Advanced, specialty segments boost a draining category

Battery sales are suffering in the drug store channel, with channel sales dipping nearly 3% for the 52 weeks ended Dec. 27, 2015, according to IRI data. But, there are growth opportunities in the category in the advanced alkaline, hearing aid and specialty batteries segments.

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“Devices are becoming smaller and more efficient, which has led to a strong increase in demand for AAA batteries. In addition, coin button batteries are growing at a fast rate, driven by the proliferation of connected devices that require small battery power,” said Ramon Velutini, brand manager at Duracell. Velutini said allowing many smart or connected devices to communicate with each other often requires long-lasting power that comes in smaller sizes.



“As more advanced technology surfaces in every-day devices, batteries will need to provide even more power,” said Ann Rule, Rayovac senior director of marketing. Rayovac has been expanding its high-end Rayovac Fusion advanced alkaline line. “We’ve been able to increase the internal battery capacity, which means more power for devices which require improved battery efficiency.”



Energizer also has been focused on long- life batteries and launched Energizer EcoAdvanced, made with 4% recycled batteries, last year. The product is Energizer’s longest-lasting alkaline. “A battery made with any percentage of recycled batteries, while maintaining high runtime, was thought to be an impossibility for decades and is now reality,” said Michelle Atkinson, Energizer’s chief consumer officer.



Energizer continues to innovate with the introduction of Energizer Recharge, the first rechargeable AA and AAA batteries made with recycled batteries. Energizer Recharge is just one of several innovations Energizer is making this year. “Improved Energizer Max batteries now last up to 30% longer than previous Energizer Max batteries in digital cameras and offer leakage protection through Power Seal technology for up to two years after fully used,” Atkinson said. “We also made improvements to our Energizer Ultimate Lithium battery, making it the world’s longest-lasting AA battery, holding energy up to 20 years in storage.”



Last year, Energizer also introduced a line of performance headlights, featuring powerful LEDs, a patented digital focus and dimming technology for an enhanced user experience.



The hearing aid battery segment will continue to grow. “In the hearing aid battery category, we’re seeing a lot of growth fueled by more baby boomers entering the category and technologically advanced hearing aids that are more demanding on the battery,” Rule said. Last year, Rayovac introduced Clear Sound Technology to the hearing aid battery segment.