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SUMMARY
Abstract
Sales at the factory level show a steady growth of primary (non-rechargeable) battery sales, driven by booming sales of high-tech digital devices. In this report, Mintel explores the major forces driving increased battery usage and identifies which high-tech devices are most likely to be used with standard replaceable batteries as opposed to internal batteries.
The report also characterizes consumer purchasing habits of both primary and secondary (rechargeable) batteries, and tests if consumer perceptions of battery duration and value match reality. The impact of age, household income, race/ethnicity, and the presence of children in the household on attitudes and purchasing habits are evaluated, and prime targets for much needed consumer education are identified.
Mintel provides an overview of major battery brands, detailing their most recent product introductions and advertising campaigns, and speculating as to how new innovations will impact sales and industry dynamics in general. Custom Mintel research gauges consumer usage of rechargeable barriers and attempts to quantify customer dissatisfaction, isolating reasons why new users might be hesitant to try them.
TABLE OF CONTENTS
Table of Contents
- Scopes and Themes
- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Highlights
- High-tech devices drive factory sales
- Presence of children increases battery consumption
- Rechargeables gaining ground
- Brand equity and innovation thwart commoditization
- Consumers thirsty for information
- Mass merchandisers lead retail, but club stores are gaining
- Campaign strategies
- Looking forward...
- Market Drivers
- Booming sales of high-tech devices drive factory sales and rechargeables
- Figure 1: Growth of digital camera unit volume and factory sales of
primary batteries, 1997-2006
- Figure 2: Factory volume sales of digital still cameras and MP3 players,
1999-2006
- Competition from OEM internal rechargeables negatively impacting market
- Figure 3: Battery use with specific devices, November 2006
- Children in the household increase battery usage
- Figure 4: Battery use with specific devices, by presence of children in
the household, November 2006
- Aging population drive specialty sales with hearing aids
- Figure 5: Growth of the U.S. population, by age, 2001-11
- Preparing for hurricane and storm season
- Market Size and Trends
- Factory sales of batteries
- Figure 6: Total U.S. factory sales (wholesale) of batteries, at current
and constant prices, 2001-06
- Product innovation and consumer confusion
- Product advances
- Consumer confusion
- Market Segmentation
- Introduction
- Value sales
- Figure 7: Total U.S. FDM sales* of batteries, segmented by type, 2004 &
2006
- Volume sales
- Figure 8: Total U.S. FDM sales* of batteries, segmented by type, 2004 &
2006
- Supply Structure
- Foreign trade
- Figure 9: U.S. trade surplus of primary batteries, 2001-05 & 2006 YTD
- Figure 10: U.S. domestic exports of primary batteries, by destination
country, 2003-05 & 2006 YTD
- Figure 11: U.S. imports for consumption of primary batteries, by country
of origin, 2003-05 & 2006 YTD
- Company and brand sales
- Figure 12: Manufacturer FDM sales* of batteries in the U.S., 2004 & 2006
- Figure 13: Manufacturer brand FDM sales* of batteries in the U.S., 2004
& 2006
- Figure 14: Manufacturer shares of FDM sales* of batteries, 2001-06
- Major manufacturer profiles
- Procter & Gamble (Duracell)
- Energizer Holdings
- Spectrum Brands
- Panasonic (Matsushita Battery Industrial Company)
- Jasco
- Advertising and Promotion
- Introduction
- Campaign strategies
- Duracell
- Figure 15: Duracell in the South Pole
- Energizer
- Figure 16: Energizer--Ron Williams
- Figure 17: Energizer--battery powers spaceship
- Rayovac
- Panasonic
- Figure 18: Panasonic Oxyride -- animated
- Retail Distribution
- Introduction
- Figure 19: Graph: Indexed wholesale and FDM retail sales* of primary
batteries, 2001-06
- Figure 20: U.S. Retail sales of batteries, by channel, 2005 & 2006
- Figure 21: U.S. FDM retail sales* of batteries, by channel, 2004 & 2006
- Figure 22: Index of U.S. FDM retail sales* of batteries, by channel,
2001-06
- Figure 23: Product sales mix of FDM channels, by battery type, 2006*
- Drug stores
- Figure 24: U.S. drug store sales of batteries, at current and constant
prices, 2001-06
- Supermarkets
- Figure 25: U.S. supermarket sales of batteries, at current and constant
prices, 2001-06
- Mass merchandisers
- Figure 26: U.S. mass merchandiser sales* of batteries, at current and
constant prices, 2001-06
- The Consumer
- Introduction
- Summary
- Presence of children, age, and gender determine battery buying habits
- Consumers want to know more
- Brands make a difference
- Nearly half of those who try rechargeables see value in them
- CD player and digital cameras consume the most batteries
