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Global Writing and Marking Instruments Market

  • November 2014
  • -
  • Global Industry Analysts
  • -
  • 421 pages

This report analyzes the worldwide markets for Writing and Marking Instruments in US$ Thousands by the following Product Groups/Segments: Pens/Markers (Ballpoint & Gel Pens, Roller Pens, Mechanical Pens, Fountain Pens, & Markers), and Pencils/Art Goods (Wood cased Pencils, Mechanical Pencils, & Art Goods). The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific, Middle East, and Latin America. Annual estimates and forecasts are provided for the period 2013 through 2020. Also, a seven-year historic analysis is provided for these markets. Market data and analytics are derived from primary and secondary research. Company profiles are primarily based on public domain information including company URLs. The report profiles 187 companies including many key and niche players such as -

ADD Corporation Ltd.
A.T. Cross Company
Crayola, LLC
Dollar Industries Pvt. Ltd.
Faber-Castell AG

Table Of Contents

Global Writing and Marking Instruments Market



I. INTRODUCTION, METHODOLOGY and PRODUCT DEFINITIONS

Study Reliability and Reporting Limitations I-1
Disclaimers I-2
Data Interpretation and Reporting Level I-2
Quantitative Techniques and Analytics I-3
Product Definitions and Scope of Study I-3
Pens I-3
Ballpoint and Gel Pens I-3
Roller Pens I-4
Mechanical Pens I-4
Fountain Pens I-4
Markers/Highlighters I-4
Pencils/Art Goods I-4
Wood-cased Pencils I-4
Mechanical Pencils I-4
Art Goods I-4


II. EXECUTIVE SUMMARY

1. MARKET OVERVIEW, TRENDS AND ISSUES II-1
Growth Trajectory Continues Despite Influx of Electronic Devices II-2
Factors Driving Sales II-2
Growth Drivers (On a Scale of 1-10) II-2
Stationery Industry Amid Economy Upheavals II-3
Rising Education Levels to Inject Demand II-4
Table 1: Adult Literacy Rate in Developing World (in %)
(includes corresponding Graph/Chart) II-5
Education Sector - Accounts for a Significant Chunk II-5
Table 2: Education as % of GNP Across Select Countries II-6
Favorable Demographics Drive Growth II-6
Table 3: Global (0-14 Years) Population by Country (2013) II-7
Youth Bulge Augurs Well for Writing Instruments Market II-8
Table 4: Global Youth Population (in Millions) Between the
Ages of 10 to 24 Years by Country/Region: 2013 and 2050
(includes corresponding Graph/Chart) II-8

Table 5: Percentage of Youth Population (Aged 10-24 Years)
Enrolled in Secondary School by Gender (2005-2011) (includes
corresponding Graph/Chart) II-9
Developing Countries to Turbocharge Global Growth II-9
Pens Are Here to Stay II-10
The Home Office - An Emerging Market II-10
Affordable Luxury is What Consumers Seek II-11

2. MARKET DYNAMICS II-12
Personalization of Pens: The Emerging Trend II-12
Growing Demand for Fashionable and Stylish Writing Instruments II-12
Aromatherapy in Writing Instruments! II-13
Ecofriendly Pens and Pencils Set the Cash Registers Ringing II-13
Biodegradable Pens Gaining in Popularity II-13
Meeting the Challenges of a Digital World II-14
Innovation and Uniqueness - What Sets Them Apart II-14
Multifunctional Pens to Suit Today's Evolving Needs II-16
Age of Digital Pens II-16
Select Digital Pen Introductions/Innovations in Recent Past II-17
Premium Fountain Pens - Stand Tall II-18
Ergonomic Pens to Relieve Writer's Cramp II-18
Adaptive Writing Aids II-19
Pens in the Competitive List of Gifts II-19
Pens -Strong Growth as A Promotional Vehicle II-19
The Future of Traditional Pencils II-20
Making a Mark with Markers and Highlighters II-20

3. COMPETITIVE SCENARIO II-21
A Fragmented Market II-21
Leading Players of Consumer Stationery II-22
Table 6: World Consumer Stationery Market by Leading Players
(2014): Percentage Share of Value Sales for BIC, Faber
Castle, Crayola, Mitsubishi, MandG, Newell Rubbermaid, Pentel,
Pilot, Schwan- Stabilo, Zebra, and Others (includes
corresponding Graph/Chart) II-22

Table 7: Global Market for Luxury Pens (2013): Percentage
Breakdown of Sales by Brand - Cartier, Montblanc, and Others
(includes corresponding Graph/Chart) II-22

Table 8: The BIC Group: Competitive Positioning Across Key
Product Categories (2013) (includes corresponding
Graph/Chart) II-23

Table 9: The BIC Group: Competitive Positioning in Consumer
Stationary Market Across Key Regional Markets (2013)
(includes corresponding Graph/Chart) II-23

4. PRODUCT OVERVIEW II-24
Writing and Marking Instruments: A Synopsis II-24
Fine Writing Instruments II-24
Writing and Marking Instruments: Historical Timeline II-25
Classification II-25
Pens II-25
Ballpoint and Gel Pens II-26
Roller Pens II-26
Mechanical Pens II-26
Fountain Pens II-26
Markers/Highlighters II-27
Porous Point Pens II-27
Pencils/Art Goods II-27
Wood-cased Pencils II-27
Mechanical Pencils II-27
Art Goods II-27

