French consumers are unlikely to dedicate a significant proportion of their household budgets to school supplies over the forecast period. This household budget is one of the most affected by inflation due to soaring costs of plastic.
The second-hand market for luxury pens is growing in France, which is supporting the perception among consumers of these accessories as investments, but the trend can also cannibalise sales of new products. On the other hand, more basic writing instruments are only likely to be replaced when they no longer work, and there could be internal cannibalisation from reused basic writing instruments each term when children return to school.
The cannibalisation between store-based retailing and e-commerce is likely to return, as multi-brand stores are losing customers for limited series of premium/luxury writing instruments. While e-commerce sales in the category have declined compared to the highs of 2021, they remain significantly higher than pre-pandemic levels, supported by marketplaces (notably Amazon) and direct sales from manufacturers, such as ST Dupont, Lamy, and Montblanc.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in France with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Writing Instruments
Writing instruments is the aggregate of pens, pencils, colouring, markers and highlighters and writing accessories.
See All of Our DefinitionsThis report originates from Passport, our Writing Instruments research and analysis database.
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