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Duracell International, Inc.

Duracell

Duracell is a leading consumer battery company and manufacturer of high-performance alkaline batteries.

Lobbying Activity

Meeting with Jessica Polfjärd (Member of the European Parliament)

9 Jan 2026 · Battery Safety regulation

Meeting with Ingeborg Ter Laak (Member of the European Parliament)

13 May 2025 · Batterijverordening en noodpakketten

Meeting with Luis Planas Herrera (Cabinet of Commissioner Jessika Roswall) and CNC – Communications Network Consulting AG

13 May 2025 · EU Batteries Regulation and Omnibus I

Meeting with Lukas Mandl (Member of the European Parliament)

28 Apr 2025 · Omnibus-Package, EU Batterie Regulation

Meeting with Bruno Tobback (Member of the European Parliament)

25 Apr 2025 · Site Visit

Meeting with Angelika Winzig (Member of the European Parliament)

12 Mar 2025 · Meeting with a representative of Duracell

Meeting with Anna Stürgkh (Member of the European Parliament)

10 Dec 2024 · Introduction

Meeting with Bruno Tobback (Member of the European Parliament)

4 Dec 2024 · The Battery Alliance

Meeting with Kris Van Dijck (Member of the European Parliament)

4 Dec 2024 · Batteries - level playing field - sustainability - child safety standards

Meeting with Kathleen Van Brempt (Member of the European Parliament)

25 Jan 2024 · Duracell: bedrijfsbezoek batterijenproductie

Meeting with Kathleen Van Brempt (Member of the European Parliament)

25 Jan 2024 · Duurzame transitie en industrieel beleid in Europa + werkbezoek

Response to Modernising the EU’s batteries legislation

1 Mar 2021

Duracell welcomes the European Commission’s proposal for a regulation on Batteries & Waste Batteries for which we would like to provide our perspective with focus on a)The Battery Quality Standard (Performance & Durability Requirements) and b)Collection targets for waste portable batteries (visible fees). a) Duracell welcomes the Commission’s proposal to set performance and durability targets for portable batteries, i.e. introducing a minimum Battery Quality Standard, based on enhanced parameters of the IEC. b) Duracell supports collection targets based on what is available for collection and encourages the Commission to incentivise collection through Kerbside Collection and/or Visible Fees. We kindly refer to the attached position paper for more detailed feedback on these two issues, as well as on Labelling, Definition of a Portable Battery, Conformity Assessment and Modulated Fees.
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Response to Modernising the EU’s batteries legislation

8 Jul 2020

Duracell welcomes the effort of the Commission of revising the current Battery Directive 2006/66/EC. It represents a great opportunity of preparing the European battery business for the future, while smartly protecting the environment. The Inception Impact Assessment has defined two topical blocks on how to improve A) Battery Environmental Sustainability and B) Battery Collection. We have clustered our feedback according to those two blocks. A) Battery Environmental Sustainability In low drain devices (which make up 52% of all battery powered devices in the EEA), alkaline primary cells can perform significantly better than rechargeables and therefore be more environmentally friendly. Three Life Cycle Analysis by Energizer, GP and Duracell independently came to a similar conclusion, when proving that primary batteries have an equal or better eco-balance versus rechargeables when operated in low drain devices. Instead of simply phasing out primary batteries, we propose to introduce a minimum Battery Quality Standard based on enhanced parameters of the IEC (International Electrotechnical Commission). A Battery Quality Standard would ensure that only high-quality primary batteries enter the EU market to be safely used by EU citizens. Low performing Zinc-Carbon cells still represent 10% of the European battery market. Preventing those cells from entering the EU, is an important first step to avoid unnecessary waste. Versus the above, an AA primary alkaline battery can deliver three to five times more service hours in low-mid drain IEC devices tests, while in the high drain IEC device test it can be even +10x greater. That can be up to 90% less waste, just by choosing an efficient high-quality primary battery. Duracell, like the Öko-Institut, favours an “open loop” recycling system, as it has proven to be very efficient over the past two decades. A “closed loop” system which sets minimum levels of recycled content for each individual ingredient of a battery would not be feasible. Closed loop, i.e. ingredients-based recycling targets would also have an immediate negative impact on the performance of a battery and therefore create more unnecessary waste. Impurities also have health and safety implications. An Open Loop system setting minimal levels of recycled content based on the total cell enable producers to gradually increase the amount of recycled material per cell, while maintaining high battery performance and safety levels. B) Battery Collection Duracell supports collection targets based on what is available for collection. It is our joint responsibility to increase the amount of batteries available for recycling, that effectively are being recycled via improved kerbside collection and visible fees. Currently, Member States have reached the Commission´s 45% collection target (of batteries Placed on Market). Across Europe, all collected batteries were recycled, respectively up or downcycled. This is a big success and shows that the system fundamentally works. But it will take the right interventions to move to the next level of collection efficiency and to gradually unlock the remaining 55%. It is important to understand that an average 45% collection result vs. Put on Market does NOT mean that the other 55% are not accounted for and end up in municipal waste, or the environment. A big part of these portable batteries is not available for collection. Approx. 20% batteries are either in use, hoarded in households, another 20% are exported in (W)EEE to outside the EU. Only 15% of the portable batteries placed on the market end up in household waste. We see sustainability as a combined effort between institutions, manufacturers, and consumers. That is why we support targets in the short term to continue to be based on what is available for collection. Looking to the future, we believe it is our joint responsibility to increase the amount of batteries made available for collection via kerbside collection and visible fees.
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