5. DISTRIBUTION CHANNELS II-28
Supermarkets II-29
Drug Stores II-29
Office Supply Stores II-29
Office Superstores II-29
Warehouse Clubs II-29
Wholesalers II-29
Mail Order II-30
Independent Stationers II-30
Other Distribution Channels II-30
Contract Stationers II-30
Catalog Firms II-30
Discount Stores II-30
Discount Superstores II-30
Mass Merchandisers II-30
Mass Market II-31
Small and Medium Dealers II-31
Mail Box II-31

6. PRODUCT INNOVATIONS/INTRODUCTIONS II-32
Montegrappa to Launch Limited Edition Pele Icons Pen at Dubai
Duty Free II-32
Montblanc Launches New Edition of Patron of Art Collection to
Honor Steinway II-32
Lapis Bard Launches Avant Garde Graphite Range of Luxury Pens II-32
Cross Launches Cross Apogee Collection II-32
Montegrappa Introduces Writing Instrument Collection to Honor
Nelson Mandela II-32
Omas to Launch Limited Edition Pen to Mark Shakespeare's Birth
Anniversary II-32
Montegrappa Offers Series of Pens in Honor of Ayrton Senna II-32
MEISSEN COUTURE Unveils Writing Instruments of Porcelain II-32
Caran d'Ache Introduces Collection of Limited Edition Pens II-33
Montegrappa Launches Horse 2014 Collection II-33
Crayola Launches Ultra-Clean Washable Markers II-33
Mitsubishi Pencil Launches Promark View II-33
Faber-Castell Launches Luxurious Pen Products II-33
Montblanc Presents New Collection of StarWalker II-33
Sheaffer Introduces Official Scuderia Ferrari Collection in India II-33
Montblanc Launches Limited Edition Writing Instrument to Honor
Leonardo da Vinci II-34
TF Est. 1968 Offers the Bridge Rollerball Pen in Palladium II-34
Montegrappa Launches Snake 2013 Limited Edition Collection II-34
Filtrona Porous Technologies Exhibits Innovative Products for
Writing Instruments II-34
Linc Pen and Plastics Ventures into Premium Segment with New Pen
Brand II-34
Pilot Debuts the Erasable FriXion Clicker Pen II-34
Montblanc Launches “Signature for Good” Limited Edition
Writing Instruments Collection II-34
Montblanc Launches Heritage Collection 1912 II-34
Montblanc Introduces Writers Edition 2013 II-35
Montblanc Launches Special Edition Writing Instruments II-35
Montblanc Pays Homage to Albert Einstein with Great Characters
Edition II-35
Camsing Global Offers StyleWrite Line for Promotional Products
Market II-35
Lawrence and Mayo Unveils Writing Instruments under ‘LandM
Xcessoriz' Sub-branding II-35
Graf Von Faber-Castell Presents Limited Edition Diamond
Studded Fountain Pen II-35
OfficeMax Offers Second Generation Line of Premium Pens II-35
Montegrappa Introduces St Andrews 2012 Collection of Pens II-36
Montegrappa Announces Release of Pen Inspired by Sylvester
Stallone II-36
Montblanc Launches Limited Edition “The Heritage Collection 1912” II-36
Montblanc Pays Tribute to Jonathan Swift with Writers Edition
2012 II-36
Montblanc Pays Tribute to Pablo Picasso with Limited Edition
Writing Instruments II-36
Montegrappa Honors St. Moritz with Introduction of New Quartet
of Pens II-36
Montblanc Unveils Montblanc Donation Pen Johannes Brahms II-36
Stabilo Launches the Smartball II-36
Montegrappa Collaborates with Paulo Coelho to Launch The
Alchemist Pen II-36
Montblanc Launches Alfred Hitchcock Limited Edition II-37
Magic Dreams Publishing Release A Giant Pencil by Connor Wilson II-37
Jack Row, British Designer, Launches Luxury Collection of
Writing Instruments II-37
Lawrence and Mayo Plans Launch of Premium Pens for Women II-37
Linc Pen to Launch Premium Pen Brand Category II-37
Pelikan Pens Offers the Souveran 625 II-37
Flair Pens Launches Discover Roller Pen II-37
Crayola Presents Wild Notes Collection II-37
Montblanc Presents The Montblanc Collection Princesse Grace de
Monaco Writing Instruments II-37
Montblanc Presents Masters for Meisterstück L'Aubrac II-38
Montblanc Introduces the Meisterstück Mozart Jewellery Collection II-38
Montblanc adds Two Gems to its StarWalker Collection II-38
Pilot Pen Introduces Eco-Friendly B2P Pen II-38

7. RECENT INDUSTRY ACTIVITY II-39
Shachihata to Invest in India through Artline India Brand II-39
Conid Licenses Bulkfiller Filling System to Sheaffer through
an Agreement II-39
Pilot Introduces Celebrities and Award Nominees to Luxurious
and Innovative Writing Instruments II-39
Montegrappa Appoints Distributor to Introduce Customized
Series in India II-39
Senator Signs Agreement with Beacon Promotions to Market and
Sell Plastic and Metal Pens in North America II-39
Mitsubishi Pencil Acquires Stake in Linc Pen and Plastics II-40
Pilot Pen Earns Ease-of-Use Commendation from the Arthritis
Foundation for Dr. Grip Line of Pens II-40
BIC Group Acquires Majority Stake in Cello Group II-40

