1 Supply Summary

• 1.1 Analog Potentiometers Introduction
• 1.2 World Analog Potentiometers Supply & Forecast
  • 1.2.1 World Analog Potentiometers Production Value (2021 & 2025 & 2032)
  • 1.2.2 World Analog Potentiometers Production (2021-2032)
  • 1.2.3 World Analog Potentiometers Pricing Trends (2021-2032)
• 1.3 World Analog Potentiometers Production by Region (Based on Production Site)
  • 1.3.1 World Analog Potentiometers Production Value by Region (2021-2032)
  • 1.3.2 World Analog Potentiometers Production by Region (2021-2032)
  • 1.3.3 World Analog Potentiometers Average Price by Region (2021-2032)
  • 1.3.4 North America Analog Potentiometers Production (2021-2032)
  • 1.3.5 Europe Analog Potentiometers Production (2021-2032)
  • 1.3.6 China Analog Potentiometers Production (2021-2032)
  • 1.3.7 Japan Analog Potentiometers Production (2021-2032)
  • 1.3.8 Taiwan Analog Potentiometers Production (2021-2032)
• 1.4 Market Drivers, Restraints and Trends
  • 1.4.1 Analog Potentiometers Market Drivers
  • 1.4.2 Factors Affecting Demand
  • 1.4.3 Analog Potentiometers Major Market Trends

2 Demand Summary

• 2.1 World Analog Potentiometers Demand (2021-2032)
• 2.2 World Analog Potentiometers Consumption by Region
  • 2.2.1 World Analog Potentiometers Consumption by Region (2021-2026)
  • 2.2.2 World Analog Potentiometers Consumption Forecast by Region (2027-2032)
• 2.3 United States Analog Potentiometers Consumption (2021-2032)
• 2.4 China Analog Potentiometers Consumption (2021-2032)
• 2.5 Europe Analog Potentiometers Consumption (2021-2032)
• 2.6 Japan Analog Potentiometers Consumption (2021-2032)
• 2.7 South Korea Analog Potentiometers Consumption (2021-2032)
• 2.8 ASEAN Analog Potentiometers Consumption (2021-2032)
• 2.9 India Analog Potentiometers Consumption (2021-2032)

3 World Manufacturers Competitive Analysis

• 3.1 World Analog Potentiometers Production Value by Manufacturer (2021-2026)
• 3.2 World Analog Potentiometers Production by Manufacturer (2021-2026)
• 3.3 World Analog Potentiometers Average Price by Manufacturer (2021-2026)
• 3.4 Analog Potentiometers Company Evaluation Quadrant
• 3.5 Industry Rank and Concentration Rate (CR)
  • 3.5.1 Global Analog Potentiometers Industry Rank of Major Manufacturers
  • 3.5.2 Global Concentration Ratios (CR4) for Analog Potentiometers in 2025
  • 3.5.3 Global Concentration Ratios (CR8) for Analog Potentiometers in 2025
• 3.6 Analog Potentiometers Market: Overall Company Footprint Analysis
  • 3.6.1 Analog Potentiometers Market: Region Footprint
  • 3.6.2 Analog Potentiometers Market: Company Product Type Footprint
  • 3.6.3 Analog Potentiometers Market: Company Product Application Footprint
• 3.7 Competitive Environment
  • 3.7.1 Historical Structure of the Industry
  • 3.7.2 Barriers of Market Entry
  • 3.7.3 Factors of Competition
• 3.8 New Entrant and Capacity Expansion Plans
• 3.9 Mergers, Acquisition, Agreements, and Collaborations

