The vast majority of new products can be classified as continuous innovations (or incremental innovations) where one existing product is changed into a new product. By carrying out continuous innovations, the producers do not alter existing consumer habits. Most consumers rarely notice continuous innovations and they do not even consider that they are actually using a new product. E.g. every time the formula for a soap, detergent, shampoo, etc., changes it is considered a continuous innovation even though people still buy the same product. Continuous innovations basically refers to improving existing products.
