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1 Synthèse du marché
1.1 Introduction
The market for pens includes the production, distribution, as well as the sale of pens used for writing and drawing. There are a variety of types of pens that fall into different price categories. To simplify these categories, it is possible to first look at several different market segments, such as:
- Ballpoint pen
- Fountain pens
- Felt-tip pens
The pen market is rich in history and constantly evolving, as the first fountain pens date back to ancient Egypt, while the ballpoint pen was invented in the 1930s.
Contrary to popular belief, the pen market is not stagnant. There are still many innovations that allow it to better meet the needs of new generations. This is one of the reasons why this market is growing at a CAGR of over 5% in the last 5 years (2018-2022). In addition to smart pens, for which we have created a separate section in our study, it is mainly luxury pens and pens made of ecological or recycled materials that account for most of this growth. In addition, this sector has benefited greatly from the boom in creative leisure during the COVID 19 pandemic.
The German pen market is no exception, as the CAGR of the German pen market was about the same as for the world as a whole during the period. germany is one of the leading countries in this market, as Germans are among the largest consumers of pens in Europe, along with France and Italy. The increase in pen demand in Germany is mainly due to more sophisticated demand in terms of construction materials, with consumers showing a strong attraction to sustainably labeledpens.
- Germany benefits from the international reputation of global players in this sector such as STABILO and Faber-Castell.
- But new players offering smart alternatives to the traditional paper/pen combination are gaining market share.
The established players continue to dominate the market, but newcomers are bringing a breath of fresh air to the competition with unique innovative products. For the last ten years or so, there has been an increased awareness of environmental issues and a preference for luxury pens, but these do not seem to appeal to German consumers .
List of charts presented in this market study
- Umsatz mit Papier, Büroartikel und Schreibwaren
- Außenhandel von Stiften
- Hauptexportländer für Stifte
- Hauptimportländer für Stifte
- Number of universities
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Latest news
Bic makes progress with its new shavers - 20/02/2024
- In 2023, Bic's sales rose by 9.2% at constant exchange rates and by 1.3% as reported, reaching 2.26 billion euros.
- Despite lower volumes in stationery and lighters, the number of units purchased in the shaving segment increased. 9.5% of Bic sales came from products launched in the last three years.
- The EZ Reach lighter exceeded the 100 million euro sales threshold and gained 10.7% of the segment by value in European supermarkets in one year.
- Sales of the lighter rose by 3.3% at constant exchange rates.
- In France, Bic gained 1.4 points of market share in value in stationery.
Bic recaptures the flame - 16/10/2023
- The non-permanent tattoo market is expected to triple over the next seven years to 1.5 billion euros.
- Inkbox sales are in the region of $22 million.
- Today, tobacco accounts for only half of the global market for firelighters, compared with 60-70% a decade ago.
- In the United States, tobacco accounts for 28% of the flame market.
- In Brazil, cooking far outstrips tobacco, with 50% of the flame market, compared with 8% for tobacco.
- Bic's largest lighter factory produces 3 million units a day, or 50% of the division's worldwide production.
- Bic has a broader vision for shaving, which generated over 15 million euros in sales in its first year.
- By 2022, Bic has revised its sales forecasts three times, ending the year up 13.8% at constant exchange rates, to 2.23 billion euros.
Bic reports solid first-half results for 2023 - 31/07/2023
- Group sales for the first six months of the year: over 1.1 billion euros
- Stationery sales: 460 million euros (+4.7%)
- Shaver division sales: 268 million euros (+11.9%)
- Lighter sales: 434 million euros (-0.9%)
- Total U.S. lighter market down: 5.6% in volume and 1.4% in value
- Lighter-related sales growth in Europe: nearly 7.5
- Share of Group revenues generated by e-commerce: 11.8% (vs. 11.3% in first-half 2022).
Bic back on track - 13/03/2023
- More than 100 billion Bic tips manufactured since the company's inception
- Gonzalve, who took the helm of the company in 2018, intends to return it to growth
- Bic has set up a 230-strong consumer expert division
- His boss is betting on semi-permanent tattooing with Inkbox, a technique using natural dyes whose designs disappear as the skin's cells renew
Bic benefits from the iron health of its pens - 16/02/2023
- Bic continued to build on the momentum of 2021, which marked the first fruits of "Horizon", its transformation plan
- Sales up 13.8% to 2.23 billion euros
- The Group's strategy to clean up the number of references in its portfolio
at Marne-la-Vallée, Bic produces the 4 Colours of the world - 31/10/2022
- 1950 Marcel Bich launches the first Cristal Bic pen
- 1956 Launch of the M10 retractable pen
- 1970 Launch of the Bic 4-Color pen
- 2000 Bic inaugurates its Marne-la-Vallée plant
- 6 factories in France, 24 worldwide.
- 1.83 billion euros in sales by 2021
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The market of pens | Germany
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