The 2005/2006 Outlook for the Battery Market (With Long-Term Forecasts Through 2014)

SUMMARY

• U.S. manufacturers' sales of batteries have finally turned the corner, rebounding from a four-year slide. Sales are currently on track to top $6.2 billion in 2005, a gain of nearly 4% from the previous year. An even stronger performance is expected in 2006, and the long-term outlook is bright. Don't miss our comprehensive analysis of overall market dynamics, including our forecasts for the coming year and the coming decade.
• Over 128 million automotive batteries will be sold by U.S. manufacturers in 2005. The replacement market will account for over 75% of that total, but the fastest growth will be found in the OEM sector. OEM sales of automotive batteries should rise by more than 9% annually through 2006, roughly double the pace expected in the replacement sector. Our in-depth coverage of the automotive battery market includes sales breakdowns by type of battery and by type of vehicle.
• Rapidly evolving technologies in the consumer electronics market are putting ever-increasing power demands on today's primary batteries. Price wars have only intensified the competitive pressures in this segment of the industry. What is in store for the future? See our comprehensive analysis of trends in the primary battery industry, including sales performance, new product developments, marketing strategies, and more!
• Foreign-made goods now account for over one-third of the U.S. battery market, in dollar terms. China is by far the leading source of U.S. battery imports, having relegated Japan to second place. U.S. manufacturers, who continue to shift their attention toward specialty battery production, are also making strides in international markets. This report tracks exports and imports of batteries,on both a dollar and unit basis,by type of product and by country.

TABLE OF CONTENTS

SECTION I: EXECUTIVE SUMMARY

Analysis:

• Overview
• The U.S. Market
• The Residential Battery Consumer
• The Global Battery Market

SECTION II: THE U.S. MARKET FOR BATTERIES

Analysis:

• Overview
• U.S. Manufacturers' Sales
• Storage Batteries
• Automotive Batteries
• Rechargeable Batteries
• Primary Batteries
• A Nuclear-Powered Battery?
• Producer Prices

Tables:

• U.S. Manufacturers' Sales of Batteries:
  • Total
  • By Type
  • Product Mix
  • Growth Rates
• U.S. Manufacturers' Sales of Storage Batteries:
  • Total
  • By Type
  • By Detailed Type
• U.S. Manufacturers' Unit Sales of Automotive Batteries:
  • Total
  • OEM, by Type
  • Replacement, by Type
• U.S. Manufacturers' Sales of Primary Batteries:
  • Total
  • By Type
• Characteristics and Applications of Batteries:
  • Storage Batteries
  • Primary Batteries
• Producer Price Trends for Batteries:
  • By Type
  • Storage Batteries, by Type

SECTION III: DEMAND FOR BATTERIES IN SELECTED END-USE INDUSTRIES

Part A: Motor Vehicles and Recreational Vehicles

Analysis:

• Overview
• Number of Licensed Drivers and Registered Vehicles
• Personal Consumption Expenditures on Motor Vehicles
• New and Used Motor Vehicles
• The Motor Vehicle Industry
• Toyota Might Increase Prices to Help U.S.-Based Competitors
• Recreational Vehicles
• Motorboats
• Automotive Do-It-Yourselfers

Tables:

• Number of Licensed Drivers in the U.S.:
  • Total
  • By Age Group
• Number of U.S. Motor Vehicle Registrations:
  • Total
  • By Type
  • By Type and by State
• Personal Consumption Expenditures on Motor Vehicles
• U.S. Retail Unit Sales of New Motor Vehicles:
  • Domestic vs. Imported
  • Passenger Cars vs. Trucks
• Median Age of Passenger Cars and Light Trucks in Use in the U.S.
• Retail Unit Market Shares of North American and Imported Passenger Cars, by Manufacturer
• Retail Unit Market Shares of North American and Imported Light Trucks,by Manufacturer
• Top-Selling Motor Vehicles in the U.S
• U.S. Manufacturers' Sales of Recreational Vehicles
• Total Vehicle Miles of Travel
• Number of Registered Motorboats in the U.S
• Retail Unit Sales of Boats, by Type
• Installation of Batteries by Automotive Do-It-Yourselfers

Part B: Electric Vehicles

Analysis:

• Overview
• The Electric Vehicle Market
• China Resurrects its Electric Vehicle Industry
• Mitsubishi Motors Corporation Will Unveil an Electric Car in 2010
• The Hybrid Electric Vehicle Market
• Hybrid Toyota Camry, Made in the U.S., is in the Works
• Hybrid Sports Utility Vehicle
• New York City Transit Adds More Hybrid Diesel-Electric Buses
• The Fuel-Cell Electric Vehicle Market

