Global Consumer Batteries Industry

• Publication date: August 2011

This report analyzes the worldwide markets for Consumer Batteries in US$ Million by the following product groups/segments: Primary Batteries (Zinc Carbon, & Alkaline), and Secondary Batteries (Nickel Cadmium, Nickel Metal Hydride, Lithium Ion, and Specialty & Other Batteries). The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific, Middle East, and Latin America. Annual estimates and forecasts are pro...

This report analyzes the worldwide markets for Consumer Batteries in US$ Million by the following product groups/segments: Primary Batteries (Zinc Carbon, & Alkaline), and Secondary Batteries (Nickel Cadmium, Nickel Metal Hydride, Lithium Ion, and Specialty & Other Batteries). The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific, Middle East, and Latin America. Annual estimates and forecasts are provided for the period of 2009 through 2017. Also, a six-year historic analysis is provided for these markets. The report profiles 134 companies including many key and niche players such as Battery Technologies Inc., BYD Company Ltd., Duracell, Electrochem Automation Inc., Energizer Holdings, Inc., FDK Corporation, GP Batteries International Limited, Hitachi Maxell Ltd., LG Chem Co., Ltd., Panasonic Corporation, Energy Company, Sanyo Electric Company Ltd., Sanyo Energy (USA) Corp, Samsung SDI Co. Ltd., Sony Corp., Spectrum Brands, Inc., VARTA Consumer Batteries GmbH & Co. KGaA, TCL Hyperpower Batteries Inc., Toshiba America Electronic Components, Inc., Tronic Technology Global Ltd., Jiangmen TWD Technology Co., Ltd., Ultralife Batteries Inc., and Valence Technology, Inc. Market data and analytics are derived from primary and secondary research. Company profiles are mostly extracted from URL research and reported select online sources.

Battery Industry

1. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS 1
Study Reliability and Reporting Limitations 1
Disclaimers 2
Data Interpretation & Reporting Level 2
Quantitative Techniques & Analytics 3
Product Definitions and Scope of Study 3
Primary Batteries 4
Zinc-Carbon 4
Alkaline Batteries 4
Secondary Batteries 4
Nickel-Cadmium Batteries 4
Nickel-Metal Hydride Batteries 4
Lithium Ion Batteries 4
Specialty and Other Batteries 5

2. INDUSTRY OVERVIEW 6
Prospects Worldwide 6
The Regional Prospects 6
The Segmental Prospects 6
Shelf-Lives & Costs Spark off Intra- and Inter- Segment
Competition 6
Fuel Cells Projected to Remain Dormant 7
Current and Future Analysis 7
Regional Perspective 7
US - The Single Largest Consumer Battery Market 7
Asia-Pacific - Outgrowing the Consumer Battery Market 7
Japan - Leading the Rechargeable Thrust 8
Asian Giants Dominate the Global Lithium-ion Battery Market 8
Product Segment Perspective 8
Current Zinc Carbon Markets are Potential Alkaline Markets 9
Rechargeable Surge - Buttressed by High-Tech/ High-Drain
Categories... 9
NiCad Set to Decline 9
NiMH has a Cost Advantage 10
Lithium-Ion Sets a Blistering Pace 10
Lithium-ion - Growth Drivers and Restrains 10
“AA” - Largest Selling Batteries by Type... 11
Zinc Batteries: Continue to Hold Sway in the Asian Countries? 11
Rechargeable Battery Research Attracts More and More Funds 11
Raw Material Dynamics in Li-Ion Batteries 12
Exports & Imports 13
Table 1: Leading Exporting Countries of Primary Batteries
and Cells Worldwide: 2006-2009 (includes corresponding
Graph/Chart) 13

Table 2: Leading Importing Countries of Primary Batteries
and Cells Worldwide: 2006-2009 (includes corresponding
Graph/Chart) 14

3. A SEGMENTAL PERSPECTIVE 15
Primary Batteries 15
Zinc-carbon: Slow-growth or No-growth Segment of the Global
Batteries Market 15
Alkaline - Best Alternative for Zinc-Carbon... 15
Longer Life - Key Alkaline Advantage... 15
Global Market for Alkaline Batteries 15
Global Alkaline Battery Market- Concentrated at the Top 16
Spectrum Brands - Also into Specialty Batteries 16
Low Consumer Awareness Regarding Alkaline Cost/Benefits... 16
Competitive Landscape of the Alkaline Battery Segment 16
Higher Prices of Alkaline Batteries 16
A Mature US Market for Alkaline Batteries... 17
More Powerful Alkalines 17
Trends Adversely Impacting Major Player Profitability 17
European Market for Alkaline Batteries: Untapped
Opportunities... 18
Emerging Trends Adversely Impacting Profitability 18
Zinc-Carbon - Surprising Resilience 18
Persistence of Zinc-Carbon - Factors Sustaining the Market 19
Price of Zinc-Carbon Batteries... 19
Strength of Local Players... 19
Zinc Air 19
Secondary Batteries 19
Most Active Segment in Terms of New Technologies 19
Table 3: Global Recent Past, Current & Future Analysis for
Secondary Consumer Batteries with Annual Sales Figures in
Million Units for Years 2009 through 2019 (includes
corresponding Graph/Chart) 20
Evolution of the Market for Rechargeables 20
Battery Chemistries Responding to Demands from OEMs 21
NiMH - A Mature Technology, Yet Strong in Consumer Applications 21
Enter Li-Ion 21
Bright Prospects for Better Battery Technologies 22
Advantage Li-Ion 22
Lithium-Ion - Set to Grow 22
Table 4: World Consumer Lithium-ion Batteries Market
(2009-2017): Annual Demand by Electronic Application in
US$ Million for Mobile Phones, Notebook PCs, and Others
(includes corresponding Graph/Chart) 23
Li-Ion - Most Preferred for Laptops 23
Mobile Phones and Laptops - The Li-ion Drivers 23
Adequate Capacity to Meet Future Requirements 24
Other Uses 24
High Powered Lithium - Fastest Growing Category 24
Technology - Yet to be Improved... 24
World Lithium Power Heavyweights 24
Table 5: World Li-ion Battery Production Capacity
(2007-2010): Breakup of Volume Production Capacity in
Million Cells by Company - Sanyo Electric, Samsung SDI,
Sony Corp., LG Chemical, BYD Battery, and Panasonic
(includes corresponding Graph/Chart) 25
Japanese Companies Dominate the Li-Ion Market 25
Table 6: Leading Players in the Global Lithium-ion Battery
Market (2009): Market Share Breakdown (in %) of Value
Sales for Panasonic/Sanyo, Sony, Samsung SDI, LG Chemical,
BYD Company, and Others (includes corresponding
Graph/Chart) 26

