Stationery (Russian market)

2023

Decrease in sales of notebooks due to digitalization of training by 3.8% to 1.22 billion units

In 2023, approximately 1.22 billion notebooks were sold on the Russian market. This corresponds to a drop of 3.8% compared to 2022, when the volume of sales was estimated at 1.27 billion units. The reduction is associated, among other things, with the digitalization of learning, as well as with the development of online education. This is stated in the review of BusinesStat, published at the end of November 2024.

The study takes into account school student and general notebooks, as well as notebooks for various purposes. Among the leading enterprises of the industry are named Prof-Press Publishing House LLC, Hatber-M LLC, Higher School Publishing House JSC, Polygraph Print LLC, Linen Factory Paper Manufactory, etc.

According to estimates, in 2019, about 1 billion notebooks were sold in Russia: this figure exceeded the result of the previous year by 2.7%. In 2020, the volume of sales also turned out to be at the level of 1 billion units - plus 0.3% year-on-year. In 2021 and 2022, an increase of 14.9% and 10% was recorded, respectively, to 1.15 billion and 1.27 billion units. Such a significant increase is partly due to the fact that in the context of the rapid rise in prices, parents of schoolchildren formed a stock of notebooks.

In 2023, sales declined, which is due to several reasons. Consumption, in particular, decreased due to the fact that buyers had not yet used notebooks purchased a year earlier. In addition, there was a decrease in the number of children aged 5-6 years by 6.6% compared to 2022 due to a long trend of falling birth rates in Russia. A decrease in the number of preschoolers negatively affected sales of thin notebooks, which are used in preparation for school. At the same time, the need for notebooks has decreased in general due to the use of various electronic devices in educational institutions.^[1]

Increase in imports of writing supplies by 7.5% to 1.45 billion units

In 2023, about 1.45 billion units of writing supplies were imported to Russia. This is 7.5% more compared to 2022, when 1.35 billion such products were imported into the Russian Federation. The corresponding indicators are reflected in the BusinesStat study, the results of which were released in mid-September 2024.

The review looks at the import of hard-shell pencils and ballpoint pens. The industry is showing heterogeneous dynamics. It is estimated that about 1.38 billion such products were imported into Russia in 2019. In 2020, a decline of 7.1% followed - to 1.28 billion units. In 2021, there was a sharp increase: the volume of imports rose by 39.1%, reaching 1.79 billion units. But in 2022, another decrease was recorded - minus 24.4% on an annualized basis.

Analysts note that in 2022 there were no direct sanctions against stationery. Nevertheless, some Western manufacturers have significantly reduced supplies. At the same time, the high volatility of the ruble, the complication of international logistics and mutual settlements, and the rise in product prices due to forced work through intermediaries led to disruptions in delivery times. The main component of the overall decline in imports in 2022 was the reduction in shipments from China: total imports decreased by 0.44 billion units, and supplies from China - by 0.33 billion units.

Imports began to recover in 2023: in monetary terms, it reached $100 million, showing an increase of 15.3% compared to 2022 ($86.7 million). The Top 15 largest brands included Berlingo, Brauberg, Parker, Erich Krause, Kid'S Fantasy, Bic, Hupper-Dupper, Pilot, Centrum, Attache, Munhwa Mc Gold, Erhaft, Kalyaka-Malyaka, Hugo Boss and Koh-I-Noor. In general, from 2019 to 2023, imports of writing supplies to Russia increased by 5.2% in unit terms and by 12.4% in monetary terms^[2].

Cut stationery production by 10% to 4.43 billion

During 2022-2023, the production of stationery in Russia decreased by more than 10% - to 4.43 billion units. One of the reasons for the decline is the formed geopolitical situation. This is stated in the BusinesStat study, the results of which are presented on February 29, 2024.

Statistics take into account the release of such products as paper folders and binders, pencils, plastic stationery, pens, self-copying forms, notebooks, etc. Significant enterprises of the industry are called "Relief-Center," "Publishing House" Prof-Press, "" Hatber-M, "" Linen-Factory Paper Manufactory "and PC Chemical Plant" Luch. "

It is estimated that approximately 5.11 billion stationery was produced in Russia in 2019. A year later, the volume of output decreased by 16% - to 4.29 billion units. In 2021, growth was recorded at 15.3% with a final result of 4.95 billion units. In 2022 and 2023, production decreased by 10.2% and 0.3%, respectively, amounting to 4.45 billion and 4.43 billion units.

Analysts attribute the significant drop to the compression of domestic demand for Russian stationery amid rising prices and a reduction in assortment. Market participants had to abandon some of the positions and designs to reduce the cost. Russian stationery production depends on foreign raw materials and equipment. But against the backdrop of a worsening geopolitical situation and sanctions, the work of supply chains was disrupted, and many Western partners refused to cooperate with Russian companies. This led to interruptions in supplies, a rise in price and a shortage of such types of raw materials as cardboard, paper, cellulose, glue, wire, chemicals (pigments, sodium chlorate, sulfurous anhydride, hydrogen peroxide, etc.). Plus, there is a decrease in the attractiveness of domestic products for foreign buyers.^[3]

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