1. EU MARKET SURVEY 2004
Stationery items, office
and school supplies
2. EU MARKET SURVEY 2004
STATIONERY ITEMS, OFFICE AND
SCHOOL SUPPLIES
Compiled for CBI by:
Discovery Interior Trading
in collaboration with
Mrs. Y. Netto
October 2004
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Photo courtesy: Discovery Interior Trading
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3. Table of Contents
EU Market Survey
-- annual update --
REPORT SUMMARY 4
INTRODUCTION 7
PART A: EU MARKET INFORMATION 9
1 PRODUCT CHARACTERISTICS 10
1.1 Product Groups 10
1.2 Customs/Statistical Product Classification 11
2 INTRODUCTION TO THE EU MARKET 12
3 CONSUMPTION / INDUSTRIAL DEMAND 14
3.1 Market size 15
3.2 Market segmentation 20
3.2.1 Market segmentation by product 20
3.2.2 Market segmentation by user 26
3.3 Consumption patterns and trends 30
3.3.1 Demographic trends 30
3.3.2 Social & Cultural trends 31
3.3.3 Technical trends 34
3.3.4 Economic trends 35
4 PRODUCTION 36
4.1 Production per product group 37
5 IMPORTS 41
5.1 Total imports 41
5.2 Imports by product group 46
5.3 The role of the developing countries 53
6 EXPORTS 56
7 TRADE STRUCTURE 59
7.1 EU trade channels 59
7.1.1 Types of intermediaries 61
7.1.2 Stationery retailers 64
7.2 Distribution channels for developing country exporters 67
8 PRICES 69
8.1 Price development in the stationery market 69
8.2 Sources of price information 73
9 REQUIREMENTS FOR ACCESS 74
9.1 Non-tariff trade barriers 74
9.2 Tariffs and quotas 80
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4. PART B: EXPORT MARKETING GUIDELINES: ANALYSIS AND STRATEGY 83
10 EXTERNAL ANALYSIS 85
10.1 Market developments and opportunities 85
10.2 Competitive analysis 87
10.3 Sales channel assessment 88
10.4 Logistics 89
10.6 Price Structure 90
10.7 Examples: Product Profiles 94
11 INTERNAL ANALYSIS 97
11.1 Product standards/ quality, Production capacity, Product design & development
and Unique selling points 97
11.2 Logistics 98
11.3 Organisational Structures 99
11.4 Marketing and sales 100
11.5 Financing 101
11.6 Capabilities 103
12 DECISION MAKING 104
12.1 SWOT and situation analysis 104
12.2 Strategic options & objectives 104
13 MARKETING TOOLS 106
13.1 Matching products and the product range 106
13.2 Building up a relationship with a suitable trading partner 107
13.3 Drawing up an offer 108
13.4 Handling the contract 110
13.5 Sales promotion 112
APPENDICES 115
1 DETAILED HS CODES 115
2 DETAILED IMPORT STATISTICS 118
3 DETAILED EXPORT STATISTICS 132
4 USEFUL ADDRESSES 135
4.1 Standards organisations 135
4.2 Sources of price information 136
4.3 Trade associations 138
4.4 Trade fair organisers 139
4.5 Trade press 141
4.6 Important stationery buying groups 142
4.6 Other useful addresses 144
5 LIST OF DEVELOPING COUNTRIES 145
6 LIST OF ACP COUNTRIES 146
7 LIST OF GSP COUNTRIES 147
8 REFERENCES 148
This is a new CBI publication with a new format and contents. It partially replaces the CBI, EU Market survey
and EU Strategic marketing guide “Stationery items, office and school supplies” published April 2003.
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5. REPORT SUMMARY
This survey profiles the EU market for stationery items, office and school supplies, referred to
throughout this report as stationery. The emphasis of this survey lies on those products which are of
importance to suppliers based in developing countries. The product groups discussed in this survey
include: envelopes, paper-based products, writing & drawing instruments, storage & filing products,
office & desk accessories, presentation & planning materials, greeting cards and bags & briefcases.
Note that these products groups are not the only products which could offer chances for exporters in
developing countries. The major national markets of Germany, United Kingdom, France, Italy, Spain,
the Netherlands and Belgium are highlighted. Readers should, however, note that the size of a market
is not the only determinant of its attractiveness for an exporter. Other determinants, such as per capita
consumption and an easily accessible distribution structure, could make certain country markets very
attractive. On that basis, for example, the Scandinavian countries could be attractive for exporters in
developing countries.
Part A of this survey includes statistical market information on consumption, production, trade and
trade structure and requirements for access. As an exporter, you will need this information in order to
formulate your own market and product strategies. Part B of this survey contains export-marketing
Guidelines, a practical handbook for exporters engaged, or wishing to engage, in exporting stationery
to the European Union.
Consumption
The stationery market in the reviewed countries is a mature and reasonably stable market only growing
0.6 percent between 2001 and 2002 reaching a value of € 9,641 million at manufacturers’ selling price
(MSP), equivalent to € 15,318 million at user buying price (UBP) excl. VAT). It should be noted that
greeting cards and bags & briefcases are not included in this figure, because statistics concerning these
markets are not compiled by the research agency MPA International.
Germany is by far the biggest stationery market of the reviewed countries. In 2002, the Germany
market accounted for a value of € 2,812 million at MSP, followed by the United Kingdom (€ 2,244),
France (€ 1,645), Italy (€ 1,083), Spain (€ 964) and the Benelux (€ 851). The stationery market can be
segmented in to three different types of users, professional, Small office and Home office (SoHo) and
private users. Each segment has its own specific requirements (see § 3.2.2) and the SoHo market,
particularly, is growing due to the trend to outsourcing and sub-contracting in the EU business
environment.
Production
Over the last decade, the stationery market has become increasingly competitive, caused by the
maturity of the market and the increasing pressure of low-cost imports deriving from low-cost
countries. In order to survive, economies of scale were of vital importance and this, in turn, has led to
take-overs, mergers and restructurings.
Imports
In 2002, the total import of stationery of the EU-15 remained stable for the second year in a row. That
year, imports accounted for a value of € 9,947 million. Apparently, the stagnation of the economy in
2001 had its influence on the import of stationery. The United Kingdom is the leading importer,
accounting for 18.8 percent of the total value imported into EU countries, followed by France (16.1%),
Germany (15.5%), Italy (9.6%), Belgium (8.2%), The Netherlands (7.1%), and Spain (6.6%).
In 2002, bags & briefcases (32.6%) formed the leading import product group, followed by office &
desk accessories (24.8%), writing & drawing instruments (15.3%), paper-based products (15.0%),
storage & filing products (4.9%), envelopes (4.1%), greeting cards (2.7%) and presentation &
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6. planning materials (0.6%). In 2002, developing countries accounted for 26.7 percent of the EU-15
import up from 23.1 percent in 1998. In 2002, the United Kingdom was the largest import of
stationery from developing countries followed Germany and France
In the Bags & Briefcases imports, developing countries hold the strongest positions, accounting for
34.9 percent of the total EU-15 imports in terms of value. In the envelopes and office & desk
accessories imports, the position of developing countries is relatively weak, accounting for only 1.5
and 8 percent of total EU-15 imports in terms of value. For additional information on the shares of
developing countries we refer to paragraph 5.3 and Appendix 2
Export
The EU-15 is home to several of the biggest stationery exporting countries in the world, like Germany
France and Italy. In 2002, the EU-15 countries together exported € 10,072 million of stationery. In
2002, the EU-15 countries accounted for 58.3 percent of this export. The largest exporter of stationery
in the EU-15 was Germany. Germany accounted for 22.8 percent of the total exported value in 2002.
