latent demand
noun[CorU]
ukusECONOMICS,MARKETING
demandfor aproductorservicethat aconsumercannotsatisfybecause they do not have enoughmoney, because theproductorserviceis notavailable, or because they do notknowthat it isavailable:
Newfacilitieswerebuiltjust because thefundswere there,ratherthan tofulfilanylatentdemand.
Alatentdemandforsmartphonessawsalesclimbas therecessioneased.