market challenger
noun[C]
COMMERCEukusthecompanyorproductthat is second inmarketshare(= thenumberofcustomersorsalesacompanyhascomparedwithothersof the sametype)in aparticularmarket:
With around 10% to 15%marketshare, thecompanyis amarketchallenger.
Compare
market follower
market leader
market nicher