GfK Retail&Tech: Writing instruments, increased sales during “Back to School” months

Marketing, Studies

Writing instruments market increased 2% between July-September, in hypermarkets and cash&carry stores, compared to the same period in 2011, with the sales value increasing 3%, to RON 12M, according to GfK Retail and Technology Romania study

The Back to School months are the most favorable period of the year for writing instruments producers, with the demand for their products increasing in this period almost exponentially.

The increase of sales in value isn’t to be neglected either, because it shows a more profitable market than in 2011, a good news for writing instruments producers that see now the fruits of their investments in marketing and promotion

Ileana Tilvan

Client Service GfK Retail and Technology Romania.

The volume structure of the market remained similar to last year: writing instruments (pens, ink pens, graphite crayons, rollers and fine liners) occupying 50% of the market, followed by coloring instruments (colored crayons, colored markets and waxed crayons) with 44% during 2012 “Back to school” period. The higher increase in price per piece was registered, before school start this year, by text correcting products (+11 % compared to 2012).

Present on local market since 1992, GfK Romania is, for over 10 years, the number 1 market research institute on the market, with Euro 11M turnover in 2011. GfK Romania’s activities are structured in 2 sectors, Consumer Choices and Consumer Experiences.