Portable Battery Powered Products: U.S. Markets and Opportunities

Report Highlights

• More than $50 billion worth of portable products were sold in the U.S. in 2002.
• This market is estimated to reach nearly $68 million by 2007, at an average annual growth rate (AAGR) of 2.6%.
• Portable communications will grow at an AAGR of 3.5%, starting at more than $13 billion.
• Lithium-ion batteries, currently valued at $1.5 billion will grow to more than $1.7 billion by 2007.
• Portable product batteries will experience an AAGR of 4.3% to reach $6.911 billion in 2007.

INTRODUCTION

The market for portable, battery-powered products has grown from a few wellestablished niches to a diverse, rapidly growing market that encompasses electronic computer, communications, and entertainment products, a variety of cordless tools, and whole new classes of military and medical products. This diversity has been accomplished because of a unique synergy between the products themselves, the batteries they employ, and the charger and power management systems that charge the batteries. As this synergy continues to develop, there are areas where the portable product, battery and battery charger industry could experience the explosive growth usually associated with emerging industries. Battery designers (mainly electrochemists) and battery charger designers (mainly electrical and electronics specialists) will continue to operate together, with new batteries and new battery chargers evolving in tandem to produce even higher-performance products.

After spectacular growth, the portable battery-powered product market is retrenching. Overall sales are down and, in many cases, prices have fallen (despite improved performance and functionality). Technical advances and a realignment of product, battery, and charger industry players must be matched by new marketing attitudes. This report provides a unique indepth analysis of the U.S. portable battery-powered product market from portable communications and computers to lighting, toys and military products. It analyzes the product, battery and charger markets, technologies and developments, and profiles the leading companies. It will, therefore, be invaluable to decision-makers, and strategic planners and marketers in companies that manufacture portable products, batteries and chargers, and suppliers to those industries.

SCOPE OF STUDY

This report covers:

• The portable product industry
• The secondary and primary battery industry
• Five-year market projections, technologies and new developments
• Two new portable power supplies - ultracapacitors and fuel cells
• Power station and battery charger markets
• Industry structures, driving forces and profiles of leading companies.

METHODOLOGY

This report is based on literature reviews, patent examinations, and discussions with commercial and government sources. Throughout the report, past market data are expressed in current dollars, and estimates and predictions are in constant 2002 dollars. Wholesale markets for 2001 and predictions for 2002 and 2007 are provided. Most market summaries are based on a consensus scenario that assumes no unanticipated technical advances and no unexpected legislation. Totals are rounded to the nearest million dollars. When appropriate, information from previously published sources is identified to allow a more detailed examination by clients.

INFORMATION SOURCES

Although many segments of the portable battery-powered-product industry are well documented, much of this information is based on estimates, not hard facts. The distinction between these estimates and hard facts can be vital, and wherever possible, sources are identified. The BCC monthly newsletter Battery & EV Technology provides a valuable secondary source.

ABOUT THE AUTHOR

This report's project analyst, Donald Saxman, was a long-time editor of the BCC monthly Battery & EV Technology and has founded several other BCC newsletters. Saxman has over 18 years experience in market analysis, technical writing, and newsletter editing. Since 1983, he has operated as a technical market consultant and subcontractor to BCC, and in this capacity, he has prepared over 60 Opportunity Reports. His previous experience includes supervision of a quality-control laboratory at a major secondary lead refinery, experience as an analytical chemist at a hazardous waste testing service, product assurance manager for a space station life support system project, and an information technology analyst and project manager.