Other key exporting countries were Italy (19.2%), France (18.1%), the United Kingdom (10.4%) and
Belgium (8.9%). The main products exported by EU-15 countries are Office & Desk Accessories
(28.1% of total EU exports), followed by Bags & Briefcases (28.0%), Paper-based products (17.3%),
Writing & Drawing Instruments (15.3%), Envelopes (4.4%), Storage & Filing products (3.9%),
Greeting cards (2.4 %) and Presentation & Planning materials (0.5%). For additional information we
refer to Appendix 3
Overview
In the figure below, we have presented a graphic summary of chapters 3 to 6. The size of each circle
represents the size of the market in terms of consumption. As can be seen in this figure, Germany
together with the United Kingdom are the leading markets in terms of consumption size. On the
horizontal axis, lies the trade balance, which is the difference of the export minus the import. Of the
seven countries discussed in this survey, only United Kingdom and Spain do not have a positive trade
balance and are therefore net importers of stationery. The vertical axis represents the percentage of the
import deriving from developing countries. In the figure below, the horizontal axis crosses the vertical
axis at 26.7 percent, indicating that the EU-countries on average import 26.7 percent of their total
import from developing countries.
Graphic summary Chapters 3-6: Market attractiveness on basis of market size, import share deriving
from developing countries, trade balance and consumption growth in terms of value 2001-2002
United Kingdom 40%
% of import from DC
growth -0.3%
38%
Spain
growth 3.3% 36%
34%
Italy
Germany
32% growth 0.8%
growth -0.9%
30% Benelux
Trade balance in € million 28% growth 1.1%
26%
-1,000 -800 -600 -400 -200 - 200 400 600 800 1,000
24%
France
22%
growth 1.6%
20%
Source: Eurostat & MPA International
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7. As can be seen, the United Kingdom, together with Spain, Germany and Italy, import more than the
EU-15 average from developing countries. In 2002, 36.9% of the United Kingdom’s imports came
from developing countries. When looking at the variables in this figure, the upper-left corner
represents the most attractive stationery markets for developing countries in terms of import share and
trade balance. Secondly, come the countries in the upper-right quadrant, Germany and Italy. However
the positive trade balance indicates that these countries are in possession of a strong home production
base, making them comparatively less easy to access. In the figure we have also mentioned the market
growth of the countries reviewed. Spain together with France, are the star performers, growing
respectively 3.3% and 1.6% in 2002.
The attractiveness of an export market is not solely determined by the factors discussed in the
overview. Factors like trade structures, consumer preferences and tastes are also very important for
successful export marketing. An exporter should also note the different requirements laid down in
legislation and restrictions of the export market. In Chapter 9 of this survey, the requirements of
access are discussed.
Opportunities and threats
Because of the increasing competition in the stationery market, it is difficult for manufacturers,
especially small-scale ones, to retain a profitable share of the EU markets. Although the developing
countries’ share of EU-15 imports is growing, it should be noted that this growth is partly due to
outsourcing by Western manufacturers on the one hand and a number of large manufacturers mainly
based in low-wage countries.
Because the stationery market can be characterised as a relatively stable and mature market,
innovation of product and design is therefore the keyword. Therefore, we think that there are good
opportunities for companies in developing countries, which can offer innovative products at good
quality against competitive prices and which can also meet other market requirements such as quality
assurance, reliability in delivery, environmental aspects and working conditions. In, for example, the
handmade segment of the stationery market there are substantial opportunities for manufacturers in
developing countries
Up-to-date information on trends and developments is therefore more important than ever. Overseas
companies that want to tap into the EU market have to be aware of the market developments.
International and domestic trade fairs, exhibitions and visits to shops in the export country offer
valuable information and provide opportunities to build good relationships with importers and
retailers.
This survey offers you a framework for deciding whether or not to export to the European Union and,
if you decide to do so, provides you with leads and guidelines to assist your decision-making
regarding which products and markets to focus on. For information on current CBI Programmes,
training & seminars, and on how to download market information and CBI News Bulletins, please
refer to CBI’s internet site “www.cbi.nl”.
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8. INTRODUCTION
This CBI survey consists of two parts: EU Market Information and EU Market Access Requirements
(Part A), and Export Marketing Guidelines (Part B).
Market Survey
Part A
EU Market Information and Market Access Requirements
EU Market Information (Chapters 1-8) EU Market Access Requirements (Chapter 9)
Product characteristics Quality and grading standards
Introduction to the EU market Environmental, social and health & safety issues
Consumption and production Packaging, marking and labelling
Imports and exports Tariffs and quotas
Trade structure
Prices
Part B
Export Marketing Guidelines: Analysis and Strategy
External Analysis (market audit) Internal Analysis (company audit)
(Chapter 10) (Chapter 11)
Opportunities & Threats Strengths & Weaknesses
Decision
Making
(Chapter 12)
SWOT and situation analysis:
Target markets and segments
Positioning and improving competitiveness
Suitable trade channels and business partners
Critical conditions and success factors (others than mentioned)
Strategic options & objectives
Export Marketing
(Chapter 13)
Matching products and product range
Building up a trade relationship
Drawing up an offer
Handling the contract
Sales promotion
Chapters 1 to 8 of Part A profile the EU market for “Stationery items, Office and School supplies”
hereafter called stationery. The emphasis of the survey lies on those products, which are of importance
to developing country suppliers. The major national markets within the EU for those products are
highlighted. Furthermore, statistical market information on consumption, production and trade, and
information on trade structure and opportunities for exporters is provided. Chapter 9 subsequently
describes the requirements which have to be fulfilled in order to get market access for the product
sector concerned. It is, furthermore, of vital importance that exporters comply with the requirements of
the EU market in terms of product quality, packaging, labelling and social, health & safety and
environmental standards.
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9. After having read Part A, it is important for an exporter to analyse target markets, sales channels and
potential customers, in order to formulate export marketing and product strategies. Part B therefore
aims to assist (potential) exporters from developing countries in their export-decision making process.
After having assessed the external (Chapter 10) and internal environment (Chapter 11), the (potential)
exporter should be able to determine whether there are interesting export markets for his company. In
fact, by matching external opportunities and internal capabilities, the exporter should be able to
identify suitable target countries, market segments and target product(s) within these countries, and
possible trade channels to export the selected products (Chapter 12).
Chapter 13 subsequently describes marketing tools which, can be of assistance in successfully
achieving the identified export objectives.
The survey is interesting for both starting exporters as well as exporters already engaged in exporting
(to the EU market). Part B is especially interesting for more experienced exporters starting to export to
the EU and exporters looking for new EU markets, sales channels or customers. Starting exporters are
advised to read this publication together with the CBI’s Export planner, a guide that shows
systematically how to set up export activities and the interactive tool on the CBI website “Export
marketing plan”.
