Market Report, "Writing Instruments in Italy", published

In Italy, sales of writing instruments kept being negatively impacted by the negative economic conjuncture in 2014. Although consumer spending confidence was slightly higher than in 2013, consumers still spend on non-essential goods with caution, being more careful to limit their budget on writing instruments as well. Nonetheless, not all sub-categories were affected evenly, with the more essential writing instruments and those ones dedicated to children, such as colouring and ball point and roller ball pens, weathering the economic crisis more boldly in 2014.

Competitive Landscape

The competitive landscape of writing instruments continued to be quite fragmented, with approximately 30% of turnover accounted for by a large number of small manufacturers in 2013. The market was led by Sté Bic SA, which reached current value share of 13% in 2013. The company operates in all writing instruments sub-categories with the exception of fountain pens and inkwells and refills. Its main brand is Bic, which is the leading brand within pen and pencils and enjoys widespread popularity due to its strong focus on value-for- money quality.

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Industry Prospects

Over the forecast period, sales of writing instruments are set to remain affected by the low consumers’ confidence as an effect of the slow recover of the economy. Although the Italian economy is expected to show positive GDP growth from 2015 onwards, consumers will maintain a very cautious attitude to spending over the next five years. As a result, sales of writing instruments are set to decrease at a -2% constant value CAGR, also recording negative rates at volume terms.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Writing Instruments industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Writing Instruments industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Writing Instruments in Italy market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* How have sales of writing instruments evolved over the past few years in Italy?

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