Tables:

• Distribution of Hybrid Electric Vehicle Registrations, by State
• Unit Market Shares of Hybrid Electric Vehicle Manufacturers

Part C: Aerospace and Military

Analysis:

• Overview
• U.S. Manufacturers' Sales of Complete Aircraft
• Other Aerospace Equipment
• NASA Awards Electrovaya Another Contract
• Exide Technologies Awarded Contract by U.S. Department of Defense
• Tadiran Batteries Introduces the TLM 1550
• Ultralife Batteries Receives Order from Australian Defence Force
• EnerSys Awarded Major Contracts

Table:

• U.S. Manufacturers' Sales of Complete Aircraft, by Type

Part D: Video and Audio Entertainment Equipment and Systems

Analysis:

• Overview
• U.S. Manufacturers' Sales of Video Entertainment Equipment and Systems
• Televisions
• DVD Players
• Camcorders
• Personal Video Recorders
• U.S. Manufacturers' Sales of Audio Entertainment Equipment and Systems
• Portable Audio Products
• Apple Computer Offers $50 Credit for "iPod" Batteries
• Radios

Tables:

• U.S. Manufacturers' Sales of Video Entertainment Equipment and Systems:
  • Total
  • Dollar Sales, by Type
  • Unit Sales, by Type
• Market Shares, by Brand:
  • Leading Color TVs
  • Leading DVD Players
  • Leading VCRs
  • Leading Camcorders
• U.S. Manufacturers' Sales of Audio Entertainment Equipment and Systems:
  • Total
  • Dollar Sales, by Type
  • Unit Sales, by Type
• Household Saturation Levels for Home Entertainment Equipment and Systems, by Type
• Average Life Expectancy of Home Entertainment Equipment and Systems, by Type

Part E: Telecommunications

Analysis:

• Overview
• U.S. Manufacturers' Sales of Wireless and Cordless Telephones
• Wireless Telephones
• Cordless Telephones
• The IEEE Works to Improve Cell Phone Batteries

Tables:

• U.S. Manufacturers' Sales of Wireless and Cordless Telephones, by Type
• Market Shares of Wireless Telephones, by Brand
• Market Shares of Cordless Telephones, by Brand
• Household Saturation Levels for Wireless and Cordless Telephones, by Type

Part F: Portable Computers

Analysis:

• Overview
• Consumer Concerns Regarding Battery Life
• Gateway Introduces Portable Computer with Ten Hours of Battery Life
• Apple Computer Recalls Batteries Used in its Portable Computers
• U.S. Manufacturers' Sales of Portable Computers
• Top-Selling Portable Computers
• Tips for Getting More Out of a Portable Computer Lithium-Ion Battery

Tables:

• U.S. Manufacturers' Unit Sales of Portable Computers
• Market Shares of Portable Computers, by Brand

Part G: Other End-Use Markets

Analysis:

• Overview
• Material Handling Equipment
• Exide Technologies Offers "New Liberator" Low-Maintenance Lift Truck Battery in North America
• Battery-Powered Hand Tools
• Lawn, Garden, and Snow Equipment
• Cameras
• Toys and Games
• Clocks and Watches
• Flashlights
• A Flashlight That Accepts Batteries of Different Sizes
• Smoke Detectors
• Hearing Aids
• Exide Technologies Awarded Nuclear Plant Business by British Energy

Tables:

• U.S. Manufacturers' Sales:
  • Material Handling Equipment, by Type
  • Battery-Powered Hand Tools
  • Lawn, Garden, and Snow Equipment
  • Digital Cameras
  • Toys and Games:
    • Total
    • By Type
  • Clocks and Watches:
    • By Type
    • Clocks, by Type
    • Watches, by Type
• U.S. Apparent Consumption of Clocks and Watches
• Retail Sales of Flashlights
• U.S. Manufacturers' Unit Sales of Smoke Detectors
• Household Saturation Levels for Smoke Detectors
• U.S. Manufacturers' Sales of Hearing Aids

SECTION IV: TRENDS IN THE DISTRIBUTION OF BATTERIES

Analysis:

• Overview
• Retail Trends
• Retail Sales of Household Batteries
• Mass-Market Retail Sales of Household Batteries
• Electronics and Appliance Stores
• Office Supply Superstores
• Home Improvement Centers
• Leading Producers and Brands of Alkaline Batteries
• Retail Sales of Private-Label Household Batteries
• Retail Sales of Automotive Batteries
• Retailers Begin to Collect Rechargeable Batteries

Tables:

