Do the Laws of Growth apply differently when categories are growing (say, in developing markets) vs stable (developed markets)?

This is an area where more work (more laws) is needed. We know a lot about brands and their laws of growth, but less about categories and how they grow and in what ways. But given most brands are stable in medium term and categories are the sum of brands we have a good starting point. Again, by seeing where are the observations don’t look ‘normal’.

Growth is easiest or most likely to come from where there are increases in distribution e.g. new geographies, developing markets or bringing new distributors on; but to grow you need not only physical but also mental availability.

Innovation can add value but many don’t and remove focus from the core business, so it’s fraught with risk. Making them more available; increasing prices (e.g. add more value e.g. more convenient packs; different formats e.g. for catering). Innovations that are most successful are those that tend to bring in new users or cater for new usage occasions.

Broadly yes the laws do present in the same way, but with more movement in developing markets as there is more ceiling room.