lose ground

Meaning

This expression means to fall behind, lose an advantage, or lose market share to a competitor. It is often used to describe a company, product, or idea that is becoming less successful or less popular over time.

Examples

• If we don't innovate, we will quickly lose ground to our competitors.

  If we don't innovate, we will quickly lose ground to our competitors.

• The brand has been losing ground among younger demographics due to outdated designs.

  The brand has been losing ground among younger demographics due to outdated designs.

• Our sales team is losing ground because we lack a strong online presence.

  Our sales team is losing ground because we lack a strong online presence.

• Despite the high marketing spend, the product continues to lose ground in the local market.

  Despite the high marketing spend, the product continues to lose ground in the local market.

• We cannot afford to lose ground on this critical project schedule.

  We cannot afford to lose ground on this critical project schedule.

Common Mistakes

• ✗ We are losing grounds to the new startup.

  ✓ We are losing ground to the new startup.

  'Ground' must be singular in this idiom.

• ✗ The company lost ground with its main competitor.

  ✓ The company lost ground to its main competitor.

  Use the preposition 'to' to indicate the competitor who is gaining the advantage.

Related Expressions

Practice

• Without a mobile app, our business is bound to ___ to more modern rivals.

  💡 fall behind or lose market share

  Show answer

  lose ground

• The company began to ___ in the tablet market after the competitor launched a cheaper model.

  💡 lose its competitive advantage

  Show answer

  lose ground