8. FOCUS ON SELECT PLAYERS II-41
ADD Corporation Ltd. (India) II-41
A.T. Cross Company (US) II-41
Crayola, LLC (US) II-41
Dollar Industries Pvt. Ltd. (Pakistan) II-42
Faber-Castell AG (Germany) II-42
Kokuyo Camlin Limited (India) II-42
Mitsubishi Pencil Co., Ltd. (Japan) II-43
Montblanc International GmbH (Germany) II-43
Newell Rubbermaid Inc. (USA) II-44
Pentel Co., Ltd. (Japan) II-44
Pilot Corporation (Japan) II-45
Pilot Pen Corporation of America (US) II-45
Sailor Pen Co., Ltd. (Japan) II-46
Societe BIC (France) II-46
STAEDTLER Mars GmbH and Co. KG (Germany) II-46
Tombow Pencil Co., Ltd (Japan) II-47
Zebra Co., Ltd. (Japan) II-47

9. GLOBAL MARKET PERSPECTIVE II-48
Table 10: World Recent Past, Current and Future Analysis for
Writing and Marking Instruments by Geographic Region - US,
Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle
East/Africa, and Latin American Markets Independently Analyzed
with Annual Sales Figures in US$ Thousand for Years 2013
through 2020 (includes corresponding Graph/Chart) II-48

Table 11: World Historic Review for Writing and Marking
Instruments by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Middle East/Africa, and Latin
American Markets Independently Analyzed with Annual Sales
Figures in US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) II-49

Table 12: World 15-Year Perspective for Writing and Marking
Instruments by Geographic Region - Percentage Breakdown of
Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East/Africa, and Latin American
Markets for Years 2006, 2014 and 2020 (includes corresponding
Graph/Chart) II-50
Market by Product Segment II-51
Table 13: World Recent Past, Current and Future Analysis for
Writing and Marking Instruments by Product Group - Pens/Markers
and Pencils/Art Goods Markets Independently Analyzed with
Annual Sales Figures in US$ Thousand for Years 2013 through
2020 (includes corresponding Graph/Chart) II-51

Table 14: World Historic Review for Writing and Marking
Instruments by Product Group - Pens/Markers and Pencils/Art
Goods Markets Independently Analyzed with Annual Sales Figures
in US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) II-52

Table 15: World 15-Year Perspective for Writing and Marking
Instruments by Product Group - Percentage Breakdown of Dollar
Sales for Pens/Markers and Pencils/Art Goods Markets for Years
2006, 2014 and 2020 (includes corresponding Graph/Chart) II-53
Pens/Markers Market II-54
Table 16: World Recent Past, Current and Future Analysis for
Pens/Markers by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Middle East/Africa, and Latin
American Markets Independently Analyzed with Annual Sales
Figures in US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) II-54

Table 17: World Historic Review for Pens/Markers by Geographic
Region - US, Canada, Japan, Europe, Asia-Pacific (excluding
Japan), Middle East/Africa, and Latin American Markets
Independently Analyzed with Annual Sales Figures in US$
Thousand for Years 2006 through 2012 (includes corresponding
Graph/Chart) II-55

Table 18: World 15-Year Perspective for Pens/Markers by
Geographic Region - Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Middle East/Africa, and Latin American Markets for Years 2006,
2014 and 2020 (includes corresponding Graph/Chart) II-56

Table 19: World Recent Past, Current and Future Analysis for
Pens/Markers by Product Segment - Ballpoint and Gel Pens, Roller
Pens, Mechanical Pens, Fountain Pens, and Markers Markets
Independently Analyzed with Annual Sales Figures in US$
Thousand for Years 2013 through 2020 (includes corresponding
Graph/Chart) II-57

Table 20: World Historic Review for Pens/Markers by Product
Segment - Ballpoint and Gel Pens, Roller Pens, Mechanical Pens,
Fountain Pens, and Markers Markets Independently Analyzed with
Annual Sales Figures in US$ Thousand for Years 2006 through
2012 (includes corresponding Graph/Chart) II-58

Table 21: World 15-Year Perspective for Pens/Markers by
Product Segment - Percentage Breakdown of Dollar Sales for
Ballpoint and Gel Pens, Roller Pens, Mechanical Pens, Fountain
Pens, and Markers Markets for Years 2006, 2014 and 2020
(includes corresponding Graph/Chart) II-59
Pens/Markers Market by Product Segment II-60
Table 22: World Recent Past, Current and Future Analysis for
Ballpoint and Gel Pens by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Middle East/Africa,
and Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Thousand for Years 2013 through 2020
(includes corresponding Graph/Chart) II-60

Table 23: World Historic Review for Ballpoint and Gel Pens by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East/Africa, and Latin American
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) II-61

Table 24: World 15-Year Perspective for Ballpoint and Gel Pens
by Geographic Region - Percentage Breakdown of Dollar Sales
for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Middle East/Africa, and Latin American Markets for Years 2006,
2014 and 2020 (includes corresponding Graph/Chart) II-62

Table 25: World Recent Past, Current and Future Analysis for
Roller Pens by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Middle East/Africa, and Latin
American Markets Independently Analyzed with Annual Sales
Figures in US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) II-63

Table 26: World Historic Review for Roller Pens by Geographic
Region - US, Canada, Japan, Europe, Asia-Pacific (excluding
Japan), Middle East/Africa, and Latin American Markets
Independently Analyzed with Annual Sales Figures in US$
Thousand for Years 2006 through 2012 (includes corresponding
Graph/Chart) II-64

Table 27: World 15-Year Perspective for Roller Pens by
Geographic Region - Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Middle East/Africa, and Latin American Markets for Years 2006,
2014 and 2020 (includes corresponding Graph/Chart) II-65

