Writing instruments is a highly mature and saturated category in Germany. With the ongoing digitalisation of correspondence and pens and pencils remaining among the most popular giveaways as company merchandise, consumers often do not need to purchase low-priced writing instruments. However, if they do, functionality, ease of use and comfortable handling continue to play increasingly important roles when choosing such products. Additionally, many consumers, especially in high ranking office positions, tend to select luxury brands for reasons of prestige and a higher level of sophistication. In summary, these almost opposing trends resulted in a minimal current value increase for writing instruments in 2015, solely driven by rising demand for more functional products and brands with a better reputation.
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With a product and service portfolio that exceeds that of all other competitors, Faber-Castell AG maintained its strong leading position in German writing instruments in 2014. A high level of innovation, reflected in numerous new product launches in 2014 and 2015, supported the company’s value sales growth, with it securing a 12% value share. Its strong positioning and popularity among German consumers can also be attributed to the company’s long history and high levels of brand recognition.
Intensifying competition and price promotions led by retailers and manufacturers alike are expected to have a negative impact on the future value sales of writing instruments. In addition, a declining birth rate over the review period will result in a declining consumer base over the forecast period as fewer children will be starting school. In addition, ongoing saturation within writing instruments will also likely contribute to the category’s anticipated value sales decline over 2015-2020.
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The Writing Instruments in Germany 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
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