Today's writing instruments offer variety and function

Office World News, Nov 2001 by Ellis, Alicia

WRITING INSTRUMENTS

The variety of writing instruments in today's market has never been so diverse. Manufacturers are not only offering products with increased quality and ergonomic benefits, but are finding a whole new market for more creative instruments with added features such as fragrances, glittering colors, and often multi-function capabilities. Competitive strategies are being launched to seize new and emerging consumer groups who are interested in more than just practicality. Variety is the spice of life and writing instrument manufacturers and resellers are cashing in on this lucrative market by offering a plethora of products in different styles, costs, and purposes.

According to the Writing Instrument Manufacturers Association's (WIMA) most recent sales estimates which cover the 1998/99 selling season, manufacturers' overall total prices increased from $2.323 billion to over $2.422 billion. Estimated total writing instruments units shipped increased from 8.303 billion to 8.317 billion. The largest increases per category came not from traditional ball point pens, which actually decreased slightly, but from the sale of mechanical pencils which rose from 371 to 430 million, and coloring markers/pens which increased from 573 to 604 million units shipped.

The School, Home, and Office Products Association (SHOPA) also conducts a quarterly SHOPA/A.C. Neilson Industry Report which includes detailed information on the writing instruments market. According to this report, writing instruments sales in all outlets has grown four percent in the second quarter of 2001 versus the second quarter of 2000. This growth reflects an eight percent increase in dollar sales by mass merchandisers.

Specifically, the sale of pens increased by three percent versus the same time last year. The sale of gel/jeller pens showed the most increase performing 12 percent better than last quarter. Interestingly enough, in the pen category, mass merchandisers which include office supply dealers proved to be the strongest performers with a six percent increase versus last year and increases in the ball point pens (six percent), retractable pens (seven percent), and fountain pens (20 percent) categories.

The sale of pencils increased by three percent as well with a 17 percent increase in the sales of mechanical pencils and a decrease of 15 percent for the sales of wood case pencils versus the second quarter of 2000. Accordingly, the sale of lead refills for mechanical pencils increased in the second quarter of 2001 by 29 percent versus 2000.

Markers also saw a small increase of only four percent in the second quarter of 2001 with a 26 percent decrease in the sale of children's stamper markers. However, markers for adults and dry erase markers rose nine and ten percent respectively.

The writing instrument market continues to be one of the most steady, profitable, and innovative markets in the business products industry. Constantly changing and updating, dealers can do well in this market by watching the trends, marketing wisely, and carrying a variety of products suited to fit and intrigue customers.

EDITOR'S NOTES: WIMA has recently launched the 2001/2002 Writing Instrument Industry Online Directory. This resource lists more than 140 domestic and international manufacturers of writing instruments, components, machinery, and more. For more information on the directory or WIMA, call 856/439-0500 or visit www. wima.org. For more information on SHOPA and its A.C. Neilson reports, contact SHOPA at 937/297-2250 or visit www.shopa.org.