ISBN 1-85765-735-7

Table of Contents

Executive Summary

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TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: Number of Alkaline and Zinc Carbon Batteries Purchased (per capita), 1991 and 1995

Market Size

THE TOTAL MARKET

MARKET SEGMENTATION

GLOBAL PERSPECTIVE

EXPORTS AND IMPORTS

Table 2: Sales of the UK Dry Battery Market by Value (£m at msp), 1993-1997

Table 3: Breakdown of the UK Dry Battery Market by Type by Value at Manufacturers' Selling Prices ( percent), 1993-1997

Table 4: Value of World Battery Sales ($m), 1989 and 1995

Table 5: Exports and Imports for Dry Batteries by Value (£m at msp), 1993-1997

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

DISTRIBUTION

EMPLOYMENT

TRADE ASSOCIATIONS

Table 6: Distribution of Dry Batteries to Consumer Outlets by Volume ( percent), Year to May 1997

Table 7: Distribution of Dry Batteries to Consumer Outlets by Value ( percent), Year to May 1997

Table 8: UK Unit Shipments of Dry Batteries by Type (000), 1996

Table 9: Pattern of UK Unit Shipments of Dry Batteries (000), 1996

Competitor Analysis

INTRODUCTION

BRAND SHARES

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 10: Brand Shares of the UK Dry Battery Market by Value ( percent), Year to May 1997

Table 11: Brand Shares of the UK Alkaline Battery Market by Value ( percent), Year to May 1997

Table 12: Brand Shares of the UK Dry Battery Market by Volume ( percent), 1993 and 1997

Table 13: Brand Shares of the UK Alkaline Battery Market by Volume ( percent), 1993 and 1997

Table 14: Main Media Advertising Expenditure by UK Dry Battery Suppliers (£000), 1996 and 1997

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

INTRODUCTION

INFLUENCE OF GENDER

INFLUENCE OF AGE GROUP

INFLUENCE OF SOCIAL GROUP

INFLUENCE OF REGION

INFLUENCE OF PRESENCE OF CHILDREN

INFLUENCE OF HOME OWNERSHIP

INFLUENCE OF MARITAL STATUS

Table 15: Influence of Gender on Dry Batteries including Rechargeable Battery Buying ( percent of adults in each category), 1996

Table 16: Influence of Age Group on Dry Batteries including Rechargeable Battery Buying ( percent of adults in each category), 1996

Table 17: Influence of Social Group on Dry Batteries including Rechargeable Battery Buying ( percent of adults in each category), 1996

Table 18: Influence of Region on Dry Batteries including Rechargeable Battery Buying ( percent of adults in each category), 1996

Table 19: Influence of Presence of Children in the Household on Dry Batteries including Rechargeable Battery Buying ( percent of adults in each category), 1996

Table 20: Influence of Home Ownership on Dry Batteries including Rechargeable Battery Buying ( percent of adults in each category), 1996

Table 21: Influence of Marital Status on Dry Batteries including Rechargeable Battery Buying ( percent of adults in each category), 1996

Outside Suppliers to the Industry

INTRODUCTION

THE CHEMICALS INDUSTRY

PLASTICS PROCESSORS

METALS PROCESSORS

DISTRIBUTORS

ADVERTISING AGENCIES

Current Issues

RECYCLING

NEW TECHNOLOGY

OWN-LABEL SALES

Table 22: Nickel Cadmium Battery Market Characteristics in the UK (£m and percent), 1995

Table 23: Collection and Recycling of UK Nickel Cadmium Batteries (kilograms), 1992-1995

Forecasts

FORECASTS 1998 TO 2002

Table 24: Forecast Sales of the UK Dry Battery Market by Value at Constant 1997 Prices (£m at msp), 1998-2002

Table 25: Forecast Breakdown of the UK Dry Battery Market by Type by Value at Constant 1997 Manufacturers' Selling Prices ( percent), 1998-2002

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

The market for dry batteries in the UK has grown strongly over the last 5 years. Between 1993 and 1997, the market grew from £213.8m to £343.9m, an increase of 60.9 percent. The increasing acceptance by consumers of rechargeable batteries, both for specialist applications and in standard sizes, meant that the market for secondary batteries was particular strong, growing by 89.5 percent to reach £68.8m in 1997.

The market for dry batteries is comprised of: primary batteries, i.e. disposable standard-sized batteries; secondary batteries, which are rechargeable, in standard sizes and for specialist applications such as camcorders and cellular telephones; and button cells, which are used in small consumer items, including watches and cameras.

The trend toward miniaturisation in consumer electronics and the consequent potential for portable applications has been an important factor in market growth. The development of new types of consumer equipment, ranging from pagers to portable compact disc (CD) players, and their increasing levels of consumer penetration, is an important factor in increasing domestic and commercial demand for batteries. An increasing influence on the sale and distribution of batteries is the development of strong own-label brand identities. Multiple grocers are increasing their market share and challenging the market hegemony of the two leading players -- Duracell and Ever Ready.

The future of the industry will be heavily influenced by European Union (EU) legislation aimed at ensuring that a higher proportion of batteries are recycled at the end of their useful lives. The European Commission (EC) is currently reviewing existing legislation covering this area, and is expected to strengthen and extend the scope of current regulations. The recovery and safe disposal of heavy metals is a particular point of concern.

By the year 2002, Key Note anticipates that the value of the UK dry battery market will have grown to £488m at constant 1997 prices. This represents an increase, in real terms, of 30.2 percent over the 5-year period. The very rapid rate of expansion in the market since 1993 is likely to moderate due to increasing sales of rechargeable batteries having a slight dampening effect on the market for replacement batteries. However, new applications and increasing consumer use of existing portable equipment will ensure that market growth remains strong at around 7 percent to 8 percent per year to 2002.

Text © 1997 Key Note

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