Table 28: World Recent Past, Current and Future Analysis for
Mechanical Pens by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Middle East/Africa,
and Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Thousand for Years 2013 through 2020
(includes corresponding Graph/Chart) II-66

Table 29: World Historic Review for Mechanical Pens by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East/Africa, and Latin American
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) II-67

Table 30: World 15-Year Perspective for Mechanical Pens by
Geographic Region - Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Middle East/Africa, and Latin American Markets for Years 2006,
2014 and 2020 (includes corresponding Graph/Chart) II-68

Table 31: World Recent Past, Current and Future Analysis for
Fountain Pens by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Middle East/Africa,
and Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Thousand for Years 2013 through 2020
(includes corresponding Graph/Chart) II-69

Table 32: World Historic Review for Fountain Pens by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East/Africa, and Latin American
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) II-70

Table 33: World 15-Year Perspective for Fountain Pens by
Geographic Region - Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Middle East/Africa, and Latin American Markets for Years 2006,
2014 and 2020 (includes corresponding Graph/Chart) II-71

Table 34: World Recent Past, Current and Future Analysis for
Markers by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Middle East/Africa, and Latin
American Markets Independently Analyzed with Annual Sales
Figures in US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) II-72

Table 35: World Historic Review for Markers by Geographic
Region - US, Canada, Japan, Europe, Asia-Pacific (excluding
Japan), Middle East/Africa, and Latin American Markets
Independently Analyzed with Annual Sales Figures in US$
Thousand for Years 2006 through 2012 (includes corresponding
Graph/Chart) II-73

Table 36: World 15-Year Perspective for Markers by Geographic
Region - Percentage Breakdown of Dollar Sales for US, Canada,
Japan, Europe, Asia-Pacific (excluding Japan), Middle
East/Africa, and Latin American Markets for Years 2006, 2014 and
2020 (includes corresponding Graph/Chart) II-74
Pencils/Art Goods Market II-75
Table 37: World Recent Past, Current and Future Analysis for
Pencils/Art Goods by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Middle East/Africa,
and Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Thousand for Years 2013 through 2020
(includes corresponding Graph/Chart) II-75

Table 38: World Historic Review for Pencils/Art Goods by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East/Africa, and Latin American
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) II-76

Table 39: World 15-Year Perspective for Pencils/Art Goods by
Geographic Region - Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Middle East/Africa, and Latin American Markets for Years 2006,
2014 and 2020 (includes corresponding Graph/Chart) II-77

Table 40: World Recent Past, Current and Future Analysis for
Pencils/Art Goods by Product Segment - Wood-cased Pencils,
Mechanical Pencils, and Art Goods Markets Independently
Analyzed with Annual Sales Figures in US$ Thousand for Years
2013 through 2020 (includes corresponding Graph/Chart) II-78

Table 41: World Historic Review for Pencils/Art Goods by
Product Segment - Wood-cased Pencils, Mechanical Pencils, and
Art Goods Markets Independently Analyzed with Annual Sales
Figures in US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) II-79

Table 42: World 15-Year Perspective for Pencils/Art Goods by
Product Segment - Percentage Breakdown of Dollar Sales for
Wood-cased Pencils, Mechanical Pencils, and Art Goods Markets
for Years 2006, 2014 and 2020 (includes corresponding
Graph/Chart) II-80
Pencils/Art Goods Market by Product Segment II-81
Table 43: World Recent Past, Current and Future Analysis for
Woodcased Pencils by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Middle East/Africa,
and Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Thousand for Years 2013 through 2020
(includes corresponding Graph/Chart) II-81

Table 44: World Historic Review for Woodcased Pencils by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East/ Africa, and Latin American
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) II-82

Table 45: World 15-Year Perspective for Woodcased Pencils by
Geographic Region - Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Middle East/ Africa, and Latin American Markets for Years
2006, 2014 and 2020 (includes corresponding Graph/Chart) II-83

Table 46: World Recent Past, Current and Future Analysis for
Mechanical Pencils by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Middle East/Africa,
and Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Thousand for Years 2013 through 2020
(includes corresponding Graph/Chart) II-84

Table 47: World Historic Review for Mechanical Pencils by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Middle East/Africa, and Latin American
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) II-85

Table 48: World 15-Year Perspective for Mechanical Pencils by
Geographic Region - Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Middle East/Africa, and Latin American Markets for Years 2006,
2014 and 2020 (includes corresponding Graph/Chart) II-86

Table 49: World Recent Past, Current and Future Analysis for Art
Goods by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Middle East/Africa, and Latin
American Markets Independently Analyzed with Annual Sales
Figures in US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) II-87

Table 50: World Historic Review for Art Goods by Geographic
Region - US, Canada, Japan, Europe, Asia-Pacific (excluding
Japan), Middle East/Africa, and Latin American Markets
Independently Analyzed with Annual Sales Figures in US$
Thousand for Years 2006 through 2012 (includes corresponding
Graph/Chart) II-88

Table 51: World 15-Year Perspective for Art Goods by
Geographic Region - Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Middle East/Africa, and Latin American Markets for Years 2006,
2014 and 2020 (includes corresponding Graph/Chart) II-89


