After a completely disrupted year in 2020, when market circumstances and therefore consumer behaviour changed rapidly and left most players without a concrete action plan, 2021 started in a similar way, with lockdowns being imposed across the country, followed by major restrictions for bricks-and-mortar retailers. These conditions made it impossible for luxury writing instruments and stationery to see a full recovery from 2020’s losses.
Luxury writing instruments and stationery have an historical connection with German consumers. Not only are consumers in the country heavy users of writing instruments in general, but also the wide presence of individuals with high purchasing power allowed this category to thrive over the years.
As previously mentioned, with restrictions on store-based retailing disrupting the way in which consumers purchased, e-commerce saw an opportunity to expand rapidly and maintain its higher share in the market throughout the reopening phase. Alongside this expansion, some brands were able to benefit from the relatively higher exposure that the digital world attracted from consumers.
Despite the lag in reaching a share seen in other luxury goods categories, e-commerce is expected to resume its pace of growth in luxury writing instruments and stationery as the market stabilises. The wide variety of brands and products offered, alongside unmatched price transparency, make this channel a potential growth driver for any brand aiming to expand in Germany.
In the coming years, Germany’s economy is forecast not only to recover from the impact of the pandemic, but also to rapidly expand, leveraging the increasing purchasing power across the population in general and, particularly, amongst higher earners in the country. These socioeconomic groups will drive the vast majority of the growth forecast in the coming years.
The corporate segment is particularly important in Germany, especially when compared with neighbouring European markets. Aligned with the culture associated with writing instruments in general, this leveraged the growth of most brands in the market in the past.
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Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Luxury Writing Instruments and Stationery industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This includes luxury writing instruments – pens and pencils – and luxury stationery. Excludes colouring, markers & highlighters and writing accessories. Pen inks and refills are also excluded from this category along with all industrial or specialist pens (such as pottery pens, etc.). Luxury stationery includes personal organisers, diaries, notebooks, address books, writing paper, envelopes and greetings cards.
See All of Our DefinitionsThis report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
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