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

Published: June 21, 2016 - 53 Pages

Table of Contents

  • Executive Summary
    • Scope of This Report
    • Methodology
    • Market Trends and Opportunities
      • Table U.S. Retail Sales of Household Batteries, 2015-2020
    • The Marketers
    • Product Development and Marketing Trends
      • Table Break Even Points for Chargeable vs. Rechargeable Batteries
    • The Consumer
      • Table Selected Consumer Environmental Attitudes, 2015/16
  • Market Trends and Opportunities
    • Key Points
    • Household Batteries
    • Rechargeable and Non-Rechargeable Batteries
      • Rechargers
      • Adapters
    • Household Battery Sizes
      • 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 U.S. Retail Sales of Household Batteries, 2011-2015 (in millions of dollars)
      • E-Cigarettes Drive Rechargeable Lithium-Ion Sales
      • Wide Variety of Sales Outlets
        • Table IRI MULO-Tracked Sales of Household Batteries, 2014-2015
    • Market Forecast
      • Household Battery Sales To Top $5.1 Billion in 2020
        • Table Projected U.S. Retail Sales of Household Batteries: Overall and by Type, 2015-2020
  • The Marketers
    • Key Points
    • Industry Composition and Characteristics
    • Leading Companies
    • Berkshire Hathaway (Duracell)
    • Energizer Holdings
      • The Energizer Bunny
    • Spectrum Brands (Rayovac)
    • Panasonic
    • Eastman Kodak
    • Marketer Shares
      • Duracell Favored in Brand Shares
  • Product Development and Marketing Trends
    • Key Points
    • Recycled and Rechargeable
      • Rechargeable Batteries
        • Table Break Even Points for Chargeable Vs. Rechargeable
      • E-Cigarettes Expanding Market
    • Recycled Batteries
      • Recycled and Rechargeable
    • Rayovac Launches FUSION
    • Duracell Emphasizes Its Hearing Aid Batteries
  • The Consumer
    • Key Points
    • Batteries Purchased
      • Over a Third Choose Alkaline
        • Table Purchasing Rates for Household Batteries by Type, 2005 - 2015/16 (percent of total battery purchasers)
    • Strong Environmentalist Attitudes Should Influence Purchasing
      • Table Selected Consumer Environmental Attitudes, 2015/16
      • Companies and Consumers Should Both Do More
      • The AARP Divide
        • Table Share by Age Bracket of Consumers Who Strongly Agree with Selected Environmental Attitudes, 2015-16
      • Recycling Batteries
        • Table Share by Age Bracket of Consumers Who Recycle Batteries, 2015/16


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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.

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