The pen market - Italy | Businesscoot

INFORMATION ON THE STUDY

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Last update: 03/12/2020
Language: EN
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Content of the study

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MARKET OVERVIEW

1.1 Definition and scope of 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 all over the world, with a stable and constant demand. However, the increasing integration of technology has led to the assumption that the intrinsic characteristics of pens will be revisited. For example, we refer to 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 pens segment, whose sales grew by 2.1% in 2018, mainly due to higher prices. These products, in fact, are increasingly seen as true luxury products and less as simple writing instruments.

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

In terms of distribution, sales are mainly made in supermarkets or hypermarkets, or stationers. E-commerce represents only a small part of the distribution market share.

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