>>duracell down, energizer up
The battery market continues to enjoy growth however this has slowed of late, up 4% year-on-year compared with the 9% growth in the previous year.
General purpose batteries (alkaline and zinc carbon batteries) continue to dominate the batteries market with 87% share of sales, growing at 2% year on year.
Specialist battery (rechargeable and lithium) growth is well ahead of general purpose at 20% in the latest year.
Within general purpose batteries, Duracell remains the number one selling brand with 33% of sales. In the previous year, Duracell was at the heart of category growth, however in the latest year, this has turned into a decline, at 5% year-on-year.
Much of this is owed to the poor performance of Duracell Ultra in the latest year.
Energizer, the second most important brand in the market, has 16% share of general purpose battery sales, turning an 8% decline in sales from the previous year into 15% growth year-on-year.
Much of this performance is owed to the Energizer Ultimate range that was launched in June last year.
Grocery outlets account for 56% of batteries sales, with growth slowing most recently to 2% year-on-year, from 11% a year ago.
Of the grocers, Tesco is key for share and also performance, accounting for 17% of battery sales, and with 18% growth year-on-year.
Asda and Sainsbury follow in share terms, although their growth is substantially behind that of Tesco.
The slowing growth in the battery category can be linked to two key pressures - firstly, the reduction in the level of price-related promotions. A major influence here has been the acquisition of Safeway by Morrisons.
Secondly, portable devices that have become popular in the market - such as portable DVD players and MP3 players - now often come with integrated rechargeable batteries.
Ece Tovil, TNS Superpanel
Produced for The Grocer by TNS Superpanel. For more information call 020 8967 4521
The battery market continues to enjoy growth however this has slowed of late, up 4% year-on-year compared with the 9% growth in the previous year.
General purpose batteries (alkaline and zinc carbon batteries) continue to dominate the batteries market with 87% share of sales, growing at 2% year on year.
Specialist battery (rechargeable and lithium) growth is well ahead of general purpose at 20% in the latest year.
Within general purpose batteries, Duracell remains the number one selling brand with 33% of sales. In the previous year, Duracell was at the heart of category growth, however in the latest year, this has turned into a decline, at 5% year-on-year.
Much of this is owed to the poor performance of Duracell Ultra in the latest year.
Energizer, the second most important brand in the market, has 16% share of general purpose battery sales, turning an 8% decline in sales from the previous year into 15% growth year-on-year.
Much of this performance is owed to the Energizer Ultimate range that was launched in June last year.
Grocery outlets account for 56% of batteries sales, with growth slowing most recently to 2% year-on-year, from 11% a year ago.
Of the grocers, Tesco is key for share and also performance, accounting for 17% of battery sales, and with 18% growth year-on-year.
Asda and Sainsbury follow in share terms, although their growth is substantially behind that of Tesco.
The slowing growth in the battery category can be linked to two key pressures - firstly, the reduction in the level of price-related promotions. A major influence here has been the acquisition of Safeway by Morrisons.
Secondly, portable devices that have become popular in the market - such as portable DVD players and MP3 players - now often come with integrated rechargeable batteries.
Ece Tovil, TNS Superpanel
Produced for The Grocer by TNS Superpanel. For more information call 020 8967 4521
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