The stationery market - Spain (2024)

1.2 The global market

The global stationery market is set for significant growth, with sales forecasts showing an upward trend from **** to ****. In ****, stationery market sales were $**.** billion, rising to $**.** billion in ****. Projections indicate that this growth will continue in the years ahead. In ****, sales are forecast at $**.** billion, rising gradually to $**.** billion in ****, $**.** billion in ****, and so on, reaching $**.** billion in ****. The average annual growth rate (***) between **** and **** is estimated at *.*%, illustrating a sustained and robust expansion of this global market.

Global stationery market growth forecasts World, ****-****, $ billion Source: ****

1.3 The domestic market

To study the stationery market, we will use the following twoINE statistical codes:

CNAE: **** "Manufacture of stationery products" CNAE: **** "Retail sale of newspapers and stationery in specialized stores"

Between **** and ****, the stationery sector in Spain showed varied trends in terms of sales. Companies producing station ery items showed notable growth, with sales rising from *.*** billion euros in **** to *.*** billion euros in ****, an increase of **.*%. Stationers (***), however, saw an initial decline from *.*** billion euros in **** to *.*** billion euros in ****, before gradually climbing back to *.*** billion euros in ****, representing an overall decrease of *.*% over the period. These annual variations reflect a *.*% decline for paper mills from **** to ****, followed by a **.*% decrease in ****, a slight rise of *% in ****, and a more marked recovery of **.*% in ****. As for manufacturing companies, they saw growth of *.*% from **** to ****, a slight decline of *.*% in ****, a significant increase of **.*% in ****, and strong growth of **.*% in ****.

Sales trend: CNAE **** "Fabricación de artículos de papelería" Spain, ****-****, millions of euros Source: ****

2.1 Back-to-school demand

The analysis of Google searches offered by the Google Trends tool is a way of finding out about the popularity of specific searches over a given period of time. The closer the Google Trends index for a given period is to ***, the more the term has been searched for in relation to previous periods, and vice versa.

In the case of stationery stores, we can observe a certain cyclicality in people's interest in these stores. In Spain, September clearly stands out from the general trend, with very high Google Trends indexes (***). This interest is mainly linked to the back-to-school period, which takes place in the first or second week of September in Spain. This shows that the main interest in stationery is linked to the purchase of school supplies, boosted by the back-to-school period.

Google Trends index averages for the term "papelería Spain, September ****-April ****, google trends index

This can be seen even more clearly when isolating the first week of September from the whole month. The indices are even higher, reaching a maximum value of *** in ****. In comparison, the first week of June was a normal week in terms of interest in the term "papelería".

Papelería" search ...

2.2 Growing interest

Rising interest over ** years:

The graph opposite shows the evolution of "papelería" research between **** and **** in Spain. Two trends stand out:

Between **** and ****, there was a drop in interest in this search in Spain. The index fell from **.* in **** to **.* in ****. The year **** marks a turning point. From **** onwards, interest in "papelería" searches will only increase (***).

Evolution of "papelería" search interest Spain, ****-****, Google Trends indices

Stationery, a new gift trend:

Analysis of the average Google Trends index also reveals a new source of demand: the month of December and its gift effect. Indeed, while in **** the average Google Trends indexes for this month were close to a normal month, in recent years we have not only seen an increase in this interestrêt (***) but also a signaficatif interest from December **** onwards compared to the other months of the year except September. In this way, a trend towards a Christmas gift effect can be observed in this market for stationery products.

Evolution of "papelería" search interest in December in Spain Spain, ****-****, Google Trends indices

2.3 Spanish spending on stationery

In order to study Spanish spending on stationery, we will analyze this spending according to the following product groups defined by the INE:

Stationery (***) Other stationery and paint items Textbooks Calculators and other data processing equipment

Expenditure trends :

Between **** and ****, Spaniards' total spending on stationery items showed significant variations in terms of millions of euros at constant **** prices. Spending on stationery fell from ***.* million euros in **** to ***.** million euros in ****, marking a **.*% decline, with a notable drop in **** (***) followed by a slight recovery.

Other stationery and paint items also saw a **.*% drop between **** (***).

