What stage follows the introduction in the category lifecycle?

The stage that follows the introduction in the category lifecycle is the growth stage. During this phase, products that have successfully entered the market and gained initial acceptance begin to see an increase in sales and market share. This surge is often fueled by increased consumer awareness and evolving demand, which signals that the category is gaining traction. The growth stage is characterized by the emergence of competitors entering the market, improvements in product features, and heightened promotional activities to capture the growing consumer interest.

In contrast, the other stages in the lifecycle represent different scenarios. The maturity stage occurs after growth, when sales stabilize and the market becomes saturated. The decline stage follows maturity, representing a downturn in sales as consumer interest wanes or as new alternatives emerge. Evaluation is not a recognized stage in the traditional category lifecycle commonly referred to in category management.