How marketers are finding growth opportunities in mature categories
Recruiting new consumers to categories with high household penetration is difficult, but that doesn’t mean growth has to simply come from scraps over market share. Three marketers share their brand’s path to growth in mature categories.
Just because a category is mature does not mean the brands within it cannot be ambitious about the growth they can achieve.
When it comes to growth, household penetration is often considered a crucial barometer, particularly in consumer goods. In simple terms, this means the number of households who buy your brand each year, and to grow this, a brand must recruit more consumers.
For brands in newer categories, for example, non-alcoholic beer, there is miles of whitespace to gain and plenty of visible room to grow in recruiting consumers. However, there are lots of extremely mature categories, that almost all households buy. For brands operating in these categories, the path to growth can quite often be taking share from their competitors.
