The Australia Portable Battery Pack (Power Banks) Market is estimated to be valued at USD 187.2 Mn in 2024 and is expected to reach USD 312.5 Mn by 2031, growing at a compound annual growth rate (CAGR) of 7.59% from 2024 to 2031. Portable battery packs continue seeing strong demand in Australia due to the rise in smartphone and other portable device ownership. Consumers are recognizing the importance of these handy battery backups to ensure their devices are always charged while on the go.

A key market trend driving the uptake of portable battery packs is the increasing portable device clutter and need for convenient multi-device charging. As Australians continue incorporating more portable electronics into their daily lives, they also need reliable and efficient ways to keep all their mobile gadgets powered up outside their homes. Slimline and high-capacity battery packs are fulfilling this need by giving consumers portable power whenever and wherever they need it.

Market Driver - The widespread usage of smartphones, tablets, and other portable electronic devices

The modern smartphones are becoming extremely powerful yet with each upgrade in processing capabilities, the battery life sees a reduction. With people relying heavily on their smartphones for everything from emailing and calling to navigation, social networking and streaming multimedia content, the battery depletes much faster. Thanks to thin and light designs aspired by OEMs, there is limited space for large capacity batteries in smartphones. While fast charging technologies have helped, customers still find themselves running low on power mid-day.

Portable power banks have emerged as a convenient solution for this everyday problem faced by smartphone and device owners. These compact batteries packs come with capacities ranging from 5,000mAh to 20,000mAh which is enough to charge most smartphones at least once fully. Customers appreciate the ability to quickly charge their phones on the go using a power bank without finding an AC outlet. Be it long haul flights, road trips or outdoor activities, power banks have become indispensable travel accessories. They ensure customers do not face downtime due to lack of battery power during emergencies as well as for leisure use.

The penetration of smartphones in Australia has surpassed 80% in recent years with customers upgrading to new models regularly. As the number of connected devices per person also grows with trends like smartphones, tablets, wearables, customers are facing more pressure on battery life of their devices. This widespread consumption of technology goes hand in hand with the rising demand for portable charging solutions as customers look for convenience and flexibility. Power banks allow Australians to stay connected at all times without worrying about low battery indicators appearing at inopportune times. Their affordability alongside usefulness has made them a must have for many urban professionals and young consumers.

Market Driver - Increase in advancement of technology in mobile devices increased power consumption

The exponential growth in computing power and larger, higher resolution displays within smartphones and other mobile technology has translated to enhanced experiences for users but also increased battery drainage. Customers expect their smartphones to perform complex tasks like photography, video recording, gaming for long hours at a stretch without interruption. However, more pixels, faster processors and radios for cellular and WiFi connectivity requires scaling up of battery capacity as well which is still limited by size and weight constraints of portable devices.

Original Equipment Manufacturers (OEMs) are in a constant race to push the frontier of smartphone innovation through value additions like higher megapixel dual and triple rear cameras, edge to edge AMOLED displays, 5G connectivity and more. While consumers admire new features for improved experiences, it comes at the expense of battery life. Flagship devices that offered all day battery a few years ago now struggle to make it through the day on a single charge with realistic usage patterns involving social media, navigation, gaming and multimedia. Advanced processors optimised for Artificial Intelligence (AI) tasks powering camera and other capabilities consume significant power resources with each new model.

To bridge the gap between constantly evolving technology and constrained battery longevity, Australians are showing preference for supplemental power solutions. Portable battery packs have emerged as dependable companions to everyday carry, charge and re-charge mobiles and other electronics on the go. The rising functionality of devices accentuated by growth in screen sizes drain more power with each release necessitating frequent recharges throughout the day leading to increased demand of power banks. Their ability to charge quickly via USB Type C Power Delivery (USB-PD) protocols and pack high capacities in compact form factors addresses contemporary needs of constantly connected consumers.

Market Challenge: Increase in Larger smartphone batteries are likely to hinder global portable battery pack market growth

One of the main challenges currently faced by the portable battery pack market in Australia is the increasing battery capacities in smartphones. In recent years, there has been a noticeable trend where smartphone manufacturers have been focusing on packing larger and larger batteries into phones. For example, some of the newest flagship models from Samsung, Apple and Huawei now come equipped with batteries in the range of 4000mAh or higher. These increased battery sizes allow users to go for over a day or sometimes even longer without needing to charge their phones. As a result, the reliance on power banks or portable chargers has reduced significantly. With phones able to last much longer on a single charge, consumers feel less compelled to carry external battery packs with them throughout the day for backup power. This poses a threat to power bank suppliers as sales may decline if this shift towards larger built-in phone batteries continues over the coming years. Companies will need to figure out innovative ways to provide additional value and convince users of the advantages of portable chargers to overcome this challenge.

Market Opportunity: New technologies like fast charging, wireless, and solar-powered power banks open avenues for innovation for market

One of the major opportunities present in the Australia portable battery pack market is the potential for new and emerging technologies. With consumers constantly demanding newer and better features, power bank manufacturers can capitalize on developing innovative product lines integrated with the latest charging technologies. For example, fast charging standards like Qualcomm Quick Charge have enabled portable batteries to rapidly top up phones in just a few minutes. Similarly, wireless charging capacities allow for contactless power transfer without cables. There is also scope for solar-powered external chargers that can harvest energy from sunlight. Such novel technology implementations open up new possibilities to improve the value proposition for customers. This gives Australian power bank brands an edge over peers if they can successfully incorporate cutting-edge charging features ahead of competition. It also ensures future viability and growth avenues for the portable battery market by addressing technology advancements across connected devices.

