Rayovac 2010 Annual Report Download - page 57

During Fiscal 2006, in the lawn and garden category, we introduced the only termite killing stakes product
for the do-it-yourself market.
Competitive Landscape
We compete in seven major product categories: consumer batteries; pet supplies; home and garden control
products; electric shaving and grooming; small appliances; electric personal care; and portable lighting.
The consumer battery product category consists of non-rechargeable alkaline or zinc carbon batteries in cell
sizes of AA, AAA, C, D and 9-volt, and specialty batteries, which include rechargeable batteries, hearing aid
batteries, photo batteries and watch/calculator batteries. Most consumer batteries are marketed under one of the
following brands: Rayovac/VARTA, Duracell, Energizer or Panasonic. In addition, some retailers market private
label batteries, particularly in Europe. The majority of consumers in North America and Europe purchase
alkaline batteries. The Latin America market consists primarily of zinc carbon batteries but is gradually
converting to higher-priced alkaline batteries as household disposable income grows.
We believe that we are the largest worldwide marketer of hearing aid batteries and that we continue to
maintain a leading global market position. We believe that our close relationship with hearing aid manufacturers
and other customers, as well as our product performance improvements and packaging innovations, position us
for continued success in this category.
Our global pet supplies business comprises aquatics equipment (aquariums, filters, pumps, etc.), aquatics
consumables (fish food, water treatments and conditioners, etc.) and specialty pet products for dogs, cats, birds
and other small domestic animals. The pet supply market is extremely fragmented, with no competitor holding a
market share greater than twenty percent. We believe that our brand positioning, including the leading global
aquatics brand in Tetra, our diverse array of innovative and attractive products and our strong retail relationships
and global infrastructure will allow us to remain competitive in this fast growing industry.
Products in our home and garden category are sold through the Home and Garden Business. The Home and
Garden Business manufactures and markets outdoor and indoor insect control products, rodenticides, herbicides
and plant foods. The Home and Garden Business operates in the U.S. market under the brand names Spectracide,
Cutter and Garden Safe. The Home and Garden Business’ marketing position is primarily that of a value brand,
enhanced and supported by innovative products and packaging to drive sales at the point of purchase. The Home
and Garden Business’ primary competitors include The Scotts Miracle-Gro Company, Central Garden & Pet
Company and S.C. Johnson & Son, Inc.
We also operate in the shaving and grooming and personal care product category, consisting of electric
shavers and accessories, electric grooming products and hair care appliances. Electric shavers include men’s and
women’s shavers (both rotary and foil design) and electric shaver accessories consisting of shaver replacement
parts (primarily foils and cutters), pre-shave products and cleaning agents. Electric shavers are marketed
primarily under one of the following global brands: Remington, Braun and Norelco. Electric grooming products
include beard and mustache trimmers, nose and ear trimmers, body groomers and haircut kits and related
accessories. Hair care appliances include hair dryers, straightening irons, styling irons and hair-setters. Europe
and North America account for the majority of our worldwide product category sales. Our major competitors in
the electric personal care product category are Conair Corporation, Wahl Clipper Corporation and Helen of Troy
Limited.
Products in our small appliances category consist of small electrical appliances primarily in the kitchen and
home product categories. Primary competitive brands in the small appliance category include Hamilton Beach,
Procter Silex, Sunbeam, Mr. Coffee, Oster, General Electric, Rowenta, DeLonghi, Kitchen Aid, Cuisinart, Krups,
Braun, Rival, Europro, Kenwood, Philips, Morphy Richards, Breville and Tefal.
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