Page 13 - BOSS Today Issue 10

Findings

BACK TO

SCHOOL

The writing instruments market declined during the key ‘Back to School’
season this year. But there is some good news in the figures

he total writing instruments cent – indicating that although through commanding higher “Although
market (or rather the GFK there has been a slow-down in average prices, with crayons
Ttotal audited panel market) volume demand, consumers are boosting piece price by 25 per cent fewer pieces
has not been exempt from the willing to spend more on such per piece and colour felt pens by 13
current plight of the retail sector purchases. per cent. have been
– as demonstrated by this year’s Regarding individual categories, Overall, the writing instruments
‘Back to School’ period – the three ballpoints account for 25 per cent market has experienced a difficult sold, the
months from July to September of the market value over the back time. The tough trading conditions
that represent the height of to school period. Over this period, have been apparent this season, average price
consumer demand in the writing the fewer consumers in the market and although some categories have per piece has
instrument year. This year the opted for lower-price models, with still experienced growth, the overall
market experienced a 12 per 7 per cent fewer pieces being sold, trend of fewer consumers shopping increased by
cent sales pieces decline over this resulting in an 11 per cent decline in the market has ensured lower
period. This resulted in a 6 per cent in sales value. returns for most categories. 6 per cent.”
value decline and a total market Two areas that have bucked
value at a shade over £60m. this trend have been crayons and ■ FOR FURTHER INFORMATION
The encouraging side to this colour felt pens. They registered PLEASE CONTACT ANDREW
news is that although fewer pieces 15 per cent and 12 per cent value WALSH ON 0870 603 8236 OR
have been sold, the average price growth respectively. In both andrew.walsh@gfk.com, OR
per piece has increased by 6 per categories, growth was achieved VISIT www.gfkrt.com/uk

Total Writing Instruments Total Writing Instruments
Mio. Sales Value GBP Sales Pieces growth rate % / Sales Value GBP growth rate %
July 2010 - September 2011 July 2011 - September 2011
26 -3.3% 30 Volume Growth % Mio. Sales
24 -12.6% 25 Piece/Litre/Kilos
22 Mio. Sales
20 -2.3% 20 Correction Products Value GBP
18
15
Mio. Sales Value GBP 16 £23.1m £20.2m £24.6m £23.8m 10 5 0 Ball Point Pens Colouring Pencils Fountain Pens Graphite Pencil Highlighters Markers
14
12
10
-5
6 8 £17.3m £16.9m -10 Colour Felt Pens Crayons
4 -15 Mechanical Pencils OHP-Pens Roller Balls Writing Feltpens
2 -20
0
July July August August Sept Sept -25
2010 2011 2010 2011 2010 2011
-30
Source: Gfk Source: Gfk
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. November/December 2011 | BOSS TODAY 13

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