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Batteries - USPublished by: Mintel International Group Ltd. Published: Sep. 1, 2005 - 86 Pages Table of ContentsIntroduction and Abbreviations Introduction Other relevant reports Definition Abbreviations and terms Abbreviations Terms Executive Summary Rising sales of digital devices drives batteries market Natural and man-made disasters provide temporary boost in sales Alkaline batteries still rule the market Two suppliers account for majority of U.S. sales Trade surplus remains steady after steep declines Long-running ad campaigns continue with new treatments Retail migration within FDM to lower cost stores and inferior technology Consumer insights Future growth steady for the overall industry; remaining weak at FDM Market Drivers Increased sales of battery-powered devices helps to grow sales Rising sales of digital cameras help to grow battery sales Figure 1: Sales of digital cameras to dealers*, by volume and average unit price, 2000-2005 MP3 players increase demand for batteries Figure 2: Sales of portable MP3 players to dealers, by volume and average unit price, 2000-2005 Other high-drain devices and innovations within devices Natural and man-made disasters Figure 3: Atlantic hurricanes and tropical storms, 2000-2004 Hearing aid sales increasing due to graying of population Holiday season sales directly affect batteries Market Size and Trends Factory sales of primary batteries Figure 4: Total U.S. factory sales (wholesale) of primary batteries, at current and constant prices, 2000-2005 Sales of batteries at FDM Figure 5: Total U.S. FDM (including Wal-Mart) retail sales of batteries, at current and constant prices, 2002-2005 Figure 6: Total U.S. FDM (excluding Wal-Mart) sales of private label batteries, at current and constant prices, 2002-2004 Figure 7: Total U.S. FDM sales of batteries (excluding Wal-Mart), in units and dollars, 2002-2005 Market Segmentation Primary and secondary batteries Figure 8: Sales of batteries, primary & secondary*, 2002 and 2004 Primary batteries (non-rechargeable) Figure 9: FDM sales of primary batteries*, at current and constant prices, 2002-2005 Zinc air is only primary battery sub-segment to grow Figure 10: Sales of primary batteries, segmented by chemistry (excludes Wal-Mart), 2002 and 2004 Secondary batteries (rechargeable) Figure 11: Sales of secondary batteries*, at current and constant prices, 2002-2005 Supply Structure Foreign trade Figure 12: U.S. trade surplus/deficit, primary batteries, 1999-2004 Figure 13: U.S. primary battery exports, by destination country, 2001-2004 and 2004 YTD-2005 YTD Figure 14: U.S. primary battery imports, by country of origin, 2001-2004 and 2004 YTD-2005 YTD Companies and brands Figure 15: FDM manufacturer sales of batteries in the U.S.*, 2002 and 2004 Figure 16: FDM manufacturer and brand sales of batteries in the U.S., 2002 and 2004 Major manufacturer profiles Duracell (Gillette) Energizer Holdings (formerly Eveready Battery) Spectrum Brands, Inc. (formerly Rayovac Corporation) Panasonic (Matsushita Battery Industrial Company, Ltd.) SANYO Electric Company, Ltd. Advertising and Promotion Duracell (Gillette) “Trusted Everywhere” “Heavy duty vs. alkaline” “Explorations” Energizer Holdings, Inc. Project Greenlight “Do you have the bunny inside?” Napster promotion Spectrum Brands (formerly Rayovac) Musicmatch partnership Retail Distribution Introduction Figure 17: U.S. FDM retail sales of batteries, by channel, 2002 and 2004 Wal-Mart Figure 18: U.S. Wal-Mart sales of batteries, at current and constant prices, 2002-2005 Drug stores Figure 19: U.S. drug store sales of batteries, at current and constant prices, 2002-2005 Supermarkets Figure 20: U.S. supermarket sales of batteries, at current and constant prices, 2002-2005 Mass merchandisers and clubs Figure 21: U.S. mass merchandiser and club store sales of batteries (excluding Wal-Mart), at current and constant prices, 2002-2005 The Consumer Introduction Incidence of battery purchase Figure 22: Incidence of battery purchase in past 12 months, by demographics, January-September 2004 Number of batteries purchased Figure 23: Number of batteries bought in last 12 months, adults and teens, January-September 2004 Figure 24: Number of batteries bought in last 12 months, by age, adults, January-September 2004 Figure 25: Number of batteries bought in last 12 months, by race/Hispanic origin, adults, January-September 2004 Figure 26: Number of batteries bought in last 12 months, by race/Hispanic origin, teens, January-September 2004 Figure 27: Number of batteries bought in last 12 months, by household income, adults, January-September 2004 Figure 28: Number of batteries bought in last 12 months, by number of people in household, January-September 2004 Brands of batteries purchased Figure 29: Brands of batteries bought in last 12 months, by age, January-September 2004 Figure 30: Brands of batteries bought in last 12 months, by household income, January-September 2004 Figure 31: Brands of batteries bought in last 12 months, by race/Hispanic origin, January-September 2004 Types of batteries purchased Figure 32: Types of batteries bought in last 12 months, by gender, August 2005 Figure 33: Types of