Household Batteries: Consumer Market Trends in the U.S.

Jun 21, 2016
53 Pages - Pub ID: LA5987942
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Batteries: Consumer Market Trends in the U.S.

Disposable batteries account for more than half of household battery sales but rechargeable batteries continue to be a growing part of the market. They appeal to consumers seeking to lessen their environmental footprint. They are also positioned as less costly. Rechargeable batteries may likely come to dominate the market completely within the next decade but with the exception of extremely high use situations, consumers will have to use rechargeable batteries for many months before a savings would be seen. This may factor into why the rechargeable battery, a more advanced product than the disposable and clearly more environment friendly, has not grown even faster than it has.

Alkaline rechargeables are seeing increasing sales but Lithium-ion type batteries contribute most of the growth. They are a favorite for use in e-cigarettes, a product category that has enjoyed triple digit growth rates over the past decade. The entry into the market of mainstream tobacco companies should lead to greater availability of e-cigarettes batteries for in supermarkets, convenience stores, and other retail outlets in which they have previously lacked traction.

Packaged Facts projects that sales of household batteries will reach $4,750 million by the year 2020, up from $4,125 million in 2015. The CAGR for the period is a projected 2.9%. Three manufacturers dominate the U.S. market for household batteries: Berkshire Hathaway, which owns the Duracell brand; Energizer, maker of both Energizer and Eveready batteries; and Spectrum Brands, which makes Rayovac.

Energizer has sought to position itself as the most environmentally-friendly of the three with he introduction of the EcoAdvanced battery, made with four percent recycled battery material. Within a few months of the EcoAdvance launch, Energizer doubled down on its environmental commitment by extending the technology to create the first battery to use recycled materials and also be rechargeable.

Scope and Methodology

Batteries: Consumer Market Trends in the U.S. covers the sales of household batteries sold through all types of retail outlets, including supermarkets, discount stores and supercenters, warehouse clubs, and mass merchandisers, as well as convenience stores, drugstores, hardware stores, small groceries, and the Internet.

Market estimates within this report were based on both public and syndicated data sources. Packaged Facts has analyzed available sales and trend data, together with information pertaining to those products that move through unmonitored outlets, to estimate the total size of the market for the products in the categories under consideration.