4 United States VS China VS Rest of the World

• 4.1 United States VS China: Analog Potentiometers Production Value Comparison
  • 4.1.1 United States VS China: Analog Potentiometers Production Value Comparison (2021 & 2025 & 2032)
  • 4.1.2 United States VS China: Analog Potentiometers Production Value Market Share Comparison (2021 & 2025 & 2032)
• 4.2 United States VS China: Analog Potentiometers Production Comparison
  • 4.2.1 United States VS China: Analog Potentiometers Production Comparison (2021 & 2025 & 2032)
  • 4.2.2 United States VS China: Analog Potentiometers Production Market Share Comparison (2021 & 2025 & 2032)
• 4.3 United States VS China: Analog Potentiometers Consumption Comparison
  • 4.3.1 United States VS China: Analog Potentiometers Consumption Comparison (2021 & 2025 & 2032)
  • 4.3.2 United States VS China: Analog Potentiometers Consumption Market Share Comparison (2021 & 2025 & 2032)
• 4.4 United States Based Analog Potentiometers Manufacturers and Market Share, 2021-2026
  • 4.4.1 United States Based Analog Potentiometers Manufacturers, Headquarters and Production Site (States, Country)
  • 4.4.2 United States Based Manufacturers Analog Potentiometers Production Value (2021-2026)
  • 4.4.3 United States Based Manufacturers Analog Potentiometers Production (2021-2026)
• 4.5 China Based Analog Potentiometers Manufacturers and Market Share
  • 4.5.1 China Based Analog Potentiometers Manufacturers, Headquarters and Production Site (Province, Country)
  • 4.5.2 China Based Manufacturers Analog Potentiometers Production Value (2021-2026)
  • 4.5.3 China Based Manufacturers Analog Potentiometers Production (2021-2026)
• 4.6 Rest of World Based Analog Potentiometers Manufacturers and Market Share, 2021-2026
  • 4.6.1 Rest of World Based Analog Potentiometers Manufacturers, Headquarters and Production Site (State, Country)
  • 4.6.2 Rest of World Based Manufacturers Analog Potentiometers Production Value (2021-2026)
  • 4.6.3 Rest of World Based Manufacturers Analog Potentiometers Production (2021-2026)

5 Market Analysis by Type

• 5.1 World Analog Potentiometers Market Size Overview by Type: 2021 VS 2025 VS 2032
• 5.2 Segment Introduction by Type
  • 5.2.1 Through Hole Analog Potentiometers
  • 5.2.2 SMD Analog Potentiometers
• 5.3 Market Segment by Type
  • 5.3.1 World Analog Potentiometers Production by Type (2021-2032)
  • 5.3.2 World Analog Potentiometers Production Value by Type (2021-2032)
  • 5.3.3 World Analog Potentiometers Average Price by Type (2021-2032)

6 Market Analysis by Application

• 6.1 World Analog Potentiometers Market Size Overview by Application: 2021 VS 2025 VS 2032
• 6.2 Segment Introduction by Application
  • 6.2.1 Industrial
  • 6.2.2 Automotive and Transportation
  • 6.2.3 Home Appliances
  • 6.2.4 Consumer Electronics
  • 6.2.5 Medical
  • 6.2.6 Aerospace and Defense
  • 6.2.7 Others
• 6.3 Market Segment by Application
  • 6.3.1 World Analog Potentiometers Production by Application (2021-2032)
  • 6.3.2 World Analog Potentiometers Production Value by Application (2021-2032)
  • 6.3.3 World Analog Potentiometers Average Price by Application (2021-2032)

