U.S. Market for Batteries

Table of Contents

Chapter 1 Executive Summary

• Scope of the Report
• Methodology
• Market Size and Growth
  • Total Battery Market Tops $8 Billion
  • Figure 1-1 U.S. Battery Market, 1997-2007 (in billion $)
  • Lead-Acid Dominates with 48% of Market
  • Table 1-1 U.S. Battery Market by Category, 1997 and 2002-2007 (in billion $)
  • Primary Battery Market Growth Flat at $2.8 Billion
  • Figure 1-2 U.S. Primary Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)
  • Secondary Battery Market Tops $5.3 Billion
  • Figure 1-3 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
  • Figure 1-4 U.S. Primary & Rechargeable Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)
  • Market Growth Driven by Imports, Shipment Growth by Exports
  • Table 1-2 U.S. Primary & Rechargeable Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)
  • Domestic vs. Foreign Production: U.S. Manufacturers Losing Ground
  • Figure 1-5 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
  • Figure 1-6 U.S. Battery Market Forecast, 2007-2012 (in billion $)
  • Primary & Rechargeable Battery Market
  • Figure 1-7 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
  • Alkalines Slow to Die
  • "Green" Growth
  • Table 1-3 IRI-tracked Sales of Batteries by Type, 2003-2007 (in million $)
  • Rechargeables Mean Less Waste, But Disposal Still an Issue
  • Organic Cell Growth
  • The Solar Effect
  • Counterfeiting a Dangerous Business
  • 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
  • Commodity Prices
  • Price Increases a Catalyst
  • 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
  • Virtual Merchandising?
  • Consumer Channel Shifting
  • Drug Store Opportunities
  • Non-Traditional Retail Channels
  • All Batteries All the Time
• U.S. Household Penetration of Batteries
  • Figure 1-9 U.S. Household Penetration of Household Batteries by Year, 2003-2007 (%)
  • Household Penetration by Battery Type
  • Figure 1-10 Household Penetration of Batteries by Types Purchased Most Often, 2007 (%)
  • Household Penetration by Battery Brand
  • Figure 1-11 Household Penetration of Batteries by Brands Purchased Most Often, 2007 (%)

Chapter 2 The Market

• Scope of the Report
• Methodology
• Battery Primer
• Alkaline
• Zinc Air
• Lead-Acid
• Rechargeable (Non-Lead-Acid)
• Nickel-Cadmium Batteries (NiCd)
• Nickel-Metal Hydride (NiMH)
• Lithium-ion
• Lithium Ion Polymer (Li-ion Polymer or Li-Poly)

• Market Size and Growth
  • Total Battery Market Tops $8 Billion
  • Figure 2-1 U.S. Battery Market, 1997-2007 (in billion $)
  • Lead-Acid Dominates with 48% of Market
  • Table 2-1 U.S. Battery Market by Category, 1997 and 2002-2007 (in billion $)
  • Figure 2-2 Share of U.S. Battery Market by Category, 2007 (percent)
  • Exports Fuel Domestic Production, Imports Capture More of U.S. Market
  • Table 2-2 U.S. Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)
  • Primary Battery Market Growth Flat at $2.8 Billion
  • Figure 2-3 U.S. Primary Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)
  • Has the Primary Battery Peaked?
• Domestic Production Slows Despite Export Growth
  • Table 2-3 U.S. Primary Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)
  • Secondary Battery Market Tops $5.3 Billion
  • Figure 2-4 U.S. Secondary Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)
  • Figure 2-5 Share of U.S. Secondary Battery Market by Segment, 2007 (percent)
  • Lead-Acid Batteries Gain Some Lost Ground to Near $4 Billion
  • Figure 2-6 U.S. Lead-Acid Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)
  • Non-Lead-Acid (Rechargeable) Batteries Steady at $1.4 Billion
  • Figure 2-7 U.S. Rechargeable Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)
  • Imports Gain in Secondary Battery Market, but U.S. Still Dominant
  • Table 2-4 U.S. Secondary Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)
  • Import/Export Growth Supercharged for Lead-Acid Batteries
  • Table 2-5 U.S. Lead-Acid Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)
  • Non-Lead-Acid (Rechargeable) Batteries Dominated by Imports
  • Table 2-6 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
  • Figure 2-8 U.S. Primary & Rechargeable Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)
  • Figure 2-9 Share of U.S. Primary & Rechargeable Battery Market: Primary vs. Rechargeable Batteries, 1997-2007 (percent)
  • Market Growth Driven by Imports, Shipment Growth by Exports
  • Table 2-7 U.S. Primary & Rechargeable Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)
  • Domestic vs. Foreign Production: U.S. Manufacturers Losing Ground
  • Figure 2-10 U.S. Primary & Rechargeable Battery Net Shipments and Percentage of U.S. Primary & Rechargeable Battery Market, 1997-2007 (in billion $)
  • Figure 2-11 U.S. Primary & Rechargeable Battery Imports and Percentage of U.S. Primary & Rechargeable Battery Market, 1997-2007 (in billion $)
  • Exports a Bigger Share of U.S. Manufacturing
  • Figure 2-12 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
  • Figure 2-13 U.S. Battery Market Forecast, 2007-2012 (in billion $)
  • Primary & Rechargeable Battery Market
  • Figure 2-14 U.S. Primary & Rechargeable Battery Market Forecast and Percentage of Total U.S. Battery Market, 2007-2012 (in billion $)

