Home Deals ACCC gives green light for Energizer to buy Spectrum

The competition watchdog has given the go-ahead for Energizer Holdings to acquire the global battery and portable lighting business of Spectrum Brands Holdings.

Both Energizer and Spectrum supply consumer batteries and portable lighting devices, the Australian Competition and Consumer Commission said in a statement, adding that Spectrum's main consumer brand was Varta.

"The ACCC considers that the proposed acquisition would be likely to lessen competition in the market in Australia for consumer batteries, but not substantially" ACCC commissioner Roger Featherston said.

"This means that the proposed acquisition would not breach section 50 of the Competition and Consumer Act."

The ACCC said that Spectrum had less 5% market share for consumer batteries in the country and the ACCC had looked at whether it would provide "a strong competitive constraint on the market leaders, Energiser and Duracell, despite its small share of sales".

"Despite its strong brand recognition in Europe, Spectrum’s limited brand recognition in Australia and its limited market share mean Spectrum is unlikely to be a strong constraint on Energizer and Duracell in the medium-term," Featherston said.

"We also believe there are other brands and private label products that could fill a similar competitive niche in the market to Spectrum."

He said Energizer faced strong competition in consumer batteries from Duracell, the other player in the market with a significant market share and strong brand recognition.

"In a separate market for the sale of hearing aid batteries, we found that Energizer and Spectrum do not generally compete for the same customers in Australia," Featherston said.

"A combined Energizer-Spectrum would also be constrained by several other branded and private label suppliers."

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Sam Varghese

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Sam Varghese has been writing for iTWire since 2006, a year after the sitecame into existence. For nearly a decade thereafter, he wrote mostly about free and open source software, based on his own use of this genre of software. Since May 2016, he has been writing across many areas of technology. He has been a journalist for nearly 40 years in India (Indian Express and Deccan Herald), the UAE (Khaleej Times) and Australia (Daily Commercial News (now defunct) and The Age). His personal blog is titled Irregular Expression.

 

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