Table 7: Leading Players in the World Consumer Lithium-ion
Battery Market (2009): Percentage Breakdown of Value Sales
for Panasonic/Sanyo, Samsung SDI, Sony, BYD Company, LG
Chemical, BAK and Others (includes corresponding
Graph/Chart) 26
Experience with Magnetic Tape Technology. 26
A Case of Lithium Vs. Lithium 27
New Entries 27
Lithium Polymer 27
Japanese Manufacturers Develop Polymer Batteries 27
Lithium Vs. Nickel Cell Technologies 27
A Comparison table of Consumer Batteries by Type, Voltage
Levels, Application and Benefits - Primary Batteries,
Button Cells and Secondary Batteries 28
Li-Polymer - Enabling Change... 29
Major Developments in Li Polymer Market 29
The Battery, The Device - A Qualitative Model... 29
‘Device’ as a Driver of ‘Battery’... 30
‘Battery’ as a Driver of ‘Device’... 30
Nickel Metal Hydride and Nickel Cadmium - A Comparison 30
Leading Technologies 31
Environmental Effect of Batteries 31

4. TRENDS AND ISSUES 32
The Quest for Longer Life Batteries 32
Lithium-ion Barges into Heavy-duty Segment 32
Japan Losing Ground to other Asian Countries 32
Emergence of Alternatives to Lithium-ion 33
Color-Coding - An Innovative Marketing Approach 33
Switch on to Mercury-Free Batteries 33
Li-Ion: Slowly Replacing Ni Metal Batteries 34
Lithium-ion Battery Features Win Appeal 34
Redundancy of Nickel Cadmium 34
Lithium Rechargeables Prices to Decline 34
Technological Innovation Spurs Industry Growth 35
Surge in Lithium Battery Supply for Portable Applications 35
Optimistic Future for Handset Battery 35
Advances in Digital Camera Technology Reflects Battery Sales 35
Consolidation and Competition: Driving the Industry 36
Dominance of Large Scale Manufacturers Restricts Growth of
Small Scale Manufacturers 36
Proliferation of Small Scale Battery Manufacturers in Asia
Creates Price Pressure 36
Newer Battery Chemistries Decelerate Demand for Existing
Chemistries 37
New Generation Smart Power Batteries Gaining the Momentum 37
Majors Committing Substantial Resources 37
Proliferating Launches Targeting Specific End-Use Devices 37
Nickel Metal Hydride and Lithium-ion to Stimulate Battery
Materials Demand 38
Table 8: World Battery Material Demand (2012F): Percentage
Share Breakdown by Region - North America, Western Europe,
Asia-Pacific and Others (includes corresponding Graph/Chart) 38
Nickel-Metal Hydride to Replace Nickel Cadmium 39
EU Environmental Council to Partially Ban Cadmium in Batteries 39

