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Country Report

Germany Flag Writing Instruments in Germany

| Pages: 25

Price: US$990

About this Report

Executive Summary

TRENDS

  • Writing instruments is a highly mature and saturated category in Germany. With the ongoing digitalisation of correspondence and pens and pencils remaining among the most popular giveaways as company merchandise, consumers often do not need to purchase low-priced writing instruments. However, if they do, functionality, ease of use and comfortable handling continue to play increasingly important roles when choosing such products. Additionally, many consumers, especially in high ranking office positions, tend to select luxury brands for reasons of prestige and a higher level of sophistication. In summary, these almost opposing trends resulted in a minimal current value increase for writing instruments in 2015, solely driven by rising demand for more functional products and brands with a better reputation.

COMPETITIVE LANDSCAPE

  • With a product and service portfolio that exceeds that of all other competitors, Faber-Castell AG maintained its strong leading position in German writing instruments in 2014. A high level of innovation, reflected in numerous new product launches in 2014 and 2015, supported the company’s value sales growth, with it securing a 12% value share. Its strong positioning and popularity among German consumers can also be attributed to the company’s long history and high levels of brand recognition.

PROSPECTS

  • Intensifying competition and price promotions led by retailers and manufacturers alike are expected to have a negative impact on the future value sales of writing instruments. In addition, a declining birth rate over the review period will result in a declining consumer base over the forecast period as fewer children will be starting school. In addition, ongoing saturation within writing instruments will also likely contribute to the category’s anticipated value sales decline over 2015-2020.

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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 Pens by Institutional vs Retail Channels: Volume 2010-2015
  • Table 2 Sales of Writing Instruments by Category: Volume 2010-2015
  • Table 3 Sales of Writing Instruments by Category: Value 2010-2015
  • Table 4 Sales of Writing Instruments by Category: % Volume Growth 2010-2015
  • Table 5 Sales of Writing Instruments by Category: % Value Growth 2010-2015
  • Table 6 Sales of Colouring by Type: % Value 2010-2015
  • Table 7 Sales of Markers and Highlighters by Type: % Value 2010-2015
  • Table 8 Sales of Roller Ball Pens by Type: % Value 2010-2015
  • Table 9 NBO Company Shares of Writing Instruments: % Value 2010-2014
  • Table 10 LBN Brand Shares of Writing Instruments: % Value 2011-2014
  • Table 11 Distribution of Writing Instruments by Format: % Value 2010-2015
  • Table 12 Forecast Sales of Writing Instruments by Category: Volume 2015-2020
  • Table 13 Forecast Sales of Writing Instruments by Category: Value 2015-2020
  • Table 14 Forecast Sales of Writing Instruments by Category: % Volume Growth 2015-2020
  • Table 15 Forecast Sales of Writing Instruments by Category: % Value Growth 2015-2020

Writing Instruments in Germany - Company Profiles

Faber-Castell AG in Personal Accessories (Germany)

STRATEGIC DIRECTION AND BACKGROUND

KEY FACTS

  • Summary 1 Faber-Castell AG: Key Facts
  • Summary 2 Faber-Castell AG: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 3 Faber-Castell AG: Competitive Position 2014

Personal Accessories in Germany - Industry Context

EXECUTIVE SUMMARY

Performance of personal accessories picks up thanks to positive consumption climate

Demand for individuality, sophistication and functionality remain major growth drivers

Growing level of fragmentation challenges players within personal accessories

Value share decline of specialist retailers on hold

Growing competition and discounting to negatively impact future performance of personal accessories

KEY TRENDS AND DEVELOPMENTS

Multi-category brand manufacturers

Boho-chic, timeless elegance and individual styles the main trends in personal accessories in 2015

Specialist retailers maintain their lead in personal accessories

Stable economy promotes expensive lifestyles

MARKET DATA

  • Table 16 Sales of Personal Accessories by Category: Volume 2010-2015
  • Table 17 Sales of Personal Accessories by Category: Value 2010-2015
  • Table 18 Sales of Personal Accessories by Category: % Volume Growth 2010-2015
  • Table 19 Sales of Personal Accessories by Category: % Value Growth 2010-2015
  • Table 20 NBO Company Shares of Personal Accessories: % Value 2010-2014
  • Table 21 LBN Brand Shares of Personal Accessories: % Value 2011-2014
  • Table 22 Distribution of Personal Accessories by Format: % Value 2010-2015
  • Table 23 Forecast Sales of Personal Accessories by Category: Volume 2015-2020
  • Table 24 Forecast Sales of Personal Accessories by Category: Value 2015-2020
  • Table 25 Forecast Sales of Personal Accessories by Category: % Volume Growth 2015-2020
  • Table 26 Forecast Sales of Personal Accessories by Category: % Value Growth 2015-2020

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
    • Pens
      • Ball Point Pens
      • Fountain Pens
      • Roller Ball Pens
    • Writing Accessories
      • 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
  • Analysis by Type
  • Pricing

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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