Differences between Duracell and Energizer

Duracell vs. Energizer

Duracell and Energizer are two of the most recognizable brands in the disposable battery market. Both companies produce a range of batteries for consumer electronics, though they employ different marketing strategies and have distinct corporate histories. While performance can vary depending on the specific battery type and the device it is used in, both brands are major players in the global battery industry.

The competition between the two brands extends to their marketing mascots. The Duracell Bunny was created in 1973. In 1988, Energizer created a parody of Duracell's advertising, introducing the Energizer Bunny. A 1992 trademark agreement between the two companies resulted in the Energizer Bunny being used exclusively in the United States and Canada, while the Duracell Bunny is used in other parts of the world.

Comparison Table

Category	Duracell	Energizer
Parent Company	Berkshire Hathaway	Energizer Holdings
Branding	Known for its copper-and-black color scheme on its Coppertop batteries.	Often associated with its long-running Energizer Bunny mascot in North America.
Mascot	The Duracell Bunny, used in marketing outside of North America.	The Energizer Bunny, featured in advertising in the United States and Canada.
Alkaline Battery Technology	Duralock Power Preserve Technology is designed to keep unused batteries fresh for up to 10 years in storage.	PowerSeal Technology also allows batteries to hold power for up to 10 years on the shelf.
Performance in High-Drain Devices	Often cited as having a slight advantage in high-drain devices like digital cameras in some tests.	Energizer's lithium batteries are noted for their performance in high-drain electronics.
Performance in Low-Drain Devices	Alkaline batteries are generally considered economical for low-drain devices such as remote controls and clocks.	Performance in low-drain devices is often comparable to other major brands.
Market Position	Historically holds a significant share of the battery market.	A major competitor in the global battery market.
Industrial/Professional Line	Duracell Procell is marketed for professional and industrial use.	Energizer Industrial is the equivalent line for bulk and professional applications.

Venn diagram comparing Differences between Duracell and Energizer

Performance and Technology

Both Duracell and Energizer primarily produce alkaline batteries for general consumer use. Duracell's Duralock technology and Energizer's PowerSeal technology are both marketed with the claim of allowing batteries to retain power for up to a decade in storage.

Performance tests comparing the two brands have yielded mixed results that often depend on the specific device being powered. Some tests have indicated that Duracell batteries may last longer in high-drain devices, while Energizer's lithium offerings are also recognized for their strong performance in similar applications. For low-drain devices, the performance difference between the two brands' alkaline batteries is often less pronounced.

Both companies offer lines of batteries intended for industrial and professional use, with Duracell's Procell and Energizer's Industrial brands being functionally similar to their consumer counterparts but sold in larger quantities.

Corporate Structure and Market Share

Duracell has been a wholly-owned subsidiary of Berkshire Hathaway since 2016. The company's origins trace back to the 1920s with the work of Samuel Ruben and Philip Mallory. Energizer Holdings became an independent company in 2000 after being spun off from Ralston Purina. Both companies hold significant shares of the global battery market.