Publishing: 26 August

Advertising deadline: 11 August

Submissions deadline: 4 August

Jennifer Whitehead (

Download synopsis here.

The Story

Grocers are gaining share of the batteries market. But is their growth sustainable? Our research shows that volume sales are being driven by lower prices and a switch to larger multipacks. What are suppliers and retailers doing to drive value back into the market?

Key themes (this list is not exhaustive; we will investigate new angles as they arise):

Innovation: Key to this feature will be a discussion of the latest NPD on the market. The feature will explore the market trends that have inspired these innovations and weigh up which new launches are most likely to encourage new trends in the category. Four of the most interesting recent or forthcoming launches will be profiled in a separate box.

Promotions/pack sizes/price: This feature will pay close attention to how factors like pack sizes and promotions have affected the price of batteries in the past year. How price has in turn affected sales growth will of course be a major focus too.

Marketing and advertising: This feature will also explore how the marketing of batteries has evolved over the past year, with particular attention being paid to above the line advertising, point of sale marketing and the ‘as good as the major brand’ claims of many of the smaller players in the market. How have things changed and what are brands’ strategies for the coming year?

Retailers: This feature will pay close attention to how new listings have affected the fortunes of individual brands and the growth of discounters and specialist retailers is driving growth for some. How do different retailers approach the category? Who’s in growth and who’s in decline?

Key questions the feature is likely to address:

  • What consumer trends have impacted the category over the past year?
  • How have promotional strategies (both in terms of price and marketing) evolved?
  • How have individual retailers’ strategies impacted the market?
  • How has merchandising changed in the market?
  • What impact has own-label had on branded players?
  • What’s next for the category?