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Country Report

Writing Instruments in Germany

| Pages: 23

Price: US$900

About this Report

Executive Summary

TRENDS

  • Writing instruments in Germany has passed its maturity stage due to the digitalisation of offices and institutions in Germany. The digital switchover resulted in consumers´ writing needs shrinking, and some German consumers stopped using the traditional pen and paper to make a vital contribution to the environment. Reflecting this trend, writing instruments’ volume growth declined notably in 2013. The value growth performance of writing instruments were nonetheless stable, due to consumers’ strong demand for higher quality branded products.

COMPETITIVE LANDSCAPE

  • Faber-Castell AG was the leading player in writing instruments in 2012 with 11% value share. The company had been established as early as 1761, and it had gained a strong competitive edge over other branded players in the past decade. For many German consumers, Faber-Castell became a synonym for quality pencils, reflecting its positive brand reputation among most consumers. The player increased by its value share in 2012 and is closely followed by Pelikan Vertriebsgesellschaft mbH & Co. Pelikan has a strong presence in writing instruments, with a wide range of products and brands. Other key players include Schneider Schreibgeräte GmbH and Bic Deutschland GmbH & Co OHG.

PROSPECTS

  • Writing instruments is expected to gradually decrease over the forecast period. Industry experts project that the digitalisation of offices and institutions as well as the apparent decline in Germany´s youth demographic will result in negative growth for writing instruments, in both value and volume terms.

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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

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Sales of Writing Instruments by Category: Volume 2008-2013
  • Table 2 Sales of Writing Instruments by Category: Value 2008-2013
  • Table 3 Sales of Writing Instruments by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Writing Instruments by Category: % Value Growth 2008-2013
  • Table 5 Sales of Colouring by Type: % Value Breakdown 2008-2013
  • Table 6 Sales of Markers and Highlighters by Type: % Value Breakdown 2008-2013
  • Table 7 Sales of Roller Ball Pens by Type: % Value Breakdown 2008-2013
  • Table 8 NBO Company Shares of Writing Instruments: % Value 2008-2012
  • Table 9 LBN Brand Shares of Writing Instruments: % Value 2009-2012
  • Table 10 Distribution of Writing Instruments by Format: % Value 2008-2013
  • Table 11 Forecast Sales of Writing Instruments by Category: Volume 2013-2018
  • Table 12 Forecast Sales of Writing Instruments by Category: Value 2013-2018
  • Table 13 Forecast Sales of Writing Instruments by Category: % Volume Growth 2013-2018
  • Table 14 Forecast Sales of Writing Instruments by Category: % Value Growth 2013-2018

Writing Instruments in Germany - Company Profiles

Pelikan Vertriebsgesellschaft mbH & Co KG in Personal Accessories (Germany)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Pelikan Vertriebsgesellschaft mbH & Co KG: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 2 Pelikan Vertriebsgesellschaft mbH & Co KG: Production Sites 2012

COMPETITIVE POSITIONING

  • Summary 3 Pelikan Vertriebsgesellschaft mbH & Co KG: Competitive Position 2012

Personal Accessories in Germany - Industry Context

EXECUTIVE SUMMARY

Personal accessories sales records healthy growth in 2013

Consumers reassess the value of products

Personal accessories remains fragmented in Germany

Specialist retailers remains most important distribution channel

Marginal growth for personal accessories expected

KEY TRENDS AND DEVELOPMENTS

Consumers opt for affordability and luxury

Internet retailing on the rise

International key players neck and neck against domestic retailers

Digital trend results in demand for wider product line-ups

MARKET DATA

  • Table 15 Sales of Personal Accessories by Category: Volume 2008-2013
  • Table 16 Sales of Personal Accessories by Category: Value 2008-2013
  • Table 17 Sales of Personal Accessories by Category: % Volume Growth 2008-2013
  • Table 18 Sales of Personal Accessories by Category: % Value Growth 2008-2013
  • Table 19 NBO Company Shares of Personal Accessories: % Value 2008-2012
  • Table 20 LBN Brand Shares of Personal Accessories: % Value 2009-2012
  • Table 21 Distribution of Personal Accessories by Format: % Value 2008-2013
  • Table 22 Forecast Sales of Personal Accessories by Category: Volume 2013-2018
  • Table 23 Forecast Sales of Personal Accessories by Category: Value 2013-2018
  • Table 24 Forecast Sales of Personal Accessories by Category: % Volume Growth 2013-2018
  • Table 25 Forecast Sales of Personal Accessories by Category: % Value Growth 2013-2018

DEFINITIONS

SOURCES

  • Summary 4 Research Sources

Segmentation

This market research report includes the following:

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