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U.S. Market for Batteries

While the United States is in the midst of an economic slowdown, for the consumer electronics market it's still a case of “go, gadget, go!” The appetite for electronic devices of all kinds is running rampant, spurring innovation in the battery market to meet the needs of high drain devices. SBI estimates that the total U.S. battery market rose two percent over the 2006 level of $7.9 billion to $8.1 billion, with the primary & rechargeable battery market specifically estimated to grow in spite of challenging economic times at a CAGR of four percent through 2012.

This Specialists in Business Information (SBI) report contains data and analysis describing the U.S. market for batteries, with a specific focus on general household use batteries sold at mass market and a secondary focus on consumer product use batteries such as those used in personal electronics. The total market number, however, does consider the broader market for context, including commercial, medical, industrial, institutional and government applications. This report provides a market number for lead-acid batteries, but otherwise does not cover this type of battery manufacturing or marketing.

The report explores economic factors affecting battery manufacturing, trends driving battery use and product innovation, consumer penetration and demographics for general household use batteries, promotion and retail activity, and the competitive environment affecting domestic battery demands. The report also profiles major marketers, along with manufacturer strategies used to maximize growth.

Report data were obtained from government sources, trade associations and publications, business journals, company literature, investment reports and interviews with industry professionals. Statistics describing the value of shipments for batteries are derived from the U.S. Census Bureau’s Economic Census and Annual Survey of Manufactures, then augmented through estimates and forecasts by SBI. In most cases, historical data are provided for 1997 through 2007, with forecast data for 2008 through 2012. Simmons Market Research Bureau’s fall 2007 survey, based on a nationwide sample of U.S. adults, provides the primary research data on consumer penetration and demographics related to household batteries.


