Rayovac 2001 Annual Report Download - page 13

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10
Rayovac 2001
Our alkaline batteries last more than
50 percent longer today
than they did in 1997.
The U.S. retail battery market comprises $3.3 billion in annual sales. Unit growth since 1990 has risen
nine percent and dollar growth has increased six percent.
Rayovac has achieved a gain of nearly four share points in the important alkaline category since 1996.
Rayovac is the top-selling brand in the mass merchandiser channel, where two out of every five batteries are sold.
Retail Distribution
Expanded
Rayovac U.S. Distribution Outlets Have Tripled
Number of Outlets
Rayovac Is the #1 General Battery Brand in the Mass Merchandiser Channel
1996 2001
36,000
Served in 1996
76,000
Distribution Gains ’97–’01
88,000
Future Opportunities
46% Duracell
33% Energizer
20% Rayovac
1% PL/Other
34% Rayovac
29% Energizer
24% Coppertop
7% Duracell Ultra
4% PL/Other
2% e2