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11. 1 PRODUCT CHARACTERISTICS
This survey analyses the market for Stationery items, Office and School supplies” in the European
Union. Stationery items, office and school supplies cover a wide range of products used for
administrative work in the office and at school, for private use at home as well as for creative
purposes. In order to provide insight into the diverse applications of stationery items, office and school
supplies, we have distinguished eight product groups, which we deem of interest for exporters in
developing countries. One should note that these products groups are not the only products which
could offer chances for exporter in developing countries. The selected product groups are the
following:
• Paper-based products
• Envelopes
• Storage & Filing products;
• Writing & Drawing instruments;
• Presentation & Planning materials;
• Office & Desk accessories;
• Greetings cards
• Bags & Briefcases
The product sectors covered in this market survey are discussed in 1.1 below. This survey does not
include software and electrical office equipment like faxes, computers, printers, etc. Office furniture is
also not included in this survey, for information concerning this topic we refer to the CBI survey
“Domestic Furniture”. Leather goods, like leather organisers, and maps are also not included in this
survey. For information concerning these products we refer to the CBI survey “Leather goods”.
Furthermore, office paper, for copiers and laser printers, is excluded from this survey.
1.1 Product groups
In this paragraph, we will give a short definition of the eight product groups included in this survey.
Paper-based products
Paper-based products include all paper items: writing pads, exercise books, memo & refill pads,
duplicate and analysis books, notebooks, account books, diaries, wrapping paper and calendars.
Envelopes and greetings cards are excluded from this segment, since these are dealt with separately.
Envelopes
This segment includes different types of envelopes, which are used to pack documents or other
products, which are sent by mail generally through postal services. Envelopes are available in different
sizes and types, like, for example, window, self-seal, padded, booklet, square, open-end, two-way
remittance, strip 'n grip, priority mail, payroll envelopes.
Storage & filing products
This segment includes different types of filing products, which are used to save and store documents,
like: Manila files, soft plastic filing, suspension filing, ring binders, lever arch files, archival filing,
indexes and dividers.
Writing & Drawing Instruments
This segment includes all sorts of products which consumers use to write, mark, draw or paint.
Stationery in this product group includes: pencils, ballpoints, rollerballs, gift pens, fountain pens,
fibre-tipped pens, plastic-tipped pens, crayons, highlighters, markers, and refills. Erasers, correction
aids, pencil sharpeners and brushes of many types and qualities are also included in this product group.
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12. Presentation & Planning materials
This segment includes planning boards, wall boards, white boards, flipcharts & accessories, calendars
and year planners. These products are often used to give a presentation.
Office & Desk accessories
The segment Office & Desk accessories includes many products, like, adhesive tapes, paper and card
adhesives, sticky notes, letter- and pen trays, scissors, pins, clips, fasteners, staplers, staples, staple
extractors, punches, guillotines, trimmers, letter trays/racks and waste bins. Artistic materials like
charcoal, graphite-pens, oil- and watercolour paints, as well as painting accessories such as frames and
paint brushes are included in this product group.
Greeting Cards
The segment Greeting Cards includes Christmas cards, New Year cards, Valentine cards, birthday
cards, graduations cards, change of address cards, marriage cards, etc. Generally cards are used to post
a message to a friends, acquaintances, etc.
Bags & Briefcases
The segment Bags & Briefcases includes: briefcases, attaché cases, school bags, computer trolleys,
laptop bags and rucksacks.
1.2 Customs/ Statistical products classification
The nomenclature for statistics within the Europe Union does not specify stationery as such. The
trading classification systems used were unified by the introduction of a new, worldwide coding
system introduced on January 1, 1988. This system is called the Harmonized Commodity Description
System (HS) and was developed by the World Customs Organisation (WCO). The system comprises
about 5,000 commodity groups; each identified by a six-digit code, arranged in a legal and logical
structure and is supported by well-defined rules to achieve uniform classification. More than 177
countries and economies use the system as the basis for their customs tariffs and for the collection of
international trade statistics. WCO has introduced some alterations to the HS and these are included in
the combined nomenclature as of January 1, 2002. After the six-digit code, countries are free to use
further subheadings. An 8-digit system is used in the trade data of Eurostat. Most codes, however, end
with two zeros, i.e. effectively only using six digits. In some countries, ten digits are even occasionally
used.
Table 1.1 Harmonised System (HS) classification stationery
Product group Heading HS codes
Paper-based products 4820, 4821, 4903, 4910
Envelopes 4817
Storage & Filing products 4819, 4829, 8304, 8305
Writing & Drawing instruments 3213, 4016, 9603, 9608, 9609
Presentation & Planning materials 9610
Office & Desk accessories 3506, 3926, 8213, 8214,, 8305, 8441, 9608
Greeting cards 4817
Bags & Briefcases 4202
Source: Eurostat
In order to make this market survey/guide operational the survey has been limited to describe the
above selected product groups. The HS classification given in Table 1.1 differs in some degree from
the product groups mentioned in paragraph 1.1. This is caused by the fact that the information used in
this market survey is obtained from a variety of different sources. Therefore, extreme care must be
taken in the qualitative use and interpretation of quantitative data. This puts limitations on in-depth
interpretation of trade figures and of the possible relationships between import and export figures on
the one hand and consumption figures on the other hand. For a more detailed list of product groups,
please refer to Appendix 1.
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13. 2 INTRODUCTION TO THE EU-MARKET
The European Union (EU) is the current name for the former European Community. Since 1 January
1995, the EU has consisted of 15 member states. Ten new countries joined the European Union in
May 2004; those so-called ‘accession’ countries are Poland, Lithuania, Estonia, Latvia, Hungary, the
Czech Republic, Slovenia, Slovakia, Malta and Cyprus. According to Eurostat, the EU has grown
from 15 countries with 379,6 million residents to 25 countries with approximately 450 million
residents. Negotiations are in progress with a number of other candidate member states.
Table 2.1: Population and GDP of EU countries, 2002
Countries/category Population Age 15-64 GDP (€ billion)
Germany 83.3 million 68% 2,206
France 59.8 million 65% 1,556
United Kingdom 59.8 million 66% 1,485
Italy 57.7 million 67% 1,416
Spain 40.1 million 68% 836
The Netherlands 16.0 million 68% 417
Belgium 10.3 million 66% 315
Source: World factbook, 2003
Within Western Europe – covering 15 EU countries, Iceland, Liechtenstein, Norway and Switzerland
– more than 20 million enterprises are active, made up mostly of small and medium-sized enterprises
(SME’s). In 2000, the average turnover per enterprise of SME’s and large enterprises amounted to €
600,000 and € 255 million respectively.
EU Harmonisation
The most important aspect of the process of Table 2.2: Overview15 EU-Countries, 2002
Population 379.6 million
unification (of the former EC countries), which affects
Area 31,443,000 km2
trade, is the harmonisation of rules in the EU Density 83 people per km2
countries. As the unification allows free movement of Languages 11 (excl. dialects)
capital, goods, services and people, the internal GDP/capita 21,023
borders have been removed. Goods produced or Currencies €, UK£, DKr., SKr.
imported into one member state can be moved around Exchange € 1 = US$ 1.21
between the other member states without restrictions.
A precondition for this free movement is uniformity in the rules and regulations concerning locally
produced or imported products. Although the European Union is already a fact, not all the regulations
have yet been harmonised. Work is in progress in the fields of environmental pollution, health, safety,
quality and education. For more information about harmonisation of the regulations, visit
AccessGuide, CBI’s database on non-tariff trade barriers at “www.cbi.nl/accessguide”.
Monetary unit: Euro
On 1 January 1999, the Euro became a legal currency within twelve EU member states: Austria,
Belgium, Finland, France, Germany, Greece, Italy, Ireland, Luxembourg, The Netherlands, Spain, and
Portugal. In 2002, circulation of euro coins and banknotes replaced national currency in these
countries. Denmark, United Kingdom and Sweden have decided not to participate in the Euro.
