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.
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Chapter 1 Executive SummaryScope of This Report MethodologyMarket Trends and Opportunities Table 1-1 U.S. Retail Sales of Household Batteries, 2015-2020 Figure 1-1 Share by Battery Type, 2020 The MarketersFigure 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 The Consumer Figure 1-3 Types of Batteries Purchased in Past 12 Months, 2015-16 Table 1-3 Selected Consumer Environmental Attitudes 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 USBOutput 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 Pass $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 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 $4.7 Billion in 2020 Table 2-3 Projected U.S. Retail Sales of Household Batteries, 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 MarketIllustration 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 AlkalineFigure 5-3 Types of Batteries Purchased in Past 12 Months, 2015-16(percent of total battery purchasers) Table 5-1 Types of Batteries Purchased, 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 ProductsWhenever Possible,†2015/16 Figure 5-7 Share by Age Bracket of Consumers Who Agree with Statement: “Companies Should Help Consumers Become More Environmentally Responsible,†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
