Content of the study

Available languages


1.1 Definition and scope of the study

The pen market represents the main segment of the writing market and includes the sale of by-products such as ballpoint pens, fountain pens, and markers.

Since their invention in 1985, pens have been used worldwide, with stable and steady demand. However, the increasing integration of technology has caused the inherent characteristics of pens to be revisited. For example, we refer in part of this study to smartpens, which are connected to an electronic device such as a tablet.

It is important to refer to the luxury pen segment, whose sales grew by 2.1 percent in 2018, mainly due to price increases. These products, in fact, are increasingly seen as true luxury products and less as simple writing instruments.

In Italy, the pen market is very fragmented when measured by the number of pen retailers, with many different brands, sizes, shapes and features. However, there are giants in the industry, such as Bic, Staedtler, and Pilot, which contribute to a highly concentrated market in terms of sales.

In terms of distribution, sales occur mainly in supermarkets or hypermarkets, or in stationery stores. E-commerce accounts for only a small part of the distribution market share.

Although the pen industry remains relatively slow to innovate, new trends are becoming increasingly important and include, for example, products made from recycled plastic.

1.2 Global market analysis

The global market for writing instruments was valued at $** billion in ****, and is projected to reach a value of $** billion by ****, growing at a CAGR of *.* percent. The chart below shows the evolution of the size of the market under analysis, and its forecast to ****.

Pens Market - Global Size World, ...

1.3 The Italian market

In Italy, the market for pens is characterized not only by the production and distribution of standard items-namely, ballpoint pens that dispose of themselves once they run out of ink-but also by the creation of luxury pens. These are tools that, at first, may seem a bit unfashionable, especially considering the ...

1.4 Analysis of import and export

Introducing the analysis of imports and exports, the graph below shows the volume that international pen trade took in the period from **** to ****. Specifically, from the graph below, it is possible to assess a reversal that imports and exports have experienced: from a trade deficit situation that ran from **** to ****, a ...


2.1 Overview of demand

Considering the broader category of stationery in general, the Italian market recorded a value of more than *** million in ****. In terms of the weight of the segments, writing ranks first with a market share close to ** percent and a total value of more than *** million. This is followed by office products ...

2.2 Demand drivers

Education level

As shown in Part *.*, nearly **% of pen users are students. Therefore, it can be inferred that education is one of the main drivers for the market under consideration. In particular, it is also relevant to consider the different levels of degree attained by the population, since, in general, traditional ...

2.3 New trends in demand

For so long, personalized pens have been a viable alternative for gifts or for companies as a personalized gadget to offer their customers or sponsors. However, in recent years, there has been an increased focus among users on the material chosen to produce the pens. In this period, the focus has ...

2.4 Geographical distribution of demand

Considering the demand drivers analyzed in section *.*, it is possible to assess the level of education in different Italian regions to get a clear understanding of the distribution of demand for pens.

Specifically, in the graph above, the level of education for each macro-region is calculated in terms of % of the ...


3.1 Market structure and dynamics

Given the high specificity of the market, it is necessary to consider the main components of which pens are made to assess the number and type of legal entities operating in the sector in the Italian landscape. Considering the most widely used types of pens, they consist mainly of a plastic ...

3.2 Value chain


Specifically, from the graph above, it can be seen that pen distribution is mainly associated with two types of channels: on the one hand, store-based retailers, ranging from large grocery stores to mixed retailers that provide a variety of products. On the other hand, store-less retailing mainly involves e-commerce platforms that ...

3.3 Distribution channels

Considering the broader category of stationery products, the chart below shows the proportion of products sold in the main distribution channels.

Stationery Products - Distribution Channels Italy, ****, in %. Source: ****

However, considering the value chain for pen production reported in the previous section, it is to be expected that part of the ...


4.1 Type of the offer

The pen market offers a wide variety of products, which differ in many factors, including the size of the pen tip, the type of ink used, the color, and so on. The following categories of pens can be listed:

Ballpoint pens; Roller pens; Gel pens; Markers and highlighters; Touchscreen pens with ...

4.2 Prices

To assess the price of pens in the Italian market, we need to consider the consumer price index of stationery products, which are represented by ECOICOP ****. Considering the graph below, we can see an increasing trend in the consumer price index for stationery products, calculated using **** as the base (***). As described ...


5.1 Regulatory framework


6.1 Segmentation

  • Staedtler
  • Henkel Italia
  • Pilot Pen
  • F.I.L.A.
  • Montblanc
  • Parker Pen Company

To keep reading, buy the full research

What is in this market study?

  • What are the figures on the size and growth of the market?
  • What is driving the growth of the market and its evolution?
  • What are the latest trends in this market?
  • What is the positioning of companies in the value chain?
  • How do companies in the market differ from each other?
  • Access company mapping and profiles.
  • Data from several dozen databases

  • This market study is available online and in pdf format (30 p.)
  • Consult an example PDF or online
  • Recent reviews ★★★★☆ 


Analysts 1 sector analyzed
in 40 pages


  • Top Universities
  • Expert opinion


  • Databases
  • Press
  • Company reports


  • Continuously updated
  • Permanent watch


  • Synthetic structure
  • Standardized charts

Reviews (5)

The household linen market - France

Publicado en 31/05/2022 by Hokko

Very good study, complete with figures that helped me in my research

The furniture market - France

Publicado en 07/03/2022 by Olivier RICARD - Cosmmy

"Structured study with good macro and micro data. Also gives good focus and thinking to approach the market and its segments Also opens up interesting avenues and sources to go further depending on one's needs."

The interior design market - France

Publicado en 07/03/2022 by Olivier RICARD - Cosmmy

"Structured study with good macro and micro data. Also gives good focus and thinking to address the market and its segments Also opens up interesting avenues and sources to go further depending on one's needs."

The household linen market - France

Publicado en 10/01/2022 by Sebastien wolff

Complete and detailed study on the types of articles. Surprising to note that on a global level, articles made of synthetic and artificial fibers are increasing while those made of natural fibers are decreasing

Businesscoot Response:

Hello Sebastien, Thank you for your feedback and we are delighted that this study has given you a good overview of the market.

The interior design market - France

Publicado en 03/12/2021 by Malcolm Vincent

Good vision of a very fragmented and fashion-dependent market, both for products and distribution

Businesscoot Response:

Hello Malcolm, Thank you for your feedback and we are pleased that this study has given you a good overview of the market.