The stationery market - France (2024)

1.2 A fast-growing global market

A study by Researchandmarkets estimated the stationery market at $**.* billion in ****. The market is expected to grow at a compound annual growth rate (***) of *. *% between **** and ****.

Global stationery market trends World, ****-****, in billion dollars Source: ****

A large number of companies have entered the market (***).

The rise of education in developing countries, and economic development in Asia and Africa, should boost market growth.

1.3 A healthy domestic market

Stationery distribution (***) :

sales growth in the newspaper and stationery retail market in specialized stores France, ****-****, in billions of euros Source: ****

In order to study the data relating to the market size of the retail trade in newspapers and stationery in specialized storeswe have combined the **** sales figures provided by INSEE with the sales index, also provided by INSEE.

The graph above shows a generally positive trend, with a gradual increase until ****, followed by a drop in ****, probably due to the disruption caused by the COVID-** pandemic, and a marked recovery in **** and ****, reaching a record level in ****. Between **** and ****, market sales rose by **.*%.

This development suggests a resilience in the sector despite the challenges encountered, and could reflect sustained demand for stationery products and related items.

In France, a number of players stand out for their size. In distribution, Bureau Vallée(***) are the leaders.

Stationery manufacturing

sales trends in the stationery manufacturing market France, ****-****, in millions of euros Source: ****

A slight decline in sales is observed between **** and ****, followed by a period of fluctuation with minor variations until ****. In ****, a more significant decline is observed, probably due to economic disruptions linked to the COVID-** pandemic, which may have ...

1.4 Foreign trade in stationery

French stationery market trade balance France, ****-****, in millions of dollars and as a % of sales Source: ****

The French stationery market trade balance, between **** and ****, reflects a downward trend in exports and an increase in imports, leading to a gradual decrease in the coverage ratio.

During this period, exports of stationery products fell by **.*%, from $**.* million in **** to $**.* million in ****. At the same time, imports rose by **.**%, reaching $**.* million in ****, a significant increase on **** when they stood at $**.* million.

This trend reflects a deterioration in the trade balance of the stationery market, which is in deficit with a steadily declining coverage rate, falling from **.*% in **** to **.*% in ****. Several factors may explain this situation, including increased competition from foreign products on the French market, changes in consumer habits, and global economic fluctuations.

France's main suppliers France, ****, in millions of dollars Source: ****

In ****, France's main suppliers in the stationery sector areGermany, the Netherlands and Spain, with import values of $**.* million, $**.* million and $*.* million respectively. These three countries represent France's most important trading partners in this sector.

France's main customer countries France, ****, in millions of dollars Source: UN Comtrade In ****, France's main customer countries in the stationery sector are Belgium, Spain and the UK, ...

2.1 France's favourite pen and notebook brands

The graph below is based on OpinionWay's survey of French people's favorite brands in February ****. These are respondents' answers to the question"Do you like this or that brand of pen?"; for each brand, the percentage corresponds to the proportion of respondents who answered "yes".

Bic is France's favorite pen brand: **.*% of those surveyed said they liked Bic. Parker is the least popular pen brand, with **. *% of respondents saying they liked it.

Bic's popularity can be explained by the brand's positioning: it is aimed at a very broad clientele - young children, students, adults, professionals - and offers a wide range of products: its iconic ballpoint pen, the *-color pen, pencils, markers, colored pencils, erasers... What's more, it's one of the least expensive pen brands on the market(***).

Parker is a fountain pen brand, but also offers pencils, ballpoint pens and rollerballs. Its positioning is different from that of Bic, as its products are more upscale and aimed at an adult clientele (***). A fountain pen from this brand costs between €** and €***, a ballpoint pen between €** and €**.

France's favorite pen brands France, March ****, in Source: ****

The chart below is based on OpinionWay's survey of French consumers' favorite brands in March ****. These are ...

2.2 French consumers looking for environmentally-friendly stationery products

Breakdown of French people willing to pay more for more environmentally-friendly stationery products France, ****, %, %, %, %, %, %, %, %, %, %, %, % Source: ****

In ****, a significant proportion of French people - **%- say they are prepared to pay more for more environmentally-friendly stationery products. This trend demonstrates a growing interest in sustainable products among French consumers, reflecting increased awareness of environmental issues.

