Over the past few years, two major trends have steered the trajectory of the writing instruments sector. The first is the creeping tide of digitisation, and the second is, of course, hybrid working. Although more people are returning to office environments as employers seek to reintegrate their workforce into physical spaces, volumes in the traditional office channel remain muted.
There are notable exceptions, however, as hybrid work models drive demand for tools that enhance both individual productivity and collaborative efforts. Whiteboard markers, for instance, have witnessed remarkable growth as in-person meetings and brainstorming sessions regain prominence.
Economic factors, particularly inflation, have significantly influenced purchasing habits. Buyers are increasingly focused on seeking promotional offers and larger value packs or opting for single-item purchases to manage expenses. Contrary to expectations driven by remote work, there has been a noticeable trend towards bulk buying for corporate procurement strategies.
“Inflation is more or less evening out,” comments Pentel Marketing Manager Wendy Vickery. However, this doesn’t mean there is less pressure on budgets. “End-users are still looking to achieve the best value for money, although this doesn’t always mean they’re ordering the cheapest products”, she notes.
Durability has become a key influence on purchasing decisions. Products that promise extended use, such as pens with long-lasting ink or mechanical pencils with robust lead, resonate with cost-conscious buyers aiming to reduce the frequency of replacements. “Reliable writing instruments that provide consistent quality are favoured,” remarks Vickery.
New markets
Sarah Laker, owner of independent retailer Stationery Supplies, believes there is a cultural shift towards seeing stationery as more than mere implements and has observed a steady growth in pen sales since 2020. She attributes this to the rising popularity of beautiful pens available in pleasing colours, alongside the interest in journalling and calligraphy. “Our customers rarely just buy one pen; they love to have all the colours or designs and often show off their pen collections on social media,” she says.
Vickery notes that where the traditional office sector has been struggling, new markets are flourishing: “The arts and crafts sector, in particular, is experiencing a surge, with products like Pentel’s diverse range of brush-tipped pens leading the charge.” From pastel-coloured pens to glitter felt tips, there is a heightened demand for fun, colourful stationery.
With dealer diversification burgeoning, vendors are keen to highlight other niches across various sectors – each with distinct requirements and preferences. Healthcare professionals, for instance, rely on pens with antimicrobial properties and ergonomic designs tailored for medical settings. “In healthcare, tools such as highlighters and whiteboard and permanent markers fulfil a crucial role in facilitating clear communication and efficient record-keeping,” says Stabilo UK Marketing Manager Vanya Hunter.
Creatives, including artists and designers, demand precision and versatility from the products they use. Fine-liner pens, brush pens and markers with a spectrum of tip sizes facilitate intricate detailing and expressive artistry. Additionally, professionals who take extensive handwritten notes benefit from fast-flowing pens that ensure quick drying and smudge-free writing.
The hospitality industry values writing instruments that enhance guest interactions and operational efficiency. These include pens used during guest check-ins and notepads for room service orders, with branded stationery items serving promotional purposes, to reinforce brand identity with every use. In kitchen environments, there’s a perpetual requirement for permanent markers, which are indispensable for labelling and organisation.
Another expanding market for writing instruments is found in warehousing. Hunter points to the importance of permanent, industrial-grade and fluorescent markers which are essential for labelling and safety protocols. Vickery says there is a demand in this sector for products such as Pentel’s new NF450 permanent marker which offers a durable, extra-fine tip and is available in four colours. She also highlights the popularity of the NF450 hanging pack, which has quickly become a top-selling wallet across businesses of all sizes.
Welcome innovations
Writing instrument manufacturers are upping their game, releasing retractable and refillable pens with enhanced features such as improved tip-holding systems and noise-reduction mechanisms. Meanwhile, mechanical pencils have evolved with stronger leads to combat breakage, addressing longstanding user concerns.
One standout introduction is Staedtler’s Noris handwriting pen. Launched in January, it is a significant addition to the brand’s iconic range. Drawing inspiration from the widely recognised Noris pencil, famed for its yellow and black stripes, the pen incorporates the company’s patented Dry Safe ink technology, which ensures the ink remains usable even if the pen is left uncapped for several days. The pen is made from 97% recycled plastic, while the product packaging reflects Staedtler’s commitment to sustainability, with bulk packs crafted from recyclable and recycled cardboard and retail blister cards combining recycled plastic blisters with cardboard.
Pentel, meanwhile, recently launched the Floatune rollerball, showcasing advancements in smooth writing and quick-drying technology. “Floatune features a dual-ball tip system that minimises friction, ensuring a seamless writing experience,” says Vickery.
