Esri Market Potential

Esri U.S. Market Potential data provides details about what type of goods, services, activities consumers use and demand. The data includes consumer attitudes on topics such as spending, health, and the environment. The database is based on survey data from MRI-Simmons and provides the expected number of consumers and a Market Potential Index (MPI) for thousands of items in the following categories:

  • Automobiles and Automotive Products
  • Baby Products, Toys, and Games
  • Civic Activities and Political Affiliation
  • Clothing, Shoes, and Accessories
  • Electronics and Internet
  • Financial and Insurance
  • Grocery and Alcoholic Beverages
  • Health and Personal Care
  • Home Improvement, Lawn and Garden
  • Household Goods, Furniture, and Appliances
  • Leisure Activities and Lifestyle
  • Media - Magazines and Newspapers
  • Media - Radio and Other Audio
  • Media - TV Viewing
  • Pets and Pet Products
  • Phones and Yellow Pages
  • Psychographics and Advertising
  • Psychographics and Food
  • Psychographics and Lifestyle
  • Psychographics and Media
  • Psychographics and Shopping
  • Restaurants
  • Shopping
  • Sports
  • Travel


Esri Market Potential data is available for:

  • 2023 (in 2020 Census geography)
  • 2022 (in 2020 Census geography).
  • 2021 (in 2010 Census geography).

Available geographies

See Available geographies.

Update frequency

Esri Market Potential data is updated annually.


Esri uses the following methodology for Market Potential data:

Sample reports

The following sample Market Potential reports are available:

For more information about reports and the products that contain them, visit ArcGIS Apps.

For information about the number of credits needed to run reports, see Credits by capability.

Release notes

View the release notes for Esri's 2023 Market Potential data in the Esri 2023 U.S. Demographics Release Notes (PDF).

Variable lists

The variable lists for Esri's Market Potential data are in the following data catalogs:

Data availability

Esri's Market Potential data is available in various products including the following:

For information about purchasing Esri's Market Potential data as a stand-alone dataset, contact


Learn how to use and interpret Market Potential data with the How to use and interpret Esri's US Market Potential data tutorial.

Abbreviation Glossary

Abbreviations and acronyms are sometimes used to describe Market Potential variables. For clarification use the glossary to familiarize yourself with the definitions.