Promotional products market remains stable
The Tns Emnid Institute delivers the first market study on promotional products in Europe
The Tns Emnid Institute delivers the first market study on promotional products in EuropeThe business with promotional gifts and articles remains unaffected by the general crisis. At the 40th PSI trade fair of the Präsent Service Institut GmbH in Düsseldorf, the market research institute Tns Emnid presented a study on the promotional products industry. Until now, only limited, mainly unstructured data was available on this sector of the advertising industry.
The study is based on a survey of manufacturers, retailers and users of promotional products and provides basic information on sales structures, the importance of promotional products in the communication mix and product categories. The survey focused on Germany, but seven other European countries, including Switzerland, were also included.
The results attest to a positive future for promotional products and a structural change in the product range. While cheap, widely distributed mass-produced items such as lighters and pens are currently being sold, manufacturers and users have identified a growing demand for custom-made and individually tailored high-quality products.
Retailers and manufacturers of promotional products are positive about the future development of overall sales. The industry is most optimistic in England, where 75 percent of respondents believe that sales will increase. In Germany, the figure is 61%, while the Swiss are the most skeptical in a country comparison: Only 38 percent of retailers and manufacturers expect sales to increase, while 50 percent think they will remain constant. However, only 10 percent of respondents think that overall sales will fall.
The users - companies that use promotional products in their communication mix - also paint a positive picture of the industry: 38.2% of those surveyed in Europe stated that their companies' expenditure on promotional products had increased in recent years, 44% reported that it had remained constant and only 14.6% stated that it had fallen. For the future, most European users expect spending on promotional products to consolidate: 60.8 percent want to maintain current budgets, 18.4 percent want to increase them and 17.8 percent are likely to reduce spending. Bruno Amstutz
The study is based on a survey of manufacturers, retailers and users of promotional products and provides basic information on sales structures, the importance of promotional products in the communication mix and product categories. The survey focused on Germany, but seven other European countries, including Switzerland, were also included.
The results attest to a positive future for promotional products and a structural change in the product range. While cheap, widely distributed mass-produced items such as lighters and pens are currently being sold, manufacturers and users have identified a growing demand for custom-made and individually tailored high-quality products.
Retailers and manufacturers of promotional products are positive about the future development of overall sales. The industry is most optimistic in England, where 75 percent of respondents believe that sales will increase. In Germany, the figure is 61%, while the Swiss are the most skeptical in a country comparison: Only 38 percent of retailers and manufacturers expect sales to increase, while 50 percent think they will remain constant. However, only 10 percent of respondents think that overall sales will fall.
The users - companies that use promotional products in their communication mix - also paint a positive picture of the industry: 38.2% of those surveyed in Europe stated that their companies' expenditure on promotional products had increased in recent years, 44% reported that it had remained constant and only 14.6% stated that it had fallen. For the future, most European users expect spending on promotional products to consolidate: 60.8 percent want to maintain current budgets, 18.4 percent want to increase them and 17.8 percent are likely to reduce spending. Bruno Amstutz