More specifically, young adults aged ** to ** stand out with an acceptance rate of **%, suggesting strong support for sustainability within this age group. Similarly,people in higher socio-professional categories, or CSP+, show a high level of commitment, with **% prepared to pay more for environmentally-friendly products.

On the other hand, people aged ** and over are slightly more reluctant, with only **% in favor of this initiative. These data reveal a gradual change in mentalities and a growing awareness of the importance of sustainability in the purchasing decisions of French consumers. It also underlines society's commitment to environmental protection, and its desire to make a positive contribution to this cause.

Difficulty finding eco-friendly stationery products France, ****, % (***) Source: ****

A significant proportion of respondents in France, **%, claim to have difficulty finding environmentally-friendly stationery products. This breakdown underlines the challenges consumers face when looking for eco-friendly stationery options.

This highlights the need for companies ...

2.3 The back-to-school season, a good time for stationery sales

The back-to-school period is a pivotal time for the stationery market, marked by a significant increase in sales. Every year, parents and students set off in search of essential supplies for a new academic year. It's a propitious time when consumer trends, customer preferences and innovations in the sector prove particularly crucial.

Evolution of interest in the search "stationery" on google France, ****-****, in indexes Source: ****

The evolution of interest in "stationery" searches on Google in France reveals marked seasonal trends, in particular a significant increase in searches during the months of July and August. These peaks of interest coincide with the back-to-school shopping period, when parents and students set out to find the essential supplies for the new academic year.

This rise in interest also reflects the importance attached to back-to-school preparations, where stationery plays a central role. Outside this period, interest remains relatively stable, with minor fluctuations over the months. These data highlight the importance of seasonality in the stationery sector, with growth and promotional opportunities particularly marked during back-to-school periods.

Breakdown of sales by segment during the back-to-school period France, ****, in millions of euros Source: ****

The chart above highlights the predominance of sales of notebooks, diaries and paper, ...

3.1 Value chain

Source: ****

The paper industry's value chain involves several players, each playing a specific role in the creation, distribution and use of products. First, pulp producers extract and process the raw material needed to make paper. Next, paper producers transform this pulp into different types of paper, suitable for a variety of uses. Stationery manufacturers then transform the paper into finished products such as notebooks, pens, binders and so on.

Once the products have been manufactured, they are distributed on the market. In the BtoC sector, stationery specialists, cultural superstores, bookshops and supermarkets are the key players who make products available to consumers.

For their part, BtoB players, such as véadistes and fournuristes, supply companies and professionals with stationery items, meeting specific needs in terms of office supplies.

At the same time, superstores (***) play an important role as both suppliers to companies and points of sale for end-consumers. They offer a wide range of stationery products, meeting the diverse needs of the market.

3.2 Number of companies and number of employees

Stationery manufacturing

The manufacture of stationery products in France is highly concentrated in a dozen or so companies. These companies account for around two-thirds of the sector's sales. [***]

To determine the number of players in this market segment, we will analyze Urssaf data relating to NAF code **.**Z, which is defined as follows: "Manufacture of stationery products". This aggregate covers the following activities:

Manufacture of ready-to-use writing and printing paper Manufacture of ready-to-use printer paper Manufacture of ready-to-use carbonless papers Manufacture of complete stencils and ready-to-use carbon papers Manufacture of gummed and adhesive papers Manufacture of envelopes and letter cards Manufacture of stationery for school and commercial use (***), where printed information is not the main purpose The manufacture of boxes, pouches and similar presentations containing an assortment of correspondence items

number of companies in the stationery manufacturing sector France, ****-****, in units Source : Urssaf The number of companies in the stationery manufacturing sector in France between **** and **** shows an overall downward trend, with a steady decline in the number of establishments over the years. This decrease appears to be constant from **** onwards, with a marked decline until ****. Between **** and ****, the number of establishments fell by **.*%. On the one hand, technological developments ...

