In 2013, batteries were the general household product with the highest sales, generating 2.86 billion U.S. dollars in revenue. Duracell CopperTop brought in the highest sales of alkaline batteries, with 872.4 million U.S. dollars in sales. Duracell CopperTop is one of many products offered by the American battery brand Duracell, a subsidiary of Procter & Gamble. The company also experienced solid sales of its nickel metal hydride and zinc air battery brands, though competition with Rayovac and Energizer was fierce. Nickel metal hydride batteries, more commonly referred to as rechargeable batteries, consistently made the highest sales across all brands.
Cleaning tools came in third place amongst sales of household products, following behind batteries and baby accessories, with 1.96 billion U.S. dollars in sales in 2013. Annual consumer expenditures on cleaning supplies and detergents increased between 2011 and 2012, though total product sales still fell short of 2009 figures.
Procter & Gamble invested more ad time in its paper towel and toilet paper brands in 2013 than in 2012. Time will tell whether this investment pays off against competing household product manufacturers, among them Church & Dwight co., Clorox co., and SC Johnson.