Energizer 2014 Annual Report Download - page 35

ENERGIZER HOLDINGS, INC.
(Dollars in millions, except per share data)
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, and we have experienced meaningful
growth in these product lines in markets outside the U.S. since their acquisition in early fiscal 2008. The sun care category
varies by geographic region, but generally 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. Also in skin
care, we offer Wet Ones hands and face wipes and Playtex household gloves, both of which are leading branded products in
their respective categories in the U.S.
In feminine care, we market products under the Playtex brand, and in the U.S., Canada and the Caribbean, under the Stayfree,
Carefree and o.b. brands. We offer plastic applicator tampons under the Playtex Gentle Glide and Playtex Sport brands. We
also sell Playtex Personal Cleansing Cloths, a pre-moistened wipe for feminine hygiene as well as pads, liners and tampons
under the Stayfree, Carefree and o.b. brands. The acquisition of the Stayfree pad, Carefree liner and o.b. tampon brands, in
October 2013, has more than doubled the Company's reported sales of feminine care products as compared to fiscal 2013. This
acquisition allows the Company to cross-promote and innovate across a wider spectrum in feminine hygiene and adds improved
scale in the category in North America.
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. We extended this technology, including the
pail and odor-proof plastic film refills to the pet care category with the introduction of Litter Genie in late fiscal 2012, a product
designed to provide a more convenient and effective way for cat owners to dispose of litter.
Energizer's Household Products division manufactures and markets one of the most extensive product portfolios in household
batteries, specialty batteries and portable lighting. Energizer is the successor to over 100 years of expertise in the battery and
portable lighting products industries. Its brand names, Energizer and Eveready, have worldwide recognition for quality and
dependability, and are marketed and sold around the world.
In household batteries, we offer batteries using carbon zinc, alkaline, lithium and rechargeable technologies. These products are
marketed and sold in the price, premium and performance segments. This allows us to penetrate a broad range of the market
and meet most consumer needs. We distribute our portfolio of household and specialty batteries and portable lighting products
through a global distribution network.
Unless we indicate otherwise, we base the information concerning our industry contained or incorporated by reference herein
on our general knowledge of and expectations concerning the industry. Our market position, market share and industry market
size is based on our estimates using our internal data and estimates based on data from various industry sources, our internal
research and adjustments and assumptions that we believe to be reasonable. We have not independently verified data from
industry sources and cannot guarantee their accuracy or completeness. In addition, we believe that data regarding the industry,
market size and our market position and market share within such industry provide general insights but are inherently
imprecise. Further, our estimates and assumptions involve risks and uncertainties and are subject to change based on various
factors, including those discussed in the “Risk Factors” section of this Annual Report on Form 10-K. These and other factors
could cause results to differ materially from those expressed in the estimates and assumptions.
We use Energizer, Schick, Wilkinson Sword, Playtex, Edge, Skintimate, Personna, and, in the U.S. and Canada, Stayfree, Carefree
and o.b. and the Energizer, Schick, Wilkinson Sword, Playtex, Edge, Skintimate, and, in the U.S. and Canada, Stayfree, Carefree
and o.b. logos as our trademarks or those of our subsidiaries. Product names appearing throughout in italics are trademarks of
Energizer Holdings, Inc. or its subsidiaries. This Annual Report also may refer to brand names, trademarks, service marks and
trade names of other companies and organizations, and these brand names, trademarks, service marks and trade names are the
property of their respective owners.
Fiscal 2014 Summary
In fiscal 2014, the Company reported net earnings of $356.1 and earnings per diluted share of $5.69 (adjusted net earnings of
$458.3 and adjusted net earnings per diluted share of $7.32 as shown in the reconciliation below, both of which are non-GAAP
measures).
Following is a summary of key fiscal year 2014 results. All comparisons are to fiscal 2013, unless otherwise noted.
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