What Rayovac does

Rayovac is a 110+ year old brand specializing in zinc-air hearing aid batteries, operating as a subsidiary brand of Energizer Holdings, Inc. The company manufactures and distributes hearing aid batteries in standard sizes (10, 13, 312, 675) plus specialized cochlear implant sizes, with production facilities in Washington, Tyne and Wear (UK) and Portage, Wisconsin (USA), and R&D operations in Middleton, Wisconsin. Its product portfolio spans multiple tiers: ProLine (premium, audiologist-exclusive with custom branding), Extra Advanced (retail-focused), Retail (general availability), Implant Pro+ (cochlear implants), and CrystalClear (UK NHS supply). Key proprietary technologies include Sound Fusion Technology (launched June 2022, extending wireless streaming battery life by up to 9%), Active Core Technology, and Active Core Plus with Air Optimisation. The company achieved the world's first fully mercury-free hearing aid battery manufacturing in 2017.

The business operates a multi-channel B2B and B2B2C distribution model reaching 100+ countries. Primary channels include dedicated audiologist relationships through the ProLine program with custom branding and account management, wholesale distributors with sub-7-day worldwide fulfillment, retail partnerships, and direct NHS/government supply for the CrystalClear line in the UK. Marketing leverages the Audiologist of the Year competition (running since 2006), World Hearing Day campaigns, and the Hearing Heroes initiative, alongside digital channels and trade customer programs like the ProLine Excellence Club. The company holds ISO 9001 and ISO 14001 certifications across its manufacturing facilities and is compliant with EU Battery Directive (2013/56/EU).

Revenue is generated through one-time hardware sales with repeat-purchase dynamics driven by hearing aid battery consumption cycles. Pricing is quote-based through regional account managers rather than publicly disclosed, with a 4-year shelf life and battery guarantee supporting customer confidence. Customer segments are horizontally diversified across audiologists, distributors, retailers, NHS/healthcare providers, and cochlear implant users. Operations are conducted through Energizer Brands UK Limited (registered in England and Wales, Company Number 10306582) with global brand reach supported by multiple country-specific websites and localized content in over ten languages.

Name

Rayovac

Legal name

Energizer Brands UK Limited

Website

https://rayovac.eu

Company type

Private

Founded year

1906

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Rayovac is a 110+ year-old zinc-air hearing aid battery brand under Energizer Holdings, manufacturing premium batteries in the UK and USA for audiologists, retailers, distributors, and the NHS across 100+ countries.

Ownership category

akta.pro rank

Product category

Hearing Aid Batteries

NAICS

Battery Manufacturing (33591)

akta.pro primary industry

Battery Pack Manufacturing & Module Assembly (EUAFABAI)

akta.pro secondary industry

Battery Modules & Packs (Industrial/Commercial pack assembly) (IMAGAHAB)

Keywords

• Hearing aid batteries
• Zinc air batteries
• Cochlear implant batteries
• Mercury free batteries
• Hearing aid accessories

Headquarters

HQ city

Washington

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Hearing Aid Battery Sales: Rayovac generates revenue through the sale of hearing aid batteries across multiple product lines: ProLine (premium, audiologist-exclusive), EXTRA (advanced retail), Retail (convenience stores), Implant Pro+ (cochlear implants), and CrystalClear (NHS/free issue). Revenue is primarily one-time hardware purchase model with repeat purchase dynamics driven by battery consumption rates.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Rayovac manufactures and sells zinc-air hearing aid batteries across multiple product lines for audiologists, retail consumers, cochlear implant users, and NHS patients. The company operates UK and US manufacturing facilities and distributes to over 100 countries, supported by patented battery technologies including Sound Fusion and Active Core. Complementary accessories such as battery caddies, testers, magnet sticks, cleaning tools, and wipes are also sold.

Product overview

Rayovac is a hearing aid battery manufacturer with over 110 years of experience, offering a portfolio of zinc-air hearing aid batteries designed for the latest high-performance hearing devices. The product lineup includes ProLine Advanced (premium tier for audiologists with Active Core Technology), Extra Advanced (retail-focused with Active Core Technology), Retail (general availability), Implant Pro+ (specialized for cochlear implants), and CrystalClear (NHS-specific). Supporting accessories include battery caddies, magnet sticks, testers, and cleaning tools. Key technologies include Sound Fusion Technology, Active Core Technology, and Active Core Plus with Air Optimisation. The company operates UK and US manufacturing facilities and ships to over 100 countries worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• ProLine: Professional line of hearing aid batteries with Active Core Technology, exclusive to audiologists
• Extra
• Retail
• Implant Pro+
• Rayovac CrystalClear
• Quartz

