Energizer 2011 Annual Report Download - page 15

Retail sales for purposes of market size, market position and market share information are based on retail sales in U.S.
dollars.
Industries
We manufacture and sell products in five distinct product categories: battery and lighting products, wet shave, skin care,
feminine care and infant care. Our two largest categories by revenue are battery products and wet shave. The battery category
comprises two primary competitors, Energizer with its Energizer and Eveready brands and Procter & Gamble with its Duracell
brand. We estimate Energizer and Proctor & Gamble collectively represent approximately 70% share in the markets in which
we compete. The wet shave category comprises two primary competitors, Procter & Gamble's Gillette and Energizer's Schick-
Wilkinson Sword, which we estimate collectively represent more than 80% of the global wet shave market. For information
about net sales, earnings before income taxes, depreciation and amortization, total assets and capital expenditures of each of our
segments, and geographic segment information, including net sales to customers and long-lived assets, refer to Note 19 of the
Notes to Consolidated Financial Statements.
Personal Care
The Personal Care division includes Wet Shave products sold under the Schick, Wilkinson Sword, Edge, Skintimate and
Personna brand names, Skin Care products sold under the Banana Boat, Hawaiian Tropic, Wet Ones and Playtex brand names,
and Feminine Care and Infant Care products sold under the Playtex and Diaper Genie brand names.
We manufacture and distribute Schick and Wilkinson Sword razor systems, composed of razor handles and refillable blades,
and disposable shave products for men and women. We market our wet shave products in more than 140 countries worldwide.
SWS' primary markets are the U.S., Japan and the larger countries of Western Europe. We estimate our overall share of the wet
shave category for these major markets at 21% in fiscal 2011, and 20% in 2010 and 2009. We currently maintain the #2 global
market share position in wet shaving. Category blade unit consumption has been relatively flat for a number of years. However,
product innovations and corresponding increased per unit prices have accounted for category growth. The category is extremely
competitive with competitors vying for consumer loyalty and retail shelf space.
On June 5, 2009, we completed the acquisition of the Edge and Skintimate shave preparation brands from SCJ. This added
U.S. market leading shave preparation products, including shaving gels and creams, to our wet shave portfolio.
SWS has gained recognition for its innovation and development of new products designed to improve the shaving
experience, including the introduction of the Intuition women's system in 2003, a unique system incorporating a three-bladed
razor surrounded by a skin conditioning solid which lathers, shaves and provides extra moisture in one step. In 2003, SWS
introduced the Quattro men's shaving system, the first four blade razor system for men. In 2010, SWS introduced Schick
Hydro, a new men's shaving system, which incorporates new technologies including innovative skin protectors that act to
smooth skin between blade tips and an advanced hydrating gel reservoir that lubricates throughout the shaving process. Schick
Hydro is available in three- and five-blade models. Additionally, the Company launched a new line of Schick Hydro shave gels,
which coupled with the Schick Hydro razor, delivers a complete skin comfort system that goes beyond hair removal to care for
men's skin.
On October 1, 2007, Energizer acquired Playtex, a leading North American manufacturer and marketer in the skin, feminine
and infant care product categories, with a diversified portfolio of well-recognized branded consumer products.
In Skin Care, we market sun care products under the Banana Boat and Hawaiian Tropic brands. We believe these brands, on
a combined basis, hold a leading market share position in the U.S. sun care category. The sun care category in the U.S. is
segmented by product type such as general protection, tanning and babies; as well as by method of application such as lotions
and sprays. We compete across this full spectrum of sun care products. We also offer Wet Ones, the leader in the U.S. portable
hand wipes category, and Playtex household gloves, the branded household glove leader in the U.S.
In feminine care, we believe Playtex is the second largest selling tampon brand overall in the U.S. We offer plastic
applicator tampons under the Playtex Gentle Glide and Playtex Sport brands, and Playtex Personal Cleansing Cloths, a pre-
moistened wipe for feminine hygiene.
In infant care, we market a broad range of products including bottles, cups, and mealtime products under the Playtex brand
name. We also offer a line of pacifiers, including the Ortho-Pro and Binky pacifiers. We believe our Playtex Diaper Genie
brand of diaper disposal systems leads the U.S. diaper pail category. The Diaper Genie brand consists of the diaper pail unit
and refill liners. The refill liners individually seal diapers in an odor-proof plastic film.
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