The most recent trade statistics quoted in this survey are from the year 2002. In this market survey, the
Euro (€) is the basic currency unit used to indicate value.
Statistics
Trade figures quoted in this survey must be interpreted and used with extreme caution. The lion’s
share of information derives from research agencies, such as Euromonitor, Eurostat, Mintel,
Datamonitor, MPA International and KeyNote. Furthermore, information from different articles has
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14. been used to broaden the view of the market. Other methods used to collect information are trade
interviews with importers and retailers of stationery products, store checks and desk research. Because
of the variety of sources used, extreme care must be taken in the qualitative use and interpretation of
the quantitative data in this survey.
The collection of data regarding trade flows has become more difficult since the establishment of the
single market on 1 January 1993. Until that date, trade was registered by means of compulsory
customs procedures at border crossings, but, since the removal of the intra-EU borders, this is no
longer the case. Statistical bodies like Eurostat cannot now depend on the automatic generation of
trade figures. In the case of intra-EU trade, statistical reporting is only compulsory for exporting and
importing firms whose trade exceeds a certain annual value. The threshold varies considerably from
country to country, but it is typically about € 100,000. As a consequence, although figures for trade
between the EU and the rest of the world are accurately represented, trade within the EU is generally
underestimated.
Furthermore, the information used in this market survey is obtained from a variety of different
sources. Therefore, extreme care must be taken in the qualitative use and interpretation of quantitative
data, throughout the text, as also in comparisons of different EU countries with regard to market
approach, distribution structure, etc. For more information on the EU market, please refer to the CBI’s
manual “Exporting to the European Union”.
Survey
This survey profiles the EU market for stationery, in which seven selected markets within the EU are
highlighted. The selection is based on a quantitative and qualitative comparison of consumption and
imports/exports of the EU countries, as will be further explained in the following chapters of this
survey. The countries selected for this survey are Germany, United Kingdom, France, Italy, Spain, The
Netherlands and Belgium, which are the largest countries in the EU, when it comes to consuming and
importing stationery. One should however note that total market size is not the only determinant for
conducting successful export. Other determinants like per capita consumption and an easily accessible
distribution structure could make less populous countries, i.e. the Scandinavian countries, very
attractive for exporters in developing countries. It is therefore important for exporters not to focus
solely on the market size of the large countries.
When speaking about the EU, the ten so-called accession countries are not included in the information
given. Because information concerning the accession countries (Poland, Lithuania, Estonia, Latvia,
Hungary, the Czech Republic, Slovenia, Slovakia, Malta and Cyprus) is not richly available, it is
difficult to give a thorough analysis concerning these markets. This survey therefore only sparsely
deals with these countries.
Note that the figures used in this survey can differ substantially from the figures presented in the
preceding survey CBI survey: “Stationery items, office and school supplies, April 2003”. This is
mainly caused by the fact that other sources of information are used. Note also that most of the figures
given in Chapter 3 are given in Manufacturer Selling Prices (MSP) instead of consumption figures.
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15. 3 CONSUMPTION
This chapter presents a general overview of the stationery market, highlighting the countries and
products specified in Chapters 1 and 2. The consumption figures given however are not available for
all the separate product groups. The information used in this chapter is largely based on the reports of
MPA International, Datamonitor, Euromonitor and KeyNote. All these research agencies have
conducted some sort of research on the stationery market in Europe (for more information, we refer to
Appendix 8. Furthermore, various articles published by different institutes are used. The information
from these sources can, however, include consumption data of products that are beyond the scope of
this survey, whilst they exclude consumption data of articles that may be relevant. Therefore, the
information in this chapter is not unequivocal. Because of the different sources of information, some
assumptions are made concerning the given information.
The total market figures include the following products: office paper, paper-based products,
envelopes, storage & filing products, writing & drawing instruments, presentation & planning
materials and office & desk accessories. This selection is largely based on a selection made by MPA
International. The products group Greeting Cards and Bags & Briefcases are not reflected in this
figure. The total figure also includes the product group Office Paper (includes copier/laser grades, top
quality writing- and specialist inkjet papers) which is beyond the scope of this survey. Besides it
should be mentioned that the MPA International statistics concerning the paper-based products do not
include products like calendars, diaries, photo albums, etc. Therefore, some additional information
regarding these product groups will be given based on information from Euromonitor. Furthermore, it
should be noted that the figures from MPA International are given at manufacturer selling prices
(MSP) and users buying price (UBP). The first indicates the price at which manufacturers sell their
products to resellers, like wholesalers. The latter is the price at which the eventual user buys the
product (i.e. a net price, which is not necessarily the price at which it is marketed; it does not include
any VAT). One should note that the mark up between the MSP and the UBP is an accumulation of
different product ranges. The mark up between different product groups can differ substantially.
Caution should therefore be applied when using these mark ups.
The figures regarding the product group Greeting Cards originate from Datamonitor are given at retail
selling price (RSP) and include all taxes. Furthermore, it must be noted that figures concerning the
Greeting Cards product group are not available for each country covered in this survey. Information is
only available for Germany, France and the United Kingdom. Regarding Bags & Briefcases, no
statistical information is available.
Figure 3.1: Reviewed stationery markets, Segmentation by Country and by Product: % Share by Value,
2002
Presentation
& Planning
materials Envelopes
Benelux 13.8% 15.8%
9.0% Office &
Germany Paper based
Desk
Spain 29.2% products
accessories
10.0% 4.9%
8.6%
Italy Storage &
11.2% Filing
products
12.4% Office
Writing & paper
France United Drawing 29.7%
17.1% Kingdom Instruments
23.4% 14.8%
14
16. Source: Datamonitor, 2003
Unfortunately, the MPA International information does not provide data concerning the entire EU.
This chapter, therefore only deals with the consumption of the following countries: German, the
United Kingdom, France, Italy, Spain, and the Benelux. Unfortunately, MPA International does not
make a distinction between the Netherlands, Belgium and Luxembourg.
3.1 Market size
The market for stationery in the reviewed countries is a mature and reasonably stable only growing 0.6
percent between 2001 and 2002 reaching a value of € 9,641 million at manufacturers’ selling price
(equivalent to € 15,318 million at user buying price), according to MPA International. As can be seen
in figure 3.1, Office Paper is the largest stationery product group, accounting for a 30 percent share of
the stationery market, equivalent to a value of approximately €2,868 million at manufacturers’ selling
price (€ 4,140 million at user buying price). On the vertical axis of figure 3.2, you will find the import
development in value in the year 2002. As can be seen, the office paper market grew by 3.1 percent in
2002, making it the fastest growing of the product groups represented in figure 3.2. The horizontal
axis gives a prediction of the market growth between 2002 and 2006. Again, the office paper market is
forecast to see the largest growth and expected to increase by almost 20 percent in size, between 2002
and 2006, whereas the writing & drawing instrument market is predicted to grow by only 2.5 percent
in the same period.
Germany is by far the biggest stationery market, accounting for 29 percent of the consumption of the
reviewed countries. At a considerable distance, we find the United Kingdom (23%), France (17%),
Italy (11%), Spain (10%) and Benelux (9%).
