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.
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