“With frequent keyboard use, writing on paper can feel alien. Thanks to its next-generation rollerball technology, the Floatune offers the lightest ever writing experience, that even pen and paper refuseniks will enjoy using,” she adds.
As part of Stabilo’s ongoing innovation strategy, the company has recently integrated several technological advancements in its line-up, according to Hunter. “We are releasing these in Germany and Austria as a test market. We also have some exciting new releases to highlight, including a significant launch scheduled for October featuring the BOSS Original. Additionally, in January 2025, new colours will be introduced for our Swing Cool highlighters.”
Sustainable solutions
In an era increasingly defined by environmental awareness, at the very least, customers now expect packaging to adhere to rigorous recycling standards and many are looking for further innovations in eco-friendly options. This shift towards sustainability is evident in products such as the Pentel Eco96 Energel pen, which boasts a 96% post-consumer waste composition and is designed to be refilled. “Most of our top-selling EnerGel range is made using a minimum of 50% recycled material,” remarks Vickery.
The commitment to sustainability extends to Pentel’s artistic offerings. “Our Pentel Arts family includes products such as the Brush Sign Pen, made with 77% recycled material; and our colour and watercolour pencils are FSC-accredited,” adds Vickery.
To achieve climate neutrality by 2025, Stabilo has made significant investments in state-of-the-art packaging technology. These new machines facilitate the production of 100% cardboard packaging at two of its three sites, reducing plastic waste by approximately 30 tons annually.
Explains Hunter: “The new mono-material cardboard packaging will replace the previous paper and plastic mix, simplifying recycling for customers. This switch is particularly beneficial for several Stabilo point 88 and Pen 68 cases, which will now generate zero waste and use a less energy-intensive manufacturing process.”
BIC, meanwhile, has also been busy on the sustainability front. The company’s iconic BIC 4 Colours pen, for example, was redesigned with a lighter clip and the BIC Boy silhouette saves the equivalent amount of plastic needed to produce more than 2.6 million of these pens every year. Last year, a retractable gel pen made from 78% recycled ocean-bound plastic waste was added to the Ecolutions stationery range, and the company has a target of making all packaging recyclable, reusable or compostable by 2025.
“Sustainability is high on the buying agenda for many of our customers,” affirms Laker. She emphasises a growing consumer preference for pens with recycled properties and refillable options, often with minimal or recyclable packaging. Laker and her team actively educate customers on sustainable choices, ensuring they can make informed purchasing decisions aligned with their environmental values.
Strategic support
Vendors are stepping up their support for dealers, offering tailored strategies and promotional tools to bolster sales and customer engagement across many platforms, including social media. However, Pentel believes in-person communication is still vital in our industry. “Pentel is one of the few writing instruments companies to maintain a field sales force that regularly calls on customers for face-to-face visits to offer the latest promotions, provide product training and discuss merchandising options,” states Vickery.
BIC Key Account Manager Kristian Danielson is eager to reinforce the importance of collaboration between dealers and brand manufacturers: “It’s crucial that dealers reach out to brand manufacturers for product insights and support. Most are eager to assist with product samples and information to help dealers secure new business opportunities.”
Providing support for the launch of its Noris handwriting pen, Staedtler featured it in the company’s back-to-school promotion, aiming to incentivise retailers with attractive pricing strategies. Moreover, Staedtler is backing the release of the pen throughout the year with extensive support measures. These include product sampling, targeted social media campaigns, sponsorship of awards and advertising activity. In addition, the company has developed a robust digital toolkit to assist dealers in maximising their marketing efforts.
A new campaign launched by Stabilo further underlines the move to include social media. Highlight What Matters to You uses Stabilo’s iconic BOSS highlighter to amplify personal and emotional messages shared online. It aims to spotlight five impactful themes ranging from advocacy for tolerance to sustainability, with key messaging across social media platforms.
Retail, however, remains key. Stabilo, for example, offers a variety of POS solutions designed to elevate product visibility and drive sales in retail environments. Hunter says the variety of support available includes everything from permanent metal displays that can be illuminated for a “touch of theatre” to semi-permanent free-standing and counter display units. Meanwhile, flexible clip strips allow for strategic placement throughout retail spaces to attract customer attention.
While vendors’ endeavours to boost awareness of the writing instruments category are clearly beneficial for dealers and retailers, Laker emphasises the importance of tailored manufacturer assistance.
“It would be great to see more of the pen manufacturers talking to independent retailers and finding out what we actually need to support our sales,” she explains, advocating for initiatives that include consumer offers, product samples, good in-store signage and appropriately sized window displays designed taking into consideration retailers’ views.