5. PRODUCT OVERVIEW 40
Battery - Device Maker’s Need 40
Evolution of Battery 40
Major Applications in Conjunction with Historical Developments 41
Types of Batteries 41
Acid and Alkaline Batteries 41
Wet and Dry Batteries 42
Applications 42
Button Cell Batteries 43
Battery Categories According to Applications 43
Vehicular Batteries 43
Lead-Acid Batteries 43
Silver Batteries 44
Thermal Batteries 44
Magnesium Batteries 44
Mercury Batteries 44
Sealed and Flooded Batteries 44
Deep-Cycle Batteries 44
Consumer Batteries (Primary & Secondary) 45
Table 9: Different Sizes of Consumer Batteries 45
Zinc-Carbon (Zn-C) 46
Zinc-Manganese-Dioxide Alkaline Cells (Alkaline Batteries) 46
Rechargeable Alkaline Batteries 46
Nickel-Cadmium (Ni-Cd) 46
Nickel-Metal Hydride (Ni-MH) 47
Features 47
Applications 48
Nickel-Zinc (Ni-Z) 48
Lithium and Lithium Ion 48
Properties 49
Applications 50
Competition 50
Merits 50
Demerits 51
History 51
Lithium Vs. Alkaline Batteries 51
Specialty Batteries 51
Metal-Air Cells 52
Silver Oxide 52
Mercury Oxide 52
General Purpose/Heavy Duty 53
Sodium Sulfur Batteries 53
Sodium Nickel Chloride Batteries 53
Zinc Bromine Batteries 53
Secondary Batteries 53
Terms Associated with Secondary Batteries 53
Energy Density 53
Discharge Rate 54
Memory Effect 54
Cycle Life 54
Types of Secondary Batteries 54
Nickel-Cadmium 54
History 54
Drawbacks 55
Nickel-Metal Hydride 55
Nickel Metal Hydride Vs Nickel Cadmium 56
Lead Acid 57
Lithium-Ion 57
Lithium-Polymer 57
Table 10: Secondary Batteries - Characteristics (includes
corresponding Graph/Chart) 58
Zinc Air Battery 58
Sealed Lead Acid Battery 58
Flat Plate Battery 58
Storage Batteries 58
Table 11: Consumer Batteries Ranked by Power Density -
Lithium, Nickel Metal Hydride, Nickel Cadmium, Zinc Air,
Lead Acid, Sodium Nickel Chloride, Sodium Sulphur and Zinc
Bromine (includes corresponding Graph/Chart) 59
Waste from Secondary Batteries 59
Table 12: Toxic Content in Secondary Batteries 60
Initiatives 60
Ni-Cd and Ni-MH Batteries Market - What Next? 61
Li-Ion and Li-Ion Polymer are Here, Nickel Beware 61
What is Expected From Secondary Batteries? 61
More Run Time, Less Energy Drain 61
Higher Capacity for Lesser Price 62
Elimination of Memory Effect 62
Increased Stand-by or Talk Time 62
Miniature Battery and Cell Packs 62
What is ‘Memory Effect’? 62
Self-Discharge Rates for Storage Batteries 63

6. RAW MATERIALS - AN OVERVIEW 64
Nickel 64
Nickel at a Glance 64
Application Areas 64
Nickel Metal Hydride Cells 67
Advantages of Nickel-Metal Hydride Cells 67
Cadmium 68
Physical Properties 68
Key Applications 68
Nickel-Cadmium Batteries 68
Cadmium Pigments 69
Cadmium Coatings 69
Cadmium Stabilizers 69
Alloys and Other Uses 69
Toxicity Issues 69
How Does Cadmium Get Into the Body? 69
How Does Cadmium Affect Health? 70
Table 13: Sources of Human Exposure to Cadmium: Percentage
of Exposure by Source - Phosphate Fertilizers, Fossil Fuel
Combustion, Iron and Steel, Natural, Non- Ferrous, Cement,
Cadmium Applications, and Incineration (includes
corresponding Graph/Chart) 70
Cadmium Exposure: Effects on Human Health 70
Metal Fume Fever 70
Acute Respiratory Effects 71
Gastrointestinal Effects 71
Chronic Respiratory Effects 71
Chronic Obstructive Lung Disease (Emphysema and Chronic
Bronchitis) 71
Pulmonary Fibrosis 71
Olfactory Impairment 71
Kidney Effects 72
Tubular Proteinuria 72
Glomerular Dysfunction 72
Chronic Renal Failure 72
Kidney Stones 72
Skeletal Effects 72
Osteomalacia 72
Osteoporosis 73
Cancer 73
Pulmonary Cancer 73
Prostatic Cancer 73
Other Cancers 73
Other Effects 73
Lithium 73
Product Profile 74
Lithium at a Glance 75
Lithium: End-Use Markets 75

7. DISTRIBUTION DYNAMICS 78
Effective Distribution Network - Key to Market Penetration 78
Profile of the US Consumer 78
Households With Children Emerge as the Largest Customer Group 78
Consumer Profile Favors Mass Market Retailers 78
Point-of-Sale (POS) Promotion - Vital to Attract Consumers 78
Helping the Consumer Along 78
Factors Impacting Battery Purchase 79
Suppliers Support Retailers’ Promotion Efforts 79
Holiday Season Drives Battery Sales 79
Decisive Shift from Zinc to High Performance Alkaline Batteries 79
US Witnesses a Shift in Distribution 79
Discount Stores Have More Room 79
Drug Chains 80
Innovative Battery Positioning by Retailers 80
Batteries - Obviously an Impulse Purchase Item 80
Batteries Offer Increased Profitability to Drug Retailers 80
Batteries Shifted from Convenience Category to Routine or
Destination Category Shift in Drug Chain Sales 80
Drug Stores Seek to Adopt New Methods to Sell More Batteries 80
Regular Promotions - Key to Increase in Sales 81
Batteries for High-Drain Devices Need Special Attention 81
Attracting Consumers With Displays 81
New Ways Required to Facilitate Battery Purchase 81
Alkaline Launch Stirs-up the Market 81
Rechargeables Have a Bright Future 82
New Batteries Power Sales Growth 82
Health and Photo Present a Robust Picture for Drug Chains 82
Supermarkets 83
Batteries - An Important Product Segment for all
Merchandising Outlets 83
Batteries are Ideal for Supermarkets 83
Supermarkets Seek to Reverse the Trend in Non-food Sales 83
Consumer Behavior Confuses Suppliers 83
Variety is Not Necessarily Desirable in Case of Batteries 84
Seasonal Sales Spell Success for Supermarkets 84
Recent Studies In the Consumer Battery Market - A Review 84
Discount Stores - Inspiring Incremental Impulse Sales 84
Multiple Selling Points are Important 84

