MARKET SATURATION

  1. The volume of a product or service in a marketplace has been maximized under present market conditions. At this point, further growth can only be attained through product improvements, increase in the overall consumer demand, or market share gains.
  2. Measurement of the extent of a product’s (or service’s) sales volume, in relation to the total number of potential customers (expressed as a percentage). To compute market saturation, multiply the sales volume of a product or service by 100, and then divide it by the number of total potential consumers.