Chapter 3 Competitor Profiles

• Market Share
• Figure 3-1 Share of U.S. Non-Lead-Acid Battery Market, 2007 (percent)
• Figure 3-2 Share of IRI-tracked Retail Battery Sales, 2007 (percent)
• The Battle of the Brands
• Table 3-1 IRI-tracked Sales of Top Alkaline Brands, 2003-2007 (in million $)

• Procter & Gamble
  • Overview
  • Performance
  • Figure 3-3 Worldwide Duracell Battery Revenue, FY 2003-2007 (in billion $)
  • Figure 3-4 Estimated U.S. Duracell Battery Revenue and Percentage of Worldwide Duracell Battery Revenue, FY 2003-2007 (in billion $)
  • Figure 3-5 IRI-tracked Sales of Duracell Batteries, 2003-2007 (in million $)
  • Table 3-2 IRI-tracked Sales of Duracell Batteries by Type, 2003-2007 (in million $)
• Product Portfolio
  • Table 3-3 Duracell Product Portfolio, 2008
  • Significant Events
• Energizer Holdings, Inc.
  • Overview
  • Performance
  • Figure 3-6 Worldwide Energizer Battery Revenue, FY 2003-2007 (in billion $)
  • Figure 3-7 Estimated U.S. Energizer Battery Revenue and Percentage of Worldwide Energizer Battery Revenue, FY 2003-2007 (in billion $)
  • Figure 3-8 IRI-tracked Sales of Energizer Batteries, 2003-2007 (in million $)
  • Table 3-4 IRI-tracked Sales of Energizer Batteries by Type, 2003-2007 (in million $)
• Product Portfolio
  • Table 3-5 Energizer Product Portfolio, 2008
  • Significant Events
• Spectrum Brands, Inc.
  • Overview
  • Performance
  • Figure 3-9 Worldwide Spectrum Battery Revenue, FY 2003-2007 (in million $)
  • Figure 3-10 Estimated U.S. Rayovac Battery Revenue and Percentage of Worldwide Spectrum Battery Revenue, FY 2003-2007 (in million $)
  • Figure 3-11 IRI-tracked Sales of Rayovac Batteries, 2003-2007 (in million $)
  • Table 3-6 IRI-tracked Sales of Rayovac Batteries by Type, 2003-2007 (in million $)
• Product Portfolio
  • Table 3-7 Rayovac Product Portfolio, 2008
  • Table 3-7 (continued) Rayovac Product Portfolio, 2008
  • Significant Events
• Panasonic Corporation of North America (Matsushita Electric Industrial Company, Ltd.)
  • Overview
  • Performance
  • Figure 3-12 Worldwide Matsushita Components & Devices Revenue, FY 2003-2007 (in billion $)
  • Figure 3-13 IRI-tracked Sales of Panasonic Batteries, 2003-2007 (in million $)
  • Table 3-8 IRI-tracked Sales of Panasonic Batteries by Type, 2003-2007 (in million $)
• Product Portfolio
  • Table 3-9 Panasonic Product Portfolio, 2008
  • Significant Events
• Sanyo North America Corporation
  • Overview
  • Performance
  • Figure 3-14 Worldwide Sanyo Electric Co. Battery Revenue, FY 2003-2007 (in billion $)
  • Figure 3-15 Estimated Sanyo North America Battery Revenue and Percentage of Worldwide Sanyo Electric Co. Battery Revenue, 2003-2007 (in million $)
• Product Portfolio
  • Table 3-10 Sanyo Product Portfolio, 2008
  • Significant Events
• Valence Technology, Inc.
  • Overview
  • Performance
  • Figure 3-16 Total Valence Technology Revenue, FY 2003-2007 (in million $)
• Product Portfolio
  • Table 3-11 Valence Technology Product Portfolio, 2008
  • Significant Events