III. MARKET

1. THE UNITED STATES III-1
A.Market Analysis III-1
Market Overview III-1
Consumer Profile of Writing Instrument Users III-2
Preferences of Writing Instruments III-2
Table 52: Consumer Preference in the US Writing
Instruments Market (2014): Preference Indicators (In %)
of Adult Consumers by Type of Writing Instrument for
Regular Use (includes corresponding Graph/Chart) III-2
Reasons for Purchasing Writing and Marking Instruments III-2
Purchase Practices for Pens and Preferences of Consumers III-3
Table 53: Demographic Preference Pattern for Pens in the
US (2014): Preference Indicators (In %) of Adult
Consumers for Top Five Point of Purchase Channels
(includes corresponding Graph/Chart) III-3

Table 54: Demographic Spending Pattern on Pens in US
(2014): Analyzed by Price Range (In US$) and Respective
Percentage of Adult Consumers (includes corresponding
Graph/Chart) III-4
Purchase Frequency III-4
Table 55: Consumer Preference for Pen Usage in the US
(2014): Preference Indicators (In %) for Adult Consumers
by Frequency of Pen Use (includes corresponding
Graph/Chart) III-4
Changing Brand Loyalties for Pens III-4
Table 56: Brand Preference in the US Pen Market (2014):
Preference Indicators (In %) of Adult Consumers for Top
Five Brands (includes corresponding Graph/Chart) III-5
Challenges Posed by Hi-Tech Electronic Gadgets in Education III-5
Market Trends III-5
Pens Gain Popularity III-5
Luxury Writing Instrument Market III-6
Fountain Pens - Survive Prolonged Onslaught of Ballpoint Pens III-6
Pencils Still Relevant with High Utility Value III-7
Shopping for School Supply III-7
Competitive Scenario III-7
Pens: Newell Rubbermaid Leads III-8
Table 57: US Pen Market by Company/Brand (2014):
Percentage Value Breakdown by Company/Brand for BIC Corp.,
Newell Rubbermaid, Pentel of America, Pilot Corp. of
America, Zebra Pen, and, Others (includes corresponding
Graph/Chart) III-8
Markers: Sanford Sharpie and Crayola Top the Charts III-8
Table 58: US Markers Market (2014): Percentage Value
Breakdown by Brand for BIC-Markit, Crayola, Crayola Color
Explosion, Crayola Color Wonder, Sanford Sharpie, and
Others (includes corresponding Graph/Chart) III-8
Crayons: Nothing like Crayola III-9
Table 59: US Crayon Market (2014): Percentage Value
Breakdown by Brand for Crayola, Crayola Telescoping,
Crayola Twistables, Cra-Z-Art, RoseArt, and Others
(includes corresponding Graph/Chart) III-9
Luxury Writing Instruments Market Dominated by Montblanc III-9
Distribution Channels III-10
Table 60: US Writing and Marking Instruments Market (2013):
Percentage Share Breakdown of Sales by Distribution Channel -
Retail, Commercial, Institutional, E-Commerce and Others
(includes corresponding Graph/Chart) III-10

Table 61: US Pens Market (2013): Percentage Share Breakdown
of Volume Sales by Distribution Channel - Mass Merchants,
Drug Stores, Food Stores and Food/Drugstores (includes
corresponding Graph/Chart) III-10
Office Max and Office Depot Marge to Consolidate Market Shares III-11
Trade Dynamics III-11
Imports of Writing Instruments - China Leads III-11
Table 62: US Imports of Writing Instruments by Country of
Origin (2012 and 2013): Percentage Share of Value Imports
for China, Japan, Mexico, Germany, Taiwan, and Other
Countries (includes corresponding Graph/Chart) III-11
Pens and Markers III-12
Table 63: US Imports of Pens and Markers (Felt Tipped and
Other Porous-Tipped) by Country of Origin (2012 and 2013):
Percentage Share of Value Imports for China, Japan,
Mexico, Vietnam, Germany, South Korea, Malaysia, Italy,
Taiwan, India and Other Countries (includes corresponding
Graph/Chart) III-12

Table 64: US Exports of Pens and Markers (Felt Tipped and
Other Porous-Tipped) by Country of Destination (2012 and
2013): Percentage Share of Value Exports for Canada,
Mexico, France, Australia, United Kingdom, Columbia, Hong
Kong, Argentina, Israel, Venezuela, and Other Countries
(includes corresponding Graph/Chart) III-13
Ball Point Pens III-14
Table 65: US Imports of Ball Point Pens by Country of
Origin (2012 and 2013): Percentage Share of Value Imports
for China, Japan, Mexico, India, Germany, South Korea,
France, Taiwan, Indonesia, Italy, and Other Countries
(includes corresponding Graph/Chart) III-14

Table 66: US Exports of Ball Point Pens by Country of
Destination (2012 and 2013): Percentage Share of Value
Exports for Canada, Mexico, France, Australia, Ireland,
Panama, United Kingdom, Venezuela, Japan, Netherlands, and
Other Countries (includes corresponding Graph/Chart) III-15
Fountain Pens, Stylograph Pens and Other Pens III-16
Table 67: US Imports of Fountain Pens, Stylograph Pens and
Other Pens by Country of Origin (2012 and 2013): Percentage
Share of Value Imports for Germany, China, Japan, Italy,
France, UK, Taiwan, Switzerland, Hong Kong, India, and
Other Countries (includes corresponding Graph/Chart) III-16

Table 68: US Exports of Fountain Pens, Stylograph Pens and
Other Pens by Country of Destination (2012 and 2013):
Percentage Share of Value Exports for Canada, Hong Kong,
Germany, UAE, United Kingdom, France, Mexico, Venezuela,
Switzerland, Panama, and Other Countries (includes
corresponding Graph/Chart) III-17
Pencils and Crayons III-18
Table 69: US Imports of Pencils and Crayons by Country of
Origin (2012 and 2013): Percentage Share of Value Imports
for China, Brazil, Mexico, Indonesia, Costa Rica, and
Other Countries (includes corresponding Graph/Chart) III-18