7 Company Profiles

• 7.1 Alps Alpine
  • 7.1.1 Alps Alpine Details
  • 7.1.2 Alps Alpine Major Business
  • 7.1.3 Alps Alpine Analog Potentiometers Product and Services
  • 7.1.4 Alps Alpine Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.1.5 Alps Alpine Recent Developments/Updates
  • 7.1.6 Alps Alpine Competitive Strengths & Weaknesses
• 7.2 Nidec
  • 7.2.1 Nidec Details
  • 7.2.2 Nidec Major Business
  • 7.2.3 Nidec Analog Potentiometers Product and Services
  • 7.2.4 Nidec Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.2.5 Nidec Recent Developments/Updates
  • 7.2.6 Nidec Competitive Strengths & Weaknesses
• 7.3 Tokyo Cosmos Electric (TOCOS)
  • 7.3.1 Tokyo Cosmos Electric (TOCOS) Details
  • 7.3.2 Tokyo Cosmos Electric (TOCOS) Major Business
  • 7.3.3 Tokyo Cosmos Electric (TOCOS) Analog Potentiometers Product and Services
  • 7.3.4 Tokyo Cosmos Electric (TOCOS) Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.3.5 Tokyo Cosmos Electric (TOCOS) Recent Developments/Updates
  • 7.3.6 Tokyo Cosmos Electric (TOCOS) Competitive Strengths & Weaknesses
• 7.4 Bourns
  • 7.4.1 Bourns Details
  • 7.4.2 Bourns Major Business
  • 7.4.3 Bourns Analog Potentiometers Product and Services
  • 7.4.4 Bourns Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.4.5 Bourns Recent Developments/Updates
  • 7.4.6 Bourns Competitive Strengths & Weaknesses
• 7.5 Teikoku Tsushin Kogyo (NOBLE)
  • 7.5.1 Teikoku Tsushin Kogyo (NOBLE) Details
  • 7.5.2 Teikoku Tsushin Kogyo (NOBLE) Major Business
  • 7.5.3 Teikoku Tsushin Kogyo (NOBLE) Analog Potentiometers Product and Services
  • 7.5.4 Teikoku Tsushin Kogyo (NOBLE) Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.5.5 Teikoku Tsushin Kogyo (NOBLE) Recent Developments/Updates
  • 7.5.6 Teikoku Tsushin Kogyo (NOBLE) Competitive Strengths & Weaknesses
• 7.6 Vishay
  • 7.6.1 Vishay Details
  • 7.6.2 Vishay Major Business
  • 7.6.3 Vishay Analog Potentiometers Product and Services
  • 7.6.4 Vishay Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.6.5 Vishay Recent Developments/Updates
  • 7.6.6 Vishay Competitive Strengths & Weaknesses
• 7.7 Sakae Tsushin Kogyo
  • 7.7.1 Sakae Tsushin Kogyo Details
  • 7.7.2 Sakae Tsushin Kogyo Major Business
  • 7.7.3 Sakae Tsushin Kogyo Analog Potentiometers Product and Services
  • 7.7.4 Sakae Tsushin Kogyo Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.7.5 Sakae Tsushin Kogyo Recent Developments/Updates
  • 7.7.6 Sakae Tsushin Kogyo Competitive Strengths & Weaknesses
• 7.8 Panasonic
  • 7.8.1 Panasonic Details
  • 7.8.2 Panasonic Major Business
  • 7.8.3 Panasonic Analog Potentiometers Product and Services
  • 7.8.4 Panasonic Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.8.5 Panasonic Recent Developments/Updates
  • 7.8.6 Panasonic Competitive Strengths & Weaknesses
• 7.9 TT Electronics
  • 7.9.1 TT Electronics Details
  • 7.9.2 TT Electronics Major Business
  • 7.9.3 TT Electronics Analog Potentiometers Product and Services
  • 7.9.4 TT Electronics Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.9.5 TT Electronics Recent Developments/Updates
  • 7.9.6 TT Electronics Competitive Strengths & Weaknesses
• 7.10 Honeywell
  • 7.10.1 Honeywell Details
  • 7.10.2 Honeywell Major Business
  • 7.10.3 Honeywell Analog Potentiometers Product and Services
  • 7.10.4 Honeywell Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.10.5 Honeywell Recent Developments/Updates
  • 7.10.6 Honeywell Competitive Strengths & Weaknesses
• 7.11 Megatron
  • 7.11.1 Megatron Details
  • 7.11.2 Megatron Major Business
  • 7.11.3 Megatron Analog Potentiometers Product and Services
  • 7.11.4 Megatron Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.11.5 Megatron Recent Developments/Updates
  • 7.11.6 Megatron Competitive Strengths & Weaknesses
• 7.12 CTS Corporation
  • 7.12.1 CTS Corporation Details
  • 7.12.2 CTS Corporation Major Business
  • 7.12.3 CTS Corporation Analog Potentiometers Product and Services
