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Summary of our market study
French pen market exceeds €600 million
Worldwide demand for pens has remained stable. Despite the integration of technology and digital tools in education, pens remain indispensable for pupils, students, teachers and businesses. By 2025, the market is expected to grow from $15 billion to $19 billion, representing an average annual growth rate of 3%.
The pen industry is characterized by a fragmented market structure with a few dominant players such as BIC, Staedtler and Pilot, and a particularly strong domestic market in France, where pen sales are expected to continue to grow at a CAGR of 2%.
Demand in the pen sector
The pen market is part of the wider writing instruments sector, with a consumer base made up of students, teachers and businesses, as well as significant domestic use.
Despite the continuing popularity of traditional pens, smart pens are emerging to target the tech-savvy millennial and younger audience. These devices bridge the gap between analog writing and digital convenience, and are beginning to carve out a place for themselves in the market.
Demand for pens is strongly influenced by the school cycle, with notable sales peaks corresponding to back-to-school periods. This segment accounts for around half of annual sales in the pens market, and for the end-of-year period.
Demand for environmentally-friendly writing instruments is growing considerably. A large majority of consumers (around two-thirds) express a strong preference for environmentally-friendly school supplies.
The total market value of the pen sector is between 90 and 110 million euros per year, with ballpoint pens accounting for around 78% of the market.
The country's exports of pens and other writing instruments exceed imports. The main export destinations are Slovakia, the UK, Germany, the USA and Spain, while imports come mainly from Japan and China, followed by Germany, Mexico and Tunisia.
On average, French consumers spend between 90 and 100 euros on non-paper supplies during the back-to-school period, with pens accounting for a significant proportion of this expenditure.
Pen market players
- BIC: one of the world's best-known pen manufacturers
- Pilot: an innovator.
- Staedtler: renowned for design and durability.
- Schneider: German player in the sector
- Schwann Stabilo: masters of color and creativity.
- Montblanc: the quintessence of luxury writing
- Parker
- St Dupont
- Cara d'Ache
- Faber Castell
- Newell Brands: Rotring, Watermann
- Schaeffer (Bic Groupe)
- Pelikan
- Paper Mate
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Summary and extracts
1 Market summary
1.1 Market definition and presentation
The pen market represents the main segment of the writing market and covers sales of by-products such as ballpoint pens, fountain pens, writing markers and rollerballs
The history of the fountain pen dates back to 1865. Since then, and until today, the pen has been a popular commodity used all over the world, with a stable and constant demand. Nevertheless, as we approach the ever-increasing integration of technology, it is plausible to assume that the intrinsic characteristics of the pen will be reinvested. For example, we designate a portion of this study to discuss smartpens, which are connected to an electronic device such as a tablet
The pen market is highly fragmented when measured by the number of pen retailers, with many different brands, sizes, shapes and features. Sales are primarily in super or hypermarkets, or stationery stores. E-commerce represents only a small fraction of the retail market share. Nevertheless, there are giants in this sector, such as Bic, Staedtler and Pilot, which contribute to a highly concentrated market in terms of sales.
Although the pen sector is still relatively slow in terms of innovation, new trends are becoming increasingly important and include, for example, organic products.
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The pen market | France
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