Several categories in the UK office products market are showing positive trends, according to data compiled by research firm GfK.
Total writing instruments (TWI) declined by seven per cent in volume sales but sales value only declined by two per cent, valuing the market at A$315 million in 2011.
Irrespective of the value decline, the market still experienced growth across various product groups in 2011.
According to GfK Retail and Technology UK, rollerballs - the second largest writing instrument category -experienced a sales value growth of four per cent . The product group benefitted from an increase of 11 per cent in the average selling price.
The sales value growth trend continued within the product group of adhesive tapes. Despite a two per cent decline in overall volume sales, GfK reported a two per cent market growth in sales value due to a four per cent increase in ASP.
The total colouring market, driven by crayons and colour felt pens, also grew by one per cent, totaling the market value at A$40million in 2011.
The market saw an eight per cent decline in volume sales over the course of the year.
Across the TWI market, the concurrent trend of sales value growth and volume sales decline can be attributed to customers purchasing brands, which increased the ASP across a number of different writing areas.
Ballpoint pens - the largest writing instrument category - saw not only volume sales decline by one per cent, but also a market value decline of five per cent.
The B2B channel, however, grew by six per cent in sales value over this time, highlighting its current stability. This strong performance by ballpoints in the B2B channel is highlighted further when considering the entire channel had declined by one per cent for all writing instruments, nearing a four per cent decline when excluding ballpoint pens.
GfK Retail and Technology UK account manager Andrew Walsh commented, "Overall, the writing instruments market product groups have experienced some level of value decline, with pieces decline being more severe.
"However, this indicates that consumers are now actually spending more per piece than before, which shows that consumers are still looking for good value in the product. Customers are rationalising their purchases by buying smaller pack sizes and not necessarily going for the cheapest products on the market," he said.
