COMPETITIVE LANDSCAPE
Bic extends its lead due to strong brand loyalty
Writing instruments in Spain is moderately concentrated, with the top three companies together accounting for a third of retail value sales in 2025. Bic Iberia SA led with a 22% share, followed by Pilot Corp with 7% and Staedtler Iberia SA with 6%.
Private label gains ground over 2020-2025 as economic conditions shape purchasing
Spain’s challenging economic and sociopolitical environment has been shaping consumer behaviour, with households adopting increasingly cautious spending habits and focusing on saving wherever possible. As disposable incomes remain under pressure, many consumers are prioritising leisure experiences over purchases of general goods, leading to a noticeable shift within writing instruments towards lower-priced alternatives.
Opportunities arise from shifting consumer preferences
The changes in the competitive landscape present opportunities for businesses in writing instruments. The growth of private label products and affordable brands indicates a shift towards value-conscious consumers.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Writing Instruments industry in Spain 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 Spain, 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 Spain 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 Spain?
- Which are the leading brands in Writing Instruments in Spain?
- How significant is tourism in determining sales and demand for Writing Instruments in Spain?
- How are COVID-19 and global recession impacting demand for Writing Instruments in Spain?
- 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 Spain - Category analysis
KEY DATA FINDINGS
Gen Z creativity fuels volume growth in writing instruments
A small value decline amidst economic uncertainty, but volume sales rise strongly
Pens drives actual sales, but colouring sees a stronger performance
Gen Z impacts the performance of writing instruments
TikTok study trends positively impacts writing instruments despite demographic pressures
Consumers expected to seek products at either end of the market
Pens will remain dominant, but colouring expected to drive growth
Sustainability and wellness drive future growth
Bic extends its lead due to strong brand loyalty
Private label gains ground over 2020-2025 as economic conditions shape purchasing
Opportunities arise from shifting consumer preferences
Offline retail dominates sales as consumers prioritise in-store experiences
Rising share for retail e-commerce as consumers value convenience and value for money
Personal Accessories in Spain - Industry Overview
Economic factors drive trading down, although affordable luxury also popular
An increasing number of consumers trade down to fast fashion and affordable luxury
Writing instruments performs well in volume terms due to social media and mental health
Influencers drive sales and shape product trends
E-commerce, social media, and greater consumer confidence expected to drive sales
Writing instruments set to remain the largest personal accessories category in volume terms
Social media influencers to shape trends and drive sales
Established brands maintain their lead due to solid reputation and consumer loyalty
Smaller local brands gain ground through social media
Offline retail continues to dominate personal accessories
Retail e-commerce drives up its share of personal accessories
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Writing Instruments
- Colouring
- Markers and Highlighters
-
- Graphite Pencils
- Mechanical Pencils
-
- Ball Point Pens
- Fountain Pens
- Roller Ball Pens
-
- 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.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!