company profiles, SWOT analyses, industry profiles, country reports, market research reports and case studies.  Also includes information on industry trends, forecasts, outlooks, competitors, how to run a specific business and much more.

  • Bates, R. (2016). The Bead Goes On. Jck, 147(4), 210-230.

"The article looks at the growing charm jewelry market in the U.S. Topics covered include the increase in the sales of Pandora in 2015 despite focusing distribution on its online Pandora eStore, the factor that contributes to the popularity of Alex and Ani's pieces among women customers, and the advantages of jewelers, who carry millennial-friendly pieces, over other independent jewelry stores."

  • Gassman, K. (2010). Targeting The Largest Consumer Jewelry Market Segments. National Jeweler, 104(9), 12-14.

"The article presents an analysis of the U.S. jewelry market and cautions in missing out on some huge markets like the Asian-American market that spends the highest amount of any ethnic group on jewelry. It describes the single biggest jewelry market as those consumers with more than 150,000 U.S. dollars annual household income. The article also reports a summary of total jewelry expenditures in the U.S. classified by income levels, age, household size and region of the country."


How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource. Or, contact your local public or academic library for their access details.

Global market research and trend analysis database that focuses on Internet, e-business, online marketing, media, and emerging technologies.

  • eMarketing. (2015). Product/Service Categories for Which Internet Users in Canada, the UK and the US Plan to Shop During the Holiday Season, Aug 2015 (% of respondents).

A chart showing Internet spending on jewellery in Canada around Christmas.

  • eMarketing. (2014). Product Categories Purchased Digitally by Millennial Mobile Device Users in Canada, Nov 2014 (% of respondents).

A chart showing jewlerry purchases by millenials in Canada on their mobile devices.

UBC Library Business Databases

How to access: If you are a UBC student, staff, faculty or in-person library visitor you may have access to business databases through the David Lam Management Research Library and Canaccord Learning Commons through the links below.

Full Listing By Title or Full Listing By Subject

There are two different ways to identify databases, use 'by title' if you already know the name. Otherwise, you can use the list 'by subject' to find starting places for doing market research, finding articles or researching companies. To learn more about how you can access library resources if you are a community user or temporary visitor check out the UBC Library Community Users & Visitors Guide. Community users and temporary visitors may have additional access restrictions to specific databases because of license agreements.

IBISWorld Industry Reports

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

IBISWorld research is an independent, professional publisher of high-quality market research reports. These reports analyze the underlying structure and external forces that drive an industry.

Try Primary Research

The main point of this guide is to introduce you to a wide range of secondary market research resources but keep in mind there is great value in analyzing other information including:

  • Advertising, blogs and sales brochures
  • Your personal network and employees
  • Direct observation and interviews