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MARKET OVERVIEW

1.1 Definition and scope of study

Stationery shops are shops selling stationery, often located near schools and offices. Stationery items are products used to support the writing or printing of texts. There are 3 categories:

  • School materials (sheets, notebooks, etc.).
  • Correspondence (unprinted envelopes and tickets, etc.).
  • Administrative (registers, account books, etc.)

The global stationery market is growing thanks to the increase in literacy rates and the number of young people who attend higher education, promoted by the numerous initiatives of national governments. The regions that are expected to grow the most are the Asia-Pacific and MENA regions, thanks to a large usage of different types of stationery products, an increasing number of educational institutions in rural and urban areas, and the access to education for more sections of society.

The Italian stationery market has been slowly shrinking for several years, although it remains one of the preferred channels for consumers who prefer to buy in physical shops. In fact, consumers appreciate the low prices, the wide assortment, the high competence and immediacy of purchase that stationery shops offer. Today, stationery shops still account for around 60% of the total market. 

The market is very fragmented. It is mainly inhabited by small local operators, but they are increasingly threatened by new large international digital operators such as Amazon. In 2020, there are around 10,900 stationers in Italy.

The increase in school enrolment and business activities are the factors that have contributed the most to the survival of the stationery market in Italy. However, the sector is facing several challenges, including the dematerialisation of documents in the public and private sector and the increasing use of electronic mail. 

To meet these challenges and changing demand, the sector is trying to reinvent itself through aesthetic innovations and diversification of price ranges. Related sectors, particularly the paper one, continue to evolve by adopting new environmentally friendly practices and offering more environmentally friendly products.

DEMAND ANALYSIS

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATION

POSITIONING OF THE PLAYERS

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Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu L.

Associate Consultant

Mathieu L.

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Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Ross Alumni Club France

Arnaud W.

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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 F.

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise F.

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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 O.

Emil O.

Anna O.

Anna O.

Gabriel S.

Gabriel S.