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Household Batteries - US - August 2012

The household batteries market has declined 10% between 2007 and 2012 as many of the most power hungry mobile devices, such as cameras, music players, and others, have shifted to dedicated or built-in rechargeable power sources. Still, household batteries remain a ubiquitous presence in the home and are widely used in a variety of everyday household applications, from remote controls, to smoke alarms and computer accessories. While household batteries once provided portable power to the most active lifestyles, their role is shifting to one of security and preparedness.

This report provides an up to the moment view on the shifting consumer mindset concerning household batteries and points out opportunities for brands to maximize the different opportunities for increased sales and profits that the category still presents.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                  • Executive Summary

                      • The market
                        • Shift to new power sources drives down household battery sales
                          • Figure 1: Total U.S. sales of household batteries and fan chart forecast with best- and worst-case scenarios, 2007-17
                        • Primary batteries dominate, rechargeables continue to loose share
                          • Figure 2: Total U.S. retail sales of household batteries, by segment, 2010 and 2012
                        • Market factors
                          • Competition from built-ins, OEMs, and more
                            • Leading companies
                              • P&G and Energizer dominate market
                                • Figure 3: Leading companies' FDMx share of batteries in the U.S., 2011 and 2012
                              • The consumer
                                • Many household uses beyond cameras and music players
                                  • Figure 4: Where consumers use batteries, April-May, 2012
                                • Mass merchandisers most popular outlets for batteries
                                  • Figure 5: Where consumers purchase batteries, April-May, 2012
                                • Battery purchase behaviors
                                  • Figure 6: Battery purchase behaviors, April-May, 2012
                                • Importance of battery attributes
                                  • Figure 7: Importance of battery attributes, very important, April-May, 2012
                                • Attitudes toward batteries
                                  • Figure 8: Attitudes toward batteries, April-May, 2012
                                • What we think
                                • Issues in the Market

                                    • How important is battery shelf life?
                                      • Can secondary battery sales be recharged?
                                        • Will store brands continue to gain ground?
                                          • How important is environmental friendliness to battery purchasers?
                                          • Insights and Opportunities

                                            • Taking store brands to the next level
                                              • Could batteries benefit from a more complex shopping experience?
                                                • Battery stock-up ideas—online selling
                                                • Trend Applications

                                                    • Trend: Extend My Brand
                                                      • Trend: Greenfluencers
                                                        • 2015 Trend: Access Anything, Anywhere
                                                            • Figure 9: Motorola Droid Razr Maxx “All Day, All Night” TV ad, 2012
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Shift to new power sources drives down household battery sales
                                                              • Figure 10: Total U.S. retail sales and forecast of household batteries at current prices, 2007-17
                                                              • Figure 11: Total U.S. retail sales and forecast of household batteries at inflation-adjusted prices, 2007-17
                                                            • Fan chart forecast of household batteries
                                                                • Figure 12: Total U.S. sales of household batteries fan chart forecast with best- and worst-case scenarios, 2007-17
                                                              • Walmart sales
                                                              • Market Drivers

                                                                • Competition from built-ins, OEMs, and more
                                                                  • A jittery economic outlook hampers growth
                                                                    • Figure 13: Thompson Reuters/University of Michigan’s index of consumer sentiment (ICS), 2007-12
                                                                  • Demographics: age counts
                                                                    • Figure 14: Battery purchase incidence and number purchased in past year, by age, October 2010-November 2011
                                                                    • Figure 15: Population, by age, 2007-17
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Primary batteries dominate, rechargeables continue to lose share
                                                                      • Figure 16: Total U.S. retail sales of household batteries, by segment, 2010 and 2012
                                                                  • Segment Performance—Primary Batteries

                                                                    • Key points
                                                                      • Loss of high-drain devices cuts into primary battery sales
                                                                        • Figure 17: Total U.S. retail sales of primary batteries at current prices, 2007-12
                                                                      • Sales increasingly concentrated in alkaline batteries
                                                                        • Primary battery unit sales continue to decline
                                                                          • Figure 18: FDMx unit sales of primary batteries, by subsegment, 2007-12
                                                                        • Private label gains in key alkaline subsegment
                                                                          • Figure 19: FDMx private label dollar and volume share of primary batteries, by subsegment, 2007-2012
                                                                      • Segment Performance—Secondary Batteries

                                                                        • Key points
                                                                          • Combination of factors drives down rechargeables sales
                                                                            • Still, untapped potential for growth
                                                                              • Figure 20: Total U.S. retail sales of secondary batteries at current prices, 2007-12
                                                                          • Retail Channels

                                                                            • Batteries widely available across retail channels
                                                                              • Figure 21: Total U.S. retail sales of household batteries, by channel, 2010 and 2012
                                                                          • Retail Channels—Drug Stores