- Mass merchandisers most important distribution channel
- Battery purchase
- Figure 27: Battery purchase, incidence, frequency and type, by gender,
May 2005-June 2006
- Figure 28: Battery purchase, incidence, frequency and type, by age, May
2005-June 2006
- Figure 29: Battery purchase, incidence, frequency and type, by household
income, May 2005-June 2006
- Figure 30: Battery purchase, incidence, frequency and type, by presence
of children in the household, May 2005-June 2006
- Figure 31: Battery purchase, incidence, frequency and type, by cohort,
May 2005-June 2006
- Longest lasting battery types
- Figure 32: Longest lasting battery types, by gender, November 2006
- Figure 33: Longest lasting battery types, by age, November 2006
- Figure 34: Longest lasting battery types, by household income, November
2006
- Best value battery types
- Figure 35: Best value battery types, by gender, November 2006
- Figure 36: Best value battery types, by age, November 2006
- Figure 37: Best value battery types, by household income, November 2006
- Attitudes toward batteries
- Figure 38: Attitudes toward batteries, by age, November 2006
- Figure 39: Attitudes toward batteries, by presence of children in the
household, November 2006
- Battery use with specific devices
- Figure 40: Ownership of standard batteries with specific devices, by
gender, January 2006-October 2006
- Figure 41: Standard replaceable battery use with specific devices, by
age, November 2006
- Figure 42: Standard replaceable battery use with specific devices, by
household income, November 2006
- Figure 43: Standard replaceable battery use with specific devices, by
presence of children in the household, November 2006
- Attitudes toward battery branding
- Figure 44: Attitudes toward battery brands, by age, November 2006
- Figure 45: Attitudes toward battery brands, by household income,
November 2006
- Figure 46: Attitudes toward battery brands, by presence of children in
the household, November 2006
- Most purchased brands
- Figure 47: Most purchased brands, by age, May 2005-June 2006
- Figure 48: Most purchased brands, by household income, May 2005-June 2006
- Highest quality brand
- Figure 49: Highest quality brand, by age, November 2006
- Where batteries are bought
- Figure 50: Where batteries are bought, by gender, November 2006
- Figure 51: Where batteries are bought, by household income, November 2006
- Figure 52: Where batteries are bought, by presence of children in the
household, November 2006
- Attitudes toward rechargeable batteries
- Figure 53: Attitudes toward rechargeable batteries, by age, November 2006
- Figure 54: Attitudes toward rechargeable batteries, by household income,
November 2006
- Frequency of use for rechargeable batteries
- Figure 55: Frequency of rechargeable battery use, by gender, November
2006
- Figure 56: Frequency of rechargeable battery use, by age, November 2006
- Reasons rechargeable batteries are not purchased
- Figure 57: Reasons rechargeable batteries are not purchased, by age,
November 2006
- Figure 58: Reasons rechargeable batteries are not purchased, by
household income, November 2006
- Race/ethnicity
- Figure 59: Battery purchase, by race/ethnicity, May 2005-June 2006
- Figure 60: Longest lasting battery types, by race/ethnicity, November
2006
- Figure 61: Best value battery types, by race/ethnicity, November 2006
- Figure 62: Standard replaceable battery use with specific devices, by
race/ethnicity, November 2006
- Figure 63: Battery use with specific devices, by race/ethnicity,
November 2006
- Figure 64: Most purchased brands, by race/ethnicity, May 2005-June 2006
- Figure 65: Highest quality brand, by race/ethnicity, November 2006
- Figure 66: Where batteries are bought, by race/ethnicity, November 2006
- Figure 67: Attitudes toward rechargeable batteries, by race/ethnicity,
November 2006
- Figure 68: Frequency of rechargeable battery use, by race/ethnicity,
November 2006
- Future and Forecast
- Future Trends
- Innovations lead to more powerful batteries
- CE products to favor internal, rechargeable batteries
- Primary batteries to power internal product-specific secondary batteries
- Branding to be driven by partnerships with CE hardware manufacturers
- Rechargeable sales may grow as prices stabilize
- Internal batteries help consumers become accustomed to recharging
- POS materials to help grow rechargeables and premium batteries
- Continued change in distribution patterns
- Older population to need more hearing aids
- Market forecast
- Batteries
- Figure 69: Forecast of total U.S. factory sales of batteries, at current
and constant prices, 2006-11
- Forecast factors
- Appendix: Trade Associations
- Appendix: Simmons NCS cohorts
- Figure 70: Married couples cohorts
- Figure 71: Single women cohorts
- Figure 72: Single men cohorts
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