3.3 Increased digitalization of companies could affect the market

The acceleration in the digitalization of communication media, catalyzed by the health crisis, has had a significant impact on the need for office supplies, such as writing utensils and filing items. Indeed, around a significant number of companies continue to use cloud computing services launched at the start of the crisis in ****, underlining a lasting transition to digital solutions. This shift is reflected in a decline in demand for traditional stationery items, not least due to the increasing digitization of document archiving and organization. What's more, this trend towards digitization seems irreversible, with many new businesses adopting these services on a permanent basis. This profound transformation of the business landscape raises challenges for companies in the stationery sector, prompting them to adapt to these new demands by offering innovative products and services that meet the emerging needs of their customers. Growth in the number of companies using cloud computing France, ****-****, % (***) Source : Eurostat The trend in the number of companies using cloud computing services in France between **** and **** reveals an upward trend, rising from *.*% in **** to **.*% in ****, before declining slightly to **.*% in **** . This steady progression underlines the growing importance of digitalization in the corporate landscape, with a quarter of companies having ...

3.4 Production with rising costs

french stationery industry output price index trend France, ****-****, index base *** in **** Source: ****

The evolution of the French stationery industry's output price index between **** and September **** shows an overall upward trend, with minor fluctuations over the years. After a slight decline between **** and ****, the index showed a gradual increase until ****, followed by a slight decrease in ****.

However, from **** onwards, the index rose significantly, reaching significantly higher levels in **** and ****. Indeed, **** and **** are years synonymous with an explosion in producer prices for the paper industry.

This increase in production costs could be attributed to a number of factors, including rising prices for raw materials, labor and energy, as well as inflationary pressures. In addition, the challenges associated with the COVID-** pandemic, such as supply chain disruptions and logistical constraints, could also have contributed to this increase in production prices.

For companies in the stationery sector, this represents a challenge in terms of maintaining their profitability and competitiveness in the marketplace. They will have to pass on these cost increases in the selling prices of end products, which could affect sales volumes.

Focus on **** and ****:

french stationery industry producer price index trends France, **/****-**/****, index base *** in **** Source : INSEE from January **** onwards, the ...

3.5 Stationery distribution

Market share of various stationery product distribution channels France, November ****-November ****, as % of sales Source: ****

Stationery products are most often purchased in hypermarkets and supermarkets. This category accounts for **.*% of the sector's distribution. In second place are mail order and office supplies, which account for **.*% of the market. Cultural outlets and pure players complete the podium, closely followed by superstores.

The franchise system

In terms of distribution, the stationery sector is also based on the principle of franchising (***) , and thus begin operating under the name of a well-known brand.big names like Bureau Vallée, one of France's market leaders, offer a franchising system.This system enables franchisees to benefit from the brand's image and customer base, as well as a production line and product ranges already established . the major chains manage this network and ensure product consistency across all outlets. The table below gives a non-exhaustive list of the different chains that offer franchising systems. Brand name Personal contribution Total investment iOburro ** ***€ *** ***€ Plein ciel ** ***€ *** ***€ à *** ***€ Hyperburo ** ***€ *** ***€ à *** ***€ Bureau Vallée ** ***€ *** ***€ à *** ***€ Rouge papier ** ***€ à ** ***€ Varies according to location Source: ****

4.1 A wide range of products available

UFIPA classifies stationery products under different categories:

Our wide range of stationery products meets the needs of both professional and private customers. Indeed, certain stationery items, such as pens, notebooks or notepads, are essential both in the workplace and in everyday life at home. Characterized by their universal utility, these products are often designed to meet general writing and note-taking needs, making them attractive to a wide range of customers.

However, it's also important to recognize that some stationery items are targeted more at a professional or particular market. For example, office machines such as photocopiers or document shredders are generally intended for professional use due to their cost and complexity, while products such as stickers are often more popular with individuals for creative hobbies or children's education. This duality in the stationery product offering reflects the versatile nature of this market, capable of adapting to the varied needs of its different customer segments.

Stationery for professionals

An analysis of theOffice Dépôt website reveals ** different categories of products aimed at professionals.

Source: ****

Within these ** categories, there are more specific sub-categories which identify other items such as pencils, markers...

Stationery for the home

The range of stationery products for the ...