                                                                            • Key points
                                                                              • Strength in photo finishing may set it up for weakness in battery sales
                                                                                • Private label increasingly dominant in drug stores
                                                                                  • Drug stores dominate button cell market
                                                                                    • Figure 22: Drug store sales of household batteries, 2007-12
                                                                                • Retail Channels—Supermarkets

                                                                                  • Key points
                                                                                    • Batteries a routine purchase in supermarkets
                                                                                      • Alkaline dominates in supermarkets
                                                                                        • Figure 23: Supermarket sales of household batteries, 2007-12
                                                                                    • Retail Channels—Other Channels

                                                                                      • Key points
                                                                                        • Walmart tops all other retailers with focus on low prices
                                                                                          • Figure 24: Other channel sales of household batteries, 2007-12
                                                                                      • Leading Companies

                                                                                        • P&G and Energizer Holdings dominate
                                                                                          • Figure 25: Leading companies' FDMx sales of batteries in the U.S., 2011 and 2012
                                                                                      • Brand Share—Primary Batteries

                                                                                        • Key points
                                                                                          • Singular focus on alkaline helps Duracell extends lead over Energizer
                                                                                            • Made to last, even when not in use: Duracell offers 10-year guarantee
                                                                                              • Figure 26: Leading companies' FDMx sales of primary batteries in the U.S., 2011 and 2012
                                                                                          • Brand Share—Secondary Batteries

                                                                                            • Key points
                                                                                              • Energizer and Duracell account for nearly all sales in declining segment
                                                                                                • Opportunity for a new competitor?
                                                                                                  • Figure 27: Leading companies' FDMx sales of secondary batteries in the U.S., 2011 and 2012
                                                                                              • Innovation and Innovators

                                                                                                • Overview
                                                                                                  • Duracell Powermat
                                                                                                    • Energizer inductive chargers
                                                                                                      • Rayovac on-the-go chargers
                                                                                                        • Sanyo eneloop
                                                                                                        • Marketing Strategies

                                                                                                          • Overview
                                                                                                            • Long-running Duracell campaign underscores trust
                                                                                                              • Figure 28: Duracell “Local Volunteers” TV ad, 2011
                                                                                                            • Duracell campaign extends to P&G Olympics sponsorship, kicks off shelf-life guarantee
                                                                                                              • Figure 29: Duracell “Olympic Gold/Duralock Tag” TV ad, 2012
                                                                                                            • Duracell online
                                                                                                              • New Energizer campaign emphasizes performance and caring
                                                                                                                • Figure 30: Energizer Ultimate Lithium “Positivenergy” TV ad, 2012
                                                                                                              • Energizer cause marketing and online presence
                                                                                                                • Rayovac emphasizes value, mainly online
                                                                                                                  • Figure 31: Rayovac “Lasts as Long, Costs Less” TV ad, 2012
                                                                                                              • Types of Batteries Purchased

                                                                                                                • Key points
                                                                                                                  • Regular alkaline most commonly purchased batteries
                                                                                                                    • Men more likely to opt for higher power
                                                                                                                      • Figure 32: Types of batteries purchased, by gender, April-May, 2012
                                                                                                                    • Young adults more likely to purchase lithium batteries and rechargeables
                                                                                                                      • Figure 33: Types of batteries purchased, by age, April-May, 2012
                                                                                                                    • Higher-income adults more likely to opt for lithium batteries
                                                                                                                      • Figure 34: Types of batteries purchased, by household income, April-May, 2012
                                                                                                                    • Big households more likely to opt for rechargeables
                                                                                                                      • Figure 35: Types of batteries purchased, by household size, April-May, 2012
                                                                                                                  • Where Consumers Use Batteries

                                                                                                                    • Key points
                                                                                                                      • Many household uses beyond cameras and music players
                                                                                                                          • Figure 36: Where consumers use batteries, by gender, April-May, 2012
                                                                                                                        • Battery usage divides along age lines
                                                                                                                          • Figure 37: Where consumers use batteries, by age, April-May, 2012
                                                                                                                      • Where Consumers Purchase Batteries

                                                                                                                        • Key points
                                                                                                                          • Mass merchandisers most popular outlets for batteries
                                                                                                                              • Figure 38: Where consumers purchase batteries, by age, April-May, 2012
                                                                                                                            • Lower-income battery shoppers gravitate to Walmart, dollar stores
                                                                                                                                • Figure 39: Where consumers purchase batteries, by household income, April-May, 2012
                                                                                                                            • Battery Purchase Behaviors