Table 70: US Exports of Pencils and Crayons by Country of
Destination (2012 and 2013): Percentage Share of Value
Imports for China, Mexico, United Kingdom, Hong Kong,
South Korea, and Other Countries (includes corresponding
Graph/Chart) III-19
Product Launches III-20
Strategic Corporate Developments III-21
Key Players III-21
B.Market Analytics III-24
Table 71: US Recent Past, Current and Future Analysis for
Writing and Marking Instruments by Product Group/ Segment -
Pens/Markers (Ballpoint and Gel Pens, Roller Pens, Mechanical
Pens, Fountain Pens, and Markers) and Pencils/Art Goods
(Wood-cased Pencils, Mechanical Pencils, and Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-24

Table 72: US Historic Review for Writing and Marking
Instruments by Product Group/ Segment - Pens/ Markers
(Ballpoint and Gel Pens, Roller Pens, Mechanical Pens,
Fountain Pens, and Markers) and Pencils/Art Goods
(Wood-cased Pencils, Mechanical Pencils, and Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-25

Table 73: US 15-Year Perspective for Writing and Marking
Instruments by Product Group/Segment - Percentage Breakdown
of Dollar Sales for Pens/Markers (Ballpoint and Gel Pens,
Roller Pens, Mechanical Pens, Fountain Pens, and Markers)
and Pencils/Art Goods (Wood-cased Pencils, Mechanical
Pencils, and Art Goods) Markets for Years 2006, 2014 and 2020
(includes corresponding Graph/Chart) III-26

2. CANADA III-27
A.Market Analysis III-27
Trade Dynamics III-28
Pens and Markers (Felt Tipped and Other Porous-Tipped) III-28
Table 74: Canadian Imports of Pens and Markers (Felt
Tipped and Other Porous-Tipped) by Country of Origin (2012
and 2013): Percentage Share of Value Imports for USA, China,
Japan, Germany, Italy, and Other Countries (includes
corresponding Graph/Chart) III-28

Table 75: Canadian Exports of Pens and Markers (Felt
Tipped and Other Porous-Tipped) by Country of Destination
(2012 and 2013): Percentage Share of Value Exports for USA,
El Salvador, Germany, Cuba, South Africa, and Other
Countries (includes corresponding Graph/Chart) III-29
Ball Point Pens III-30
Table 76: Canadian Imports of Ball Point Pens by Country
of Origin (2012 and 2013): Percentage Share of Value Imports
for China, Japan, Mexico, USA, Germany, and Other
Countries (includes corresponding Graph/Chart) III-30

Table 77: Canadian Exports of Ball Point Pens by Country
of Destination (2012 and 2013): Percentage Share of Value
Exports for USA, China, Argentina, Cuba, Germany, and
Other Countries (includes corresponding Graph/Chart) III-31
Fountain Pens, Stylograph Pens and Other Pens III-32
Table 78: Canadian Imports of Fountain Pens, Stylograph
Pens and Other Pens by Country of Origin (2012 and 2013):
Percentage Share of Value Imports for Germany, China,
Italy, Japan, USA, and Other Countries (includes
corresponding Graph/Chart) III-32

Table 79: Canadian Exports of Fountain Pens, Stylograph
Pens and Other Pens by Country of Destination (2012 and
2013): Percentage Share of Value Exports for USA, Germany,
Mexico, Uruguay, Panama, and Other Countries (includes
corresponding Graph/Chart) III-33
Pencils and Crayons III-34
Table 80: Canadian Imports of Pencils and Crayons by
Country of Origin (2012 and 2013): Percentage Share of Value
Imports for China, Mexico, Germany, Taiwan, Japan, and
Other Countries (includes corresponding Graph/Chart) III-34

Table 81: Canadian Exports of Pencils and Crayons by
Country of Destination (2012 and 2013): Percentage Share of
Value Imports for US, and Other Countries (includes
corresponding Graph/Chart) III-34
B.Market Analytics III-35
Table 82: Canadian Recent Past, Current and Future Analysis
for Writing and Marking Instruments by Product Group/Segment -
Pens/Markers (Ballpoint and Gel Pens, Roller Pens, Mechanical
Pens, Fountain Pens, and Markers) and Pencils/Art Goods
(Wood-cased Pencils, Mechanical Pencils, and Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-35

Table 83: Canadian Historic Review for Writing and Marking
Instruments by Product Group/Segment - Pens/Markers
(Ballpoint and Gel Pens, Roller Pens, Mechanical Pens,
Fountain Pens, and Markers) and Pencils/Art Goods
(Wood-cased Pencils, Mechanical Pencils, and Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-36

Table 84: Canadian 15-Year Perspective for Writing and Marking
Instruments by Product Group/ Segment - Percentage Breakdown
of Dollar Sales for Pens/Markers (Ballpoint and Gel Pens,
Roller Pens, Mechanical Pens, Fountain Pens, and Markers)
and Pencils/Art Goods (Wood-cased Pencils, Mechanical
Pencils, and Art Goods) Markets for Years 2006, 2014 and 2020
(includes corresponding Graph/Chart) III-37