Spending on textbooks fell sharply by **.*% between **** (***).

Finally, spending on calculators and other information processing equipment has fluctuated significantly, rising from ***.* million euros in **** to a peak of ***.* million euros in ****, before falling back to ***.* million euros in ****, representing an overall increase of **.*% on ****.

Overall trends show a general decline in spending in the traditional stationery and textbook categories, due in particular to increasing digitization.

Trend in total spending on stationery by Spaniards Spain, ****-****, millions of euros at constant **** prices Source: ****

Spending at current prices:

In order to have a representation of Spaniards' real spending on stationery, the two graphs below present Spaniards' spending at current **** ...

2.4 Stationary Fetish

The "Stationary Fetish" trend refers to a marked passion for stationery items, such as notebooks, pens, diaries and similar supplies. Unlike parafilia or a psychological disorder, this inclination is seen as an expression of individual creativity, personality and style. Stationary Fetish enthusiasts find these items a source of inspiration, motivation and organization, especially for those who enjoy writing, drawing or scrapbooking.

Psychologists link this love of stationery to childhood, when these school items already aroused a keen interest. As far as mental health is concerned, writing by hand may improve memory, concentration and cognitive abilities, while the use of colors and shapes stimulates the right side of the brain, responsible for imagination and emotions.

As a refuge from the daily stresses of a fast-paced digital world, stationery products offer a sense of calm, nostalgia and pleasure. They are even perceived as therapeutic, capable of conveying positive energy and a sense of personal satisfaction. This trend has grown significantly thanks to social networks, influencers and specialist brands, which fuel a vibrant online community dedicated to discovering and sharing creative collections and uses for stationery products.

Source: ****

3.1 Value chain

Raw material procurement: This stage includes the acquisition of the raw materials needed to manufacture paper-based stationery products. Production: Paper-based stationery products are produced in specialized factories. The same applies to other stationery products such as pencils and pens, which are produced in specific factories. Distribution: Stationery products are sold in supermarkets and hypermarkets, as well as in specialized stationery stores.

3.2 Stationery production

Between **** and ****, the number of companies dedicated to stationery manufacturing in Spain showed significant variations. In ****, there were *** companies, but this number fell by **.*% in **** to *** companies. In ****, a slight drop further reduced this figure to *** companies. A recovery was seen in **** with an increase to *** companies, before dropping again to *** in ****. Overall over the period, the number of companies fell from *** to *** in ****.

At the same time, the added value generated by these companies has increased overall over this period. In ****, the value added was ***.** million euros. Despite a drop in the number of companies, added value rose to ***.** million euros in ****. After falling to ***.** million euros in ****, value added rose sharply in **** to ***.** million euros, and continued to grow in **** to ***.** million euros. This steady rise in added value - with the exception of ****, due to the Covid-** pandemic - and at a constant number of employees (***) points to an increase in productivity, particularly of capital within the remaining companies.

Number of companies manufacturing paper products Spain, ****-****, number Source: ****

Between **** and ****, the number of staff employed by stationery manufacturers in Spain has varied considerably. In ****, the sector employed *.*** thousand people, a figure that fell by *.*% to *.*** thousand in ...

3.3 Distribution

Between **** and ****, the number of paper mills in Spain showed an overall downward trend, followed by a slight recovery. In ****, there were **,*** paper mills, but this number fell by **.*% to *,*** in ****. After ****, the number of paper mills only increased, without catching up with the number of paper mills in ****. Indeed, in ****, the number of paper mills rose slightly by *.*% to *,***, then continued to grow by *% to reach **,*** in ****. In ****, the number of paper mills rose again slightly by *.*% to **,***. Overall, between **** and ****, the number of paper mills fell by -*.*%.

Number of paper mills in Spain Spain, ****-****, thousands of paper mills Source: ****

Between **** and ****, staff employed in paper mills in Spain showed a downward trend. The total number of personnel employed fell from **.*** thousand in **** to **.*** thousand in ****, a decrease of **.*%. Among these employees, paid staff fell from *.*** thousand in **** to *.*** thousand in ****, marking a decline of *.*%. As for full-time equivalents of paid employees, they decreased from *.*** thousand in **** to *.*** thousand in ****, registering a slight decline of *.*%. These figures indicate a gradual reduction in the workforce in the Spanish paper mill sector over this period. There is also a significant difference between employed and paid staff. This difference is explained ...