batteries bought in last 12 months, by age, August 2005 Figure 34: Types of batteries bought in last 12 months, by household income, August 2005 Figure 35: Types of batteries bought in last 12 months, by presence of children, August 2005 Where batteries are purchased Figure 36: Where batteries were bought in last 12 months, by gender, August 2005 Figure 37: Where batteries were bought in last 12 months, by age, August 2005 Figure 38: Where batteries were bought in last 12 months, by household income, August 2005 Figure 39: Where batteries were bought in last 12 months, by region, August 2005 Reasons for purchase and opinions about brand and quality Figure 40: Opinions about brand and when batteries are purchased, by gender, August 2005 Figure 41: Opinions about brand and when batteries are purchased, by age, August 2005 Figure 42: Opinions about brand and when batteries are purchased, by race/Hispanic origin, August 2005 Figure 43: Opinions about brand and when batteries are purchased, by presence of children, August 2005 Summary Future and Forecast Future trends Continued growth in sales of digital devices expected Figure 44: Predicted U.S. retail sales of digital cameras, at current and constant prices, 2003-2008 Shifting of age groups has a mixed impact Figure 45: U.S. population, by age, 2005 and 2010 Will emerging technologies be adopted or will low price batteries continue to dominate? Competition between supply channels Market forecast Batteries Figure 46: Forecast of total U.S. FDM sales of batteries, at current and constant prices, 2005-2008 Primary batteries Figure 47: Forecast of U.S. FDM sales of primary batteries, at current and constant prices, 2005-2008 Secondary batteries Figure 48: Forecast of U.S. FDM sales of secondary batteries, at current and constant prices, 2005-2008 Appendix: Trade Associations Appendix: Research Methodology Consumer Research Sampling & Weighting Technometrica TechnoExpresssm ICR Surveys EXCEL Simmons National Consumer Surveys Greenfield Online Presentation & Definition Further Analysis Trade Research Informal trade research Formal trade research Desk & Internet Research Sources Definitions Forecasts AbstractThe overall batteries market has seen substantial growth since 2002, yet sales through FDM fell during 2002-2005. An expanding portable digital device market is the biggest new driver of battery sales, particularly MP3 players and digital cameras, both of which are high-drain devices. Another aspect of the market is the divide between higher-priced, new technology batteries, such as rechargeables, alkaline, or lithium, and value-priced “heavy duty” or “super heavy duty” batteries. Evidence of the effect of lower priced batteries is reflected in the 9% decline in dollar sales of batteries from 2002-2005 through FDM (excluding Wal-Mart) while unit sales increased 1%. This trend may be reduced, but likely not reversed, by a price hike that major manufacturers put through in 2005.Though secondary (rechargeable) battery sales account for only a small portion of overall battery sales, the segment is expected to grow more quickly than the primary batteries segment. There is also the potential that next-generation primary batteries will emerge to upset the current status quo, with a leading example being Panasonic’s Oxyride battery, introduced in the U.S. in June 2005, which the company claims gained 10% share in Japan in its first year. This report, while focused on tracked sales of batteries at FDM, explores the impact from battery sales in other channels, as well as the growing tide of non-replaceable original equipment batteries. The result of this interplay is that Mintel forecasts sales at FDM to remain stuck at $2.3 billion through 2008. The report also explores batteries from the consumers’ point of view, analyzing confusion over how to compare battery performance, and the growing markets for old-technology, inexpensive batteries as well as relatively expensive batteries of both the primary and rechargeable types. This report covers the consumer retail market for dry-cell batteries, including both primary (nonrechargeable) and secondary (rechargeable) battery types, sold for household items and personal consumer applications such as PDAs, watches, and cameras. There are three principal varieties of primary-cell batteries, differentiated by their chemical formulation (see definition of each in Terms below): There are two main types of rechargeable batteries (also known as secondary batteries, and with definitions in Terms below): The final category in the consumer retail battery market is button cells. These batteries are typically used in products where miniaturization is critical, including small clocks, wristwatches, calculators, cameras, personal organizers, and hearing aids.
This report does not cover specialized dry-cell batteries, sold for use in electronic equipment such as camcorders, laptop computers, or mobile telephones. As these types of batteries are largely sold as original equipment, such products fall outside of the scope and definition for this report. Wet-cell batteries, including those used in motor vehicles, are also excluded from this report.
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