Nickel Metal Hydride Recharging Battery Sales
By Martha McDonald -- TWICE, 6/7/1999
With high-drain devices such as digital cameras growing by leaps and bounds, battery suppliers are putting more emphasis on the nickel metal hydride category to keep these products up and running.
Statistics from ACNielsen show that nickel metal hydride dollar sales at retail were up about 64% for the year ending December 5, 1998 for primary cell sizes including AA, AAA, C, D and 9 volt.
A few of the companies that have recently announced new nickel metal hydride batteries for the retail market include Energizer, Rayovac, GE/Sanyo, Saft, JBRO and Harding Energy.
At Energizer, for example, the company is launching a complete line, including AA, AAA, C, D and 9-volt nickel metal hydride batteries, along with two chargers. The batteries are ideal for heavy battery users and are particularly well suited for use in such high-tech devices as digital cameras, PDA/HPC computers, wireless phones and MiniDisc players, the company said.
Energizer also noted that the new Hi-Energy Nickel Metal Hydride Energizer rechargeables provide up to 70% more power than standard AA nickel cadmium batteries. In addition, the new NiMH batteries can be charged up to 1,000 times, compared to 25 charges for reusable alkalines.
Rayovac is launching nickel metal hydride batteries in AA and 9-volt sizes and is also offering two different tri-mode chargers that can be used with either nickel metal hydride, nickel cadmium or its Renewal reusable alkalines. The suggested retail prices are $9.99 for the smaller charger and $19.99 for the larger version.
The Rayovac NiMH batteries are scheduled to ship this summer.
Other companies launching nickel metal hydride batteries include Harding Energy of Norton Shores, Mich., and JBRO of Lisle, Ill.
"The main thing that drove us into nickel metal hydride was the explosion in digital cameras," said Dallas Stiles, JBRO sales and marketing VP, "but we are also seeing growth in other products such as FRS radios."
JBRO introduced its Telepower nickel metal hydride AAs in the fourth quarter of 1998 and is now adding AAAs and a new rapid charger with automatic shutoff. A four-pack of AAs with an overnight charger sells for $24.95 at retail, and the new charger will have a suggested retail price of $14.95.
"Nickel metal hydride is still a very tiny percentage compared to alkalines," said Stiles, "but it is growing fast."
GE/Sanyo offers an extensive line of single-use and rechargeable batteries, including nickel metal hydride. It has been selling the NiMH batteries on an OEM basis and is now introducing them under the GE/Sanyo brand, according to a company spokesperson.
Meanwhile, Saft has also announced a move into nickel metal hydride this year, with plans calling for AA, AAA, C, D and 9-volt sizes.
Rechargeable Battery Sales
(In supermarkets, year ending December 5, 1998)
|
Nickel Cadmium |
$2,699 |
+10% |
|
Nickel Metal Hydride |
$763 |
+64.1% |
|
Alkaline |
$600 |
-17.6% |
|
Nickel Cadmium |
227 |
+12.1% |
|
Nickel Metal Hydride |
15 |
+74.1% |
|
Alkaline |
99 |
-22.7% |
Source: ACNielsen © TWICE 1999
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