The global stationery market has been growing, with an increase in estimated value from US$90.6 billion to US$128.3 billion forecast by 2025, at a compound annual growth rate of 5.1%. This growth is particularly fueled by the development of education in the Asia-Pacific region, which dominated the market in 2018 with a 32.0% share.

Trends and dynamics in the Italian stationery market

Stationery stores continue to play a key role in Italy's retail sector, catering to a customer base that extends to students, professionals and individual consumers. With around 21,000 stationers before the pandemic and a market value of almost 420 million euros, these stores remain a cornerstone for those who prefer the immediacy and physical contact of in-store shopping. Although stationers are widely appreciated for their competitive prices and vast product assortments, the Italian market has seen a gradual decline, meaning that the sector is not immune to challenges and competition. The education sector, fuelled by the constant number of school enrolments, is a major driver of demand for stationery. However, there has been a slight decline in the number of students, which could have an impact on demand for stationery. In addition, business customers have long been an established clientele for stationery stores, but the recent trend towards intelligent working models could lead to a decline in corporate stationery purchases. With the digital world encroaching on the traditional market, e-commerce giants such as Amazon pose a significant threat to local stationers.

The structure of the Italian stationery market is highly fragmented, and the arrival of these digital players has pushed local stores to adapt by offering a wider range of products and services, including personalized items and eco-friendly options. The COVID-19 pandemic undoubtedly marked a major break in the industry, resulting in a sharp drop in sales due to the prolonged closure of educational establishments and businesses. This, coupled with a new consumer preference for online shopping, with its perceived advantages in terms of price and variety, dictated a new reality for stationery stores. Variations in demand have become more pronounced, with the market observing seasonal peaks, particularly during the back-to-school and end-of-year holiday periods. Consumers are increasingly turning to sustainable and luxury products, pointing to an evolving market where aesthetics and environmental awareness play an increasingly important role.

The key players shaping the stationery market landscape

The stationery market is a vibrant tapestry of diverse players, each bringing their own flavor and innovation to the industry. The following companies stand out for their influence and presence in the global stationery market:

  • Shandong Cheming Paper Holdings Ltd: Leading the way with a significant global presence, Shandong Cheming Paper Holdings is renowned for its extensive papermaking operations, catering to a wide range of stationery needs, from school supplies to office essentials.
  • Yuan-Kimberly Co: Specializing in paper products, Yuan-Kimberly Co. has carved out a niche for itself by focusing on quality and durability. Its products are aimed at both educational institutions and businesses.
  • Corp Express: Corp Express, one of the world's largest specialty distributors, offers business customers a wide range of office supplies and paper products, positioning itself as a one-stop shop for corporate stationery needs.
  • Office Depot: A recognized name in the stationery market, Office Depot offers a complete selection of supplies for professionals and individuals. Its extensive reach and wide range of products make it a major player in the market.
  • Sanya Haitian Goushu Center Co: With a strong focus on distribution, Sanya Haitian Goushu Center Co. serves as a vital intermediary between manufacturers and end-users, ensuring the availability of various stationery items in all regions.
  • Buffetti Group: As Italian market leader, Buffetti Group dominates the Italian stationery landscape. Thanks to its presence in the retail and distribution channels, the Buffetti Group stands out for its wide range of products and serves as a benchmark for excellence in the industry.
  • Pigna: Now part of the Buffetti Group, the Pigna name is synonymous with high-quality paper products, from notebooks to writing paper, maintaining a heritage of know-how and innovation in the stationery field.
  • Stabilo: a brand that resonates with professionals and consumers alike, Stabilo's distinctive pens and markers underline the importance of writing instruments in the stationery market with their ergonomic design and bright colors.
  • 3M: Known for its innovative approach to office supplies, 3M's portfolio includes a plethora of products that promote productivity and organization, such as sticky notes and labeling solutions.
  • Cartiere Milano Fabriano: With roots deeply rooted in tradition, Cartiere Milano Fabriano embodies the art of fine paper making.
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  • Number of pages : 30 pages
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  • Last update : 23/02/2024
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Summary and extracts

1 Market Overview

1.1 Definition and scope of the study

Stationery items, which include notebooks, pens, scissors, highlighters, crayons, and colors, represent indispensable daily utility goods in homes, schools, and offices. The global demand for these products is supported by the increasing numbers of offices and educational centers, as well as the growing adoption of innovative stationery items that redefine market trends.

In 2023, the size of the global stationery products market was estimated at $151.46 billion, with projected growth to $213.11 billion by 2030, marking a compound annual growth rate(CAGR) of 5.00%. In Europe, the specific market for school stationery supplies reached $24.3 billion in 2022 and is expected to expand to $30.4 billion by 2028, with a CAGR of 3.8%.

Regional analysis in Italy shows that Lombardy, Campania, and Lazio are the three regions with the highest concentration of stationery business, reflecting the geographic distribution of supply and demand for these products. In addition, online search trends show a seasonal peak in the September period, related to the return to school, highlighting the importance of targeted marketing strategies for stationery retailers.

