We love photos of rainbows because they are rare. However, in Waimea on the big island, rainbows are a regular occurrence. Just because something is rare nationally doesn’t mean it isn’t abundant locally.
This is the same with consumer demand. A low penetration category might actually be very prevalent in a local market. The trick is to figure out where, then why is demand so abundant in one market vs. another. Demand for a category might appear to be flat nationally, but the reality is that some markets are growing fast and others are declining rapidly. Averages can be deceptive, so look more closely at your local markets.