  • Executive Summary
    • Scope of the Report
      • Methodology
    • Market Size and Growth
      • Total Battery Market Tops $8 Billion
        • Table U.S. Battery Market, 1997-2007 (in billion $)
        • Table U.S. Battery Market by Category, 1997 and 2002-2007 (in billion $)
      • Primary Battery Market Growth Flat at $2.8 Billion
        • Table U.S. Primary Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)
      • Secondary Battery Market Tops $5.3 Billion
        • Table U.S. Secondary Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)
    • Primary & Rechargeable Battery Market
      • Primary & Rechargeable Battery Market Steady at $4.2 Billion
        • Table U.S. Primary & Rechargeable Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)
        • Table U.S. Primary & Rechargeable Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)
        • Table U.S. Primary & Rechargeable Battery Net Shipments and Percentage of U.S. Primary & Rechargeable Battery Market, 1997-2007 (in billion $)
    • Market Forecast
      • Battery Market to Reach $9.1 Billion by 2012
        • Table U.S. Battery Market Forecast, 2007-2012 (in billion $)
      • Primary & Rechargeable Battery Market
        • Table U.S. Primary & Rechargeable Battery Market Forecast and Percentage of Total U.S. Battery Market, 2007-2012 (in billion $)
    • Trends and Landscape
      • Battery-Operated, Portable Devices Spur Innovation
      • Portable Lifestyles Recharge Market
      • "Green" Growth
        • Table IRI-tracked Sales of Batteries by Type, 2003-2007 (in million $)
      • Battery Innovation Changing Tool Industry
      • It's Electric! Automakers Search for the Holy Grail
      • Severe Weather
      • Mandatory Installation of Fire and Carbon Monoxide Alarms
      • 2008 Real GDP Growth Forecasted at a Meager 0.9%
      • Rising Costs
      • Shifting Population
    • Promotional and Retail Trends
      • Duracell Reaches Consumers Through Emotion and Education
      • Energizer Takes Online Further
      • YouTube Is Watching
      • Eco Marketing
      • Holiday Season Brings Cheer to Battery Market
      • Celebri-toon Relationships
      • Powering Sports
      • Retailers Must Know More
      • Rechargeables Small Portion of Retail Sales
      • Technology May Aid in Cross-Merchandising Batteries
      • Consumer Channel Shifting
      • All Batteries All the Time
    • U.S. Household Penetration of Batteries
      • Table U.S. Household Penetration of Household Batteries by Year, 2003-2007 (%)
      • Household Penetration by Battery Type
        • Table Household Penetration of Batteries by Types Purchased Most Often, 2007 (%)
      • Household Penetration by Battery Brand
        • Table Household Penetration of Batteries by Brands Purchased Most Often, 2007 (%)
  • The Market
    • Scope of the Report
      • Methodology
      • Battery Primer
    • Market Size and Growth
      • Total Battery Market Tops $8 Billion
        • Table U.S. Battery Market, 1997-2007 (in billion $)
        • Table U.S. Battery Market by Category, 1997 and 2002-2007 (in billion $)
        • Table Share of U.S. Battery Market by Category, 2007 (percent)
        • Table U.S. Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)
      • Primary Battery Market Growth Flat at $2.8 Billion
        • Table U.S. Primary Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)
    • Domestic Production Slows Despite Export Growth
      • Table U.S. Primary Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)
      • Secondary Battery Market Tops $5.3 Billion
        • Table U.S. Secondary Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)
        • Table Share of U.S. Secondary Battery Market by Segment, 2007 (percent)
        • Table U.S. Lead-Acid Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)
        • Table U.S. Rechargeable Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)
        • Table U.S. Secondary Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)
        • Table U.S. Lead-Acid Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)
        • Table U.S. Rechargeable Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)
    • Primary & Rechargeable Battery Market
      • Primary & Rechargeable Battery Market Steady at $4.2 Billion
        • Table U.S. Primary & Rechargeable Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)
        • Table Share of U.S. Primary & Rechargeable Battery Market: Primary vs. Rechargeable Batteries, 1997-2007 (percent)
        • Table U.S. Primary & Rechargeable Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)
        • Table U.S. Primary & Rechargeable Battery Net Shipments and Percentage of U.S. Primary & Rechargeable Battery Market, 1997-2007 (in billion $)
        • Table U.S. Primary & Rechargeable Battery Imports and Percentage of U.S. Primary & Rechargeable Battery Market, 1997-2007 (in billion $)
        • Table U.S. Primary & Rechargeable Battery Exports and Percentage of U.S. Primary & Rechargeable Battery Shipments, 1997-2007 (in billion $)
    • Market Forecast
      • Battery Market to Reach $9.1 Billion by 2012
        • Table U.S. Battery Market Forecast, 2007-2012 (in billion $)
      • Primary & Rechargeable Battery Market
        • Table U.S. Primary & Rechargeable Battery Market Forecast and Percentage of Total U.S. Battery Market, 2007-2012 (in billion $)
  • Competitor Profiles
    • Market Share
      • Table Share of U.S. Non-Lead-Acid Battery Market, 2007 (percent)
      • Table Share of IRI-tracked Retail Battery Sales, 2007 (percent)
      • The Battle of the Brands
        • Table IRI-tracked Sales of Top Alkaline Brands, 2003-2007 (in million $)
    • Procter & Gamble
      • Table Procter & Gamble
      • Overview
      • Performance
        • Table Worldwide Duracell Battery Revenue, FY 2003-2007 (in billion $)
        • Table Estimated U.S. Duracell Battery Revenue and Percentage of Worldwide Duracell Battery Revenue, FY 2003-2007 (in billion $)
        • Table IRI-tracked Sales of Duracell Batteries by Type, 2003-2007 (in million $)