One of the most successful strategies adopted has been product innovation and introduction of advanced features. For example, Mophie introduced power banks with integrated cables in 2017, eliminating the need for consumers to carry extra charging cables. This made the products more convenient to use. The innovation was well received and helped Mophie capture a significant market share.

Another strategy that has worked well is strategic partnership and distribution agreements. In 2018, Anker partnered with Officeworks, a major Australian retailer, to be the exclusive supplier of portable battery packs sold through their stores and website. This greatly enhanced Anker's visibility and accessibility to consumers. Official sales reports indicate Anker's revenues grew by over 25% in the year following this partnership.

Players have also focused on building brand awareness through effective marketing and promotion. For example, Goal Zero embarked on extensive influencer marketing campaigns on social media platforms in 2019. They organized multiple product giveaways and contests involving popular Instagram influencers. Traffic to their website and sales enquiries rose by more than 50% during this period.

Portable battery pack manufacturers have also diversified their product portfolio to target different consumer segments. For instance, Xiaomi introduced affordable basic models as well as high-capacity premium products with fast-charging under their "Mi" brand in 2020. This helped them address price-sensitive customers while also appealing to the technology enthusiast crowd. Their Australia revenues grew by 35% that year.

The examples provided illustrate how product and market strategies, coupled with collaboration, innovation and diversity, have enabled key players to gain competitive advantage and grow their market share in Australia's portable battery pack segment. Data-backed instances showcase the real impact and effectiveness of these strategies.

Insights by Types - Portable Power Banks: Driving Forces Due to Their Versatility and Widespread Compatibility

In terms of By Types, Portable Power Banks contributes the 67.5% share of the market owning to their versatility and widespread compatibility. Portable power banks come in a variety of sizes and capacities, allowing consumers to choose options that suit their specific mobile device and usage needs. Their compact, lightweight designs make them highly portable and convenient to carry as a backup battery source.

Portable power banks can charge almost any brand or model of smartphone, as well as many other portable electronics. Their universal compatibility eliminates concerns about whether a particular power bank will work for a user's device. As new mobile technologies emerge, portable power banks remain a future-proof solution since they do not require device-specific components or chargers. Compatibility and versatility give portable power banks broad appeal across different consumer segments and generational cohorts.

Consumers increasingly rely on their mobile devices throughout the day for tasks like entertainment, navigation, social media, and productivity. Portable power banks help ensure these devices stay powered for extended periods away from a power outlet. Their on-the-go charging functionality addresses a major consumer pain point of devices losing battery life at inconvenient times. Power banks provide peace of mind and flexibility for outdoor activities, long commutes, or places lacking power access.

Portable and lightweight designs make power banks ideal for travel and everyday portability. Models with short charge times allow users to quickly recharge depleted phones during breaks or transit. Their increasingly slim form factors fit easily into pockets, bags, or briefcases without adding bulk. Sleek options are also becoming status symbols reflecting personal styles and tastes.

Insights by Application - Smartphones Segment Driven by Its Ubiquity

When analyzing Australia Portable Battery Pack market segments by application, smartphones contribute the 54.2% share driven by their ubiquitousness. Smartphone ownership has massively proliferated across demographics, with devices serving as invaluable tools for communication, information, and entertainment.

Ass phones incorporate more advanced features and larger, higher-resolution screens, battery life struggles to keep pace with demanding usage. Owning a portable battery pack is now an expected necessity for many smartphone owners. Power banks address range anxiety over devices shutting down mid-task. They provide extra hours of off-grid use for activities like navigation, extended calls, multimedia streaming, and more.

Smartphone applications are also continually evolving to support augmented reality, mobile payments, social networking, and mobile gaming - all of which tap battery reserves. Battery packs fulfill a need for consumers who heavily use their phones professionally or rely on location services throughout long shifts. Students and academics benefit from extended use for research, note-taking, and assignments on the go.

Portable power is valued for modern lifestyles where smartphones are constantly in-hand. Models designed specifically for phones match charging capabilities and fast-charge technology. As 5G networks roll out enabling new realities, power demands will rise further, making battery packs essential smartphone companions. Their affordability compared to built-in batteries also makes them attractive upgrades extending phone usability for years.

RAVPower, Cygnett, Kogan, JB Hi-Fi, Lenovo Group Ltd, Zagg Inc., Huawei, Baseus, Veger Power Inc., Xtorm are the major players.

• In September 2022, Baseus, a leading manufacturer of mobile accessories and charging solutions, launched its new 100W GaN PowerCombo charging station, designed to elevate your charging experience. This innovative charging station utilizes advanced gallium nitride (GaN) technology, allowing it to deliver powerful and efficient charging for multiple devices simultaneously.
• In October 2022, Baseus, a prominent manufacturer of mobile accessories and charging solutions, received positive reviews for its Magnetic Power Bank, which combines a kickstand and high capacity to deliver a compelling user experience despite its size.
• In July 2023, RAVPower, a well-known provider of portable charging solutions, released its new RP-PB207 power bank in Australia, featuring advanced Power Delivery (PD) technology that allows users to charge multiple devices simultaneously.
• In April 2024, Belkin, a leading consumer electronics brand known for its innovative charging solutions, unveiled a new range of power banks specifically designed for Apple products, including models that are compatible with MagSafe technology.
• In September 2023, Xiaomi, a global leader in consumer electronics and smart manufacturing, launched its latest Mi Power Bank Pro series in Australia, offering high-capacity options at competitive prices. This new series is designed to meet the growing demand for portable charging solutions among Australian consumers, who increasingly rely on multiple devices throughout their day.

• By Types
  • Portable Power Banks
  • Solar Power Banks
  • Battery Cases
• By Application
  • Smartphones
  • Tablets
  • Laptops
  • Other Portable Devices