8. REGULATORY ENVIRONMENT 85
New EU Battery Directive 85
New Standards for Laptop Batteries 85
Patents - Pointing to a Healthy Battery Market 86
Patent Applications - Reflectors of Technological Maturity... 86
Modern Patent Activity - Pointing to a Sustained Period of
Growth... 86
Impressive Increase in Battery Patents Issued to US Companies... 86
Replacement Sales-Drive Overall Battery Market Growth... 86

9. ENVIRONMENTAL CONCERNS 87
Waste Management Initiatives 87
Time Lag 88
Recoverable Metals 88
Recoverable Metals from Various Types of Batteries - Steel,
Zinc and Ferromanganese Cadmium, Nickel, Lead, Silver and
Mercury 88
Challenges Ahead 88

10. TECHNOLOGICAL DEVELOPMENTS/ BREAKTHROUGHS 90
Canadian Researchers Use Carbon Electrodes to Create High
Performance Lithium Sulfur Batteries 90
KIST Develops High Performance Rechargeable Batteries Using
Nanotechnology (Korea) 90
Engineers Develop Lithium Batteries Rechargeable in Seconds 90
QuantumSphere Develops New Battery Technology 91
Portable Fuel Cell Batteries 91
Less Thick Li-Ion Polymer Batteries 92
Aluminum-Air Batteries Expected to Gain Popularity 92
Fuel Cell Technology 92
New Batteries from Duracell 92
Dual Purpose Deep-cycle Automotive Battery 93

11. PRODUCT INNOVATIONS/INTRODUCTIONS 94
Renata Batteries Develops Mercury-Free Button Cells 94
Lenovo Launches Advanced Battery Technology 94
Contour Energy Introduces 2 New Coin-Type Lithium Battery
Products 94
Duracell Launches Duracell myGrid USB Charger 94
Sanyo Electric Launches eneloop lite Rechargeable Battery 95
CNano Introduces New Nanotube-Based Conductive Paste for Li
Batteries 95
Sony to Launch Mercury-Free Mini Alkaline Battery Products 95
Power-cell Battery Products Unveils Zeus Alkaline Batteries 95
Sony Introduces Rechargeable Lithium Ion Battery 96
Pure Energy Introduces New Rechargeable Alkaline Battery Range 96
SANYO Electric Unveils ‘eneloop music booster’ 96
Shenzhen Launches NiMH Battery 97
Hitachi Maxell Announces Development of Leak-Proof Alkaline
Batteries 97
Maxell Introduces New Consumer Battery Product Line 97
Apogee Power Launches Next Generation Lithium Batteries 97
Energizer Unveils Energizer® Zinc Air Prismatic Battery 98
Sanyo Electric to Introduce Two Product Sets and an ‘eneloop
tones' Pack 98
Sony Develops Mercury-Free Alkaline-Battery 98
Pure Energy to Launch Rechargeable Alkaline-Cordless Batteries 98
TeknoCreations Launches New Battery Packs 99
Fuji Batteries Introduces Eco-Friendly EnviroMAX Consumer
Batteries 99
Nikon Rolls Out Ni-MH Batteries 99
Ritz Introduces Quantaray Super Z Rechargeable Battery 99
RFI Launches EMAX Primary-Ultra-Alkaline Batteries 99
Ultralife Corp Launches New Lithium-ion Rechargeable Batteries 100
Panasonic Battery India Unveils Alkaline Batteries for Indian
Market 100
Energizer to Launch AAAA Alkaline Battery 100
Matsushita Develops Longest Lasting Alkaline Battery, EVOLTA 100
Nippo Batteries Launches New Generation Power Batteries 101
Micro Power Launches IEEE 1725 Complaint Battery Pack 101
Duracell Upgrades Duracell Plus and Duracell Ultra 101
Panasonic Launches Evolta Batteries 101
Sanyo Unveils New 'eneloop' Batteries 101
Eveready Rolls Out Three New Batteries in India 101
Sanyo Electric Introduces Emergency Power Supply Unit 102
Varta Microbattery Introduces PoLiFlex Super-Slim Lithium
Polymer Batteries 102
Panasonic to Introduce Thinner, High-Performance Methanol
Fuel-Cell Battery 102
Duracell Unveils New Pre-Charged Rechargeable Batteries 102
Hitachi Maxell Reveals New High-Power Rechargeable Battery 103
Rayovac Debuts New HYBRID™ Rechargeable Batteries 103
Blue Raven Launches Extended Battery for PSP Gaming System 103
Philips Introduces Battery Products in China 103
Boston-Power Introduces a New Line of Sonata Batteries 103
Panasonic Introduces INFINIUM Rechargeable Battery 104
Capstone Industries Unveils New Silicone Battery Technology 104

