Duracell sales fall 18.7% after cut in promotions

Duracell’s volume share fell from 56% to 51.6%

Sales of Duracell batteries have crashed after a cut in promotions and a rise in average prices.

The brand’s volume sales have fallen 18.7% on value sales down 6.3% following a 15.2% rise in average price [IRI 52 w/e 22 June]. Its volume share of the grocery battery market has subsequently fallen from 56% to 51.6%.

The market as a whole fell 3.4% by value on volumes down 11.7%, while the volume sold on deal fell from 44% to 39%.

Rising sales of cheap batteries in the discounters had contributed to the decline, said Duracell brand-owner P&G.

By contrast, Energizer sales rose 11.4% in value as volume climbed 16.3% over the period.