Forty percent of the market is in the hands of Company A$,30$ percent is in the hands of Company B$,20$ percent is in the hands of Company C$,$ and the remaining $10$ percent is in the hands of Company D$.$ Based on these hypothetical numbers, Company D is the market $\_\_\_\_\_\_\_\_.$

A$.$

maven

B$.$

follower

C$.$

nicher

D$.$

challenger

E$.$

leader