12. RECENT INDUSTRY ACTIVITY 105
Universal Power Group Acquires Progressive Technologies 105
Panasonic to Construct Lithium-Ion Battery Facility 105
iGo Signs Pact with PureEnergy Solutions 105
Bureau Veritas Expands Capacity for Battery Testing in the US 106
Novolyte Technologies Inks Joint Venture Deal with Foosung 106
Energizer Receives Endorsements from OEMs for Energizer®
Ultimate Lithium Batteries 107
China TMK Completes Reverse Merger with Leading Asia Pacific 107
CentraCan Selects Sysco Guest Supply for Distribution of
Alkaline Batteries 107
SANYO North America Selects ToCAD America as Distributor of
Consumer Batteries 108
Neah Power to Take Over CyVolt 108
Sanyo Electric to Set-Up New Technical Facility for Li-ion
Batteries 108
Panasonic Acquires Sanyo Electric 108
TonenGeneral and Toray to Create Global JV for Battery
Separator Film 109
Eveready to Acquire Majority Stake in UNIROSS 109
GP Batteries Forges Alliance with Boston-Power 109
STMicroelectronics Enters into Agreement with Front-Edge 110
Energizer Battery to Partner with TennRich/XPAL Power 110
Varta to Supply Consumer Batteries to Greenham Stores 110
Boston-Power to Increase Production Capacity for Rechargeable
Batteries 111
Sanyo to Divest Part of Battery Operations to FDK 111
Panasonic to Close Manganese Battery Plant 111
Matsushita to Absorb Battery Subsidiary 111
Lifco Announces Acquisition of CFX Battery 112
Electronics Controls Completes Preco Electronics Acquisition 112
Porous Acquires Lithium's Battery Testing Unit 112
Electro Energy Receives First Order for 18650BX Lithium Batteries 112
Sony to Increase Production of Lithium-ion Batteries 112
Boston-Power Partners with HP for Green Batteries 113
Hong Kong Highpower Technology Constructs New Lithium-Ion
Battery Production Lines 113
Energizer Holdings Inks Trademark Licensing Agreement With
Audiovox 113
Ultralife to Set Up Battery Assembly and Sales JV in India 113
Ultralife Inks Technology Partnership with Mississippi State
University 114
Boston Power to Boost Laptop Battery Output-Partners with GP
Batteries 114
Matsushita and Toshiba to Restructure Battery Business 114
E-One Moli Energy to Bolster Lithium-Ion Battery Production 114
Ultralife Batteries Acquires Stationary Power Services 115
Ultralife Batteries Acquires Reserve Power Systems 115
French Uniross SA Acquires Multiplier Industries 115
Micro Power Acquires SelfCHARGE 115
Ultralife Batteries Acquires Innovative Solutions Consulting 115
Audiovox Acquires Thomson's Consumer Electronics Audio Video
Operations 115
Scud Group Acquires Chaolitong Technology 116
Audiovox Acquires Battery Firm Technuity 116
Pure Energy Visions Acquires Rights of Perfectly Natural
Solutions Brand 116
Bolloré Takes Over Avestor 116
Inverness Capital Partners Takes Over ElectriTek AVT 116
Valence Technology Inks Licensing Agreement with Tianjin
Lishen Battery 117
Varta Divests Microbattery GmbH 117
Sanyo Electric to Increase Lithium-ion Battery Production 117
Matsushita Battery to Set Up New Lithium Ion Battery Plant 117
Sony to Set Up Lithium Ion Battery Facility in Singapore 118

13. FOCUS ON SELECT GLOBAL PLAYERS 119
Battery Technologies Inc. (USA) 119
BYD Company Ltd. (China) 119
Duracell (USA) 119
Electrochem Automation Inc. (USA) 120
Energizer Holdings, Inc. (USA) 120
FDK Corporation (Japan) 121
GP Batteries International Limited (Singapore) 121
Hitachi Maxell Ltd. (Japan) 121
LG Chem Co., Ltd. (Korea) 121
Panasonic Corporation (Japan) 122
Energy Company (Japan) 122
Sanyo Electric Company Ltd. (Japan) 123
Sanyo Energy (USA) Corp. 123
Samsung SDI Co. Ltd. (Korea) 124
Sony Corp. (Japan) 124
Spectrum Brands, Inc. (USA) 124
VARTA Consumer Batteries GmbH & Co. KGaA (Germany) 125
TCL Hyperpower Batteries Inc. (China) 125
Toshiba America Electronic Components, Inc. (USA) 125
Tronic Technology Global Ltd. (Hong Kong) 126
Jiangmen TWD Technology Co., Ltd. (China) 126
Ultralife Batteries, Inc. (USA) 126
Valence Technology, Inc. (USA) 127

14. GLOBAL MARKET PERSPECTIVE 128
Table 14: World Recent Past, Current & Future Analysis for
Consumer Batteries by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Middle East, and Latin
American Markets Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2009 through 2017 (includes
corresponding Graph/Chart) 128

Table 15: World Historic Review for Consumer Batteries by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East, and Latin American Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) 129

Table 16: World 15-Year Perspective for Consumer Batteries by
Geographic Region - Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Middle East, and Latin America Markets for Years 2003, 2010 &
2017 (includes corresponding Graph/Chart) 130

Table 17: World Recent Past, Current & Future Analysis for
Primary Consumer Batteries by Geographic Region - US, Canada,
Japan, Europe, Asia-Pacific (excluding Japan), Middle East,
and Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2009 through 2017
(includes corresponding Graph/Chart) 131

Table 18: World Historic Review for Primary Consumer Batteries
by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East, and Latin American Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) 132

