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Stationery (Personal & Office) Market Report 2008
Key Note Publications Ltd, June 2008, Pages: 149
The apparent UK stationery market was worth £1.9bn at manufacturers' selling prices (msp) in 2006, and we estimate a value of £1.91bn for 2007. The market's value declined by 8.1% between 2003 and 2007.
This report covers stationery for office, home and educational use, excluding greetings cards, calendars and gift wrap. The definition includes products that are made principally from paper and board, such as envelopes, cut paper, continuous business forms, notebooks, diaries, files and folders, plus writing instruments and items such as desktop containers, staples and paperclips.
At present, the area of greatest opportunity in this market appears to be products made from recycled materials or offering other environmental advantages. Companies are placing an increasing emphasis on their `green' credentials, and the sourcing of office supplies is one aspect of this.
After showing strong growth for several years, the volume of direct mail sent to UK consumers and businesses fell by 7.5% between 2003 and 2006. The causes of the decline include the rising cost of postage and the pressure to reduce unwanted mail. Advertisers are targeting their recipients more carefully and have also increased their use of e-mail. This trend has had an adverse effect on demand for envelopes, labels and bespoke forms.
Manufacturers of stationery have been faced with rising costs for raw materials since 2006. Prices for pulp and paper, metals, plastics and adhesives have been affected by the growth in demand from developing economies, particularly China and India. At the same time, prices for gas, electricity and transport fuel have been rising. In a mature stationery market such as the UK, price competition is intense. Stationery prices are being forced up, but it is difficult for manufacturers to maintain their margins.
The UK economy has been affected by the credit crisis resulting from the sub-prime mortgage losses in the US in 2007. The after-effects have made it more difficult for companies to obtain finance to expand, and business confidence has been adversely affected. In the first half of 2008, bank shares have fallen and, because the financial-services sector is so important in the UK, the whole economy has suffered. For consumers, mortgage repayments are higher, so there is less disposable income.
This difficult economic background is expected to last through 2008 and into 2009. It will affect demand for office products, including stationery, because companies will be less able to expand their businesses and promote their products. Meanwhile, consumers will be less able to spend on luxury and gift items
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