4.2 Rising prices

It can be seen from the graph below that since ****, the index has risen gradually, but this increase accelerated from **** onwards. This steady rise can be attributed to several factors, including rising raw material costs, inflationary pressure on production costs, and logistical and supply challenges. Between **** and ****, the consumer price of stationery and drawing materials rose by **.**%.

evolution of the consumer price index for stationery and drawing materials France, ****-*****, base *** in **** Source: ****

It's important to remember that distributors have made a substantial effort to limit price rises. For example, to maintain sales and keep loyal customers, a player like BIC has made efforts on the flagship products in its range, particularly at back-to-school time. At this time of year, consumers pay particular attention to price and reliability, and this is what BIC wanted to maintain by protecting the price of the BIC cristal and the *-color, two of the brand's flagship products.

BIC, which derives **% of its sales from supplies, is said to have increased its general prices by around *% this year. Pilot has also reportedly raised prices by a further *-*% for the start of the **** school year. But this is not enough to cover high production costs. [***]

In ...

4.3 Customization and fantasy

To counter the advance of digital communications and information archiving, stationery manufacturers must continue to innovate in order to offer consumers new items every year.

First and foremost, this innovation means that stationery products are more aesthetically pleasing than ever before. Helloprint notes, for example, an advance in minimalist style and original, colorful designs. The *st covers are original and no longer resemble dark notebooks.

This more thoughtful aesthetic can even go as far as allowing consumers to personalize their notebooks. This is what startup Les Jolis Cahiers offers. Users can personalize the cover and format of their notebook.

Overall, some stationery products are moving upmarket. Particular attention to design and paper quality helps to sell items at a higher price. Papier Merveille, for example, offers pencils at *.** euros each, as each has its own unique style. Pilot's Frixion erasable-ink pens also fall into this high-end stationery category.

In addition, as mentioned above, some players in the stationery market have entered the novelty stationery segment in order to diversify their offer. The table below shows some of the novelty stationery products offered by Amazon.

Source: ****

4.4 A growing second-hand offer

The rise of the circular economy has led to a significant expansion of the second-hand stationery market. One example is the initiative launched by Cultura with Okazio. Aware of the growing importance of eco-responsibility and consumers' ecological concerns, Okazio has positioned itself as an innovative platform enabling the exchange, sale and purchase of cultural, creative and educational products, including stationery, between a committed community. This approach is part of a global movement in which the French are increasingly adopting sustainable consumption behaviors, favoring reuse and waste reduction.

Rising prices for stationery supplies on the traditional market have also contributed to the emergence of this trend towards the second-hand market. Faced with these rising prices, consumers are increasingly inclined to explore economic alternatives such as buying second-hand products.

Okazio's logic is simple and accessible to all. Sellers can post their ads with detailed product descriptions, photos and personalized prices. Buyers, for their part, can browse through a wide selection of items, contact sellers for further information or to negotiate, then finalize their purchases in complete security. This approach, which encourages direct exchange between private individuals, gives stationery products a second life, helping to reduce the ecological footprint while offering more affordable purchasing ...

5.1 Minor regulatory changes

In addition to a document from the French Ministry of the Economy, which sets out the main points defining stationery products, other laws and decrees have recently modified certain regulatory aspects of the profession.

In ****, a decree modified the legal payment period between industry professionals.[***] Whereas the latter used to have *** days to pay their suppliers, this period has now been reduced to ** days fdm (***).

More recently, article ** of the law on energy transition for green growth passed in ****, requires the State and local authorities to use **% less office paper by ****. In addition, local authorities and the State are committed to using more recycled paper (***) and recycled stationery items than before.[***]

Since ****, stationery purchased by administrative bodies must also come from sustainably managed forests.

6.1 Segmentation

Manufacturers :

Distributors :

• Hamelin Groupe - Oxford
• 3M France
• Office Depot France
• Bureau Vallée
• Papier Tigre
• Cultura
• Exacompta Clairefontaine
• Pilot Pen France
• BIC Groupe
• Schwan-Stabilo
• MTM Groupe Paperflow
• Antalis France
• Carton Service- Inapa
• Lyreco France