The battery market has gone flat. After a supercharged period in 2013/14, which saw value sales rise 3.8% on volumes up 3.6% [Kantar 52 w/e 24 May 14], batteries have run out of energy. Sales fell 0.2% on volumes down 0.7% [Kantar 52 w/e 24 May 15].
Own-label sales continue to decline and number one brand Duracell has endured a fall in sales for the second year in a row. The picture might have been even worse were it not for the rapid rise in sales of specialist batteries and the efforts of branded players like Energizer and Panasonic, which bucked the downward trend. So, what can other manufacturers learn from those who are posting strong growth? And, given the projected rise in the number of devices containing integrated batteries over the next few years, what does the future hold for this mature category?
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