Products and services

• Rayovac ProLine Advanced

Quantifiable outcome

• Up to 9% longer battery life for wireless streaming (ROV 312 vs leading competitor)
• +4 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• NHS (National Health Service)coreChannel Partner/ Reseller/ DistributorRayovac has been a trusted partner to the NHS for over 30 years, supplying Rayovac CrystalClear hearing aid batteries. NHS patients receiving hearing aids are entitled to free batteries through this partnership. Batteries are available in sizes 10 (Yellow), 13 (Orange), 312 (Brown), 675 (Blue), and 675 Cochlear.
• Hearing Dogs For Deaf PeopleflagshipOthersUK charity that trains assistance dogs for deaf individuals. Rayovac has donated over £30,000 since December 2018. Rayovac aims to raise enough funds annually to sponsor one hearing dog training.
• Sound SeekersflagshipOthersCharity providing specialist equipment, training and support to improve lives of deaf children and children with ear conditions in developing Commonwealth countries. Focus on mobile 'HARK!' clinics for diagnosis and treatment. Rayovac provides free batteries and PR promotion.
• DSB (Deutscher Schwerhörigenbund)flagshipOthersOne of Germany's largest and most important associations for hard of hearing people, representing their social, medical, technical and legal interests for over 100 years. Rayovac donates money for each ProLine battery sold in Germany. Had donated over €30,000 by September 2011.
• t-oigoflagshipOthersSpanish charity working to raise awareness and provide support and services to families of deaf people. Rayovac has worked closely with this association for years and is proud to continue supporting them.
• Audition SolidaritéflagshipOthersFrench association created in 2008 dedicated to hearing care with three main areas: hearing safety actions (free interventions in schools and conservatories reaching 50,000+ musicians annually), humanitarian actions in France (fitting hearing aids on deaf adults), and humanitarian actions abroad (fitting hearing aids on 500+ deaf children from disadvantaged backgrounds annually worldwide).
• UNEP Global Mercury PartnershipminorOthersVoluntary partnership created to reduce mercury and other heavy metals in everyday products. Rayovac participates as part of its environmental commitment after becoming the world's first fully mercury-free hearing aid battery manufacturer in 2017.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Duracell: Major battery brand whose hearing aid battery line directly competes with Rayovac across retail, audiologist, and consumer channels. Both brands sell zinc-air button cells in the same standard sizes (10/13/312/675) and compete on longevity claims backed by ANSI/IEC testing.
• Renata Batteries: Swiss manufacturer specializing in small-format button cells including hearing aid batteries. Comparable product portfolio (zinc-air hearing aid cells plus watch and specialty batteries) and overlapping audiologist and retail distribution channels.
• iCellTech: Korean hearing aid battery specialist offering zinc-air button cells in the same standard sizes as Rayovac. Direct competitor with particular strength in Asia-Pacific and growing presence in Europe and North America.
• Varta Microbattery (Power One): German specialty battery maker whose Power One brand is a long-established direct competitor in premium hearing aid cells. Highly comparable focus on audiologist-grade performance, premium positioning, and European manufacturing footprint.

Broad incumbents

• Sony: Global consumer electronics brand with hearing aid batteries among its broader battery lineup. Comparable consumer-facing brand strength and global distribution, but Sony's hearing aid cells are one product among many rather than the focus.
• Energizer Holdings: Parent company of the Rayovac brand and a major broad-line battery manufacturer. While Energizer's core business is general-purpose batteries, its hearing aid battery line and overall scale make it a relevant broad incumbent in the same category.
• Panasonic: Major Japanese battery manufacturer with global hearing aid battery offerings across retail and audiologist channels. Competes with Rayovac on cell longevity and brand trust, but as part of a much broader consumer and industrial battery portfolio.
• Toshiba: Diversified Japanese electronics and battery manufacturer with a hearing aid battery product line. Comparable consumer reach and zinc-air cell offering, though Toshiba competes as one line among many rather than as a hearing-aid-specialist brand.

Others

• Starkey Hearing Technologies: Major US-based hearing aid manufacturer that consumes zinc-air batteries like Rayovac's in its devices. Not a direct competitor but an ecosystem participant and potential channel or OEM partner in the hearing aid value chain.
• GN Hearing (ReSound): Danish hearing aid manufacturer whose ReSound brand devices use disposable zinc-air batteries from Rayovac and competitors. Adjacent participant in the hearing aid ecosystem rather than a battery peer.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/HearwithRayovac
• YouTubeyoutube.com/channel/UCocpCqf1h7iflDZ_Ui0b2Fw
• Facebookfacebook.com/HearwithRayovac
• LinkedInlinkedin.com/company/rayovac-hearing-aid-batteries-international

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rayovac