  • 7.12.4 CTS Corporation Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.12.5 CTS Corporation Recent Developments/Updates
  • 7.12.6 CTS Corporation Competitive Strengths & Weaknesses
• 7.13 ABB
  • 7.13.1 ABB Details
  • 7.13.2 ABB Major Business
  • 7.13.3 ABB Analog Potentiometers Product and Services
  • 7.13.4 ABB Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.13.5 ABB Recent Developments/Updates
  • 7.13.6 ABB Competitive Strengths & Weaknesses
• 7.14 TE Connectivity
  • 7.14.1 TE Connectivity Details
  • 7.14.2 TE Connectivity Major Business
  • 7.14.3 TE Connectivity Analog Potentiometers Product and Services
  • 7.14.4 TE Connectivity Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.14.5 TE Connectivity Recent Developments/Updates
  • 7.14.6 TE Connectivity Competitive Strengths & Weaknesses
• 7.15 Omeg
  • 7.15.1 Omeg Details
  • 7.15.2 Omeg Major Business
  • 7.15.3 Omeg Analog Potentiometers Product and Services
  • 7.15.4 Omeg Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.15.5 Omeg Recent Developments/Updates
  • 7.15.6 Omeg Competitive Strengths & Weaknesses
• 7.16 Hohner Automation
  • 7.16.1 Hohner Automation Details
  • 7.16.2 Hohner Automation Major Business
  • 7.16.3 Hohner Automation Analog Potentiometers Product and Services
  • 7.16.4 Hohner Automation Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.16.5 Hohner Automation Recent Developments/Updates
  • 7.16.6 Hohner Automation Competitive Strengths & Weaknesses
• 7.17 Elap
  • 7.17.1 Elap Details
  • 7.17.2 Elap Major Business
  • 7.17.3 Elap Analog Potentiometers Product and Services
  • 7.17.4 Elap Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.17.5 Elap Recent Developments/Updates
  • 7.17.6 Elap Competitive Strengths & Weaknesses
• 7.18 Taiwan Alpha
  • 7.18.1 Taiwan Alpha Details
  • 7.18.2 Taiwan Alpha Major Business
  • 7.18.3 Taiwan Alpha Analog Potentiometers Product and Services
  • 7.18.4 Taiwan Alpha Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.18.5 Taiwan Alpha Recent Developments/Updates
  • 7.18.6 Taiwan Alpha Competitive Strengths & Weaknesses
• 7.19 Song Huei Electric
  • 7.19.1 Song Huei Electric Details
  • 7.19.2 Song Huei Electric Major Business
  • 7.19.3 Song Huei Electric Analog Potentiometers Product and Services
  • 7.19.4 Song Huei Electric Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.19.5 Song Huei Electric Recent Developments/Updates
  • 7.19.6 Song Huei Electric Competitive Strengths & Weaknesses
• 7.20 Forward Electronics
  • 7.20.1 Forward Electronics Details
  • 7.20.2 Forward Electronics Major Business
  • 7.20.3 Forward Electronics Analog Potentiometers Product and Services
  • 7.20.4 Forward Electronics Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.20.5 Forward Electronics Recent Developments/Updates
  • 7.20.6 Forward Electronics Competitive Strengths & Weaknesses
• 7.21 Chengdu Guosheng
  • 7.21.1 Chengdu Guosheng Details
  • 7.21.2 Chengdu Guosheng Major Business
  • 7.21.3 Chengdu Guosheng Analog Potentiometers Product and Services
  • 7.21.4 Chengdu Guosheng Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.21.5 Chengdu Guosheng Recent Developments/Updates
  • 7.21.6 Chengdu Guosheng Competitive Strengths & Weaknesses
• 7.22 Shanghai Sibo M&E
  • 7.22.1 Shanghai Sibo M&E Details
  • 7.22.2 Shanghai Sibo M&E Major Business
  • 7.22.3 Shanghai Sibo M&E Analog Potentiometers Product and Services
  • 7.22.4 Shanghai Sibo M&E Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.22.5 Shanghai Sibo M&E Recent Developments/Updates
  • 7.22.6 Shanghai Sibo M&E Competitive Strengths & Weaknesses
• 7.23 Shenzhen Everson
  • 7.23.1 Shenzhen Everson Details
  • 7.23.2 Shenzhen Everson Major Business
  • 7.23.3 Shenzhen Everson Analog Potentiometers Product and Services
  • 7.23.4 Shenzhen Everson Analog Potentiometers Production, Price, Value, Gross Margin and Market Share (2021-2026)
  • 7.23.5 Shenzhen Everson Recent Developments/Updates
  • 7.23.6 Shenzhen Everson Competitive Strengths & Weaknesses