Table 19: World 15-Year Perspective for Primary Consumer
Batteries by Geographic Region - Percentage Breakdown of
Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East and Latin America Markets for
Years 2003, 2010 & 2017 (includes corresponding Graph/Chart) 133

Table 20: World Recent Past, Current & Future Analysis for
Primary Consumer Batteries by Product Segment - Zinc Carbon
and Alkaline Batteries Markets Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2009 through
2017 (includes corresponding Graph/Chart) 134

Table 21: World Historic Review for Primary Consumer Batteries
by Product Segment - Zinc Carbon and Alkaline Batteries
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) 135

Table 22: World 15-Year Perspective for Primary Consumer
Batteries by Product Segment - Percentage Breakdown of Dollar
Sales for Zinc Carbon and Alkaline Batteries Markets for Years
2003, 2010 & 2017 (includes corresponding Graph/Chart) 135

Table 23: World Recent Past, Current & Future Analysis for
Zinc Carbon Batteries by Geographic Region - US, Canada,
Japan, Europe, Asia-Pacific (excluding Japan), Middle East and
Latin America Markets Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2009 through 2017 (includes
corresponding Graph/Chart) 136

Table 24: World Historic Review for Zinc Carbon Batteries by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East and Latin America Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) 137

Table 25: World 15-Year Perspective for Zinc Carbon Batteries
by Geographic Region - Percentage Breakdown of Dollar Sales
for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Middle East and Latin America Markets for Years 2003, 2010 &
2017 (includes corresponding Graph/Chart) 138

Table 26: World Recent Past, Current & Future Analysis for
Alkaline Batteries by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Middle East and Latin
America Markets Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2009 through 2017 (includes
corresponding Graph/Chart) 139

Table 27: World Historic Review for Alkaline Batteries by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East and Latin America Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) 140

Table 28: World 15-Year Perspective for Alkaline Batteries by
Geographic Region - Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Middle East and Latin America Markets for Years 2003, 2010 &
2017 (includes corresponding Graph/Chart) 141

Table 29: World Recent Past, Current & Future Analysis for
Secondary Consumer Batteries by Geographic Region - US,
Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle
East and Latin America Markets Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2009 through
2017 (includes corresponding Graph/Chart) 142

Table 30: World Historic Review for Secondary Consumer
Batteries by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Middle East and Latin America
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) 143

Table 31: World 15-Year Perspective for Secondary Consumer
Batteries by Geographic Region - Percentage Breakdown of
Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East and Latin America Markets for
Years 2003, 2010 & 2017 (includes corresponding Graph/Chart) 144

Table 32: World Recent Past, Current & Future Analysis for
Secondary Consumer Batteries by Product Segment - Nickel
Cadmium, Nickel Metal Hydride, Lithium Ion, and Other
Secondary Consumer Batteries Markets Independently Analyzed
with Annual Sales Figures in US$ Million for Years 2009
through 2017 (includes corresponding Graph/Chart) 145

Table 33: World Historic Market Analysis for Secondary
Consumer Batteries by Product Segment - Nickel Cadmium, Nickel
Metal Hydride, Lithium Ion, and Other Secondary Consumer
Batteries Markets Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) 146

Table 34: World 15-Year Perspective for Secondary Consumer
Batteries by Product Segment - Percentage Breakdown of Dollar
Sales for Nickel Cadmium, Nickel Metal Hydride, Lithium Ion,
and Other Secondary Consumer Batteries Markets for Years 2003,
2010 & 2017 (includes corresponding Graph/Chart) 147

Table 35: World Recent Past, Current & Future Analysis for
Nickel Cadmium Batteries by Geographic Region - US, Canada,
Japan, Europe, Asia-Pacific (excluding Japan), Middle East and
Latin America Markets Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2009 through 2017 (includes
corresponding Graph/Chart) 148

Table 36: World Historic Review for Nickel Cadmium Batteries
by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East and Latin America Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) 149

Table 37: World 15-Year Perspective for Nickel Cadmium
Batteries by Geographic Region - Percentage Breakdown of
Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East and Latin America Markets for
Years 2003, 2010 & 2017 (includes corresponding Graph/Chart) 150

Table 38: World Recent Past, Current & Future Analysis for
Nickel Metal Hydride Batteries by Geographic Region - US,
Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle
East and Latin America Markets Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2009 through
2017 (includes corresponding Graph/Chart) 151

Table 39: World Historic Review for Nickel Metal Hydride
Batteries by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Middle East and Latin America
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) 152

Table 40: World 15-Year Perspective for Nickel Metal Hydride
Batteries by Geographic Region - Percentage Breakdown of
Dollar Sales for US, Canada, Japan, Europe Asia-Pacific
(excluding Japan), Middle East and Latin America Markets for
Years 2003, 2010 & 2017 (includes corresponding Graph/Chart) 153

Table 41: World Recent Past, Current & Future Analysis for
Lithium Ion Batteries by Geographic Region - US, Canada,
Japan, Europe, Asia-Pacific (excluding Japan), Middle East and
Latin America Markets Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2009 through 2017 (includes
corresponding Graph/Chart) 154

Table 42: World Historic Review for Lithium Ion Batteries by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East and Latin American Market
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) 155

Table 43: World 15-Year Perspective for Lithium Ion Batteries
by Geographic Region - Percentage Breakdown of Dollar Sales
for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Middle East and Latin America Markets for Years 2003, 2010 &
2017 (includes corresponding Graph/Chart) 156

