Alkaline and zinc carbon battery sales are growing in the non-rechargeable market, with zinc growth massively ahead of alkaline in terms of volume (albeit from a much smaller base), thanks to an increase in the average price paid per alkaline battery. Market growth this year has been driven by existing shoppers buying more.

During the recession, there was a temporary movement of spend away from alkaline into zinc carbon, driven by a few very high volume deals in some retailers in the lead up to Christmas.

However, this trend seems to be limited to minor brands as Duracell and Energizer have not been affected.

Premium variants for both have performed exceptionally well this year and are driving value into the market as alkaline shoppers trade up.

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