Market Report, "Writing Instruments in the United Kingdom", published

Writing instruments is in long-term decline in the UK. However, a new trend emerged in 2015 that could offer brighter prospects for some areas. The adult colouring trend was seen in a number of countries around the world, including the UK, with this trend fuelled by social media sites such as Facebook. There was growing adult interest in colouring in books, with many believing that colouring in can help relieve anxiety and stress or promote mindfulness. Popular books thus include titles such as Anti-Stress Colouring and The Mindfulness Colouring Book, while June 2015 saw the launch of the Colour Calm magazine. While the trend was initially expected to be a short-term fad following its emergence at the start of the year, it is showing signs of being more lasting. In mid-September, Amazon.co.uk included three adult colouring books in its top 10 books, with Millie Marotta's Animal Kingdom having spent 254 days in the top 100 and ranking third. This trend is particularly benefiting good quality colouring brands, such as Staedtler, although fine-tipped markers and highlighters also benefited to an extent.

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Competitive Landscape

Bic is the leading player in writing instruments, accounting for 12% value share. The company benefits from offering a wide range and enjoys strong consumer trust in products such as Bic Cristal. The company struggled to maintain share in 2012 and 2013 due to price increases, with these linked to currency fluctuations and the fact that many of its products are imported. However, Bic proved resourceful in 2014 and offered a decisive innovation in the form of Bic Crystal Stylus. This classic brand was updated with a touch-screen stylus instead of its traditional plastic end, thus enabling the pen to be used at any angle on any electronic devices such as smartphones and tablets. This product is also offered at an affordable price of just £2.49 and achieved wide distribution across both stationers/office supply stores and grocery retailers following its launch. This launch thus enabled Bic to gain almost three percentage points in value share in ball point pens in 2014, boosting the company's share to 29%.

Industry Prospects

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