Table 44: World Recent Past, Current & Future Analysis for
Other Secondary Consumer Batteries by Geographic Region - US,
Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle
East and Latin America Markets Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2009 through
2017 (includes corresponding Graph/Chart) 157

Table 45: World Historic Review for Other Secondary Consumer
Batteries by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Middle East and Latin America
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) 158

Table 46: World 15-Year Perspective for Other Secondary
Consumer Batteries by Geographic Region - Percentage Breakdown
of Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East and Latin America Markets for
Years 2003, 2010 & 2017 (includes corresponding Graph/Chart) 159

15. THE UNITED STATES 160
A.Market Analysis 160
Snippets 160
Current & Future Analysis 160
Recession Drives Consumers Towards Cheaper Batteries 160
US Battery Market - An Overview 160
Primary and Secondary Consumer Batteries Analysis 161
Alkaline Batteries - The Primary Batteries Stronghold 162
Table 47: Leading Alkaline Battery Brands in the US
(2007-2009): Percentage Breakdown of Volume Sales by Brand
- Energizer, Duracell, Spectrum, Private Label and Others
(includes corresponding Graph/Chart) 162
Industry Structure 162
Japanese Batteries - Dominating the Secondary Battery Market 162
Concentrated Industry Structure Precluding Major Industry
Adjustments 163
Pricing Trends 163
Drug Stores - An Important Retail Outlet for Consumer
Batteries 163
Novel Point-of-Sale (POS) Displays 163
Battery Makers Focus on Advanced Battery Technologies 163
Industry Marked by Continuous Upgradations 164
Ongoing Information-Intensive Economy - Favoring Battery
Producers 164
Innovations Drive Market Expansion 164
Large Replacement Market - Insulating Players from Business
Cycles 164
Salutary Impact of Advanced Technologies 165
Mature and Competitive Market, Depressed Prices 165
Primary Batteries - A Review 165
Secondary Batteries - An Insight 165
The Burgeoning Lithium-Ion Market in the US 166
Ni-MH for Price Sensitive Markets, Ni-Cad for Power Tools... 166
Ni-MH - Striving for Parity with Li-ion.... 167
Competition Intensifies in the Disposable Batteries Market 167
Table 48: Leading Battery Brands in the US (2010):
Percentage Share Breakdown of Value Sales by Brand -
Duracell Coppertop, Energizer Max, Private Label and Others
(includes corresponding Graph/Chart) 167

Table 49: Leading Battery Brands in the US (2010):
Percentage Breakdown of Value Sales by Brand - Duracell
Coppertop, Energizer Max, Duracell Ultra Digital, Rayovac
Max, Energizer e2 Rechargeable and Others (includes
corresponding Graph/Chart) 168

Table 50: Leading Battery Brands in the US (2010):
Percentage Breakdown of Volume Sales by Brand - Duracell
Coppertop, Energizer Max, Rayovac Max, Duracell Ultra
Digital, Energizer e2 Titanium and Others (includes
corresponding Graph/Chart) 168
Exports & Imports Statistics 169
Table 51: US Exports of Lithium Primary Batteries and Cells
by Country of Destination (2009 & 2010): Value Exports in
US$ Thousand for Mexico, Switzerland, Canada, UK, Ireland,
Germany, Singapore, Japan, Belgium, China and Others
(includes corresponding Graph/Chart) 169

Table 52: US Imports of Lithium Primary Batteries and Cells
by Country of Origin (2009 & 2010): Value Imports in US$
Thousand for Japan, China, Israel, South Korea, France,
Canada, Indonesia, UK, Germany, Taiwan and Others (includes
orresponding Graph/Chart) 169

Table 53: US Exports of Manganese Dioxide-based Primary
Batteries and Cells by Country of Destination (2009 &
2010): Value Exports in US$ Thousand for Canada, Mexico,
Belgium, Singapore, Hong Kong, China, Switzerland,
Argentina, Australia, Brazil and Others (includes
corresponding Graph/Chart) 170

Table 54: US Imports of Manganese Dioxide-based Primary
Batteries and Cells by Country of Origin (2009 & 2010):
Value Imports in US$ Thousand for China, Indonesia,
Malaysia, Germany, Thailand, Belgium, Japan, UK, South
Africa, South Korea and Others (includes corresponding
Graph/Chart) 170

Table 55: US Exports of Zinc Air Batteries and Cells by
Country of Destination (2009 & 2010): Value Exports in US$
Thousand for Canada, UK, Belgium, Mexico, Malaysia,
Australia, Argentina, Israel, Thailand, Taiwan and Others
(includes corresponding Graph/Chart) 171

Table 56: US Imports of Zinc Air Batteries and Cells by
Country of Origin (2009 & 2010): Value Imports in US$
Thousand for Germany, UK, China, Japan, South Korea, Macau,
Indonesia, Spain and Others (includes corresponding
Graph/Chart) 171

Table 57: US Exports of Silver Oxide Batteries and Cells by
Country of Destination (2009 & 2010): Value Exports in US$
Thousand for Belgium, Canada, Mexico, Singapore, Brazil,
South Korea and Others (includes corresponding Graph/Chart) 172

Table 58: US Imports of Silver Oxide Batteries and Cells by
Country of Origin (2009 & 2010): Value Imports in US$
Thousand for Japan, Switzerland, Germany, China, Hong Kong,
Taiwan and Others (includes corresponding Graph/Chart) 172