• Retail Sales of Household Batteries, by Type
• Mass-Market Retail Sales of Household Batteries:
  • Total
  • By Outlet Type
• Retail Dollar Shares in the Alkaline Battery Market, by Company
• Leading Selling Brands of Alkaline Batteries
• Retail Sales of Private-Label Household Batteries
• Distribution of Retail Sales of Automotive Batteries, National Brands vs Private-Label Brands
• Distribution of Retail Sales of Automotive Batteries, by Type of Retail Outlet
• Total Dollar Sales Volume of Retail Outlets That Sell Batteries, by Type of Store
• Number of Retail Outlets That Sell Batteries, by Type of Store
• Leading Retailers, by Segment

SECTION V: ADVERTISING IN THE U.S. BATTERY INDUSTRY

Analysis:

• Overview
• Advertising Venues
• Duracell Regains the Top Spot
• Duracell Continues Attack on "Heavy-Duty" Batteries
• Duracell Partners with Zoll Medical Corp. for a Serious Promotion
• The Energizer Bunny is Still Going Strong
• Energizer Gets Greenlighted
• Spectrum Brands Cuts Back on Media Expenditures

Tables:

• Graph: Total Media Expenditures for Batteries
• Total Media Expenditures for Batteries
• Top Advertisers of Batteries
• Top Ten Advertised Brands of Batteries
• Media Expenditures for Batteries, by Company and Brand

SECTION VI: STRUCTURAL ANALYSIS OF THE U.S. BATTERY INDUSTRY

Analysis:

• Overview
• Payroll and Material Costs
• Employment Trends
• New Capital Expenditures
• New Technology Reduces Time Needed to Cure Battery Plates
• Ending Inventories
• Number of Manufacturing Establishments
• Explanation of Terms

Tables:

• The U.S. Storage Battery Industry:
  • Operating Structure
  • Gross Operating Margin
  • Value Added by Manufacture
  • Vertical Integration Index
  • Employment Structure
  • Total Labor Costs
  • Average Hourly Earnings of Production Workers
  • Cost of Living Index for Production Workers
  • Labor Productivity
  • Indexes of Real Labor Productivity
  • New Capital Expenditures:
    • Total
    • Plant vs. Equipment
  • Ending Inventories
  • Plant Capacity Utilization Rates
  • Number of Manufacturing Establishments:
    • Total
    • By Employment Size Class and by State
  • Employment, by State
• The U.S. Primary Battery Industry:
  • Operating Structure
  • Gross Operating Margin
  • Value Added by Manufacture
  • Vertical Integration Index
  • Employment Structure
  • Total Labor Costs
  • Average Hourly Earnings of Production Workers
  • Cost of Living Index for Production Workers
  • Labor Productivity
  • Indexes of Real Labor Productivity
  • New Capital Expenditures:
    • Total
    • Plant vs. Equipment
  • Ending Inventories
  • Plant Capacity Utilization Rates
  • Number of Manufacturing Establishments:
    • Total
    • By Employment Size Class and by State
  • Employment, by State
• The Plant Manager's Workbook:
  • How to Use This Section
  • Gathering Your Data
  • Developing Your Ratios
  • How Does Your Plant Stack Up?

SECTION VII: THE RAW MATERIALS SITUATION AND BATTERY RECYCLING

Analysis:

• Overview
• Cadmium
• Lead
• Lithium
• Manganese
• Mercury
• Nickel
• Silver
• Zinc
• Battery Recycling

Tables:

• Cost of Materials in the U.S. Battery Industry, by Segment
• World Refinery Production of Cadmium, by Country
• U.S. Apparent Consumption and Dealers' Prices of Cadmium
• World and U.S. Mine Production of Lead
• U.S. Apparent Consumption of Lead and Use in Storage Batteries
• Average Prices for Lead
• World Mine Production of Lithium
• U.S. Apparent Consumption of Lithium
• Year-End Prices for Lithium
• World Mine Production of Manganese
• U.S. Apparent Consumption and Average Prices of Manganese
• World Mine Production of Mercury
• Average Prices for Mercury
• World Mine Production of Nickel, by Country
• U.S. Apparent Consumption of Nickel
• Average Prices for Nickel
• World Mine Production of Silver
• Average Prices for Silver
• World Mine Production of Zinc
• U.S. Apparent Consumption of Zinc
• Average Domestic Producer Prices for Zinc
• Recycling Rates of Selected Metals

SECTION VIII: TRENDS IN FOREIGN MARKETS AND BATTERY TRADE

Part A: The World Market for Batteries

Analysis:

