Energizer 2005 Annual Report Download - page 6

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Batteries and Lighting Products
PerformancePerformancePremium
Energizer ranks among the largest manufacturers and marketers of
primary batteries and flashlights in the world. We offer a comprehensive
portfolio of products, centered around two widely recognized and trusted
brands, Energizer®and Eveready,®with the goal of powering people’s
lives around the globe. At Energizer, we look at our business from the
consumer’s perspective, segmenting our portfolio as they would into
three distinct categories: household batteries, specialty batteries and
battery-powered lighting products.
4ENR 2005 Annual Report
Household Batteries
Household batteries make up nearly 90 per-
cent of total battery category sales, and our
portfolio of household batteries includes
the familiar AAA, AA, C, D and 9 volt sizes,
in three distinct sub-segments – premium,
performance and price.
Premium batteries. Energizer®MAX®,our
premium battery offering, represents the
largest and most profitable sub-segment
and is our flagship alkaline brand delivering
dependable, long-lasting power to everyday
devices.
Performance batteries. Performance
batteries, the fastest-growing area of the
batterycategory, consists of extreme high-
power lithium, performance alkaline and
rechargeable round cells specifically
designed for today’semerging digital
devices. Energizer leads growth in this
sub-segment with performance brand
sales up 44 percent at year-end.
Energizer®e2® Lithium is the world’s longest
lasting AA and AAA batteryin high-tech
devices, boasting up to seven times the
life of leading ordinary alkaline batteries in
digital cameras* and delivering one-third
less weight, a shelf life exceeding 15 years
and exceptional performance in extreme
temperatures from -40 to 140 degrees F.