Paper-based stationery in Denmark

Paper-based
stationery in Denmark
The market for paper-based stationery
in Denmark has faced many
challenges from the growth of digital
communication but some niche
segments are positive, such as
handmade paper products and
personalised greetings cards.
Market characteristics
Consumer market constrained by slow spending. The Danish market for
paper-based stationery was valued at € 88 million in 2010, a 1% average annual
increase since 2006, representing 1% of EU market value. This compares with the
EU as a whole, which registered a 0.7% increase.
Danish consumption for this sub-sector was close to the EU average. This
performance reflected an upturn in sales of personal stationery, although sales
through the office segment were affected by pressure on prices. See the module
on promising EU export markets with all trade statistics.
Greetings cards are taking a growing share of the paper-based stationery subsegment. There are a number of small local businesses that produce
greetings cards and individuals that make cards at home, which pose a threat
to DC exporters, but the popularity of greetings cards is growing as Danish
consumers are sending more personalised messages. The possibility of
success for DC exporters is more likely to depend on the originality of the
design rather than the price of the card. The other key factor will be the ability
to secure good distribution through the personal segment, probably via one of
the leading bookstore chains.
Production slowly decreasing. Denmark is a medium-sized EU producer of
paper-based stationery, valued at € 173 million, a 1.2% average annual decrease
over the review period. Labels, both printed and unprinted were the largest
product group, accounting for 80% of all production.
Envelope production was valued at € 30 million. The majority of the remainder is
for boxes, pouches and compendium sets, as well as some greetings cards
Bong – http://www.bong.dk – is a leading producer of envelopes. Dalum Papir –
http://www.dalumpapir.dk – also produces envelopes and other paper products.
Below average DC share of imports. Total imports of paper-based stationery
were valued at € 96 million in 2010, a 0.3% annual average increase since 2006.
However, DC imports increased by 6.2% over the period. They accounted for 14%
of all imports by value and 16% by volume. Denmark was a small importer of
paper-based stationery from DCs, similar to Greece.
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Paper-based stationery in Denmark
Leading DC suppliers (by volume) were: China (78% of total, 1.7% average
annual decrease), India (11%, +11%) and Indonesia (4%, -30%). China
maintained its leading position. The top 5 exporters (including Turkey and
Malaysia) represented almost 98% of all DC exports by volume.
Figure 1 Leading DC exporters of paper-based stationery
4
3
Tonnes
2
1
0
China
India
Indonesia Turkey
2006
2008
2010
Malaysia
Source: Eurostat (2011)
Labels were the leading group of imports. 27% of DC imports valued at € 3.7
million were greetings cards, a 26% average annual increase since 2006. Other
leading sub-segments were notebooks (€ 3.4 million, +12%), diaries (€ 1.3 million,
+18%), children’s albums (€ 1.1 million, +33%), greetings cards (€ 1 million,
+3.5%) and calendars (€ 1 million, -17%).
Figure 2 DC imports of paper-based stationery by sub-segment, 2010 share
based on € million
27%
31%
8%
10%
Labels
Notebooks
Diaries
25%
Children's Albums
Others
Source: Eurostat (2011)
Average DC import prices increased. There was an increase in DC import
prices to € 3.48 in 2010 from € 2.57 per tonne in 2006, while average intra-EU
prices decreased to € 3.89 from € 5.18, making intra-EU import prices 12% higher
than average DC import prices. Retail prices vary between different sales
channels.
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Paper-based stationery in Denmark
The great diversity of products creates a wide divergence in price points.
According to Danish National Statistics, prices of miscellaneous printed matter
and stationery and drawing materials increased by 7.8% between the end of 2006
and 2010, while the average of all price increases over the same period was
9.3%.
Key opportunities
The climate change agenda is very important in Denmark. Danish consumers
expect all paper products to be produced with particular consideration for the
environment. Danes are amongst the leading consumers in the EU to demand
to see proof of good environmental practice in the supply of paper products.
The paper segment – due to the impact on forests – has been the focus of
much attention. It should also be noted that price is also important, so the
concept of sustainability is not exclusive. DC exporters should be sure of their
environmental credentials before considering entering the Danish market.
Other opportunities include:
• Labelling is important for paper-based products. As well as the global
certification scheme through the FSC (Forest Stewardship Council), which is
quite well known in Denmark, the Danish eco-label – http://www.ecolabel.dk –
covers a number of products in this sub-sector. DC exporters should
familiarise themselves with the various criteria involved in conforming to the
standards.
