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Country Report

Germany Flag Writing Instruments in Germany

| Pages: 27

Price: US$900

About this Report

Executive Summary

TRENDS

TRENDS

  • Even though the vast majority of German consumers continue to use pens and other writing instruments in their everyday lives, the negative impact of progressing digitalisation and the rise of paperless communication on demand for writing instruments is undeniable. Volume and value sales of writing instruments are expected to continue declining in 2014, with negative growth trends to remain in effect across almost all writing instruments categories. Nevertheless, positive growth is still been registered for specific brands and certain innovative product lines which have been unable to benefit from the growing demand for more sophisticated, functional and high-quality writing instruments. Multifunctional products such as roller ball pens and highlighters which feature erasers or special tips which can be used as styli on mobile consumer electronics devices with touch screens are still able to generate growth and this continued supporting positive growth in the average unit price of writing instruments in current terms during 2014.

COMPETITIVE LANDSCAPE

COMPETITIVE LANDSCAPE

  • Faber-Castell AG enjoys a very positive reputation for producing very high quality writing instruments in Germany. In particular, the company is well-known for its sustainable, child-friendly and environment friendly products and manufacturing processes and this continues to support the overall positive image of the company and the high levels of popularity enjoyed by its products in Germany. Despite declining value sales in 2013, the company was still able to increase its value share in writing instruments during the year, rising by one percentage point to 12%, and underlining its leading position in the category.

PROSPECTS

PROSPECTS

  • Writing instruments in Germany is expected to continue registering negative volume and value growth in constant 2014 terms over the forecast period, with declines expected in all writing instrument is categories. Current trends in German society point towards the more efficient and ecological use of resources including paper and the progressive digitalisation of the exchange information on these trends are expected to intensify and become more firmly entrenched over the course of the forecast period, placing severe limits on the future growth potential of writing instruments in Germany.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Writing Instruments industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Writing Instruments industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Writing Instruments in Germany market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • How have sales of writing instruments evolved over the past few years in Germany?
  • What’s the potential of writing instruments sales via the internet?
  • Just how dominant are pens compared to pencils, highlighters and accessories?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our writing instruments market research database.

Table of Contents

Writing Instruments in Germany - Category Analysis

HEADLINES

HEADLINES

TRENDS

TRENDS

COMPETITIVE LANDSCAPE

COMPETITIVE LANDSCAPE

PROSPECTS

PROSPECTS

CATEGORY DATA

  • Summary 1 Sales of Pens by Institutional vs Retail Channels: Volume 2009-2014
  • Table 1 Sales of Writing Instruments by Category: Volume 2009-2014
  • Table 2 Sales of Writing Instruments by Category: Value 2009-2014
  • Table 3 Sales of Writing Instruments by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Writing Instruments by Category: % Value Growth 2009-2014
  • Table 5 Sales of Colouring by Type: % Value Breakdown 2009-2014
  • Table 6 Sales of Markers and Highlighters by Type: % Value Breakdown 2009-2014
  • Table 7 Sales of Roller Ball Pens by Type: % Value Breakdown 2009-2014
  • Table 8 NBO Company Shares of Writing Instruments: % Value 2009-2013
  • Table 9 LBN Brand Shares of Writing Instruments: % Value 2010-2013
  • Table 10 Distribution of Writing Instruments by Format: % Value 2009-2014
  • Table 11 Forecast Sales of Writing Instruments by Category: Volume 2014-2019
  • Table 12 Forecast Sales of Writing Instruments by Category: Value 2014-2019
  • Table 13 Forecast Sales of Writing Instruments by Category: % Volume Growth 2014-2019
  • Table 14 Forecast Sales of Writing Instruments by Category: % Value Growth 2014-2019

CATEGORY DATA

  • Summary 2 Sales of Pens by Institutional vs Retail Channels: Volume 2009-2014
  • Table 15 Sales of Writing Instruments by Category: Volume 2009-2014
  • Table 16 Sales of Writing Instruments by Category: Value 2009-2014
  • Table 17 Sales of Writing Instruments by Category: % Volume Growth 2009-2014
  • Table 18 Sales of Writing Instruments by Category: % Value Growth 2009-2014
  • Table 19 Sales of Colouring by Type: % Value Breakdown 2009-2014
  • Table 20 Sales of Markers and Highlighters by Type: % Value Breakdown 2009-2014
  • Table 21 Sales of Roller Ball Pens by Type: % Value Breakdown 2009-2014
  • Table 22 NBO Company Shares of Writing Instruments: % Value 2009-2013
  • Table 23 LBN Brand Shares of Writing Instruments: % Value 2010-2013
  • Table 24 Distribution of Writing Instruments by Format: % Value 2009-2014
  • Table 25 Forecast Sales of Writing Instruments by Category: Volume 2014-2019
  • Table 26 Forecast Sales of Writing Instruments by Category: Value 2014-2019
  • Table 27 Forecast Sales of Writing Instruments by Category: % Volume Growth 2014-2019
  • Table 28 Forecast Sales of Writing Instruments by Category: % Value Growth 2014-2019