Chapter 4 Trends and Landscape

• Battery-Operated, Portable Devices Spur Innovation
• Demand for Consumer Electronics Drives Market
• Portable Lifestyles Recharge Market
• Chargers Share the Stage Too
• Leave the Charger Altogether
• Alkalines Slow to Die
• Figure 4-1 Percentage of U.S. Households That Purchased Alkaline vs. Rechargeable Batteries in the Previous 12 Months, 2003-2007 (percent)
• "Green" Growth
• Reduced Charge Times Entice Customers to Buy Rechargeables
• Table 4-1 IRI-tracked Sales of Batteries by Type, 2003-2007 (in million $)
• Rechargeables Mean Less Waste, But Disposal Still an Issue
• Organic Cell Growth
• The Solar Effect
• Total Recall: Sony' s Lithium-ion Battery Packs Come Under Fire
• 2008 Regulations Limit Lithium Batteries on Airplanes
• Counterfeiting a Dangerous Business
• 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%
• Figure 4-2 U.S. Current-Dollar GDP vs. Real GDP, 2002-2008 (in trillion $)
• Figure 4-3 Percentage Changes in U.S. Current-Dollar GDP, Real GDP and the GDP Price Index, 2002-2008 (%)
• Future Uncertain
• Rising Costs
• Figure 4-4 U.S. Battery Manufacturing Producer Price Indexes: Primary vs. Storage (Secondary) Batteries, 1997-2007 (index)
• Figure 4-5 U.S. Battery Manufacturing Producer Price Indexes: Storage Batteries (Non-Lead-Acid and Primary Products) and Primary Batteries (Primary Products), 1997-2007 (index)
• Commodity Prices
• Figure 4-6 Selected Commodity Price Indexes, 1997-2007 (index)
• Price Increases a Catalyst
• Shifting Population
• Figure 4-7 Net Population Migration by Region, 2000-2006 (in thousands)

Chapter 5 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
• Batteries Not Included
• Keeping Things Bright
• Celebri-toon Relationships
• P&G Stands for Pink & Green
• Rayovac Enchants Disney
• Powering Sports
• Retail Trends
  • Retailers Must Know More
  • Table 5-1 IRI-tracked Sales of Energizer Max vs. Energizer e2 Lithium, 2003-2007 (in million $)
  • Technology May Aid in Cross-Merchandising Batteries
  • Energizer' s "Shopper Based Solutions" Mean Smarter Merchandising for All
  • Virtual Merchandising?
  • The Soft Cell: Grocery Cart-Mounted Consoles with RFID Technology
  • Consumer Channel Shifting
  • Figure 5-2 Non-Food Channel Dollar Share by Department, 2007
  • Drug Store Opportunities
  • Non-Traditional Retail Channels
  • All Batteries All the Time
  • From Scratch
  • Online
  • Reinvented

Chapter 6 Household Battery Consumer Usage

• Note on Simmons Market Research Bureau Consumer Data
• Figure 6-1 U.S. Household Penetration of Household Batteries by Year, 2003-2007 (%)
• Household Penetration by Battery Type
  • Figure 6-2 Household Penetration of Batteries by Types Purchased Most Often, 2007 (%)
  • Year-Over-Year Penetration Change
  • Table 6-1 Household Penetration of Batteries by Types Purchased Most Often, 2003-2007 (%)
  • Demographic Characteristics by Battery Type
  • Alkaline Profile
  • Table 6-2 Demographic Indicators for Alkaline Batteries, 2007 (index)
  • General Purpose Profile
  • Table 6-3 Demographic Indicators for General Purpose Batteries, 2007 (index)
  • Heavy Duty Profile
  • Table 6-4 Demographic Indicators for Heavy Duty Batteries, 2007 (index)
  • Rechargeable Profile
  • Table 6-5 Demographic Indicators for Rechargeable Batteries, 2007 (index)
  • Lithium Profile
  • Table 6-6 Demographic Indicators for Lithium/Lithium Plus Batteries, 2007 (index)
• Household Penetration by Battery Brand
  • Figure 6-3 Household Penetration of Batteries by Brands Purchased Most Often, 2007 (%)
  • Year-Over-Year Penetration Change
  • Table 6-7 Household Penetration of Batteries by Brands Purchased Most Often, 2003-2007 (%)
  • Demographic Characteristics by Selected Battery Brands
  • Duracell Profile
  • Table 6-8 Demographic Indicators for Duracell, 2007 (index)
  • Energizer Profile
  • Table 6-9 Demographic Indicators for Energizer, 2007 (index)
  • Eveready Profile
  • Table 6-10 Demographic Indicators for Eveready, 2007 (index)
  • Rayovac Profile
  • Table 6-11 Demographic Indicators for Rayovac 2007 (index)
• Household Penetration by Purchase Frequency
  • Figure 6-4 Household Penetration of Batteries by Number Bought in Last 12 Months, 2007 (%)
  • Year-Over-Year Penetration Change
  • Figure 6-12 Household Penetration of Batteries by Number Bought in Last 12 Months, 2007 (%)
  • Demographic Characteristics by Selected Purchase Frequency
  • Light Usage Profile
  • Table 6-15 Demographic Indicators for Light Usage (6-9), 2007 (index)
  • Medium Usage Profile
  • Table 6-13 Demographic Indicators for Medium Usage (10-15), 2007 (index)
  • Heavy Usage Profile
  • Table 6-14 Demographic Indicators for Heavy Usage (30+), 2007 (index)

Appendix: Selected List of Marketers