• Handmade paper products are popular in Denmark. There are a number of
people that make their own products who may be interested in also supplying
interesting products from another country if the new products could broaden
their own range. An example of such a Danish company is Papirmageriet –
http://www.papirmageriet.dk. A further source of ideas can be found in the
creative hobby channel, such as http://www.cchobby.dk
• The online channel is especially strong in Denmark. DC exporters should
identify specific retailers of paper stationery with a view to supplying them
directly.
How to approach the market
The main trade channels for market entry are either via wholesalers and importers
that sell on to retailers, or direct to larger retailers if your size allows it. The trade
is relatively concentrated but further consolidation and mergers are predicted. You
need to determine whether you are approaching the private user segment, the
office, corporate gift or school segment. Interesting channels include:
• Erik Justesen – http://www.justesen.dk – is a leading wholesaler of stationery
products. Office Supplies Denmark (OSD) – http://www.osd-as.dk – is the
largest purchasing organisation covering 34 retailers. In this network are
Redoffice – http://www.redoffice.dk, Alt til Kontoret http://www.alttilkontoret.dk/ - and dealers within the SKI Consortium –
http://www.ski.dk, including Zap-in – http://www.zap-in.dk - and Lohse –
http://www.lohsepaper.dk. Another buying group is In/out –
http://www.bogpa.dk, supplying the 5 Kontorting outlets –
http://www.kontorting.dk – and Boresko – http://www.boresko.dk - amongst
others.
• Remmer – http://www.remmer.dk – is a family-owned contract stationer, a
member of the Interaction alliance of wholesalers and distributors. Scanoffice
– http://www.scanoffice.dk – and CC&CO – http://www.cc-co.dk – are other
well-established suppliers to the industry. CC&CO has a strategic relationship
with Office Depot. Other specialists include Lynge Papir & Kontor http://www.lyngepapir-kontor.dk/ - and Sivertson & Co –
http://www.totalkontor.dk. The Swedish distributor Bungers is also active in
Denmark – http://www.bungers.dk.
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Paper-based stationery in Denmark
•
•
•
Leading office product specialists include Lyreco – http://www.lyreco.dk,
Staples Advantage – http://www.staplesadvantage.dk, Esselte –
http://www.esselte.dk, KontorCirklen – http://www.kontorcirklen.dk - and
Lomax – http://www.lomax.dk.
There is no major hypermarket presence. Department stores such as Magasin
du Nord - http://www.magasin.dk - with 6 outlets and Illum - http://www.illum.dk
– sell paper-based stationery. Paper stationery can be found in some book
shops. One book chain selling stationery, particularly for school is Boger &
Papir - http://www.boegerogpapir.dk/. Kon-trip – http://www.kon-tur.dk – is an
association of 67 independent bookstores and stationers. Other bookstores
include a number of chains operated by Index Retail. In addition, toy retailers
sell stationery for children. Top-toy – http://www.top-toy.dk – is the leading
group, operating over 100 outlets.
Mail order and online sales are important. Important specialists include
Staples Quill – http://www.staplesdirect.dk – and Kontorartikler –
http://www.kontorartikler.dk.
You need to decide whether to approach this market directly or indirectly.
See the module on distribution strategy for more information. Information
on buyer requirements can be found in the module on buyer requirements.
If you make a direct approach, it is recommended that there is some
personal communication before a trading relationship commences.
Developing country exporters may approach customers in Denmark
through direct (e-) mail, personal visits (as follow-up), inviting potential
customers to visit you in your country, building a network and visiting
international trade fairs.
Other interesting contacts
•
•
•
Interesting trade fairs include Formland – http://www.formland.dk – which is a
gift fair including some stationery items, taking place in Herning each
February.
The main trade association for office and paper products is Konpa –
http://www.konpa.dk. Stationery items are sold through many bookshops.
Links to some shops can be found via the Danish Booksellers Association http://www.boghandlerforeningen.dk/. The Association of Promotional Items –
http://www.bfr.dk – also has links to suppliers.
Kontor Papir – http://www.kontorpapir.dk – is the leading trade publication,
published ten times a year.
This survey was compiled by Searce
in cooperation with Yolanda Netto
Disclaimer CBI market information tool: http://www.cbi.eu/disclaimer
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: [email protected] •
www.cbi.eu/disclaimer
Publication date 30.06.2011