The battery market, long in need of spark, is showing signs of life. After years of value decline, induced by changing device trends, heavy promoting, and indifferent customers, the sector has been re-energised.
Value sales of batteries are up 3.8% to £255.7m [Kantar 52 w/e 24 May 14] on volumes up 3.6% to 579.8 million. And it’s brands making hay: Energizer and Panasonic in particular recorded impressive gains. And though Duracell disputes IRI figures suggesting it hasn’t had as easy a time, it still owns more of the market than its bestselling rivals combined.
This special report harnesses exlcusive data and expert insight; looks at how brands are leveraging marketing to get ahead; studies the booming discount channel; and looks at NPD across the category.
You can purchase our Focus on Batteries 2014 above. Alternatively, it is available free to existing subscribers.
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