saturation in marketing

In marketing, saturation occurs when a product or service has been widely adopted and most potential customers who are interested have already purchased it. At this stage, there are fewer new customers to attract, making growth more challenging. High saturation can lead to increased competition, price pressures, and a need for innovative strategies to differentiate offerings. Essentially, saturation signals that a market is nearing its maximum potential in its current form, prompting companies to explore new markets, improve their products, or diversify to sustain growth.