Film hoarders will make any change in the market difficult to see in the short term. If people have hoarded Kodak E6 film, then Kodak stops making it, it'll be a year or more before those buyers switch to Fujifilm, and the sales turn up on reports.
I don't know if sales are up, down or flat, but I think there are many factors which can affect sales. I think a small part of it is the digital camera coming out now which look like film cameras, like the X-Pro1 etc. they can attract film shooters, who may use one for 6 months, realise it's not like film at all, and then go back.
The state of the economies around the world does not help, often people are not poorer, in fact often they are better off due to low interest rates on their mortgages, but it's amazing how often I hear "we need to cut back, with the economy". I know for a fact that these people are better off or unaffected, but they'll cut back anyway on non-essentials.