Figure 3.2: European Stationery market: relative attractiveness (excl. greeting cards) based on
€ value at Manufacturers’ selling price
4%
Office paper
3%
2%
% growth 2002
Office & Desk
1% accessories
Storage & Filing
products
0%
- 10% - 5% 0% 5% 10% 15% 20%
Presentation
- 1% & Planning
Paper based Envelopes materials
products - 2% Writing & Drawing
instruments
- 3%
% prognosis growth 2002 - 2006
Circle size based on Books & pads € 473 million at MSP (€828 million at UBP
Manufacturer selling price, 2002
Office paper € 1,512 million at MSP (€ 2,070 million at UBP)
Source: MPA International, 2003
The economic downturn that affected Europe in 2001, saw many stationery segments declining in
value between 2001 and 2002. As can be seen in figure 3.2 only the Office paper (+3.1 percent) and
the Office & Desk accessories (+1.1 percent) markets grew in terms of value. The other stationery
15
17. markets all showed a minor decline in value terms. The Paper-based product market showed the
biggest decline, in 2002 this market dropped by 2 percent. Because of the declining school population
and increasing computerization, this decline is forecast to continue in the near future, according to
MPA International. We should, however, note that the MPA International figures do not include all the
products selected in this segment (for more information we refer to § 3.2). The office paper market is
forecast to grow by 19.4 percent towards 2006 (horizontal axis). The other product segments reflected
in figure 3.2 are forecasted to grow only marginally.
Germany Figure 3.3: The German Stationery market:
As noted earlier, Germany is by far the biggest Segmentation, % Share, by value, 2002
stationery market in Europe, accounting for 29 Presentation
percent of the consumption of the reviewed & Planning
countries. The German stationery market was materials Envelopes
affected by the weak economy. In 2002, the 18.7% 13.5%
Paper based
German stationery market performed well below products
average dropping by 0.9 percent to a value of € Office & 4.6%
2,812 million at MSP. This drop can be explained Desk
by declining market prices, which was due to the accessories
increasing dominance of discounters in the 7.5%
German retail market, (source: Euromonitor). Due Office
Storage &
to this development, the German stationery market paper
Filing
is a highly competitive marketplace. products 28.3%
Writing &
13.8%
In 2002, only the Office Paper and the Office & Drawing
Desk accessories markets showed a positive Instruments
development, growing respectively by 3.6 and 1.0 13.6%
percent.
Source: MPA International
The Presentation & Planning Materials market showed the biggest decline of the segments reflected,
dropping by 6.1 percent, to € 527,0 million at MSP. All the other segments, with the exception of
Envelopes, showed a minor decline. The Envelope market remained stable at a value of € 380,0
million at MSP. The Greeting Cards segment accounted for a value of € 624,0 million at retail selling
price (RSP), (source: Datamonitor). According to Euromonitor, the Paper-based products market in
Germany grew by 2.9 percent to a value of € 879 million in 2002.
United Kingdom
Figure 3.4: The British Stationery market:
The United Kingdom is the second stationery Segmentation, % Share, by value, 2002
market in size, accounting for 23 percent of the
Presentation
consumption of the reviewed countries. As in
& Planning
Germany, the British stationery market was
materials
affected by the weak economy. In 2002, the Envelopes
Office & 12.0%
British stationery market declined by 0.3 percent 19.6%
Desk
representing a value of € 2,250 million at MSP. accessories
9.0% Paper based
Of the different stationery segments, the Writing products
& Drawing Instrument market performed the Storage & 4.7%
worst, dropping by 3.7 percent. The remaining Filing
products
stationery market segments remained relatively
11.6%
stable, only developing marginally. A note must
be made concerning the commercial envelopes Writing &
Office
market, which accounts for a value of € 441,0 Drawing
paper
million at MSP. This puts the British envelopes Instruments 29.4%
13.7%
market well ahead of the German market. The
Greeting Cards market shows a similar picture.
According to Datamonitor, the British greetings Source: MPA International
16
18. card market is worth approximately € 1,700 million at retail selling price (RSP), which puts the British
greetings card market well ahead of the France and even the German market.
The British paper-based products market grew 3.5 percent to a value of € 526 million, according to
Euromonitor.
France
France is the third largest market; accounting for
17 percent of the consumption of the reviewed Figure 3.5: The French Stationery market:
countries. Like Germany, cheap imports and the Segmentation, % Share, by value, 2002
rising share of discounters, hypermarkets and Presentation
superstores have put increasing pressure on & Planning
prices in the France stationery market. In 2002, Office & materials
Envelopes
the French stationery market grew by 1.6 Desk 10.0%
19.2%
percent largely due to the positive developments accessories
in the segment Office Paper. In 2002, the Office 8.6%
Paper market grew by 3.9 percent to a value of € Storage & Paper based
498,5 million at MSP. In 2002, the value of the Filing products
total French stationery market amounted to € products 5.5%
1,651 million at MSP. 10.5%
In 2002, the Storage & Filing market increased Writing &
by 2.1 percent to € 173,5 million at MSP. The Drawing Office
French Writing & Drawing Instrument market Instruments paper
increased by 0.6 percent. This can be explained 16.1% 30.2%
by the increasing demand for fashionable
writing instruments, which countered the Source: MPA International
increasing penetration of PC’s and the Internet,
(source: Datamonitor). The other markets
developed only marginally.
According to Euromonitor, the Greeting Card sector is relatively underdeveloped in France, in
comparison with the United Kingdom. In 2002, the French greeting card market accounted for a value
of € 607,0 million, which is slightly lower than the German market, (Source: Datamonitor).
Italy Figure 3.6: The Italian Stationery market:
Like the other markets highlighted, the Segmentation, % Share, by value, 2002
development of the Italian stationery market is
very marginal. In 2002, the market grew by 0.8
Presentation
percent to a value of € 1,083 million at MSP.
& Planning
The Italian stationery market is becoming materials Envelopes
increasingly competitive, mainly caused by the Paper based
12.9% 10.2%
high number of domestic manufacturers and Office & products
multinationals present in the Italian market. Desk 6.5%
accessories
10.1%
As in Germany, the office paper market was the
star performer in 2002, growing by 4.0 percent
to a value of € 308,5 million at MSP. The Storage &
Office
Presentation and Planning Materials market Filing
paper
products
grew by 2.6 percent to € 140,0 million at MSP. 28.5%
14.0%
The Writing & Drawing Instrument market, Writing &
relatively important, accounted for 17.8 percent Drawing
of the Italian stationery market. In 2002, it grew Instruments
by 1.6 percent to a value of € 192.5 million at 17.8%
MSP. The Office & Desk Accessories market Source: MPA International
17
19. grew by 1.9 percent to a value of € 109,5 million at MSP.
Another notable development concerns the Envelopes market, which dropped by 8.3 percent to € 110
million at MSP. Regarding the Greeting Card market, no information is available.
Spain Figure 3.7: The Spanish Stationery market:
The Spanish stationery market was the star Segmentation, % Share, by value, 2002
performer of the countries highlighted in this
Presentation
survey. In 2002, the Spanish stationery market
& Planning
grew by 3.3 percent to an amount of € 964 million materials Envelopes
at MSP. According to MPA International, the 13.7% 12.0% Paper based
Spanish stationery has not been affected by the Office &
products
weak economy as much as the countries in the Desk 4.6%
Northern part of Europe. This was partly due to accessories
the lower maturity of some of the stationery 9.4%
product markets.
