Summary
"The UK Stationery Market 2018 - 2023", report offers comprehensive insight and analysis of the stationery market (including forecasts up to 2023), the major players, the main trends, and consumer attitudes. It provides in-depth analysis of the following: the hot issues impacting the market, strategies for success, market sizes and forecasts, retailer profiles, retailer market shares, consumer data and future outlook. The report focuses on seven key sub-categories: paper & notebooks, writing & drawing instruments, desk accessories, postage & packaging, storage, arts & crafts and other stationery. Consumer data is based on our 2018 UK How Britain Shops survey, using a panel of 10,000 nationally representative consumers and our 2018 UK Stationery survey of 2,000 nationally representative consumers.
The UK stationery market is forecast to reach £2.2bn in 2018, having grown 15.4% between 2013 and 2018. While the sector is set to outperform the UK non-food market over the next five years, categories such as postage & packaging are forecast to lag behind. Volumes were hindered in 2017 due to the rising cost of raw materials creating high inflation in the market and deterring consumers from spending. Volumes are however forecast to recover, as growing consumer trends such as bullet journaling will drive spending.
Scope
- Following Australian retailer Smiggle’s rapid success in the UK market, reaching a forecast 4.0% share in 2018, other players are striving to take advantage of the buoyant £2.2bn market.
- Over the past five years the stationery market has become more polarised, with significant outperformance by the value segment, driven by general merchandisers including B&M and The Works, boosted in part by their rapid physical expansion and therefore wider reach, as well as consumers’ change in attitude towards value and discounter retailers.
- While WH Smith has maintained its position as UK stationery market leader, its lead is eroding with the retailer having lost 1.8 percentage points off its share in the past five years.
Reasons to buy
- Using our five year forecasts to 2023, learn which subcategories in the stationery market will be the fastest performing to ensure more focus is placed in these winning product areas.
- Understand what trends shoppers are looking for in their stationery purchases to drive own-brand sales instore and online.
- Use our in-depth analysis of the challenges faced by market leader WH Smith in order to understand why it is losing market share and the lessons to be learned from its proposition.
- Discover how creative influences are shaping the market and how the colour trend has evolved from adult colouring to bullet journals.
- Utilise our online forecasts to 2023 to consider how to exploit your online potential and decide which age groups to target via the channel.
Companies Mentioned
Amazon
Argos
ASDA
ASOS
B&M
Berol
Bic
Card Factory
Casio
Crayola
Helix
Hobbycraft
Home Bargains
John Lewis
kikki.K
Lidl
Moleskine
Morrisons
Office Outlet
Ohh Deer
Paper Mate
Paperchase
Post-it
Poundland
Poundstretcher
Poundworld
Primark
Pritt
Pukka
Ryman
Sainsbury's
Selfridges
Sellotape
Sharpie
Smiggle
Stabilo
Tesco
The Range
The Works
Tiger
Tinc
TK Maxx
Typo
WH Smith
Wilko
'
Table of Contents
THE HOT ISSUES
Market drivers and inhibitors in stationery
Main issues in stationery:
UK stationery market remains attractive despite dominance of value players
Female shoppers are more trend-driven while male shoppers need a distinctly different approach
Shopper polarisation puts traditional midmarket specialists at risk
Retailers must adapt their ranges to appeal to millennial shoppers
Strategies for success
WHAT PEOPLE BUY
Headlines
The sector at a glance
Overall sector size
Overall sector growth
Category growth in stationery
Category dynamics: paper & notebooks
Category dynamics: writing & drawing equipment
Category dynamics: desk accessories
Category dynamics: arts & crafts
Category dynamics: postage & packaging
Category dynamics: storage
Category dynamics: other
Spend per head
Online penetration
Online market size and growth rates
Online vs. offline stationery growth rates
