Page 15 - BOSS Today Issue 11

Trends

Buy less,

spend more

Fewer stationery and office products were bought in 2011 as consumers opted
to buy less but spend more on their purchases.

n the stationery market, writing This growth of consumers’ brands to promote image quality “Customers
Instruments experienced a 7 average spend on writing seems to have a big influence
Iper cent volume decline in instruments has led to brands on customers’ decision making. seek value,
2011 compared to 2010 – with gaining share on trade brand Certainly quality is a feature that the
graphite pencils and correction products in the market. Consumers customer is willing to pay more for, but are
products in particular seeing a are opting to buy into brands when which increases the likelihood of
sharp drop, with, respectively, 20 spending more on their purchases brands being bought. willing to
per cent and 22 per cent fewer rather than high-volume, low- Looking ahead, these markets
pieces sold compared to last year. price trade brands. This trend was are likely to continue experiencing spend more
There have been some positives, amplified in the Christmas season, difficult trading conditions, but to make
particularly for markets that are as high-end brands are sought for there are also opportunities.
more likely to sell individual gift purchases. Consumers are buying less, but the right
pieces or small pack sizes. Here Looking at the coated paper purchasing decisions are being
we would include fountain pens, market, the reverse is true as the more considered than before and purchase.”
where customers have spent on last six months have seen share customers still seek good value for
average 20 per cent more per piece growth in favour of trade brand money. That can also mean they are
than last year; writing felt pens, sales. But December saw a return willing to spend more to make the
which has grown 10 per cent in in sales growth for branded goods right purchase.
market value, in part due to a 5 per particularly within the mass
cent average price increase; and merchandiser channel, as the n FOR FURTHER INFORMATION
rollerballs, which has grown by 4 run up to Christmas saw greater PLEASE CONTACT ANDREW
per cent compared to last year, with promotional activity on branded WALSH ON 0870 603 8236 OR
average prices increasing by 11 per packs and bundled sales. Around andrew.walsh@gfk.com, OR
cent per piece in this category. key periods, the opportunity for VISIT www.gfkrt.com/uk

Total Writing Instruments

Sales Pieces growth rate
% / Sales Value GBP growth rate %
January 2011- December 2011

Source: GfK R&T UK, Total Writing Instruments Panelmarket, sales pieces, January-December 2011.
Data courtesy of GFK, www.gfkrt.com/uk, the providers of the BOSS Market Tracking service for further
information please visit www.bossfederation.co.uk and click on the Market Tracking Service page. March 2012 | BOSS TODAY 15

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