Doesn’t happen by itself, i.e. is not ‘natural’. Consumers have to be disciplined, trained, encouraged. Infrastructure of transport, payment etc has to be created, installed, maintained, extended…
Less sociologically, this from wikipedia:
The mass market is the group of end consumers of common household products who occupy the overwhelming mass under a bell curve, i.e., they could be tagged as being “average“. This group encompasses such a wide variety of people, their need for, uses for, and price point for market offerings may vary greatly. The myriad of customers’ needs makes it difficult to target each and every customer in the mass market, via mass marketing. Therefore, marketers often subdivide the market into smaller groups, or niches, comprising customers with similar wants, and then target them via niche marketing.
marchudson.net 