Table 59: US Exports of Mercuric Oxide Batteries and Cells
by Country of Destination (2009 & 2010): Value Exports in
US$ Thousand for Dominican Republic Mexico, Singapore,
Panama, Nigeria, El Salvador, Belize, China, Argentina,
Israel and Others (includes corresponding Graph/Chart) 173

Table 60: US Imports of Mercuric Oxide Batteries and Cells
by Country of Origin (2009 & 2010): Value Imports in US$
Thousand for China, Japan, Panama, South Korea, Mexico,
Hong Kong and Others (includes corresponding Graph/Chart) 173
Product Launches 174
Strategic Corporate Developments 178
Select Major Players 185
Battery Technologies Inc. 185
Duracell 185
Electrochem Automation Inc. 185
Energizer Holdings, Inc. 185
Sanyo Energy (USA) Corp. 186
Spectrum Brands, Inc. 186
Toshiba America Electronic Components, Inc. 187
Ultralife Batteries Inc. 187
Valence Technology, Inc. 187
B.Market Analytics 188
Table 61: US Recent Past, Current & Future Analysis for
Consumer Batteries by Product/Group Segments - Primary
Batteries (Zinc Carbon, and Alkaline) and Secondary
Batteries (Nickel Cadmium, Nickel Metal Hydride, Lithium
Ion, and Others) Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2009 through 2017
(includes corresponding Graph/Chart) 188

Table 62: US Historic Review for Consumer Batteries by
Product/Group Segments - Primary Batteries (Zinc Carbon, and
Alkaline) and Secondary Batteries (Nickel Cadmium, Nickel
Metal Hydride, Lithium Ion, and Others) Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) 189

Table 63: US 15-Year Perspective for Consumer Batteries y
Product/Group Segment - Percentage Breakdown of Dollar Sales
for Primary Batteries (Zinc Carbon, and Alkaline) and
Secondary Batteries (Nickel Cadmium, Nickel Metal Hydride,
Lithium Ion, and Others) Markets for Years 2003, 2010 & 2017
(includes corresponding Graph/Chart) 190

16. CANADA 191
A.Market Analysis 191
Current & Future Analysis 191
Exports & Imports 191
Table 64: Canadian Exports of Lithium Primary Batteries and
Cells by Country of Destination (2009 & 2010): Value
Exports in US$ Thousand for US, Australia, Mexico, Russia,
Japan, Panama, China, UK, Germany, UAE and Others (includes
corresponding Graph/Chart) 191

Table 65: Canadian Imports of Lithium Primary Batteries and
Cells by Country of Origin (2009 & 2010): Value Imports in
US$ Thousand for US, China, Israel, Japan, France, South
Korea, UK, Germany, Taiwan, Indonesia and Others (includes
corresponding Graph/Chart) 192

Table 66: Canadian Exports of Manganese Dioxide- Based
Primary Batteries and Cells by Country of Destination (2009
& 2010): Value Exports in US$ Thousand for US, Indonesia,
Cuba, Australia, UK and Others (includes corresponding
Graph/Chart) 192

Table 67: Canadian Imports of Manganese Dioxide- Based
Primary Batteries and Cells by Country of Origin (2009 &
2010): Value Imports in US$ Thousand for US, China,
Thailand, Indonesia, UK, Belgium and Others (includes
corresponding Graph/Chart) 193

Table 68: Canadian Exports of Silver Oxide Batteries and
Cells by Country of Destination (2009 & 2010): Value
Exports in US$ Thousand for Italy, US, Latvia, Austria,
Germany, Mexico and Others (includes corresponding
Graph/Chart) 193

Table 69: Canadian Imports of Silver Oxide Batteries and
Cells by Country of Origin (2009 & 2010): Value Imports in
US$ Thousand for Switzerland, US, Japan, China, Germany, UK
and Others (includes corresponding Graph/Chart) 194

Table 70: Canadian Exports of Zinc Air Batteries and Cells
by Country of Destination (2009 & 2010): Value Exports in
US$ Thousand for Cuba, US, Brazil, Mexico and Others
(includes corresponding Graph/Chart) 194

Table 71: Canadian Imports of Zinc Air Batteries and Cells
by Country of Origin (2009 & 2010): Value Imports in US$
Thousand for US, Germany, China, UK, South Korea,
Switzerland, Australia and Others (includes corresponding
Graph/Chart) 195

Table 72: Canadian Exports of Mercuric Oxide Batteries and
Cells by Country of Destination (2009 & 2010): Value
Exports in US$ Thousand for Russia, China, Panama, Cuba,
Saudi Arabia and Others (includes corresponding
Graph/Chart) 195

Table 73: Canadian Imports of Mercuric Oxide Batteries and
Cells by Country of Origin (2009 & 2010): Value Imports in
US$ Thousand for China, US, France and Others (includes
corresponding Graph/Chart) 195
Product Launches 196
Strategic Corporate Developments 196
B.Market Analytics 197
Table 74: Canadian Recent Past, Current & Future Analysis
for Consumer Batteries by Product/ Group Segments - Primary
Batteries (Zinc Carbon, and Alkaline) and Secondary
Batteries (Nickel Cadmium, Nickel Metal Hydride, Lithium
Ion, and Others) Markets Independently Analyzed with Annual
Sales Figures in US$ Million for