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Writing Instruments in South Africa

South Africa Writing Instruments Market: New insights

Demand for writing instruments continues to reach peak levels during the back to school periods, when parents buy stationery for their children. The retail outlets for stationery are quite busy during the beginning of the year, when most school children are shifting to different levels of school whilst others will be starting school for the first time after completing preparatory school. Quite a high number of retailers capitalise on the situation by engaging on promotional activities in a bid...

Despite the poor economic growth recorded in South Africa towards the end of the review period, writing instruments is set to register strong current value growth of 6% in 2014 as the category is set to match the strong growth rate recorded in during 2013. Much of this growth can be attributed to the large consumer base for writing instruments, particularly school pupils and businesses, while price inflation due to exchange rate volatility is also set to play a role in terms of boosting value...

The market for writing instruments in South Africa continues to be highly influenced by increased demand at the beginning of each school term. Retailers always try to capitalise on such periods where they usually have sales promotions dubbed as 'back to school' as a way to encourage increased volume sales. South Africa currently has four school terms in a year which begin in January, April, July, and October each year. Sales of writing instruments for school children reach their peak levels a few weeks before the beginning of these periods.

Bic South Africa led the brand shares with a 10% value share in 2013. Wider distribution of the brand helped in dominating in a market where consumers are more concerned with the primary purpose of the instruments which would be the core function of writing rather than extra features to enhance the image of the product. The brand has also become a household name in categories such as ball point pens and consumers can easily relate to the brand.

Writing instruments is expected to see slower value growth over the forecast period. Limited unit price growth is expected to have an effect on the value growth of writing instruments in South Africa. A 1% forecast CAGR is expected until the year 2018 in South Africa. Higher volume growth is still expected in categories such as markers and highlighters and pencils where better value volume growth is expected.

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