What does the term 'market saturation' indicate?

The term 'market saturation' refers to a market condition where a product has been widely adopted and is readily available to consumers, ultimately leading to a slowdown in sales growth. This situation arises when the majority of potential customers already own the product or similar products, which limits the ability for further sales expansion. As a result, businesses may find it challenging to increase their market share or boost revenues, as most of the target audience has already made their purchasing decisions.

In contrast, a situation with too few competitors would not describe market saturation; instead, it suggests a potential for growth or entry of new businesses. A market characterized by being new and undeveloped is in an introductory phase, not saturation. Lastly, when demand significantly exceeds supply, it highlights issues of shortage rather than saturation, where the demand for a product is outpacing the available quantity. Thus, option B effectively captures the essence of market saturation.