COMPETITIVE LANDSCAPE
Bic widens its lead in core segments
Writing instruments in France remained highly concentrated in 2025, with leadership anchored among a small number of established players. With Société Bic SA continued to dominate, accounting for 34% of sales in current value terms, despite a marginal decline from the previous year.
Montblanc keeps premium status through innovation
At brand level, Montblanc maintained its top position in premium writing instruments, supported by strong share and continuous innovation. Ongoing limited editions such as Enzo Ferrari, Elizabeth Taylor and Jimi Hendrix releases, alongside Olympic-themed designs, reinforced Montblanc’s relevance.
Sustainability meets smart functionality
Innovation is now extending beyond materials to combine eco-conscious design with digital functionality. METMAXX®, a German manufacturer of promotional products, introduced a multifunctional ballpoint pen made from recycled aluminium and bamboo.
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Overview:
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.
If you're in the Writing Instruments industry in France, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Writing Instruments in France report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Writing Instruments in France?
- Which are the leading brands in Writing Instruments in France?
- How significant is tourism in determining sales and demand for Writing Instruments in France?
- How are COVID-19 and global recession impacting demand for Writing Instruments in France?
- In the wake of COVID-19, how soon can Writing Instruments be expected to recover? Where are the opportunities for growth now?
- Where is future growth expected to be most significant?
Writing Instruments in France - Category analysis
KEY DATA FINDINGS
Polarisation drives uneven recovery
Accessible innovation underpins value-led demand
Technology integration reshapes category dynamics
Sustainability remains central as resale challenges premium growth
Bic widens its lead in core segments
Montblanc keeps premium status through innovation
Sustainability meets smart functionality
Online marketplaces accelerate premium shift
Personal Accessories in France - Industry Overview
EXECUTIVE SUMMARY
Value-led growth returns in 2025
Premium categories underpin market growth
Value growth supported despite ongoing uncertainty
Shifting consumption patterns shape uneven growth
Gen Z accelerates deconsumerism and value-led luxury
Traditional and connected watches remain best positioned for future growth
High-end players sustain influence in a fragmented landscape
Circularity and retail innovation reinforce sustainability
Production efficiency and supply chain transparency gain momentum
Retail offline remains the dominant channel for personal accessories
E-commerce maintains a stable but secondary role
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Writing Instruments
- Colouring
- Markers and Highlighters
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- Graphite Pencils
- Mechanical Pencils
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- Ball Point Pens
- Fountain Pens
- Roller Ball Pens
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- Pen Inkwells and Refills
- Pencil Lead Refills
- Other Writing Accessories
Writing Instruments
Writing instruments is the aggregate of pens, pencils, colouring, markers and highlighters and writing accessories.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Writing Instruments research and analysis database.
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