Rayovac 2005 Annual Report Download - page 12

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Brand New
Growth
LAWN AND GARDEN AND
HOUSEHOLD INSECT CONTROL
Gardening is one of the leading leisure activities in the
U.S. today, with sales growth driven by demographic
trends such as increasing home ownership and an
aging population that enjoys gardening. The $3 billion
North American lawn and garden category has grown
four to fi ve percent annually. We hold a strong number
two position in this segment, with an estimated 23 per-
cent market share. Spectrum Brands is the “value”
alternative in the category, and we expect to draw on
our signifi cant sales and marketing expertise as a
“value” competitor to maximize our opportunities in this
category. In addition, we are one of only two players
in North America that can effectively supply the lawn
and garden needs of large national retailers across a
wide variety of products.
We have a similarly strong position in the $1 billion
North American household insect control market, as the
number two competitor with an estimated 23 percent
market share. The household insect control market
has historically grown between seven and eight per-
cent annually, driven by population growth in the insect-
prone Sunbelt region and heightened awareness of
insect-borne diseases like West Nile Virus. The lawn
and garden and household insect control categories
currently represent 21 percent and six percent, respec-
tively, of our total annualized revenues.
SPECTRUM BRANDS, INC.10
The strategic acquisitions that Spectrum Brands has made since 2003 have enabled our company to enter
several brand new categories. Our most recent additions include specialty pet supplies, lawn and garden,
and household insect control, all large, burgeoning categories that offer new growth opportunities for
Spectrum Brands everywhere in the world where we have sales, marketing and distribution capabilities.