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KN21061 KEY NOTE STATIONERY MARCH 2001

ISBN: 1-84168-059-1

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This report covers: stationery, forms, account books, gummed paper, envelopes, writing instruments, binders, ribbons, filing trays, box files, ballpoints, rollerball pens, felt tips, pencils, crayons, fountain pens, business forms, desk accessories, presentation products, personal stationery

Companies covered include: Acco, Biro BiC, John Dickinson Stationery, Esselte, Gillette Stationery Products, Parker Pen Company, Avery Dennison Office Products, Boise Cascade Office Products, Dudley Stationery, Globus Office World, Guilbert UK, Kingfield heath, Lycero UK, Oyez Straker Group, Spicers, Staples, The Stationery Office, Universal Office Supplies, Viking Direct, WH Smith High Street

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EXECUTIVE SUMMARY

Falling paper prices and competition from cheap imports caused the value of the UK stationery market to fall between 1996 and 1998, reaching £2.53bn in the latter year. Figures for 1999 and 2000 showed some improvement, with 0.6 percent growth in 1999 followed by 1 percent in 2000, bringing the market to £2.5bn. These values are at manufacturers’ prices. In overall volume terms, the market has continued to show gradual growth.
The majority of the market is made up of products made principally from paper and board — including envelopes, cut paper, continuous business forms, files and folders, etc. Key Note’s market estimates include products for office, personal, school and student use, but exclude greetings cards and calendars. The remaining percentage of the market is made up of writing instruments, desktop items and other miscellaneous stationery items.
Stationery is a mature market, and there is an ever-present threat of a downturn as electronic trading and e-mail (electronic mail) take the place of paper communications — there is some sign that this may be starting to happen in the envelopes sector, for instance. So far, positive influences on the market have outweighed this negative trend in products such as cut paper and business forms. Positive influences on the market are the continued growth of direct mail advertising, the strong demand for bespoke products, growth in desktop printing in the office and home and increased emphasis on quality and colour in business reports and communications. There is also a strong demand from the school and student sector (with schools expecting more sophisticated presentation in their students’ work and the popularity of products with youth and fashion appeal), as well as demand from the personal and business gift customer sectors.
In the distribution sector, the main change in 1999 and 2000 has been the appearance of numerous Internet shopping services for stationery and office products in general. The office products market is one of the more advanced in this respect — these new services could soon have a large impact on the pattern of distribution.
For the future, general trends in the economy and education are favourable (prices have started to improve in some sectors since the middle of 2000). Key Note expects growth in the value of the market in the short term, with some increase in overall market volume. Some impact from electronic communications is expected to be felt within the next 5 years as the growth in direct mail diminishes. The future value of the market will also depend very much on paper prices, which tend to move in cycles, on the strength of the UK economy, and on the value of the euro or Britain’s participation in the European currency scheme. In a market which is essentially mature, these economic influences have a dominant effect on the value of sales.