Storage &
Filing Office
Of the stationery segments highlighted, the products paper
Presentation & Planning Materials market was the 13.5% 31.9%
top performer in Spain, and increased by 9.1 Writing &
percent to an amount of € 132,0 million at MSP. Drawing
Another fast growing market was the Office Paper Instruments
market, growing by 6.8 percent to a value of € 15.0%
307,5 million at MSP. Source: MPA International
The Paper-based products market dropped by 6.4 percent to € 33,1 million at MSP, this can be
explained by the ongoing computerization in Spain, partly caused by the high priority ICT
development has within the Spanish government. The Storage & Filing Products market and Office
and Desk Accessories market grew respectively by 3.6 and 3.4 percent. Information concerning the
Greeting Card market is not available.
Benelux
The Benelux stationery market is the smallest Figure 3.8: The Benelux Stationery market:
stationery market distinguished in this survey, the Segmentation, % Share, by value, 2002
market accounts for only 9 percent of the Presentation
consumption of the reviewed countries. Like most & Planning
Office & materials
European countries, the Benelux economy was Envelopes
Desk 11.0%
strongly affected by the global economic 18.1%
accessories
downturn. However, despite this development, the
8.3%
stationery market which increased by a small 1.1 Paper based
percent in 2002, reached a value of € 871 million Storage & products
at MSP. Filing 4.0%
products
Like France, the growing consumption of office 10.0%
paper accounted for the major part of the growth.
Writing &
In 2002, this market grew by 3.8 percent. Other Drawing Office
markets which increased in 2002 were the Office Instruments paper
& Desk Accessories market and the Presentation 14.5% 34.1%
& Planning market, both however, only growing
marginally. The Writing & Drawing Instrument
market, together with the Paper-based products
Source: MPA International
market, showed the biggest decline, dropping by
1.6 and 1.4 percent respectively.
18
20. According to Euromonitor, the Dutch and Belgium Paper-based product markets grew by respectively
5.3 and 3.0 percent, to a value of € 102,5 and € 72,1 million.
Western-Europe versus Eastern-Europe
In this section we will discuss the differences between the Western European and Eastern European
stationery markets. Because information on the Eastern European stationery market is not richly
available, we will only give some highlights concerning these markets. In this section we will
therefore only note developments concerning the stationery markets of Poland, Czech Republic,
Hungary and Slovakia. They, however, can be used as an indication for the other Eastern European
countries. In figure 3.9 an overview of the difference between the Western European and Eastern
European markets is reflected. It concerns an accumulation of the private consumption of both
personal stationery as well as the writing instruments; office consumption is not reflected in the
figures. Therefore extreme care must be taken when comparing these figures with the MPA
International data.
Because the Western European stationery market is a reasonably steady and mature market, the rivalry
amongst the market players like distributors and manufacturers is becoming increasingly fierce.
Expanding into the Eastern European markets offers the chance to extend their businesses. The
accession of these countries to the European Union and their massive growth potential makes these
markets even more attractive. Many Western companies have entered Eastern Europe to benefit from
these developments. Office Depot, for example, has opened stores in both Poland and Hungary. As a
manufacturing base the Eastern European countries are also very attractive for West European
companies (see also chapter 4).
Figure 3.9: Western and Eastern European Stationery market: relative attractiveness based on €
consumption of personal stationery and writing instruments
25%
Czech Republic
20% Hungary
% growth 2002
15%
Slovakia
Norway
10%
Netherlands France
Sweden Poland
5%
Finland
Belgium United Kingdom
Germany
0%
0% 20% 40% 60% 80%
-5%
% growth 1998 - 2002
Circle size based on Slovakia stationery market € 29,4 million
Manufacturer selling price, 2002
German stationery market € 1,7 billion
Source: Euromonitor
According to publications of Office Products International, the Eastern European stationery market is
in a growing phase. As can be seen in the figure 3.9, the four Eastern European countries Poland,
Hungary, the Czech Republic, and Slovakia all show considerable growth, whereas the Western
European countries all show much smaller growth. Especially the stationery market in the Czech
19
21. Republic grew by gigantic proportions. In 2002, this market grew more 22 percent and between 1998
and 2002, the market almost doubled in size. The size of these Eastern European markets however,
remains quite small in comparison with the markets in Western Europe. The Slovakia stationery
market accounts for a value of € 29,4 million, whereas the German market accounts for a value of €
1,703 million.
3.2 Market Segmentation
This is divided into two sections. The first section, paragraph 3.2.1 will highlight the developments in
the different product groups discussed in Chapter 1. The figures given in this paragraph are based on
research by MPA International. These figures, however, exclude some stationery products like for
example calendars, diaries and artistic materials. Therefore, some additional information on these
products is giving. Paragraph 3.2.2 gives a segmentation by the different users groupings which can be
distinguished in the stationery market, namely professional business users, schools & universities,
SoHo users and private users. In this paragraph the distinct characteristics and preferences regarding
these different product groups will be discussed.
3.2.1 Market segmentation by product
In the stationery market we can make a general distinction between two types of stationeries, namely
commodity and specialty stationeries. Commodities are generally products that customers perceive to
be exactly the same, brand awareness and preference are generally low. Envelopes, paper, notebooks,
storage & filing products can, for example, be regarded as commodities. According to research by
McKinsey, the product price, consistent level of product quality, service quality and on-time delivery
are the most important purchase criteria in this segment. In the case of specialty stationery, the user
regards the product as special and is prepared to go through substantial trouble to obtain it. Quality,
branding and design are important purchasing criteria for these products. Specialty products must be
able to satisfy consumer status. In case of the stationery market, special luxurious writing instruments,
calendars and leather diaries can be regarded as specialties. This specialty segment offers important
potential for manufacturers in developing countries. Specially crafted, handmade products like, for
example, leather organisers and writing pad covers, are very popular in the EU. Stationery given away
as a gift makes up an important share of the specialty segment.
In the following section of this chapter we will discuss the products highlighted in Chapter 1
Envelopes
The Envelopes market in the reviewed countries dropped 1 percent and accounts for a value of € 1,512
million at MSP in 2002. The increasing use of e-mail and the internet and a decline in writing letters is
pressuring the envelopes usage, thus to MPA International. Despite this pressure, the Envelope market
is estimated to grow slightly to approximately € 1,590 million in 2006, indicating a growth of
approximately 5 percent, (Source: MPA International). According to the European envelope
manufacturers association, the per capita consumption of envelopes in Western Europe is running at
around 300 envelopes per year. In Eastern Europe the consumption is much lower, Poland for example
consumes around 60 envelopes per capita per annum.
There are numerous different types and sizes of envelopes. Most popular are the window envelopes
and self-seal envelopes. The latter includes a protective peel-off strip over the adhesive flap. In
general, the commercial envelopes market is increasingly being standardized mainly to assisting
national postal services in the automated selection and sorting machinery, (source: Euromonitor.
Special ISO norms exist on the size of envelopes, namely the ISO 216 Series C. In some countries
there are however different sizes of envelopes in circulation, mainly in France and the United
Kingdom. The weight and quality of the paper used making the envelopes vary per market, thus
affecting pricing. Because envelopes are generally considered to be a commodity, private- and white
label products play a significant role in this market segment.
20
22. Paper-based products
This segment includes a wide variety of products; it is therefore difficult to give precise statistical
information concerning the market size. According to MPA International, the paper-based products
market is worth approximately € 473,0 million at MSP. This figure includes the following products:
exercise books, memo refill pads, duplicate and triplicate books, manuscript books and analysis books.