A prominent emerging trend is the move toward sustainability, which is driving consumers toward products that have less impact on the environment. Sustainable stationery, which includes items made from eco-friendly materials such as recycled paper, sustainably managed lumber, and recycled plastic, is gaining popularity. This trend not only responds to consumers' growing environmental awareness but also offers new market opportunities for stationery manufacturers and retailers.

1.2 Global market analysis

Stationery items and products are utility items for everyday use in homes, schools, or offices. These items include notebooks, pens, scissors, highlighters, crayons, and colors. At the macro level, the growing number of offices and educational centers globally drives demand for the products. At the micro level, the growing adoption of ...

1.3 Italian market

Analyzing the retail trade of textbooks, stationery and office supplies, it immediately jumps out that the three regions with the highest concentration of business in this sector are:

Lombardy (***) Campania (***) Latium (***) Macroregion Value in % Northwest **,* Northeast **,* Center **,* South and Islands **,*

To view the value of turnover of enterprises active in the ...

1.4 The foreign market

In Italy, the office and school supplies sector has an interesting trade dynamic, characterized by an import volume that exceeds that of exports. During ****, imports declined, probably influenced by restrictions and changes in consumption behavior following the global pandemic. However, in ****, a significant recovery was observed, with the value of imports ...

1.5 Impact of the conflict between Russia and Ukraine

The outbreak of the Russian-Ukrainian conflict in February **** resulted in, among other things, a general increase in the consumer price index. The stationery sector is not exempt from this increase. Through the analysis of the consumer price index, an increase of **.* points or +**.* percent is noted.

Consumer price index - stationery ...

2 Demand analysis

2.1 Demand characteristics

To visualize the extent of demand in stationery and drawing materials, the monthly household expenditure item in the last five years available in the Istat Database (***) is shown. From **** to ****, purchases in the sector increased by **.* percent, which is a positive figure denoting significant significance of the sector.

Expenditure item in ...

2.2 Demand drivers

The trend of online searches related to the keyword "stationery" shows a clear seasonal pattern, showing a significant increase in interest during the September period. This spike correlates closely with the return to school, a time when students, teachers and parents are looking for school supplies and materials needed for the ...

2.3 Geographical distribution of demand

To visualize the geographical distribution of consumption in stationery and drawing materials, an analysis of monthly household spending in **** is proposed. It can be seen that the highest spending values are in the regions of Northern Italy, where spending is recorded around €*.** current; followed by Central Italy with a value of ...

3 Market structure

3.1 Market structure and dynamics

To analyze the structure of the market related to the production of stationery items, it is essential to consider the number of enterprises active in this sector. A detailed survey reveals that, in the period between **** and ****, there has been a considerable decrease in the number of these enterprises, with a ...

3.2 Value Chain

The value chain in the stationery market includes several key stages:

Research and Development (***): product and design innovation. Procurement: purchase of raw materials, such as paper, inks, plastics. Production: manufacture of stationery items, such as pens, notebooks. Quality control: quality assurance of finished products. Logistics: distribution of products to retailers or ...

3.3 Distribution channels

To delve deeper into the analysis of distribution channels in the stationery and office supply sector, it is essential to consider both the wholesale and retail trade of these items. The survey begins by examining the wholesale trade, where a decrease in the number of operating firms is observed, with a ...

3.4 Main actors

4 Supply analysis

4.1 Type of Offering

Stationery products are essential for both the school and college environment and the business world and include a wide range of items used for writing, drawing, organizing and filing documents. Below is a description and list of major stationery products, based on common information available in multiple sources:

Writing supplies

Pens: ...

4.2 Prices

The following are examples of pricing for products in this market. Product Price BIC pens (***) *,** € Faber-Castell Pencil *,** € Patel Cariola highlighters (***) *,** € Tripp-Ex Correctors *,** € Giotto Crayons (***) *,** € Giotto markers (***) *,** € Staedtler eraser *,** € Staedtler compass **,** € Notebooks and notepads (***) *,** € Binders - mitama *,** € Adhesive labels **x** mm format (***) *,** € Scissors *,** € Pritt glue stick (***) *,** € Eberhard Faber ruler *,** € Casio pocket calculator *,** ...

4.3 The ecological stationery

Recently we are witnessing a green revolution that directs consumer purchases toward products that do not negatively impact the environment (***) and, on the contrary, contribute to its well-being. Sustainable stationery is a prime example of this trend; the term applies to items such as: pens, pencils, notebooks, packaging, boxes, and more. ...

5 Regulations

5.1 Rules and regulations

In order to provide an accurate list of laws and regulations affecting the stationery market in Italy, it is important to consider several areas, including product safety, environmental protection, tax regulations, and business benefits.

Legislative Decree ***/**** (***): includes regulations on product safety, including stationery, and consumer protection. REACH Regulation (***) No. ****/****: also applicable ...

6 Positioning of players

6.1 Segmentation



  • Faber-Castell
  • Staedtler
  • Legami
  • F.I.L.A.
  • Carioca
  • Etafelt
  • Stilolinea
  • Gruppo Buffetti

List of charts

  • Global stationery market value
  • European market value of school stationery
  • Printing industry turnover in major countries
  • Turnover other manufacturing nca
  • Consumer price index - stationery items
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