Sales and market size data sources include:
  • IRI sales tracking through U.S. supermarkets and grocery stores, drugstores, and mass merchandisers (including Target, Kmart, and Wal-Mart) with annual sales of $2 million or more.
  • In addition, the report draws on data from the Winter 2016 Simmons NCS Adult Study 12-Month and earlier Simmons reports.
Information on new product introductions was derived from examination of the retail milieu and from relevant trade, business, and government sources, including company literature and annual reports. Company websites, Facebook, and Twitter pages served as sources for new advertising and marketing images and messaging.
Chapter 1 Executive Summary
Scope of This Report
Methodology
Market Trends and Opportunities
Table 1-1 U.S. Retail Sales of Household Batteries, 2015-2020
Figure 1-1 Projected Share by of Household Battery Sales by Type, 2020
The Marketers
Figure 1-2 Consumer Purchasing Rates for Household Batteries:
By Brand, 2005-2015 (percent of total battery purchasers)
Product Development and Marketing Trends
Table 1-2 Break Even Points for Chargeable vs. Rechargeable Batteries
The Consumer
Figure 1-3 Types of Batteries Purchased in Past 12 Months, 2015-16(percent of total battery purchasers)
Table 1-3 Selected Consumer Environmental Attitudes, 2015/16
Chapter 2 Market Trends and Opportunities
Key Points
Household Batteries
Rechargeable and Non-Rechargeable Batteries
Rechargers
Illustration 2-1 Lenmar 4 Hour AA/AAA AC/DC Battery Charger with USB
Output
Adapters
Illustration 2-2 Soshine AA to D-Size Battery Convertor Case
Household Battery Sizes
Illustration 2-3 Basic Household Battery Sizes
Button Cell Batteries
Illustration 2-4 Button Cell Batteries
Household Batteries Uses
Types of Batteries
Alkaline
Lead Acid
Lithium-Ion
Nickel–Cadmium
Nickel–Metal Hydride
Silver-Oxide
Zinc Air
Zinc-Carbon
Market Size
Household Batteries Sales Surpass $4 Billion in 2015
Table 2-1 U.S. Retail Sales of Household Batteries, 2011-2015(in millions of dollars)
Figure 2-1 Share of Retail Sales of Household Batteries by Battery Type,2011 vs. 2015
2011
2015
E-Cigarettes Drive Rechargeable Lithium-Ion Sales
Wide Variety of Sales Outlets
Table 2-2 IRI MULO-Tracked Sales of Household Batteries, 2014-2015
Market Forecast
Household Battery Sales To Top $5.1 Billion in 2020
Table 2-3 Projected U.S. Retail Sales of Household Batteries:
Overall and by Type, 2015-2020
Figure 2-2 Projected Shares of U.S. Retail Sales of Household Batteries:
By Battery Type, 2020
Chapter 3 The Marketers
Key Points
Industry Composition and Characteristics
Leading Companies
Berkshire Hathaway (Duracell)
Illustration 3-1 Duracell Ultra Lithium 245 Battery
Illustration 3-2 Duracell J Alkaline Medical Battery
Illustration 3-3 Duracell J Alkaline Security Battery
Energizer Holdings
Illustration 3-4 Energizer Photo Batteries
Illustration 3-5 Energizer Hearing Aid Batteries
Illustration 3-6 Energizer Specialty Batteries
The Energizer Bunny
Illustration 3-7 The Energizer Bunny
Spectrum Brands (Rayovac)
Illustration 3-8 Rayovac Fusion Print Ad
Panasonic
Illustration 3-9 Panasonic eneloop rechargeable
Illustration 3-10 Panasonic/Angry Birds Promotion
Eastman Kodak
Illustration 3-11 Kodak Battery Guide for Easyshare C1013 Digital Camera
Marketer Shares
Duracell Favored in Brand Shares
Figure 3-1 Consumer Purchasing Rates for Household Batteries:By Brand, 2005-2015 (percent of total battery purchasers)
Figure 3-2 IRI MULO-Tracked Brand Shares for Household Batteries,April 2016
Figure 3-3 IRI MULO-Tracked Brand Shares for Alkaline Batteries,April 2016
Figure 3-4 IRI MULO-Tracked Brand Shares of NICD/NIMD/Lithium-Ion/
Lead Acid Batteries, April 2016
Figure 3-5 IRI MULO-Tracked Brand Shares of Zinc Air Batteries,April 2016
Chapter 4 Product Development and Marketing Trends
Key Points
Recycled and Rechargeable
Rechargeable Batteries
Table 4-1 Break Even Points for Chargeable Vs. Rechargeable
E-Cigarettes Expanding Market
Illustration 4-1 Samsung Li-Iron Battery 18650 2500mAh 3.6V
Illustration 4-2 Efest LUC Blu6 6 Bay Battery Charger
Recycled Batteries
Illustration 4-3 Energizer EcoAdvanced 4% Recycled Materials
Recycled and Rechargeable
Illustration 4-4 Energizer Recharge with 4% Recycled Materials
Rayovac Launches FUSION
Illustration 4-5 Rayovac FUSION
Duracell Emphasizes Its Hearing Aid Batteries
Illustration 4-6 Duracell “Stay Connected” TV Commercial
Chapter 5 The Consumer
Key Points
Batteries Purchased
Figure 5-1 Consumer Purchasing Rates for Batteries, 2015-16
Figure 5-2 Number of Batteries Purchased in Past 12 Months,2015-16 (percent of total battery purchasers)
Over a Third Choose Alkaline
Figure 5-3 Types of Batteries Purchased in Past 12 Months,2015-16 (percent of total battery purchasers)
Table 5-1 Purchasing Rates for Household Batteries by Type,2005 – 2015/16 (percent of total battery purchasers)
Strong Environmentalist Attitudes Should Influence Purchasing
Table 5-2 Selected Consumer Environmental Attitudes, 2015/16
Companies and Consumers Should Both Do More
Figure 5-4 Consumer Agreement with Statement: “Companies Should Help Consumers Become More Environmentally Responsible,” 2015/16
Figure 5-5 Consumer Agreement with Statement: “People Have a Responsibility to Use Recycled Products Whenever Possible,” 2015/16
The AARP Divide
Table 5-3 Share by Age Bracket of Consumers Who Strongly Agree with Selected Environmental Attitudes, 2015-16
Figure 5-6 Share by Age Bracket of Consumers Who Agree with Statement:“People Have a Responsibility to Use Recycled Products Whenever Possible,” 2015/16
Figure 5-7 Share by Age Bracket of Consumers Who Agree with Statement: “Companies Should Help Consumers Become More EnvironmentallyResponsible,” 2015/16 Recycling Batteries
Figure 5-8 Consumer Patterns for Battery Recycling, 2015/16 (percent)
Table 5-4 Share by Age Bracket of Consumers Who Recycle Batteries,2015/16
Figure 5-9 Share by Age Bracket of Consumers Who Recycle Batteries,2015/16

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