8 Industry Chain Analysis

• 8.1 Analog Potentiometers Industry Chain
• 8.2 Analog Potentiometers Upstream Analysis
  • 8.2.1 Analog Potentiometers Core Raw Materials
  • 8.2.2 Main Manufacturers of Analog Potentiometers Core Raw Materials
• 8.3 Midstream Analysis
• 8.4 Downstream Analysis
• 8.5 Analog Potentiometers Production Mode
• 8.6 Analog Potentiometers Procurement Model
• 8.7 Analog Potentiometers Industry Sales Model and Sales Channels
  • 8.7.1 Analog Potentiometers Sales Model
  • 8.7.2 Analog Potentiometers Typical Distributors

9 Research Findings and Conclusion

10 Appendix

• 10.1 Methodology
• 10.2 Research Process and Data Source

The global Analog Potentiometers market size is expected to reach $ 1584 million by 2032, rising at a market growth of 3.1% CAGR during the forecast period (2026-2032).
The analog potentiometer (also named mechanical potentiometer) basically consists of a resistor and wiper (brush). The resistor and wiper accurately convert the relative amount of displacement to a voltage output. It can be used in industrial control, medical equipment, automobiles, household appliances, consumer electronics and other applications.
Analog Potentiometers Market Drivers
Increasing Demand in Electronics: The growing adoption of electronic devices for consumer applications, automotive electronics, and industrial controls creates a significant demand for analog potentiometers, which are widely used for adjusting voltage and current levels.
Expanding Automotive Industry: The automotive sector is increasingly using electronic controls for functions such as audio systems, climate controls, and dashboard displays. Analog potentiometers are integral to these systems, driving market growth.
Proliferation of IoT Devices: As the Internet of Things (IoT) continues to expand, the need for sensors and control systems that integrate potentiometers for variable resistance and calibration will increase.
Growing Automation in Industrial Applications: Industrial automation and control systems require precise control mechanisms, and analog potentiometers are commonly used in variable speed drives, servo controls, and machine settings.
Cost-Effectiveness: Analog potentiometers are generally less expensive than digital counterparts, making them an attractive choice for many applications, particularly in cost-sensitive markets.
Simplicity and Robustness: The simplicity of analog potentiometers in terms of functionality and design provides ease of integration into a wide range of products, contributing to their continued market presence.
Analog Potentiometers Market Restraints
Shift Towards Digital Solutions: There is an increasing shift towards digital potentiometers and other digital solutions that offer enhanced precision, programmability, and features. This trend can limit the growth of the analog potentiometer market.
Competition from Alternative Technologies: Technologies like touch-sensitive controls and rotary encoders are increasingly being adopted in applications where potentiometers were traditionally used, posing competition to analog options.
Limited Resolution and Accuracy: Analog potentiometers may have limitations in terms of resolution and accuracy, which can be critical in applications requiring high precision. This might lead engineers to prefer digital alternatives.
Market Saturation: The analog potentiometer market may experience saturation in mature industries, limiting growth opportunities, especially in regions with well-established manufacturing capabilities.
Regulatory Compliance and Standards: Changes in regulatory requirements regarding materials, environmental standards, and electronic waste can impact manufacturing processes and costs associated with analog potentiometers.