WHERE PEOPLE BUY
Headlines
Channels of distribution
Market shares
Visited retailers
Shopped retailers
Retailer profiles
B&M
Paperchase
Ryman
Smiggle
WH Smith
Competitor dynamics
HOW & WHY PEOPLE SHOP
Headlines
Who shops and where they are located
Which categories they buy
Channels used by consumers
Fulfilment methods used by consumers
Frequency of shopping
What's important when purchasing stationery
Drivers of store selection
Shopper preferences
Purchase inspiration
Brands purchased
METHODOLOGY
What is included
Market sizing
List of Tables
Stationery spend by subcategory, 2018e and 2023e
Spend per head per age group, 2018e
Channel split for stationery (specialists, grocers, general merchandisers, other), 2018e & 2023e
Market share prospects out to 2020 for the top 10 players
Five year market shares for Top 10 players, 2013-2018e
Retailer competitor overlap for Top 10 players, 2018
Stationery shoppers who shopped each stationery category over the past 12 months, by demographic, 2018
Consumers who shoppers the top six stationery items in the last 12 months, by demographic, 2018
Channel usage by demographic (instore, online, mail order), 2018
Fulfilment methods used by demographic (home delivery, click & collect, third-party pickup), 2018
What drives stationery purchases, by demographic, 2018
List of Figures
What trend consumers bought into - top 10, 2018
Stationery market shares for 4 midmarket specialists, 2013-2018e
Overall stationery: size of the market, 2013-2023e
Overall stationery: inflation & volume, 2013-2023e
Stationery sub-categories growth (paper & notebooks, arts & crafts, storage, writing & drawing equipment, desk accessories, postage & packaging, other), 2018e-2023e
Paper & notebooks: size of the market and growth rates, 2013-2023e
Writing & drawing equipment: size of the market and growth rates, 2013-2023e
Desk accessories: size of the market and growth rates, 2013-2023e
Arts & crafts: size of the market and growth rates, 2013-2023e
Postage & packaging: size of the market and growth rates, 2013-2023e
Storage: size of the market and growth rates, 2013-2023e
Other: size of the market and growth rates, 2013-2023e
Stationery spend per head, 2018e-23e, and per age group, 2018
Stationery online penetration, 2013-2023e
Stationery online market size & growth, 2013-2023e
Online vs. offline stationery growth rates, 2013-2023e
Market shares of top 10 stationery retailers, 2017, 2018e
Top 20 most visited stationery retailers, 2018
Top 20 most purchased from stationery retailers, 2018
B&M: shopper dynamics, and where else they shop, 2018
B&M: stationery market share, 2013-2018e
Paperchase: shopper dynamics, and where else they shop, 2018
Paperchase: stationery market share, 2013-2018e
Ryman: shopper dynamics, and where else they shop, 2018
Ryman: stationery market share, 2013-2018e
Smiggle: shopper dynamics, and where else they shop, 2018
Smiggle: stationery market share, 2013-2018e
WH Smith: shopper dynamics, and where else they shop, 2018
WH Smith: stationery market share, 2013-2018e
Shopper penetration by demographic and region, 2018
Profile of stationery shoppers, by demographic and region, 2018
Stationery shoppers who shopped stationery categories, 2018
Consumers who shopped stationery items in the last 12 months, 2018
Channel usage for stationery (instore, online, mail order), 2016 & 2018
Channel usage for stationery (instore, online, mail order) by demographic, 2018
Fulfilment method for stationery (home delivery, click & collect, third-party pickup), 2018
Frequency of stationery purchases by demographic, 2018
What's important when purchasing stationery: product factors, by gender, 2018
What's important when purchasing stationery: channel, by gender, 2018
What drives stationery purchases, 2018
What drives stationery purchases, by demographic, 2018
Views on stationery, 2018
Trend-led decisions and choice statements, by age, 2018
Purchasing process statements, by age, 2018
Agreement to stationery statements, by gender, 2018
Where inspiration for stationery purchases are found, 2018
Top 10 stationery brands and top 8 retailer own-brands purchased in the last 12 months, 2018