3. JAPAN III-38
A.Market Analysis III-38
Market Overview III-38
Stationery Suppliers Focus on Individual Customers III-38
Competition III-38
Table 85: Japanese Pencils Market (2013): Percentage Share
Breakdown of Value Sales by leading Players (includes
corresponding Graph/Chart) III-38

Table 86: Japanese Mechanical Pencils Market (2013):
Percentage Share Breakdown of Value Sales by Leading
Players (includes corresponding Graph/Chart) III-39

Table 87: Japanese Ballpoint Pens Market (2013): Percentage
Share Breakdown of Value Sales by Leading Players (includes
corresponding Graph/Chart) III-39
Imports of Writing and Marking Instruments III-39
Table 88: Japanese Imports of Ballpoint Pencil, Markers and
Writing Instruments by Country of Origin (2012 and 2013):
Percentage Share of Value Imports for China, Germany, South
Korea, Vietnam, Chinese Taipei, France, Thailand, Italy,
US, Ireland, and Other Countries (includes corresponding
Graph/Chart) III-40

Table 89: Japanese Imports of Pencil, Pencil Leads, and
Chalks by Country of Origin (2012 and 2013): Percentage Share
of Value Imports for China, Vietnam, Chinese Taipei, South
Korea, Germany, Indonesia, Switzerland, US, Czech Republic,
Mexico, and Other Countries (includes corresponding
Graph/Chart) III-41
Exports of Writing and Marking Instruments III-41
Product Launch III-42
Key Players III-42
B.Market Analytics III-44
Table 90: Japanese Recent Past, Current and Future Analysis
for Writing and Marking Instruments by Product Group/Segment -
Pens/Markers (Ballpoint and Gel Pens, Roller Pens, Mechanical
Pens, Fountain Pens, and Markers) and Pencils/Art Goods
(Wood-cased Pencils, Mechanical Pencils, and Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-44

Table 91: Japanese Historic Review for Writing and Marking
Instruments by Product Group/Segment - Pens/Markers
(Ballpoint and Gel Pens, Roller Pens, Mechanical Pens,
Fountain Pens, and Markers) and Pencils/Art Goods
(Wood-cased Pencils, Mechanical Pencils, and Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-45

Table 92: Japanese 15-Year Perspective for Writing and Marking
Instruments by Product Group/ Segment - Percentage Breakdown
of Dollar Sales for Pens/Markers (Ballpoint and Gel Pens,
Roller Pens, Mechanical Pens, Fountain Pens, and Markers)
and Pencils/Art Goods (Wood-cased Pencils, Mechanical
Pencils, and Art Goods) Markets for Years 2006, 2014 and 2020
(includes corresponding Graph/Chart) III-46

4. EUROPE III-47
Market Analysis III-47
Table 93: European Recent Past, Current and Future Analysis
for Writing and Marking Instruments by Geographic Region -
France, Germany, Italy, UK, Spain, Russia, and Rest of
European Markets Independently Analyzed with Annual Sales
Figures in US$ Thousand for Years 2013 through 2020
(includes corresponding Graph/Chart) III-48

Table 94: European Historic Review for Writing and Marking
Instruments by Geographic Region - France, Germany, Italy,
UK, Spain, Russia, and Rest of European Markets
Independently Analyzed with Annual Sales Figures in US$
Thousand for Years 2006 through 2012 (includes corresponding
Graph/Chart) III-49

Table 95: European 15-Year Perspective for Writing and Marking
Instruments by Geographic Region - Percentage Breakdown of
Dollar Sales for France, Germany, Italy, UK, Spain, Russia,
and Rest of European Markets for Years 2006, 2014 and 2020
(includes corresponding Graph/Chart) III-50

Table 96: European Recent Past, Current and Future Analysis
for Writing and Marking Instruments by Product Group/Segment -
Pens/Markers (Ballpoint and Gel Pens, Roller Pens, Mechanical
Pens, Fountain Pens, and Markers) and Pencils/Art Goods
(Wood-cased Pencils, Mechanical Pencils, and Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-51

Table 97: European Historic Review for Writing and Marking
Instruments by Product Group/Segment - Pens/Markers
(Ballpoint and Gel Pens, Roller Pens, Mechanical Pens,
Fountain Pens, and Markers) and Pencils/Art Goods
(Wood-cased Pencils, Mechanical Pencils, and Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-52

Table 98: European 15-Year Perspective for Writing and Marking
Instruments by Product Group/ Segment - Percentage Breakdown
of Dollar Sales for Pens/Markers (Ballpoint and Gel Pens,
Roller Pens, Mechanical Pens, Fountain Pens, and Markers)
and Pencils/ Art Goods (Wood-cased Pencils, Mechanical
Pencils, and Art Goods) Markets for Years 2006, 2014 and 2020
(includes corresponding Graph/Chart) III-53

4a. FRANCE III-54
A.Market Analysis III-54
Overview III-54
Imports of Writing and Marking Instruments III-54
Table 99: French Imports of Ballpoint Pencil, Markers and
Writing Instruments by Country of Origin (2012 and 2013):
Percentage Share of Value Imports for Japan, China,
Germany, Mexico, and Other Countries (includes
corresponding Graph/Chart) III-55

Table 100: French Imports of Pencil, Pencil Leads, and Chalks
by Country of Origin (2012 and 2013): Percentage Share of
Value Imports for China, Germany, Czech Republic, UK, and
Other Countries (includes corresponding Graph/Chart) III-56
Societe BIC - A Key French Player III-56
B.Market Analytics III-57
Table 101: French Recent Past, Current and Future Analysis for
Writing and Marking Instruments by Product Group/Segment -
Pens/Markers (Ballpoint and Gel Pens, Roller Pens, Mechanical
Pens, Fountain Pens, and Markers) and Pencils/Art Goods
(Wood-cased Pencils, Mechanical Pencils, and Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-57

