Energizer 2012 Annual Report Download - page 5

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Energizer Holdings, Inc. 2012 Annual Report
HOUSEHOLD & SPECIALTY BATTERIES, LIGHTING PRODUCTS
SUN CARE, HAND & FACE TOWELETTES
SHAVE PREPS
MEN’S SHAVING SYSTEMS, WOMEN’S SHAVING SYSTEMS,
DISPOSABLE SHAVERS
BOTTLES & CUPS, DISPOSABLE DIAPER SYSTEMS
TAMPONS
* Market share data based on company estimates.
Batteries and Lighting
Skin Care
Wet Shave
Wet Shave
Infant Care
Feminine Care
U.S. MARKET SHARE POSITION*
investments in innovative new products. Despite
negative global battery trends, spending reductions and
eciency improvements enabled our Household Prod-
ucts segment to achieve a 3 percent increase in segment
prot, excluding the impact of unfavorable currencies.
Our international businesses, which operate through-
out the world, continued to be a strong contributor,
representing about 48 percent of revenues.
Innovation that drives growth
e successful launch of Schick Hydro® is the most
prominent example of our strategy of achieving growth
by expanding our product categories through innovation,
and the benets of that strategy can be found throughout
our Personal Care businesses.
Schick Hydro® is not just a new product; it is a new
platform for growth. We built upon that platform in
2012 with the new Schick Hydro 5 Power Select™ and
with Schick Hydro Silk®, which extended the Schick
Hydro® platform to the women’s system market. Schick
Hydro Silk® helped increase our U.S. market share for
women’s shave systems by 1.9 points, to 39.1 percent,
and growth in both handles and cartridges drove total
sales of Schick Hydro® men’s sys-
tems up more than 40 percent in
scal 2012. Overall, strong sales
by both Schick Hydro® men’s
and Schick Hydro Silk® drove
a 6 percent increase in overall
Schick Hydro® system net sales
during 2012, adding one point
to our U.S. share of the branded
razor and blade market.
Skin Care net sales increased due to higher
volumes, with particular strength in our international
markets, and three of our new products were among the
top ve new products in the U.S. sun care market for
the year. In Feminine Care, we
launched Gentle Glide® 360°, the
rst product in the plastic tampon
category that features three layers
of protection.
In Infant Care, our Diaper
Genie® diaper disposal system
is a success story, with sales up
ve percent in 2012. We brought
that innovation into the pet care
market with the 2012 launch of
Litter Genie®. Response from cat
owners has been enthusiastic, and
we recently expanded distribution
from specialty pet stores to the
mass and club channels in the U.S. With the American
Pet Products Association estimating that one-third of
U.S. households own at least one cat, this is clearly a
high-potential market for us.
A platform for growth
Our growth platform starts with well-known and
respected international brands that hold number one or
two shares in most markets in which we compete. We
have broad product portfolios in our major categories –
wet shave, sun care, and batteries. Our ability to oer
products across all price points enables us to provide
our trade customers – from “mom and pop” convenience
stores to giant warehouse clubs – with product selections
e revolutionary cat litter
disposal system that helps
control litter odor and helps
make litter maintenance
virtually eortless.
Playtex Sport grew by
1.5 share points and
now has a 10% share in
the U.S. tampon market.
It’s the only tampon with
sport-level protection.
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