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Writing Instruments in Germany

Publisher Euromonitor International
Published Jan 29, 2026
Length 24 Pages
SKU # EP20870230

Description

Writing instruments in Germany saw retail current value growth of 2% in 2025, to reach EUR647 million. However, polarisation was seen, with consumers trading up to premium products or trading down to affordable options. The demand for premium and tech-enabled writing instruments drove growth at the high-end of the market, supported by an increase in the number of high-net-worth individuals. With only marginal retail current value growth to 2030, brands should focus on premiumisation, sustainabil...

Euromonitor International's Writing Instrumentsin Germany report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2021-2025), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Colouring, Markers and Highlighters, Pencils, Pens, Writing Accessories.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Writing Instruments market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

24 Pages
Writing Instruments in Germany
Euromonitor International
January 2026
List Of Contents And Tables
WRITING INSTRUMENTS IN GERMANY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Premiumisation and digital transformation drive growth
CHART 1 Key Trends 2025
INDUSTRY PERFORMANCE
Premium products and affordability drive sales polarisation
Sustainable and inclusive products gain traction
CHART 2 Schneider wins German Sustainability Award 2024
The shift to AI-enabled writing accelerates
CHART 3 Example: AI and Tech Innovation
WHAT’S NEXT?
Premium tech-enabled products and budget products to drive sales polarisation
Sustainability and inclusivity expected to shape product design and brand positioning
Digital platforms and AI integration to gain further ground
CHART 4 Analyst Insight
COMPETITIVE LANDSCAPE
Faber-Castell and Schneider lead with a strong domestic presence and affordability
Opportunities for growth will remain by focusing on sustainability and technology
CHANNELS
Offline retail remains dominant, but loses share to retail e-commerce
Retail e-commerce gains traction due to convenience and wide product range
COUNTRY REPORTS DISCLAIMER
CHART 5 Key Trends 2025
CHART 6 GOT BAG Received a German Design Award 2025 for its Bag Designs
CHART 7 Google's Pixel Watch 3 Introduces Innovative AI-Powered Features
CHART 8 Analyst Insight
CHART 9 Real GDP Growth and Inflation 2020-2030
CHART 10 PEST Analysis in Germany 2025
CHART 11 Key Insights on Consumers in Germany 2025
CHART 12 Consumer Landscape in Germany 2025
PERSONAL ACCESSORIES IN GERMANY
EXECUTIVE SUMMARY
Premiumisation and tech integration drive value growth amid volume decline
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Slowing inflation and cautious consumer spending shape category dynamics
Traditional and connected watches is the largest, with growth driven by connected watches
Sustainability is crucial, with consumers seeking recycled and biodegradable components
AI and tech innovation reshape personal accessories
WHAT’S NEXT?
Sustainable personal accessories set to drive growth
Traditional and connected watches to remain largest category and remain stable
Digital technology and market polarisation expected to become more evident
COMPETITIVE LANDSCAPE
Leading brands maintain their positions, but changes in share evident
Market polarisation impacts the competitive landscape
Sustainable practices and innovation expected to drive opportunities for brands
CHANNELS
Retail offline remains dominant as consumers still value the shopping experience
Retail e-commerce drives growth with convenience and flexibility
ECONOMIC CONTEXT
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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