• Overview
• Trends in Worldwide Battery Sales
• Chinese Battery Market
• Indian Battery Market
• South America Shows Signs of Positive Economic Growth
• Iranian Automotive Battery Market
• United Kingdom Battery Market
• Global Production of Batteries
• Global Production of Motor Vehicles
• Leading Global Retailers

Tables:

• Global Manufacturers' Sales of Batteries
• Graph: Distribution of Global Manufacturers' Sales of Batteries: Sales in
• North America vs. the Rest of the World
• Distribution of Global Manufacturers' Sales of Batteries: Sales in North
• America vs. the Rest of the World
• Graph: Distribution of Global Production of Batteries, by Country
• Distribution of Global Production of Batteries, by Country
• Distribution of Global Production of Motor Vehicles, by Region
• Leading Global Retailers

Part B: The Japanese Market for Batteries

Analysis:

• Overview
• Japanese Balance of Trade
• Japanese Exports
• Japanese Imports
• Japanese Manufacturers' Sales
• Japanese Manufacturers' Sales of Primary Batteries
• Japanese Manufacturers' Sales of Storage Batteries

Tables:

• Japanese Balance of Trade for Batteries
• Japanese Exports of Batteries, by Type
• Graph: Product Mix of Japanese Exports of Primary Batteries: Value
• Graph: Product Mix of Japanese Exports of Primary Batteries: Quantity
• Graph: Product Mix of Japanese Exports of Storage Batteries: Value
• Graph: Product Mix of Japanese Exports of Storage Batteries: Quantity
• Japanese Imports of Batteries, by Type
• Graph: Product Mix of Japanese Imports of Primary Batteries: Value
• Graph: Product Mix of Japanese Imports of Primary Batteries: Quantity
• Graph: Product Mix of Japanese Imports of Storage Batteries: Value
• Graph: Product Mix of Japanese Imports of Storage Batteries: Quantity
• Japanese Manufacturers' Sales of Batteries:
  • Total
  • By Type
  • Primary Batteries, by Type: Value
  • Primary Batteries, by Type: Quantity
  • Storage Batteries, by Type: Value
  • Storage Batteries, by Type: Quantity
• Motor Vehicle Production in Japan, by Type
• Directory of Selected Japanese Battery Manufacturers

Part C: U.S. Foreign Trade of Batteries

Analysis:

• Overview
• U.S. Apparent Consumption
• U.S. Exports
• Leading U.S. Export Destinations
• U.S. Exports of Lead-Acid Storage Batteries
• U.S. Exports of Manganese-Dioxide Primary Batteries and Cells
• U.S. Imports
• Leading U.S. Import Sources
• Chinese Manufacturers Win Court Decision Against Eveready
• U.S. Imports of Lead-Acid Storage Batteries
• U.S. Imports of Manganese-Dioxide Primary Batteries

Tables:

