Discounters snap up lion's share of single-use camera sales

Discount Store News, June 6, 1994

NATIONWIDE DSN REPORT - With approximately 28 million one-time use cameras being sold at retail in 1993, recycling initiatives continue to be an increasingly important facet of the photo industry.

The tremendous growth of the category has been the impetus behind much of these recycling efforts. In fact, unit growth of one-time use cameras has increased 10 times since 1988 when 2.8 million units were sold, according to the Photo Marketing Association's 1992-1993 Industry Trends Report.

Discount stores have garnered the lion's share of the market as 34.1% of consumers purchased their one-time use cameras at these outlets while 16% also had their processing done there. This compares favorably to drugstores and supermarkets, with drugstores outpacing discount stores in the number of rolls processed by only a small percentage, according to the PMA report.

This has spurred Kmart to create a program in conjunction with Kodak called "It's A Snap." Started last month, the program will reach second graders from 2,400 elementary schools nationwide wide teach them about photography with a particular emphasis on the environment and recycling.

The program's curriculum includes a lesson on how to recycle Kodak's Fun Time 35mm camera. Each student receives a complimentary camera from Kodak and is encourage to take pictures of things of beauty as well as things that need improvement in the environment. The photos are developed at no charge by Kodak and were put on display at Kmart stores.

It only stands to reason that Kmart would take a proactive role in recycling since it has incorporated imaging centers in some of its newer protypes, sells 30 million rolls of film and has processed 670 million pictures nationwide through its photo finisher Qualex in 1993, according to Susan England, a Kmart spokeswoman.

Kodak, too, is a great proponent of recycling, with the company already recycling more than 25 million Fun Saver single-use cameras worldwide, diverting 3.5 million lbs. from the waste stream.

"Kodak Fun Saver single-use cameras are one of the best examples of a closed-loop manufacturing process," said Bob LaPerle, vp and general manager, Kodak single-use camers. "We have a 'cradle-to-grave' responsibility - we produce the camers, sell them to consumers, and then we buy the cameras back from photo finishers for recycling or reuse.

This is a common practice in the industry with most if not all manufacturers paying photo finishers around 5 cents for each camera that is returned.

At Kodak, the cameras that are sent back for recycling are received by outside organizations for disassembly and sorting. One of these companies employs physically and mentally challenged people, offering more than 200 people an opportunity they might not otherwise have.

This issue is so important that companies like Brooklyn-based Envirocam manufacture cameras made only from recycled materials. The company's four skus - flash, no flash, telephoto and panoramic cameras - are manufactured from Kodak shells and filled with 3M film and repackaged.

It has taken several years to work out all the glitches in the recycling process, but it is running smoothly now. "The silence in the industry indicates that the programs are reliable and in place. Everyone involved in the photo industry realizes the importance of reusing one-time use cameras, cutting back on the paper waste in the plant and the value of the cost savings that can result from minimizing waste," said Barry Harrand, director of marketing research, Photo Marketing Association.

UNIT GROWTH
OF ONE-TIME USE
CAMERAS
(In millions)

1988    2.8
1989    6.0
1990    9.0
1991   14.0
1992   21.5
1993   28.0

Source: PMA Marketing Research