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TABLE OF CONTENTS

Executive Summary 1
1. Market Definition 2
REPORT COVERAGE 2
MARKET SECTORS 2
Paper and Board Stationery 2
Other Stationery 3
MARKET TRENDS 3
Market Heavily Influenced by Raw Material Costs 3
Foreign Trade Significant in Sectors 4
Growth in Direct Mail Boosts Some Stationery Products 4
Electronic Communications Affect Demand 4
Continued Growth in Workforce Boosts Stationery Demand 4
Strong Demand from the Educational Sector 4
Table 1: Index of Growth of the UK Stationery Market (1996=100), 1996-2000 5
MARKET POSITION 5
The UK 5
Table 2: The Stationery Market Compared to Other Related Markets (£bn at msp), 1996-2000 6
Overseas 6
Table 3: Comparison of Estimated Sizes of Selected Major National Stationery Markets (£bn at msp), 2000 7
KEY TRADE ASSOCIATIONS 7
BOSS Federation 7
Envelope Makers’ & Manufacturing Stationers’ Association 7
2. Market Size 8
THE TOTAL MARKET 8
Table 4: The Apparent UK Market for Stationery (£m at msp), 1996–2000 8
Table 5: The Apparent UK Market for Stationery by Main Product Sector (£m at msp), 1996-2000 9
BY MARKET SECTOR 10
Box Files and Storage Boxes 10
Table 6: The Apparent UK Market for Box Files and Storage Boxes of Paper and Board (£m at msp and percent), 1996–2000 10
Envelopes 11
Table 7: The Apparent UK Market for Envelopes (£m at msp), 1996–2000 11
Table 8: Imports and Exports of Envelopes (£m, tonnes and £/tonne), 1996-2000 12
Boxed Stationery Assortments 12
Table 9: The Apparent UK Market for Boxed Stationery Assortments (£m at msp), 1996–2000 13
Registers, Account Books, Diaries, Exercise Books and Albums 13
Table 10: The Apparent UK Market for Registers, Account Books, Diaries, Exercise Books, Albums and Similar Products (£m at msp), 1996–2000 14
Binders, Folders and File Covers 14
Table 11: The Apparent UK Market for Binders, Folders and File Covers (£m at msp), 1996–2000 14
Multipart Business Forms and Listing Paper 15
Table 12: The Apparent UK Market for Multipart Business Forms and Computer Listing Paper (£m at msp), 1996–2000 15
Cut Self-Adhesive or Gummed Paper 16
Table 13: The Apparent UK Market for Cut Self-Adhesive or Gummed Paper (£m at msp), 1996–2000 17
Cut Paper for Writing and Printing 17
Table 14: The Apparent UK Market for Cut Paper for Writing or Printing (£m at msp), 1996–2000 18
Other Paper or Paperboard Stationery 19
Table 15: The Apparent UK Market for Other Paper or Paperboard Stationery (£m at msp), 1996–2000 19
Plastic Products for Office or School Use 19
Table 16: The Apparent UK Market for Plastic Products for Office or School Use (£m at msp), 1996–2000 20
Writing Instruments 20
Table 17: The Apparent UK Market for Writing Instruments (£m at msp), 1996–2000 20
Table 18: The Apparent UK Market for Writing Instruments by Sector (£m at msp and percent), 1999 21
Metal Filing Trays and Cabinets for Desktop Use 22
Table 19: The Apparent UK Market for Metal Filing Trays and Cabinets for Desktop Use (£m at msp), 1996–2000 22
Fittings for Binders and Files, Paperclips, Staples, etc. 22
Table 20: The Apparent UK Market for Fittings for Binders and Files, Paperclips, Staples, etc. (£m at msp), 1996–2000 22
Typewriter and Printer Ribbons and Ink Pads 23
Table 21: The Apparent UK Market for Typewriter and Printer Ribbons and Ink Pads (£m at msp), 1996–2000 23
Other Non-Paper/Board Stationery Items 23
Table 22: The Apparent UK Market for Other Non-Paper/Board Stationery Items (£m at msp), 1996–2000 24
OVERSEAS TRADE 24
General Overview 24
Table 23: Net Imports of Stationery to the UK (£m), 1996-2000 24
Imports 25
Table 24: Import Penetration of the UK Stationery Market (£m and percent), 1996–2000 25
Imports by Sector 25
Table 25: UK Imports of Stationery by Main Product Type (£m), 1996-2000 25
Envelopes 27
Table 26: UK Imports of Envelopes by Source (£m and percent), 1999 28
Registers, Account Books, Diaries, etc. 28
Table 27: UK Imports of Registers, Account Books, Diaries, etc. by Source (£m and percent), 1999 29
Cut Paper for Writing and Printing 29
Table 28: UK Imports of Cut Paper for Writing and Printing by Source (£m and percent), 1999 30
Plastic Products for Office or School Use 31
Table 29: UK Imports of Plastic Products for Office or School Use by Source (£m and percent), 1999 31
Writing Instruments 32
Table 30: UK Imports of Pens, Propelling Pencils and Parts of Pens by Source (£m and percent), 1999 32
Typewriter and Printer Ribbons 33
Exports 33
Table 31: Stationery Exports as a percentage of UK Manufacturers’ Sales (£m and percent), 1996-2000 33
Exports by Sector 33
Table 32: UK Exports of Stationery by Main Product Type (£m), 1996-2000 34
Envelopes 35
Registers, Account Books, Diaries, etc. 35
Table 33: UK Exports of Registers, Account Books, Diaries, etc. by Destination (£m and percent), 1999 35
Binders, Folders and File Covers 36
Cut Self-Adhesive or Gummed Paper 36
Cut Paper for Writing and Printing 36
Table 34: Exports of Cut Paper for Writing and Printing by Destination (£m and percent), 1999 36
Cut Carbon/Copying Paper 37