                                                                                                                              • Key points
                                                                                                                                • Batteries most often a routine stock-up purchase
                                                                                                                                  • Sales are important, but the lowest price doesn’t always win
                                                                                                                                    • Few shoppers find battery selection confusing
                                                                                                                                      • Figure 40: Battery purchase behaviors, April-May, 2012
                                                                                                                                    • Younger battery shoppers less likely to plan ahead
                                                                                                                                      • Figure 41: Battery purchase behaviors, by age, April-May, 2012
                                                                                                                                  • Importance of Battery Attributes

                                                                                                                                    • Key points
                                                                                                                                      • Long-lasting claim is most important product attribute
                                                                                                                                        • Expiration or freshness dates important to many
                                                                                                                                          • Specialized power levels very important to one third of purchasers
                                                                                                                                            • Brand name only modestly important, but all brands not alike
                                                                                                                                              • Figure 42: Importance of battery attributes, April-May, 2012
                                                                                                                                            • Older consumers more likely to place importance on expiration dates
                                                                                                                                              • Figure 43: Importance of battery attributes, by age, April-May, 2012
                                                                                                                                            • Larger households more attuned to price, less to expiration or freshness dates
                                                                                                                                              • Figure 44: Importance of battery attributes, by household size, April-May, 2012
                                                                                                                                          • Attitudes toward Batteries

                                                                                                                                            • Key points
                                                                                                                                              • Rechargeables would benefit from boost in performance imagery
                                                                                                                                                • Environment a potential issue for battery purchasers
                                                                                                                                                  • Few purchasers put store brands on a par with national brands
                                                                                                                                                    • Figure 45: Attitudes toward batteries, April-May, 2012
                                                                                                                                                  • Men more attuned to battery performance
                                                                                                                                                    • Figure 46: Attitudes toward batteries, by gender, April-May, 2012
                                                                                                                                                  • Younger adults may represent opportunity for rechargeables
                                                                                                                                                    • Figure 47: Attitudes toward batteries, by age, April-May, 2012
                                                                                                                                                • Correspondence Analysis