• Graph: U.S. Balance of Trade for Batteries
• U.S. Balance of Trade for Batteries
• U.S. Apparent Consumption of Batteries
• U.S. Imports of Batteries as a Percentage of U.S. Apparent Consumption
• U.S. Exports of Batteries as a Percentage of U.S. Manufacturers' Sales
• U.S. Exports of Batteries
• Top Ten U.S. Export Destinations for Batteries: Value
• Dollar Market Shares of the Top Ten U.S. Export Destinations for Batteries
• Graph: Leading U.S. Export Destinations for Batteries: Value
• Top Ten U.S. Export Destinations for Batteries: Quantity
• Unit Market Shares of the Top Ten U.S. Export Destinations for Batteries
• Graph: Leading U.S. Export Destinations for Batteries: Quantity
• U.S. Exports of Batteries, by Country of Destination:
  • Lead-Acid Storage Batteries:
    • 12-Volt, for Starting Piston Engines:
      • 6 Kilograms or Less in Weight
      • More Than 6 Kilograms in Weight
    • Other 12-Volt
    • For Starting Piston Engines, Other Than 12-Volt
    • 36-Volt
    • 6-Volt
    • Except 6-Volt, 12-Volt, and 36-Volt
  • Nickel-Iron Storage Batteries
  • Nickel-Cadmium Storage Batteries
  • Other Storage Batteries
  • Parts for Lead-Acid Storage Batteries
  • Parts for Storage Batteries, Excluding Lead-Acid Type
  • Manganese-Dioxide Primary Batteries and Cells
  • Mercuric-Oxide Primary Batteries:
    • External Volume Greater Than 300 Square Centimeters
    • External Volume Not Greater Than 300 Square Centimeters
  • Silver-Oxide Primary Batteries:
    • External Volume Greater Than 300 Square Centimeters
    • External Volume Not Greater Than 300 Square Centimeters
  • Zinc-Air Primary Batteries and Cells
  • Lithium Primary Batteries and Cells
  • Other Primary Batteries and Cells
  • Primary Battery and Cell Parts
• U.S. Imports of Batteries
• Top Ten U.S. Import Sources for Batteries: Value
• Dollar Market Shares of the Top Ten U.S. Import Sources for Batteries
• Graph: Leading U.S. Import Sources for Batteries: Value
• Top Ten U.S. Import Sources for Batteries: Quantity
• Unit Market Shares of the Top Ten U.S. Import Sources for Batteries
• Graph: Leading U.S. Import Sources for Batteries: Quantity
• U.S. Imports of Batteries, by Country of Origin:
  • Lead-Acid Storage Batteries:
    • 36-Volt, Except Those Used for Starting Piston Engines
    • 12-Volt, for Starting Piston Engines:
      • 6 Kilograms or Less in Weight
      • More Than 6 Kilograms in Weight
  • 12-Volt, Except Those Used for Starting Piston Engines
  • For Starting Piston Engines, Except 12-Volt
  • For Other Applications:
    • 6-Volt
    • Used as a Primary Source of Electrical Power for Electrically Powered Vehicles
    • Other
  • Nickel-Cadmium Storage Batteries:
    • Used as a Primary Source of Electrical Power for Electrically Powered Vehicles
    • Sealed
    • Other
  • Nickel-Iron Storage Batteries:
    • Used as a Primary Source of Electrical Power for Electrically Powered Vehicles
    • Other
  • Other Storage Batteries Used as a Primary Source of Electrical Power for Electrically Powered Vehicles
  • Other Storage Batteries
  • Parts for Lead-Acid Storage Batteries
  • Parts for Storage Batteries, Excluding Lead-Acid Type
  • Manganese-Dioxide Primary Batteries
  • Mercuric-Oxide Primary Batteries:
    • External Volume Greater Than 300 Square Centimeters
    • External Volume Not Greater Than 300 Square Centimeters
  • Silver-Oxide Primary Batteries:
    • External Volume Greater Than 300 Square Centimeters
    • External Volume Not Greater Than 300 Square Centimeters
  • Zinc-Air Primary Batteries
  • Lithium Primary Batteries
  • Other Primary Batteries
  • Primary Battery and Cell Parts

SECTION IX: COMPANY PROFILES

• Introduction
• C&D Technologies, Inc.:
  • Overview
  • Company History
  • Financial Performance
  • Standby Power Division
  • Power Electronics and Motive Power Divisions
  • Facilities and Employees
  • Financial Summary and Analysis
• Douglas Battery Manufacturing Company:
  • Overview
  • Douglas Battery Sells Automotive Battery Business to East Penn
  • Products
• EaglePicher Holdings, Inc.:
  • Overview
  • Financial Performance
  • Products
  • Facilities and Employees
  • Financial Summary and Analysis
• East Penn Manufacturing Co., Inc.:
  • Overview
  • Batteries
• Energizer Holdings, Inc.:
  • Overview
  • Financial Performance
  • Batteries and Lighting Products
  • Facilities and Employees
  • Financial Summary and Analysis
• Energy Conversion Devices, Inc.:
  • Overview
  • Financial Performance
  • Ovonic Battery Segment
  • Facilities and Employees
  • Financial Summary and Analysis
• Exide Technologies:
  • Overview
  • Recent Company News
  • Financial Performance
  • Products
  • Facilities and Employees
  • Financial Summary and Analysis
• The Gillette Company (Duracell Inc.):
  • Overview
  • History of Duracell
  • Financial Performance
  • Duracell Products
  • Facilities and Employees
  • Financial Summary and Analysis
• GP Batteries (USA) Inc.:
  • Overview
  • Products
• Johnson Controls, Inc.:
  • Overview
  • Recent Company News
  • Financial Performance
  • Batteries
  • Financial Summary and Analysis
• Matsushita Electric Industrial Co., Ltd.:
  • Overview
  • Financial Performance
  • Batteries
  • Financial Summary and Analysis
• Spectrum Brands, Inc.:
  • Overview
  • Recent Company News
  • Financial Performance
  • Batteries
  • Facilities and Employees
  • Financial Summary and Analysis
• Ultralife Batteries, Inc.:
  • Overview
  • Financial Performance
  • Batteries
  • Financial Summary and Analysis
• Varta Aktiengesellschaft:
  • Overview
  • Financial Performance
  • Products
  • Financial Summary and Analysis

SECTION X: INDUSTRY DIRECTORIES

• Introduction
• Directory of Selected U.S. Manufacturers of Storage Batteries
• Directory of Selected U.S. Manufacturers of Primary Batteries