    • Product Portfolio
      • Table Duracell Product Portfolio, 2008
      • Significant Events
    • Energizer Holdings, Inc.
      • Table Energizer Holdings, Inc.
      • Overview
      • Performance
        • Table Worldwide Energizer Battery Revenue, FY 2003-2007 (in billion $)
        • Table Estimated U.S. Energizer Battery Revenue and Percentage of Worldwide Energizer Battery Revenue, FY 2003-2007 (in billion $)
        • Table IRI-tracked Sales of Energizer Batteries by Type, 2003-2007 (in million $)
        • Table Energizer Product Portfolio, 2008
      • Significant Events
    • Spectrum Brands, Inc.
      • Table Spectrum Brands, Inc.
      • Overview
      • Performance
        • Table Worldwide Spectrum Battery Revenue, FY 2003-2007 (in million $)
        • Table Estimated U.S. Rayovac Battery Revenue and Percentage of Worldwide Spectrum Battery Revenue, FY 2003-2007 (in million $)
        • Table IRI-tracked Sales of Rayovac Batteries by Type, 2003-2007 (in million $)
        • Table Rayovac Product Portfolio, 2008
      • Significant Events
    • Panasonic Corporation of North America (Matsushita Electric Industrial Company, Ltd.)
      • Table Panasonic Corporation of North America (Matsushita Electric Industrial Company, Ltd.)
      • Overview
      • Performance
        • Table Worldwide Matsushita Components & Devices Revenue, FY 2003-2007 (in billion $)
        • Table IRI-tracked Sales of Panasonic Batteries by Type, 2003-2007 (in million $)
        • Table Panasonic Product Portfolio, 2008
      • Significant Events
    • Sanyo North America Corporation
      • Table Sanyo North America Corporation
      • Overview
      • Performance
        • Table Worldwide Sanyo Electric Co. Battery Revenue, FY 2003-2007 (in billion $)
        • Table Estimated Sanyo North America Battery Revenue and Percentage of Worldwide Sanyo Electric Co. Battery Revenue, 2003-2007 (in million $)
        • Table Sanyo Product Portfolio, 2008
      • Significant Events
    • Valence Technology, Inc.
      • Table Valence Technology, Inc.
      • Overview
      • Performance
        • Table Total Valence Technology Revenue, FY 2003-2007 (in million $)
        • Table Valence Technology Product Portfolio, 2008
      • Significant Events
  • Trends and Landscape
    • Battery-Operated, Portable Devices Spur Innovation
      • Table Percentage of U.S. Households That Purchased Alkaline vs. Rechargeable Batteries in the Previous 12 Months, 2003-2007 (percent)
      • "Green" Growth
        • Table IRI-tracked Sales of Batteries by Type, 2003-2007 (in million $)
      • Nanotechnology the Next Silver Bullet?
      • Battery Innovation Changing Tool Industry
      • It's Electric! Automakers Search for the Holy Grail
      • Severe Weather
      • Mandatory Installation of Fire and Carbon Monoxide Alarms
      • 2008 Real GDP Growth Forecasted at a Meager 0.9%
        • Table U.S. Current-Dollar GDP vs. Real GDP, 2002-2008 (in trillion $)
        • Table Percentage Changes in U.S. Current-Dollar GDP, Real GDP and the GDP Price Index, 2002-2008 (%)
      • Future Uncertain
      • Rising Costs
        • Table U.S. Battery Manufacturing Producer Price Indexes: Primary vs. Storage (Secondary) Batteries, 1997-2007 (index)
        • Table U.S. Battery Manufacturing Producer Price Indexes: Storage Batteries (Non-Lead-Acid and Primary Products) and Primary Batteries (Primary Products), 1997-2007 (index)
      • Shifting Population
        • Table Net Population Migration by Region, 2000-2006 (in thousands)
  • Promotional and Retail Trends
    • Duracell Reaches Consumers Through Emotion and Education
      • Energizer Takes Online Further
      • YouTube Is Watching
      • Eco Marketing
      • Holiday Season Brings Cheer to Battery Market
      • Celebri-toon Relationships
      • Powering Sports
    • Retail Trends
      • Retailers Must Know More
        • Table IRI-tracked Sales of Energizer Max vs. Energizer e2 Lithium, 2003-2007 (in million $)
      • Technology May Aid in Cross-Merchandising Batteries
      • Consumer Channel Shifting
      • Drug Store Opportunities
      • All Batteries All the Time
  • Household Battery Consumer Usage
    • Note on Simmons Market Research Bureau Consumer Data
      • Table U.S. Household Penetration of Household Batteries by Year,
    • Household Penetration by Battery Type
      • Year-Over-Year Penetration Change
        • Table Household Penetration of Batteries by Types Purchased Most Often, 2003-2007 (%)
      • Demographic Characteristics by Battery Type
        • Table Demographic Indicators for Alkaline Batteries, 2007 (index)
        • Table Demographic Indicators for General Purpose Batteries, 2007 (index)
        • Table Demographic Indicators for Heavy Duty Batteries, 2007 (index)
        • Table Demographic Indicators for Rechargeable Batteries, 2007 (index)
        • Table Demographic Indicators for Lithium/Lithium Plus Batteries, 2007 (index)
    • Household Penetration by Battery Brand
      • Year-Over-Year Penetration Change
        • Table Household Penetration of Batteries by Brands Purchased Most Often, 2003-2007 (%)
      • Demographic Characteristics by Selected Battery Brands
        • Table Demographic Indicators for Duracell, 2007 (index)
        • Table Demographic Indicators for Energizer, 2007 (index)
        • Table Demographic Indicators for Eveready, 2007 (index)
        • Table Demographic Indicators for Rayovac 2007 (index)
    • Household Penetration by Purchase Frequency
      • Year-Over-Year Penetration Change
        • Table Household Penetration of Batteries by Number Bought in Last 12 Months, 2007 (%)
      • Demographic Characteristics by Selected Purchase Frequency
        • Table Demographic Indicators for Light Usage (6-9), 2007 (index)
        • Table Demographic Indicators for Medium Usage (10-15), 2007 (index)
        • Table Demographic Indicators for Heavy Usage (30+), 2007 (index)
  • Selected List of Marketers

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