These three terms appear in your category recommendation table. For each category, you can find out:
The demand, which is the number of times users tried to find products with the category.
The difficulty, which indicates how difficult it would be to be listed as the most relevant result for this category on Google. Difficulty is a number on a scale of 1-100 where 100 is the hardest.
The market you're looking at for your category: we show demand and difficulty for users in this particular country, and in some cases, country and language combination. Let us know if other markets are more important to you.