Table 102: French Historic Review for Writing and Marking
Instruments by Product Group/Segment - Pens/Markers
(Ballpoint and Gel Pens, Roller Pens, Mechanical Pens,
Fountain Pens, and Markers) and Pencils/Art Goods
(Wood-cased Pencils, Mechanical Pencils, and Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-58

Table 103: French 15-Year Perspective for Writing and Marking
Instruments by Product Group/ Segment - Percentage Breakdown
of Dollar Sales for Pens/Markers (Ballpoint and Gel Pens,
Roller Pens, Mechanical Pens, Fountain Pens, and Markers)
and Pencils/Art Goods (Wood-cased Pencils, Mechanical
Pencils, and Art Goods) Markets for Years 2006, 2014 and 2020
(includes corresponding Graph/Chart) III-59

4b. GERMANY III-60
A.Market Analysis III-60
Imports of Writing and Marking Instruments III-60
Table 104: German Imports of Ballpoint Pencil, Markers and
Writing Instruments by Country of Origin (2012 and 2013):
Percentage Share of Value Imports for China, Japan,
Switzerland, France, Czech Republic, and Other Countries
(includes corresponding Graph/Chart) III-61

Table 105: German Imports of Pencil, Pencil Leads, and Chalks
by Country of Origin (2012 and 2013): Percentage Share of
Value Imports for China, Czech Republic, Indonesia,
Romania, South Korea, and Other Countries (includes
corresponding Graph/Chart) III-62
Product Launches III-62
Key Players III-65
B.Market Analytics III-67
Table 106: German Recent Past, Current and Future Analysis for
Writing and Marking Instruments by Product Group/Segment -
Pens/Markers (Ballpoint and Gel Pens, Roller Pens, Mechanical
Pens, Fountain Pens, and Markers) and Pencils/Art Goods
(Wood-cased Pencils, Mechanical Pencils, and Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-67

Table 107: German Historic Review for Writing and Marking
Instruments by Product Group/Segment - Pens/Markers
(Ballpoint and Gel Pens, Roller Pens, Mechanical Pens,
Fountain Pens, and Markers) and Pencils/Art Goods
(Wood-cased Pencils, Mechanical Pencils, and Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-68

Table 108: German 15-Year Perspective for Writing and Marking
Instruments by Product Group/ Segment - Percentage Breakdown
of Dollar Sales for Pens/Markers (Ballpoint and Gel Pens,
Roller Pens, Mechanical Pens, Fountain Pens, and Markers)
and Pencils/Art Goods (Wood-cased Pencils, Mechanical
Pencils, and Art Goods) Markets for Years 2006, 2014 and 2020
(includes corresponding Graph/Chart) III-69

4c. ITALY III-70
A.Market Analysis III-70
An Overview III-70
Economic Crisis Impacts Luxury Writing Instruments Market III-70
Imports of Writing and Marking Instruments III-70
Table 109: Italian Imports of Ballpoint Pencil, Markers and
Writing Instruments by Country of Origin (2012 and 2013):
Percentage Share of Value Imports for Germany, China,
France, Ireland, and Other Countries (includes
corresponding Graph/Chart) III-71

Table 110: Italian Imports of Pencil, Pencil Leads, and
Chalks by Country of Origin (2012 and 2013): Percentage Share
of Value Imports for China, Germany, Brazil, Spain,
Austria, and Other Countries (includes corresponding
Graph/Chart) III-72
Product Launches III-72
B.Market Analytics III-74
Table 111: Italian Recent Past, Current and Future Analysis
for Writing and Marking Instruments by Product Group/Segment -
Pens/Markers (Ballpoint and Gel Pens, Roller Pens, Mechanical
Pens, Fountain Pens, and Markers) and Pencils/Art Goods
(Wood-cased Pencils, Mechanical Pencils, and Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-74

Table 112: Italian Historic Review for Writing and Marking
Instruments by Product Group/Segment - Pens/Markers
(Ballpoint and Gel Pens, Roller Pens, Mechanical Pens,
Fountain Pens, and Markers) and Pencils/Art Goods
(Wood-cased Pencils, Mechanical Pencils, and Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-75

Table 113: Italian 15-Year Perspective for Writing and Marking
Instruments by Product Group/Segment - Percentage Breakdown
of Dollar Sales for Pens/Markers (Ballpoint and Gel Pens,
Roller Pens, Mechanical Pens, Fountain Pens, and Markers)
and Pencils/ Art Goods (Wood-cased Pencils, Mechanical
Pencils, and Art Goods) Markets for Years 2006, 2014 and 2020
(includes corresponding Graph/Chart) III-76

4d. THE UNITED KINGDOM III-77
A.Market Analysis III-77
Luxury Writing Instruments and Stationery Market III-77
Product Launches III-77
B.Market Analytics III-78
Table 114: UK Recent Past, Current and Future Analysis for
Writing and Marking Instruments by Product Group/Segment -
Pens/Markers (Ballpoint and Gel Pens, Roller Pens, Mechanical
Pens, Fountain Pens, and Markers) and Pencils/Art Goods
(Wood-cased Pencils, Mechanical Pencils, and Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-78

Table 115: UK Historic Review for Writing and Marking
Instruments by Product Group/

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