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Executive Summary

Table of Contents

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EXECUTIVE SUMMARY

In 1997, the UK market for stationery (personal and office) was valued at £2.88bn. This includes only the core stationery items made of paper and board, writing instruments, desktop filing and storage, staples, etc. In addition, it includes products for home and school. Key Note estimates that the value of this market fell slightly in 1998 to £2.86bn, although, in volume terms, there was probably some growth.
Two factors have had a strong influence on the market in 1997 and 1998, and have combined to hold down its value. The prices of paper and pulp, which tend to pass through cycles, have fallen and then stabilised at a low level. The manufacturers of paper and board stationery, which accounts for around 75 percent of the market as defined in this report, have enjoyed lower raw materials costs, but have been unable to enjoy increased profit margins because of the severe pressure on stationery prices.
The strength of sterling has intensified competition from imports in the UK market and has forced manufacturers to cut prices. It has also made exporting more difficult. This effect has been felt by virtually all the stationery sectors to some extent.
The value of demand for stationery has been maintained, despite the growth of electronic storage and electronic trading. Mail volumes continue to rise and this is mainly due to the direct mail sector. The number of students in higher education is rising and overall employment is relatively strong. Although price-sensitive commodity products account for much of the market, margins tend to be better on gift products and fashion items.
The distribution industry continues in a state of fierce competition to achieve critical market share, and several more large acquisitions and mergers have taken place in 1998 on an international and national level.
For the years 1999 and 2000, Key Note forecasts a gradual rise in the stationery market in constant price terms. However, paper prices have been forecast to fall again in 1999, which means zero or negative progress in current value terms. Further ahead, much will depend on currency exchange rates, paper prices and the strength of the UK economy; but in volume terms, little change in demand is expected to the year 2002.

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TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: The Stationery Market Compared to Related Markets (£bn at msp), 1998

Table 2: Index of Growth of the UK Stationery Market (1990=100), 1990-1998

Table 3: UK Market for Stationery by Main Product Sector by Value ( percent at msp), 1996 and 1998

Market Size

THE TOTAL MARKET

BY PRODUCT SECTOR

INTERNATIONAL TRADE

Table 4: The UK Market for Stationery at Current Prices (£bn at msp), 1992-1998

Table 5: UK Manufacturers' Sales of Paper and Board Stationery at Current and Constant 1995 Prices (£bn at msp), 1995-1998

Table 6: The UK Market for Stationery by Main Product Sector (£m at msp), 1996-1998

Table 7: The Apparent UK Market for Envelopes of Paper and Board (£m at msp), 1994-1998

Table 8: The Apparent UK Market for Filing Products (£m at msp), 1994-1998

Table 9: The Apparent UK Market for Diaries and Organisers (£m at msp), 1994-1998

Table 10: Estimated Breakdown of the UK Writing Instruments Market in Terms of Value ( percent at msp), 1996-1998

Table 11: Import Penetration of the UK Stationery Market by Value (£bn and percent), 1994-1998

Table 12: Export Penetration of the UK Stationery Market by Value (£bn and percent), 1994-1998

Table 13: UK Imports of Stationery by Main Product Type (£m cif), 1994-1998

Table 14: UK Exports of Stationery by Main Product Type (£m fob), 1994-1998

Table 15: Sources of Imports of Envelopes (£m), 1997

Table 16: Destination of Exports of Envelopes (£m), 1997

Table 17: Sources of Imports of Diaries and Organisers (£m), 1997

Table 18: Destination of Exports of Diaries and Organisers (£m), 1997

Table 19: Destination of Exports of Filing Products (£m), 1997

Table 20: Sources of Imports of Paper and Paperboard for Writing and Printing ( percent), 1997

Table 21: Sources of Imports of PensÅ (£m), 1997

Table 22: Destination of Exports of PensÅ (£m), 1997

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

DISTRIBUTION

EMPLOYMENT

TRADE ASSOCIATIONS

TRADE FAIRS

Table 23: Number of Paper and Board Stationery Manufacturers by Turnover, 1994-1998

Table 24: Size Analysis of Manufacturing Units for Paper and Board Stationery (number of factories), 1998

Table 25: Employment in the Stationery Manufacturing Industry (number of employees), 1994-1998

Table 26: Leading Employers in the Stationery Manufacturing Industry by Number of Employees, 1994-1997

Table 27: Leading Employers in the Commercial Stationery Distribution Industry by Number of Employees, 1994-1997

Competitor Analysis

INTRODUCTION

MANUFACTURING MARKET LEADERS

PRODUCT SECTOR LEADERS

DISTRIBUTION MARKET LEADERS

ADVERTISING AND PROMOTION

Table 28: Leading UK Stationery Manufacturers by Turnover (£m), 1997/1998

Table 29: Major Companies in the UK Market for Business Forms and Continuous Computer Stationery by Turnover (£m), 1996/1998

Table 30: Leading UK Commercial Stationery and Office Products Distributors by Turnover (£m), 1997/1998

Table 31: Main Media Advertising of Pens (£000), Year Ending September 1995-1998

Table 32: Main Media Advertising of Office Services and Stationery (£000), Year Ending September 1998

Strengths, Weaknesses, Opportunities and Threats (SWOT)

PAPER AND BOARD STATIONERY

NON-PAPER/BOARD STATIONERY

Buying Behaviour

THE CONSUMER SECTOR

THE OFFICE SECTOR

Table 33: Consumers' Expenditure on Stationery at Current Prices and percentage of Total Consumer Spending (£bn at rsp and percent), 1994-1998

Table 34: Consumers' Expenditure on Stationery at Constant 1995 Prices and percentage of Total Consumer Spending (£bn at rsp and percent), 1994-1998

Table 35: Ownership and Purchasing of Pens ( percent of adults), 1998

Table 36: Gift Buying of Pens ( percent of adults), 1998

Table 37: Amount Spent on Pens in the Last 12 Months ( percent of adults), 1997

Table 38: Profiles of Pen Owners by Sex, Age, Region and Social Grade ( percent of adults), 1998

Table 39: Number of VAT-Based Enterprises in the UK (000), 1990-1998

Table 40: Total Number of VAT-Based Enterprises in the UK by Turnover, 1996 and 1998

Outside Suppliers to the Industry

INTRODUCTION

PAPER MILLS

PAPER DISTRIBUTORS

PRINTING INKS

ADHESIVES

PRODUCTION MACHINERY

Current Issues

MAJOR EVENTS

ELECTRONIC OFFICE SUPPLIES

CHANGES IN THE WHOLESALING SECTOR

Forecasts

FORECASTS 1999 TO 2002

FUTURE TRENDS

Table 41: Forecasts for the Total Stationery Market at Constant 1998 Prices (£bn at msp), 1999-2002

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

Text © 1999 Key Note

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