4.1 Offer typology

The table below shows the range of stationery on offer:

Source: ****

4.2 Price trends

The graph below shows price trends for paper products and other stationery products. From **** to April ****, the Spanish consumer price index for paper products and other stationery and drawing materials showed an upward trend. Paper products rose significantly, from **.** in **** to ***.** in April ****, with a particularly notable increase between ****, the reference year, and **** (***). [***].

Evolution of the consumer price index Spain, ****- April ****, indices base ***/**** Source: ****

4.3 Rising production costs

Mills manufacturing stationery products:

Between **** and ****, the cost of intermediate consumption and personnel in the stationery manufacturing process in Spain rose significantly. Intermediate consumption rose from ***.* million euros in **** to ***.* million euros in ****, showing a particularly sharp increase between **** (***). At the same time, personnel costs have fluctuated slightly, rising from ** million euros in **** to **.* million euros in ****. The total cost, combining intermediate consumption and personnel costs, has risen from ***.* million euros in **** to ***.* million euros in ****.

Between **** and ****, there will be a surge in production costs linked to raw materials (***) in the same year, the rise in production costs is mainly due to the cost of raw materials.

Evolution of intermediate consumption costs in the stationery manufacturing process Spain, ****-****, millions of euros Source: ****

Paper mills:

Between **** and ****, the costs of intermediate consumption and personnel expenses at paper mills in Spain showed notable variations. Intermediate consumption expenditure fluctuated from *,*** million euros in **** to a low of ***.* million euros in ****, before rising to *,*** million euros in ****. Personnel costs have also varied, falling from ***.* million euros in **** to ***.* million euros in ****, before rising to ***.* million euros in ****.

The total cost, combining the two, followed a similar trend. It fell from ****.* million euros in ...

4.4 Supply trends

Sustainability: A growing demand for stationery products made from recycled materials and with environmentally-friendly production processes. Minimalism: A focus on simple, elegant designs, with few decorative elements and an emphasis on typography and white space for a clean, professional look. Personalization: A growing trend towards personalizing diaries, business cards, labels and other items with names, photos, logos or other custom designs. Diversification of writing supplies: Increasing popularity of colored pencils, pens with various inks, fluorescent highlighters and versatile sticky notes. Creativity: Personalization and exclusive designs in notepads and other stationery enable companies to reflect their unique identity and stand out in the marketplace. Ergonomic design: Investing in ergonomic office equipment improves employee comfort and promotes health and well-being at work.

Source: ****

5.1 Regulations

Stationery stores in Spain are governed by the"Ley */****, de ** de enero, de Ordenación del Comercio Minorista", which regulates the distribution trade.

Finally, the Nuñez Esteban law firm reminds us of the various important points to bear in mind when opening a stationery store:

Opening license: Essential to operate legally. An application must be submitted to the local town hall, and specific requirements must be met, the latter varying according to location and local regulations. Business license: Required in addition to the opening license, especially if additional services such as photocopying, binding or printing are offered. It is advisable to consult local authorities to check whether this license is required. Trade register: If the stationery shop is operated as a business, registration with the local or regional commercial register is mandatory. This establishes the company's legal structure and ensures compliance with tax obligations. Taxation of economic activities (***): In some places, an economic activities tax, which taxes commercial activities, must be paid. The amount payable depends on the type of business and the location, so it's essential to consult the local tax authorities. Trademark and copyright registration: If trademarked or copyrighted products are sold, it is necessary to comply with ...

6.1 Segmentation

• Arconvert Sa.
• Hamelin Brands Sl
• Tompla Industria Internacional Del Sobre Sl
• Apli Paper Sau
• Formularios Europeos Sa
• Distribuidora Rotger Slu
• Santos Ochoa, Sa
• Zinet Media Global Sl
• Vasco Informatica Sl