You hit the nail on the head there. Zig is 10 years old now and it’s pretty clear that the industry isn’t biting, compared to the behemoth that is Rust. Between Rust, C, and C++ there is very little room for another language with a woefully incomplete library ecosystem to establish itself.
A true competitor would need to offer genuine extra value, such as dependent types or other formal verification features, to carve out a niche.