The segmentation of the market based on MPA International statistics is reflected in figure 3.10. As
can be seen, exercise books make up more than a third of the market
Figure 3.10: The Paper based market, Segmentation,
In figure 3.11 you can find the consumption of % Share, by value, 2002
paper-based products, according to Euromonitor.
The Euromonitor statistics include all paper items Analysis
like writing pads, printing paper, transparents, books
envelopes, notebooks, account books and diaries. 11%
Exercise
Office supplies are excluded from the Euromonitor M anuscript books
statistics. As can be seen, Germany is by far the books 35%
largest market for paper-based product. 14%
Unfortunately, information regarding Italy and
Spain is not available. Duplicate &
Triplicate
According to MPA International, the paper-based books
market is forecast to decline because of the 9%
maturity of the market and the increasing M emo &
computerization trends. The paper-based products Refill pads
market is being subjected to increased competition 31%
from products like the internet and cd-roms,
(Source: Euromonitor. This development
especially affects the duplicate and triplicate book Source: MPA International
segments, (Source: MPA International.
Because the educational market is an important segment in this market, the declining school
population in most European countries has also contributed to negative forecasts of this market. MPA
International estimates that this market will decline by about 5 percent towards 2006. Because low
prices are a prime purchasing consideration in this market, private-label products, often imported from
Asia, are gaining market share, mainly in the exercise and correspondence book market.
In some niches, quality is also an important consideration. The educational market, for example,
requires the opacity of a page to be sufficient to permit writing on both sides of the paper, according to
Euromonitor. Other interesting stationery products, which are not reflected in the figures of MPA
International, are wrapping paper, diaries, organisers and photo albums. In these segments the prices
are under pressure because of the increasing importance of private label.
An important threat to paper-based products is the development of information technology products,
like electronic organisers and other gadgets, in which data can be stored electronically. However,
despite this threat, the demand for these products is expected to grow.
21
23. Figure 3.11 Consumer expenditures of paper-based products (per year in €), in the EU, 2000-2002
Slovakia 17.0
2000
Hungary 50.3
2001
Czech Republic 55.0 2002
Poland
57.0
Finland 14.9
Norway 27.0
Sweden 34.0
Belgium 72.1
Netherlands 102.5
Switzerland
120.8
France 215.3
United Kingdom 526.2
Germany 879.3
- 100 200 300 400 500 600 700 800 900 1,000
Source: Euromonitor
Writing & Drawing Instruments
In 2002, the consumption of Writing & Drawing Instruments in the reviewed countries represented a
value of almost € 1,420 million at MSP. According to MPA International, the Writing & Drawing
Instrument market is a mature market which is largely driven by innovation and new product
introduction. Manufacturers are coming up with new, unusual design shapes and colours to boost their
sales. Due to this, the market is forecast to grow very little in the near future. According to estimates
made by MPA International, the European Writing & Drawing Instrument market will represent a
value of 1,456 million at MSP in 2006, which indicates an increase of only 2.5 percent compared to
today’s market size.
According to Paperworld, the Writing & Figure 3.12: The Writing & Drawing instrument market,
Drawing Instrument market is becoming more Segmentation, % Share, by value, 2002
polarised, in particular the writing instruments
market. The low-price segment is suffering
from increasing price pressure. Due to cheap Refills
Other Pencils
imports, gel-ink pens and rollerballs are under 5%
Correction 4% 14%
increasing price pressure. Products in the aids
higher segments are following the high quality 9%
trend. In this segment, handmade and Highlighters
unconventional materials like amber and 5% Ballpoints
leather are expected to be very popular, M arkers 20%
(Source: Paperworld). 8%
Fibre &
In general, the Writing Instrument market is plastic tip
pens
dominated by international brands, like Fountain
7% Rollerballs Gel ink
Sanford and Bic. However, low-priced private 7% pens
pens
label products, deriving mainly from Asia, are 8%
13%
increasingly making inroads into the European
market. This development has, in turn, led to
increasing pressure on existing price levels. Source: MPA International
This is particularly evident in the commodity
22
24. segment of the Writing & Drawing Instruments market.
As can be seen in figure 3.12, ballpoints and pencils together account for the majority of the market.
Also fountain pens remain popular, when it seemed they were likely to be replaced by the ballpoint;
this is partly due to the popularity of these pens as a status symbol and a fashion accessory. The
category ”Others” includes erasers (2%), pencils sharpeners (1%) and rulers (1%).
Nowadays, writing instruments made of translucent materials are very popular. Ergonomic design is
also a major consideration for writing instruments, according to TDC trade. Soft holding zones, angled
writing points and gel technology offer users a high degree of comfort. Note that these trends can vary
from year-to-year.
Other interesting stationery items, which are not reflected in the Writing & Drawing Instrument
figures of MPA International are the artistic materials, with include brushes, paint, crayons, pastel,
glues and other sorts of products which can be used for artistic and hobby purposes (see also § 3.2.2.).
The lion’s share of these products is made for school-age children, with the remainder going to
professional users. According to Euromonitor, the artists’ material market in France is approximately
€ 21.1 million. Unfortunately information regarding other European markets is not available.
Writing & drawing instruments are sold in a number of ways. Instruments designed for private use or
as personal gifts are generally purchased in the retail market. Alternatively, writing & drawing
instruments may be bought by businesses for employees' use or to be given away either as promotional
gifts or as employee incentives. However, they are more often regarded as giveaways than simply as
writing instruments for the promotion market.
Storage & Filing products Figure 3.13: The Storage & Filing product market,
In 2002, the consumption of storage & filing Segmentation, % Share, by value, 2002
products in the reviewed counties accounts for
approximately € 1,192 million at MSP. According Indexes &
to MPA International, this market is relatively Dividers
M anila files
stable and mature. The private/own label Archival 10% 22%
penetration in this segment is high and is expected filing
to increase; explained by the fact that these 10%
products are generally considered to be
commodities. Ring binders
11% Soft Plastic
Sales in this sector are greatly related to office files
paper demand. Digital storage of data is 14%
Suspension
considered to be the main threat in this sector.
files
However, the use of technologies like computers
11% Lever arch
rather boosts sales of office paper than the reverse. files
According to MPA International, this market is 22%
expected to grow to be worth € 1,271 million at
MSP in 2006. The increasing SoHo sector (see §
3.2.2) is also an important sales driver in this Source: MPA International
sector.
Although this segment is rather stable and considered to be a market with little innovation, there is one
notable development. Due to the increasing use of these products in the private and SoHo sector, there
is a trend towards more brightly-coloured products and finishes, according to MPA International.
23
25. Office & Desk accessories
The market for Office & Desk Accessories in the Figure 3.14: The Office & Desk Accessories market,
Segmentation, % Share, by value, 2002
reviewed countries accounted for a value of € 827
million at MSP in 2002. This segment includes Rubber
both commodities as well specialty stationeries. bands, Pins,
As can be seen in figure 3.14, paper & card Scissors Clips, etc. Waste bins
adhesive account for almost a quarter of this 4% 2% Adhesive
4%
Punches
market. According to MPA International, the tapes
5%
Office & Desk Accessories market is a mature Letter trays
21%
market, where the volume demand is stable. 6%
Innovation and product styling are the two main Guillotines
market drivers. Price competition is increasing due & Trimmers
to the increasing share of private and white label 6%
products and imported products deriving from Paper &
Staplers,
low-wage countries. The Office & Desk Card
Staples &
Accessories market is forecast to grow to a value adhesives
Stapleextrac
of € 872 million at MSP in 2006, (Source: MPA 22%
tors Repositiona
International). 13% ble notes
17%
The increasing SoHo sector triggers the demand
for more fashionable office & desk accessories.
