The school supplies market - France

The French school supplies market has displayed varied trends since 2020. In 2021, the market experienced growth in value across all product categories, despite a general drop in sales volume in 2022, and with a substantial price increase of 4.25%. The production of these supplies remains predominantly French, emphasizing the difficulty in relocating due to factors such as the weight of paper.

The main sales channel continues to be supermarkets, with a commanding 83% market share, though e-commerce is steadily gaining traction. The global market is projected to grow moderately at a rate of 3.8% from 2021 to 2027, potentially reaching $111.1 billion. However, in France, there has been a decline in school supplies sales in hypermarkets and supermarkets, with a 5.9% increase in 2021-2022, regaining ground after a pandemic-induced slump.

In terms of product sub-categories, writing instruments and accessories have led the growth. Notwithstanding these positive developments, the industry is navigating challenges such as the impact of digital technology, falling birth rates, and decreased consumption power amidst steady price inflation. Moreover, France exhibits a trade deficit in plastic school supplies with imports ($117 million) nearly doubling exports ($53 million) in 2021, largely due to competitive pricing from countries like China and Germany.

Further, the stationery manufacturing sector has seen a 22% decline in jobs between 2015 and 2021. Also of concern are potential future regulations due to a scandal around toxic substances in school supplies, pointing to the likely tightening of health measures governing these products.

Dynamics and Trends in the French School Supplies Market

The French school supplies market caters to a diverse student population, where each of the 12 to 15 million students requires an array of educational tools yearly for their academic pursuits. Ranging from writing instruments to paper, filing, and adhesives, these supplies mostly remain produced within the French territory due to logistic challenges in relocating heavy paper-based products like notebooks. Distribution channels manifest through hypermarkets, cultural superstores, and specialized e-commerce platforms, with a strong preference among consumers towards supermarkets, which claim over 80% of the market share.

The internet shopping trend, though, is gradually gaining prominence.  The seasonal nature of school supplies sales accentuates during weeks 33 to 37, aligning with the school year's onset—manifesting a crucial time for brands to innovate and adapt, especially in an era where digital technology is making headways into educational avenues.

Amidst the challenges of diminishing birth rates and fluctuating consumption patterns, the French school supplies market is tasked to maintain the average expenditure of around €140 to €160 for school supplies, in the backdrop of pressures to integrate environmentally sustainable practices and address consumer concerns over toxic materials.

As the global landscape for school supplies projects a modest growth trajectory—with expectations to escalate to upwards of $110 billion by the latter half of the 2020s—the French market, too, sees a significant share in paper notebook exports. This is facilitated by France's substantial paper production capacity, being among the top 10 in Europe, with forests spanning between 15 and 20 million hectares. Various factors, such as the rise in literacy rates surpassing 85%, brand consciousness, and innovative marketing campaigns, drive the market forward.

Nevertheless, the French stationery industry is experiencing a labor downturn, indicating the sector's challenges amidst evolving consumer demands and technological advancements. In terms of consumer prices, the market for stationery and drawing supplies observed a stark increase between 2021 and 2022, with a rise aligning with or slightly above the general inflation rates. This speaks volumes of the price sensitivity and could be a determinant factor in future demand patterns.

Key Market Players in the French School Supplies Sector

The French school supplies market features several prominent retailers, each with its unique positioning and offering to cater to a broad spectrum of consumers – from parents to students. With their diverse distribution channels, these players ensure the back-to-school season is well-supported by easily accessible products and services.

• E.Leclerc: As a heavyweight in the hypermarket segment, E.Leclerc holds a dominating presence with their extensive network of stores across France. They offer a vast selection of school supplies, catering to the bulk-buying tendencies of consumers seeking both variety and value for money during the high-demand season.

• Cultura and Fnac: These are the go-to destinations in the "Grandes Surfaces Spécialisées" (GSS) category, specializing in cultural and creative products. Both Fnac, with its comprehensive national coverage, and Cultura, as an emerging contender, provide quality products complemented by expert sales advice. They are especially favored for their specialized offerings and the engaging shopping experience they provide.

• Bureau Vallée: Leading the superstore concept since 1990, Bureau Vallée has established itself as a primary source for both retail customers and businesses. With a massive network of stores, predominately franchised, they emphasize on economies of scale, allowing them to offer competitive prices, especially for bulk purchases.

• Plein Ciel: Known for a sizeable operation with numerous outlets, Plein Ciel caters to shoppers looking for a range of options in stationery and office supplies. Strategically placed, their stores make for a convenient choice for consumers throughout the country.

• Top Office: Although a smaller chain compared to the others, Top Office maintains a foothold in the market with its dedicated stores. It continues to serve customers with its focused inventory, suited particularly for those in search of specific school and office supplies.

• Office Dépôt: Previously a significant name in the market with multiple stores, Office Dépôt's trajectory serves as a stark reminder of the competitive nature of this industry. The challenges faced in 2021 highlight the need for adaptation and resilience in an ever-evolving marketplace.

Together, these key players bring dynamism to the French school supplies market. By addressing different consumer needs through their strategic positioning, these retailers manage to maintain relevance and continue to flourish, even in a landscape marked by digital transformation and evolving consumer behaviors.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 09/03/2023

Summary and extracts

List of charts

• Size of the global school supplies market
• Balance of trade in plastic school supplies
• Balance of trade in notebooks, writing implements, paper
• France's main customers for notebooks, paper and writing materials
• France's main suppliers of plastic school supplies
• School supplies sales in supermarkets
• GSA sales by school supplies category
• GSA sales in the Writing and Paper categories
• Trends in interest in the "school supplies" search on Google
• Breakdown of 1st and 2nd degree apprentice students
• BIC pens price comparison by batch size
• Stationery market share by product type
• Job losses in the stationery production sector
• Annual consumer price index for stationery and drawing materials
• Annual consumer price index
• Number of products available by category
• Presence of harmful compounds in school supplies
• Number of hypermarkets by brand in France
• Number of GSS Culture stores
• Number of stores by Superstore
• Superstore sales between 2019 and 2021
• School supplies volumes and values by store type
• Percentage of respondents who think it's important to buy eco-responsible products for back-to-school
• France's favourite pen brands
• France's favorite notebook brands
• Comparison of stationery brand ratings by age category