Writing Instruments in Germany - Company Profiles

Faber-Castell AG in Personal Accessories (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Faber-Castell AG: Key Facts
  • Summary 4 Faber-Castell AG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

THIS COMPETITIVE POSITIONING

  • Summary 5 Faber-Castell AG: Competitive Position 2013

Personal Accessories in Germany - Industry Context

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

Stable performance for personal accessories as post-recession glow fades

Stable performance for personal accessories as post-recession glow fades

Self-representation and individualisation define personal accessory sales

Self-representation and individualisation define personal accessory sales

Consolidation remains a major trend in an otherwise fragmented category

Consolidation remains a major trend in an otherwise fragmented category

Internet retailing poses a major threat to the position of specialist retail outlets

Internet retailing poses a major threat to the position of specialist retail outlets

Marginal declines expected in personal accessories during the forecast period

Marginal declines expected in personal accessories during the forecast period

KEY TRENDS AND DEVELOPMENTS

KEY TRENDS AND DEVELOPMENTS

Multi-brand strategy more likely to result in success

Multi-brand strategy more likely to result in success

Natural themes and individuality the main trends in personal accessories during 2014

Natural themes and individuality the main trends in personal accessories during 2014

Service and expertise offered by specialist retailers halts potential shift to internet retailing

Service and expertise offered by specialist retailers halts potential shift to internet retailing

“Less is more”: the impact of economic and lifestyle trends on personal accessories

“Less is more”: the impact of economic and lifestyle trends on personal accessories

MARKET INDICATORS

  • Table 29 Sales of Personal Accessories by Category: Volume 2009-2014
  • Table 30 Sales of Personal Accessories by Category: Value 2009-2014
  • Table 31 Sales of Personal Accessories by Category: % Volume Growth 2009-2014
  • Table 32 Sales of Personal Accessories by Category: % Value Growth 2009-2014
  • Table 33 NBO Company Shares of Personal Accessories: % Value 2009-2013
  • Table 34 LBN Brand Shares of Personal Accessories: % Value 2010-2013
  • Table 35 Distribution of Personal Accessories by Format: % Value 2009-2014
  • Table 36 Forecast Sales of Personal Accessories by Category: Volume 2014-2019
  • Table 37 Forecast Sales of Personal Accessories by Category: Value 2014-2019
  • Table 38 Forecast Sales of Personal Accessories by Category: % Volume Growth 2014-2019
  • Table 39 Forecast Sales of Personal Accessories by Category: % Value Growth 2014-2019

MARKET INDICATORS

  • Table 40 Sales of Personal Accessories by Category: Volume 2009-2014
  • Table 41 Sales of Personal Accessories by Category: Value 2009-2014
  • Table 42 Sales of Personal Accessories by Category: % Volume Growth 2009-2014
  • Table 43 Sales of Personal Accessories by Category: % Value Growth 2009-2014
  • Table 44 NBO Company Shares of Personal Accessories: % Value 2009-2013
  • Table 45 LBN Brand Shares of Personal Accessories: % Value 2010-2013
  • Table 46 Distribution of Personal Accessories by Format: % Value 2009-2014
  • Table 47 Forecast Sales of Personal Accessories by Category: Volume 2014-2019
  • Table 48 Forecast Sales of Personal Accessories by Category: Value 2014-2019
  • Table 49 Forecast Sales of Personal Accessories by Category: % Volume Growth 2014-2019
  • Table 50 Forecast Sales of Personal Accessories by Category: % Value Growth 2014-2019

DEFINITIONS

DEFINITIONS

SOURCES

SOURCES

  • Summary 6 Research Sources
  • Summary 7 Research Sources

Segmentation

This market research report includes the following:

  • Writing Instruments
    • Colouring
    • Markers and Highlighters
    • Pencils
      • Graphite Pencils
      • Mechanical Pencils
    • Pens
      • Ball Point Pens
      • Fountain Pens
      • Roller Ball Pens
    • Writing Accessories
      • Pen Inkwells and Refills
      • Pencil Lead Refills
      • Other Writing Accessories

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Type

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY

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