The market of pens - Germany

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 .