Plastic Products for Office or School Use 37
Table 35: UK Exports of Plastic Products for Office or School Use by Destination (£m and percent), 1999 37
Writing Instruments 37
Table 36: UK Exports of Pens, Propelling Pencils and Parts of Pens by Destination (£m and percent), 1999 38
Typewriter and Printer Ribbons 38
3. Industry Background 39
RECENT HISTORY 39
Number of Companies 39
Table 37: Number of Enterprises Engaged in the Manufacture of Paper and Board Stationery by Turnover (£000), 1996–2000 40
Table 38: Number of Manufacturing Units for Paper and Board Stationery by Number of Employees, 1998-2000 41
Employment 41
Table 39: Number of Employees in the Stationery Manufacturing Industry, 1994/1996/1998/2000 41
Table 40: Leading Employers in the Stationery Manufacturing Industry (number of employees at financial year end), 1996–2000 42
Table 41: Selected Leading Employers in the Commercial Stationery Distribution Industry (number of employees at financial year end),
1996–2000 43
REGIONAL VARIATIONS IN THE MARKETPLACE 43
DISTRIBUTION 44
The Consumer Market 44
The Office Market 44
Wholesalers 44
Contract Stationers 45
Local Independent Dealers and Retailers 45
Dealer Groups 46
Direct Dealers 46
Office Products Superstores 46
Internet Services 46
HOW ROBUST IS THE MARKET? 47
LEGISLATION 47
4. Competitor Analysis 48
THE MARKETPLACE 48
MARKET LEADERS — MANUFACTURING 48
Table 42: Selected Leading UK Stationery Manufacturers by Turnover (£m), 1999/2000 49
Acco UK Ltd 49
Parker Pen Company 50
John Dickinson Stationery Ltd 50
Esselte UK Ltd 51
OTHER COMPANIES — MANUFACTURING 52
Avery Office Products UK Ltd 52
PRODUCT SECTOR LEADERS 52
Envelopes 52
Boxed Stationery Assortments 53
Registers, Account Books, Exercise Books, etc. 53
Diaries and Organisers 53
Binders, Folders, etc. 54
Multipart Business Forms and Listing Paper 54
Cut Paper for Writing and Printing 54
Writing Instruments 54
Desk Accessories 55
MARKET LEADERS — DISTRIBUTION 56
Table 43: Selected Leading UK Commercial Stationery and Office Products Distributors by Turnover (£m), 1999/2000 56
Boise Cascade Office Products (UK) Ltd 56
Dudley Stationery Ltd 57
Globus Office World PLC 57
Guilbert UK Ltd 58
Kingfield Heath Ltd 58
Lyreco UK Ltd 59
Office Depot International (UK) Ltd 59
Oyezstraker Group Ltd 60
Ryman Ltd 60
Spicers Ltd 61
Staples (UK) Ltd 62
Universal Office Supplies Ltd 62
INTERNET-ONLY STATIONERY DISTRIBUTORS 62
OUTSIDE SUPPLIERS 63
Paper Mills 63
Different Types of Paper 63
Impact of New Legislation 64
Structure of the Major Players 64
Effects of Pulp and Paper Prices 64
Other Suppliers 65
ADVERTISING AND PROMOTION 65
Main Media Advertising 65
Table 44: Main Media Advertising of Office Stationery (£000), Year Ending December 2000 65
Table 45: Main Media Advertising by Office Stationery Distributors (£000), Year Ending December 2000 66
Table 46: Total Main Media Advertising of Fountain and Ball Pens (£000), Years Ending December 1996-2000 66
Table 47: Main Media Advertising of Fountain and Ball Pens by Major Brand (£000), Year Ending December 2000 67
Exhibitions and Trade Fairs 67
Spring Fair 67
SOHO2001 67
Other Exhibitions and Trade Fairs 68
5. Strengths, Weaknesses, Opportunities and Threats 69
PAPER AND BOARD STATIONERY 69
Strengths 69
Weaknesses 69
Opportunities 69
Threats 70
NON-PAPER/BOARD STATIONERY 70
Strengths 70
Weaknesses 70
Opportunities 71
Threats 71
6. Buying Behaviour 72
CONSUMER PENETRATION 72
Table 48: Ownership and Purchasing of Pens ( percent of adults), 2000 72
Table 49: Gift Buying of Pens ( percent of adults), 2000 72
Table 50: Amount Spent on Pens in the Last 12 Months ( percent of adults), 2000 73
Table 51: Socio-Demographic Breakdown of Pen Owners ( percent of adults), 2000 74
7. Current Issues 75
DEVELOPMENT OF STANDARDS BY THE BOSS FEDERATION 75
ALTERNATIVE FIBRES FOR PAPERS 76
8. The Global Market 77
JAPAN — IMPORTS HAVE TO COMPETE WITH A STRONG DOMESTIC INDUSTRY 77
CHINA AND HONG KONG — STRONG GROWTH IN EXPORTS 78
US — A MAJOR STATIONERY PRODUCER 78
PAPERMATE BRAND ENTERS INDIA 79
SOME LEADING GLOBAL COMPETITORS 79
Table 52: Breakdown of Esselte’s Turnover by Country ( percent), 2000 80
9. Forecasts 81
INTRODUCTION 81
Table 53: Forecast Increases in UK GDP and the RPI ( percent), 2000-2002 81
FORECASTS 2001 TO 2005 81
Table 54: The Forecast Apparent UK Market for Stationery at Constant 2000 Prices (£bn at msp), 2001-2005 82
FUTURE TRENDS 82
10. Company Profiles 83
Acco UK Ltd 84
Dudley Stationery Ltd 86
Esselte UK Ltd 88
Guilbert UK Ltd 90
John Dickinson Stationery Ltd 92
Kingfield Heath Ltd 94
Office Depot International (UK) Ltd 96
Parker Pen Company 98
Spicers Ltd 100
11. Further Sources 102
Associations 102
Periodicals 103
Directories 104
General Sources 104
Bonnier Information Sources 105
Government Publications 106
Other Sources 107
Understanding TGI Data 108
Number, Profile, Penetration 108
Social Grade 109
Standard Region 109
Key Note Research 110
The Key Note Range of Reports 111

Text © 2001 Key Note

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Last updated by Jacob van Eldik 29th March 2001