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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.

DEMAND ANALYSIS

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATION

POSITIONING OF THE PLAYERS

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in 40 pages
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Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Arnaud W.
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Ross Alumni Club France

Arnaud W.

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Amaury de Balincourt
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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane E.

EDHEC

Imane E.

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.