Reliability Concerns: Over time, analog potentiometers can wear out due to mechanical components, leading to reliability issues in long-term applications.
This report studies the global Analog Potentiometers production, demand, key manufacturers, and key regions.
This report is a detailed and comprehensive analysis of the world market for Analog Potentiometers and provides market size (US$ million) and Year-over-Year (YoY) Growth, considering 2025 as the base year. This report explores demand trends and competition, as well as details the characteristics of Analog Potentiometers that contribute to its increasing demand across many markets.
Highlights and key features of the study
Global Analog Potentiometers total production and demand, 2021-2032, (Million Pcs)
Global Analog Potentiometers total production value, 2021-2032, (USD Million)
Global Analog Potentiometers production by region & country, production, value, CAGR, 2021-2032, (USD Million) & (Million Pcs), (based on production site)
Global Analog Potentiometers consumption by region & country, CAGR, 2021-2032 & (Million Pcs)
U.S. VS China: Analog Potentiometers domestic production, consumption, key domestic manufacturers and share
Global Analog Potentiometers production by manufacturer, production, price, value and market share 2021-2026, (USD Million) & (Million Pcs)
Global Analog Potentiometers production by Type, production, value, CAGR, 2021-2032, (USD Million) & (Million Pcs)
Global Analog Potentiometers production by Application, production, value, CAGR, 2021-2032, (USD Million) & (Million Pcs)
This report profiles key players in the global Analog Potentiometers market based on the following parameters - company overview, production, value, price, gross margin, product portfolio, geographical presence, and key developments. Key companies covered as a part of this study include Alps Alpine, Nidec, Tokyo Cosmos Electric (TOCOS), Bourns, Teikoku Tsushin Kogyo (NOBLE), Vishay, Sakae Tsushin Kogyo, Panasonic, TT Electronics, Honeywell, etc.
This report also provides key insights about market drivers, restraints, opportunities, new product launches or approvals.
Stakeholders would have ease in decision-making through various strategy matrices used in analyzing the World Analog Potentiometers market
Detailed Segmentation:
Each section contains quantitative market data including market by value (US$ Millions), volume (production, consumption) & (Million Pcs) and average price (USD/Pcs) by manufacturer, by Type, and by Application. Data is given for the years 2021-2032 by year with 2025 as the base year, 2026 as the estimate year, and 2027-2032 as the forecast year.
Global Analog Potentiometers Market, By Region:
United States
China
Europe
Japan
South Korea
ASEAN
India
Rest of World
Global Analog Potentiometers Market, Segmentation by Type:
Through Hole Analog Potentiometers
SMD Analog Potentiometers
Global Analog Potentiometers Market, Segmentation by Application:
Industrial
Automotive and Transportation
Home Appliances
Consumer Electronics
Medical
Aerospace and Defense
Others
Companies Profiled:
Alps Alpine
Nidec
Tokyo Cosmos Electric (TOCOS)
Bourns
Teikoku Tsushin Kogyo (NOBLE)
Vishay
Sakae Tsushin Kogyo
Panasonic
TT Electronics
Honeywell
Megatron
CTS Corporation
ABB
TE Connectivity
Omeg
Hohner Automation
Elap
Taiwan Alpha
Song Huei Electric
Forward Electronics
Chengdu Guosheng
Shanghai Sibo M&E
Shenzhen Everson
Key Questions Answered:
1. How big is the global Analog Potentiometers market?
2. What is the demand of the global Analog Potentiometers market?
3. What is the year over year growth of the global Analog Potentiometers market?
4. What is the production and production value of the global Analog Potentiometers market?
5. Who are the key producers in the global Analog Potentiometers market?
6. What are the growth factors driving the market demand?