The growth stage comes next. Growth can
take weeks or months (eg the latest
fashion clothes) or years (eg the typical
packet or canned food and drinks
found in supermarkets). Eventually
the maturity stage is reached, where
sales of the product and
consumers’ level of product
awareness are both high. At
this stage, products risk going
into decline, largely because
they have become too
familiar and are seen as
less exciting than recently
launched alternatives.