Rayovac 2015 Annual Report Download - page 26

and other customers, as well as our product performance improvements and packaging innovations, position us
for continued success in this category.
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,
Proctor Silex, Sunbeam, Mr. Coffee, Oster, General Electric, Rowenta, DeLonghi, Kitchen Aid, Cuisinart, Krups,
Braun, Rival, Europro, Kenwood, Philips, Morphy Richards, Breville and Tefal. The key competitors in this
market in the U.S. and Canada include Jarden Corporation, DeLonghi America, Euro-Pro Operating LLC, Metro
Thebe, Inc., d/b/a HWI Breville, NACCO Industries, Inc. (Hamilton Beach) and SEB S.A. In addition, we
compete with retailers who use their own private label brands for household appliances (for example, Wal-Mart).
We also operate in the personal care product category, consisting of electric shavers and accessories, electric
grooming products and hair care appliances and accessories. 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 our
Remington brand. 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
personal care product category sales.
Our primary competitors in the personal products category are Norelco, a division of Koninklijke Philips
Electronics NV (“Philips”), which sells and markets rotary shavers, and Braun, a division of Procter & Gamble,
which sells and markets foil shavers. Through our Remington brand, we sell both foil and rotary shavers. Other
major competitors in the electric personal care product category are Conair Corporation, Wahl Clipper
Corporation and Health of Troy Limited (“Helen of Troy”).
Global Pet Supplies
Our global pet supplies segment 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 supplies product category is highly fragmented with over 500
manufacturers in the U.S. alone, with no competitor holding a market share greater than twenty percent and
consists primarily of small companies with limited product lines. 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.
Our largest competitors in this category are Mars Corporation (“Mars”), The Hartz Mountain Corporation
(“Hartz”) and Central Garden & Pet Company (“Central Garden & Pet”). Both Hartz and Central Garden & Pet
sell a comprehensive line of pet supplies and compete with a majority of the products we offer. Mars sells
primarily aquatics products.
Home and Garden
Products in our home and garden segment are sold primarily in the U.S. market under the major brand
names Spectracide, Hot Shot, Cutter, Repel, Black Flag, Garden Safe and Liquid Fence. We manufacture and
market outdoor and indoor insect control products, rodenticides, herbicides, insect repellents and lawn
maintenance products. In addition, we produce and market several private-label brands for many major retailers.
Our marketing position is primarily that of a value brand, enhanced and supported by innovative products of
outstanding quality and appealing packaging that is designed to drive sales at the point of purchase. Our
commitment to quality and value has earned the trust of consumers and the confidence of retailers, who count on
us to deliver the fast-selling products, merchandising solutions and quality service they require.
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