                                                                                                                                                  • Methodology
                                                                                                                                                    • Leading brands closely aligned on key qualities
                                                                                                                                                      • Figure 48: Correspondence Analysis, select household battery brands, April-May 2012
                                                                                                                                                      • Figure 49: Battery brand ratings, April-May 2012
                                                                                                                                                      • Figure 50: Familiarity with battery brands, by gender, April-May, 2012
                                                                                                                                                      • Figure 51: Familiarity with battery brands, by age, April-May, 2012
                                                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                                                    • Key points
                                                                                                                                                      • Standard-size battery use consistent across groups
                                                                                                                                                        • Figure 52: Types of batteries purchased, by race/Hispanic origin, April-May, 2012
                                                                                                                                                      • Most common uses similar across groups
                                                                                                                                                        • Figure 53: Where consumers use batteries, by race/Hispanic origin, April-May, 2012
                                                                                                                                                      • Black and Hispanic battery purchasers less likely to plan ahead
                                                                                                                                                        • Figure 54: Battery purchase behaviors, by race/Hispanic origin, April-May, 2012
                                                                                                                                                      • Black, Hispanic purchasers weigh a variety of attributes in selection
                                                                                                                                                        • Figure 55: Importance of battery attributes, by race/Hispanic origin, April-May, 2012
                                                                                                                                                      • Blacks and Hispanics may represent opportunity for rechargeables
                                                                                                                                                        • Figure 56: Attitudes toward batteries, by race/Hispanic origin, April-May, 2012
                                                                                                                                                    • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                        • Overview of batteries
                                                                                                                                                          • Alkaline batteries
                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                              • Brand map
                                                                                                                                                                • Figure 57: Brand map, selected brands of alkaline batteries buying rate, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                • Key purchase measures
                                                                                                                                                                  • Figure 58: Key purchase measures for the top brands of alkaline batteries, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                  • Figure 59: Target groups, April-May, 2012
                                                                                                                                                                • Dischargeds
                                                                                                                                                                  • Characteristics
                                                                                                                                                                    • Opportunity
                                                                                                                                                                      • Power Planners
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Opportunity
                                                                                                                                                                            • Rechargers
                                                                                                                                                                              • Characteristics
                                                                                                                                                                                • Opportunity
                                                                                                                                                                                  • Cluster characteristic tables
                                                                                                                                                                                    • Figure 60: Types of batteries purchased, by target groups, April-May, 2012
                                                                                                                                                                                    • Figure 61: Where consumers use batteries, by target groups, April-May, 2012
                                                                                                                                                                                    • Figure 62: Where consumers purchase batteries, by target groups, April-May, 2012
                                                                                                                                                                                    • Figure 63: Battery purchase behaviors, by target groups, April-May, 2012
                                                                                                                                                                                    • Figure 64: Importance of battery attributes, by target groups, April-May, 2012
                                                                                                                                                                                    • Figure 65: Attitudes toward batteries, by target groups, April-May, 2012
                                                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                                                    • Figure 66: Target groups, by demographic, April-May, 2012
                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                                                    • Overview
                                                                                                                                                                                      • Parents of school-aged kids buy more types of standard batteries
                                                                                                                                                                                        • Figure 67: Types of batteries purchased, among parents by age of children, April-May, 2012
                                                                                                                                                                                      • Parents of school aged kids buy batteries for a wide variety of uses
                                                                                                                                                                                        • Figure 68: Where consumers use batteries, among parents by age of children April-May, 2012
                                                                                                                                                                                      • Parents of kids 6-17 value performance, show interest rechargeables
                                                                                                                                                                                        • Figure 69: Where consumers use batteries, among parents by age of children, April-May, 2012
                                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                      • Usage and purchase behavior
                                                                                                                                                                                        • Figure 70: Where consumers use batteries, by household income, April-May, 2012
                                                                                                                                                                                        • Figure 71: Where consumers purchase batteries, by gender, April-May, 2012
                                                                                                                                                                                        • Figure 72: Battery purchase behaviors, by household income, April-May, 2012
                                                                                                                                                                                      • Brand ratings
                                                                                                                                                                                        • Figure 73: Battery brand ratings, April-May, 2012
                                                                                                                                                                                        • Figure 74: Battery brand ratings, April-May, 2012
                                                                                                                                                                                        • Figure 75: Battery brand ratings, April-May, 2012
                                                                                                                                                                                        • Figure 76: Battery brand ratings, April-May, 2012
                                                                                                                                                                                        • Figure 77: Battery brand ratings, April-May, 2012
                                                                                                                                                                                        • Figure 78: Battery brand ratings, April-May, 2012
                                                                                                                                                                                        • Figure 79: Eveready brand ratings, by gender, April-May, 2012
                                                                                                                                                                                        • Figure 80: Eveready brand ratings, by age, April-May, 2012
                                                                                                                                                                                        • Figure 81: Eveready brand ratings, by household income, April-May, 2012
                                                                                                                                                                                        • Figure 82: Eveready brand ratings, by household size, April-May, 2012
                                                                                                                                                                                        • Figure 83: Energizer brand ratings, by gender, April-May, 2012
                                                                                                                                                                                        • Figure 84: Energizer brand ratings, by age, April-May, 2012
                                                                                                                                                                                        • Figure 85: Energizer brand ratings, by household income, April-May, 2012
                                                                                                                                                                                        • Figure 86: Energizer brand ratings, by household size, April-May, 2012
                                                                                                                                                                                        • Figure 87: Duracell brand ratings, by gender, April-May, 2012
                                                                                                                                                                                        • Figure 88: Duracell brand ratings, by age, April-May, 2012
                                                                                                                                                                                        • Figure 89: Duracell brand ratings, by household income, April-May, 2012
                                                                                                                                                                                        • Figure 90: Duracell brand ratings, by household size, April-May, 2012
                                                                                                                                                                                        • Figure 91: Panasonic brand ratings, by gender, April-May, 2012
                                                                                                                                                                                        • Figure 92: Panasonic brand ratings, by age, April-May, 2012
                                                                                                                                                                                        • Figure 93: Panasonic brand ratings, by household income, April-May, 2012
                                                                                                                                                                                        • Figure 94: Panasonic brand ratings, by household size, April-May, 2012
                                                                                                                                                                                        • Figure 95: Rayovac brand ratings, by gender, April-May, 2012
                                                                                                                                                                                        • Figure 96: Rayovac brand ratings, by age, April-May, 2012
                                                                                                                                                                                        • Figure 97: Rayovac brand ratings, by household income, April-May, 2012
                                                                                                                                                                                        • Figure 98: Rayovac brand ratings, by household size, April-May, 2012
                                                                                                                                                                                        • Figure 99: Store brand brand ratings, by gender, April-May, 2012
                                                                                                                                                                                        • Figure 100: Store brand brand ratings, by age, April-May, 2012
                                                                                                                                                                                        • Figure 101: Store brand brand ratings, by household income, April-May, 2012
                                                                                                                                                                                        • Figure 102: Store brand brand ratings, by household size, April-May, 2012
                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                      • Consumer Electronics Association
                                                                                                                                                                                      • CVS Caremark Corporation
                                                                                                                                                                                      • Duracell
                                                                                                                                                                                      • Energizer Holdings, Inc.
                                                                                                                                                                                      • Federal Reserve System
                                                                                                                                                                                      • Procter & Gamble Company (The)
                                                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                                                      • Rayovac
                                                                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                                                                      • Walmart Stores (USA)

                                                                                                                                                                                      Household Batteries - US - August 2012

                                                                                                                                                                                      £3,199.84 (Excl.Tax)