Source: MPA International
The trends in colours and design of these more
fashionable products mainly derive from the home
decoration market.
The premium items in this segment are often designed for professional use and often have a more
classical design and more traditional colours.
Presentation & Planning materials Figure 3.15: The Presentation & Planning materials
This segment includes planning boards, wall market, Segmentation, % Share, by value,
boards, white boards, flipcharts & accessories, 2002
calendars and year planners. According to MPA Planning
International, the consumption of presentation & Flipcharts
boards &
planning materials in the reviewed markets &
Year
accounts for approximately € 1,343 million at Accessories
planner
MSP in 2002, indicating a decline of 0.9 percent 3%
6%
with the preceding year. This decline is mainly Wallboards
due to a weak economic climate which affected Stock
7%
business confidence and hence investments in diarries
these sort of items. Professional users are the main 49%
purchasers of these products, next to schools.
According to MPA International, the increasing
trend towards more business presentations is the
Stock
main growth driver in this segment. It is forecast
calenders
that this market will grow to a value of
35%
approximately € 1,440 million in 2006, indicating
a growth of 8.2 percent over the figures for 2002.
Source: MPA International
The development towards electronic products like beamers used in business presentations is
considered to be the main threat. This development in turn offers a chance for manufacturers of
screens, which could benefit from the development towards more electronic products. According to
MPA International, these products are often used in tandem with the traditional presentation products.
Like many other stationery markets, the presentation material sector is increasingly being penetrated
by cheaper own-label products, often imported from low-wage countries in Asia and Eastern Europe.
This in turn has driven down average market prices.
24
26. Greeting Cards
According to Datamonitor, the European Greeting Cards market was worth € 5,100 million at RSP in
2002. As the European market continues to mature, pricing is becoming more important. According to
Euromonitor, the internet is a fierce competitor to the greeting card industry. E-cards and E-mail are
gaining in popularity in comparison with the traditional cards, due to their convenience and speed.
However, despite the increasing popularity of the internet, greeting cards are still popular in Europe.
This popularity is mainly due to innovative power of the card industry. According to Euromonitor,
greeting card publishers have created many new markets, expanding on the concept of Christmas, New
Year, Valentine’s Day, birthdays, graduations, changes of address, marriages and many other
occasions, thereby contributing to this success. At the premium-end of the market there is an
increasing demand for more sophisticated printing techniques and handmade cards, (Source:
Euromonitor). Nowadays, cards are available in a lot of different shops, mostly marketed as cheap
impulse purchases to boost sales.
According to a study by TNS Impulse, a British research agency, the greeting card market can be
divided into three main groups: everyday cards, Christmas/ New Year cards and seasonal cards. The
everyday cards market accounts for 59.6 percent of the market, and the largest card giving occasions
are birthdays, anniversaries, Get Well cards, Friendship cards, and Sympathy cards. Christmas and
New Year cards account for 27.2 percent of the market. The remaining share is made up by the
seasonal card market. In this market Valentine’s Day is a leading card-giving occasion, other
occasions are Mother’s Day, Father’s Day and Easter.
The most important trade fair for greeting cards is the Birmingham Springfair in the United Kingdom.
Bags & Briefcases
This group consists of products like backpacks, shoulder bags, bags, mini backpacks for younger
children and briefcases made of materials like leather, polyester, nylon, PVC, PU and canvas.
According to the Hong Kong Trade Development Council (TDC) many bags & briefcases are moving
away from black towards more fashionable bright and funky colours. In addition, new fabrics and
materials, like micro-fleece grid fabric, crinkle nylon/polyester, suede, skin etc., are being introduced.
Unfortunately, no quantitative information is available regarding the bags and briefcases market;
therefore only some qualitative information will be given.
With the trend of globalization and e-commerce, people are increasingly working out from the office,
according to the Hong Kong Trade Development Council (TDC). Because of this development, bags
for carrying laptops and computer trolleys are increasingly in demand. In addition, highly-
compartmentalized briefcases are designed to act as mobile offices, to assist doing business out of the
office, with ease and more convenience, (Source: TDC trade).
As can be seen in paragraph 3.3, women are becoming increasingly important for the European
workforce. To benefit from this development, an increasing number of bag & briefcase manufacturers
are designing and producing lines specially adapted for women. In addition, some new lines targeted
at women feature special sections for toiletries, cosmetics, shoes and other items that enable female
travelers to travel more conveniently.
The health issue is becoming increasingly important, especially in the bag market for children.
According to research, children in Europe have to carry heavy school bags, risking back pain and
spinal disorders. Ergonomics is an import issue. New ergonomic designs redistribute the weight of the
bag so that less stress will be placed on the users' back, arms and shoulders. Bags designed for children
come in a wide variety of styles with bright colours. Licensing is also often used in the children
segment. Bags featuring, for example, movie characters like Winnie the Pooh, Mickey Mouse,
Paddington Bear and more recently Harry Potter and Bob the Builder, are very popular with children
and young school-goers.
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27. Fashion, regarding style and colours in the bags & briefcases market, is generally closely aligned with
the trend in the fashion industry. This especially applies to the handbag segment, where leading
manufacturers like Louis Vuitton, Salvatore Ferragamo, Gucci, Prada and, Miu Miu are the trend-
setters.
The weight of the product is also important; since most people prefer lighter weight bags & briefcases.
Therefore production skills developed in other lightweight industries such as clothes, plastic, etc. are
often used. More information regarding leather bags & briefcases can be found in the CBI survey
“leather goods”.
3.2.2 Segmentation by user
In the preceding section we have discussed the segmentation by product. In this paragraph we will
make a distinction between the different segments in the stationery market. General we can distinguish
between three main market segments, i.e.:
• Professional (business) users,
• Small office and Home office users (the so called SoHo)
• Private users.
The professional user segment includes medium-size offices with 10 -50 employees and large offices
with more than 50 employees. The SoHo segment includes small offices with from 1- 10 employees
and home offices employing 1 to 3 people. This segment also includes teleworkers working for an
employer, or on a freelance basis, from home. The private users, includes stationery sold for domestic
use and includes sub-segments like children, teens, students, etc.
According to a Euromonitor study of the French market, business users (including SoHo users)
account for approximately 54 percent of total stationery sales (excl. greeting cards). The public
administrations account for 17 percent and schools and private users account for approximately 29
percent of the stationery sales. Information concerning the other markets is not available.
Professional users
According to Eurostat there were 11,5 million enterprises active in the EU, over 85 percent of these
companies have less than 10 employees of which the vast majority is found in the service industry.
These companies employ 25 percent of the total EU workforce. Large companies with more than 250
employees only account for 0.5 percent of the companies in EU, but they employ 30 percent of the EU
workforce. These larger companies are mainly situated in the industry sector.
Figure 3.16: Number of enterprises and persons in the EU employed broken down by size-class, 2000 (%
share of total)
50-249 250+
pers. pers. 250+ 1-9 pers.
10-49 employed employed pers. employed
pers. 2.2% 0.5% employed 25.1%
employed 37.0%
11.4%
10-49
pers.
50-249 employed
1-9 pers. pers. 20.4%
employed Employed
85.9% 17.6%
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