Analysis of German Stationery Industry

The German stationery industry is a significant market with a total turnover of €14.8 billion per year. The industry has experienced growth in recent years, with a 3.5% increase from 2014 to 2015. However, the trend of digitalisation has led to a decrease in demand for paper products such as document folders. This report provides an overview of the German stationery market and compares its spending habits to other European countries.

Summative Assessment

TABLE OF CONTENTS
Overview......................................................................................................................................1
Spreadsheet on basis of Annual spending....................................................................................1
REFERENCES................................................................................................................................3

Overview
The current stationery industry of Germany is positioned in well aspect. As per trade
association for purpose of office supply and writing material, the aggregate turnover of this
industry is higher than €14.8 billion per year, as it is equal to every annual spending higher than
€182 on yearly aspect. In the similar context, €35.2 is spent on drawing material and writing
which had given rank Germany as second in context of spending of stationery among countries
in EU. Furthermore, the positive attitude of business entities in industry is directly underpinned
through fact that major brand of stationary is higher than 70% and helped in increment of sales in
year 2015. As per association of German brand of stationary, its total turnover had attained
growth by 3.5% from year 2014 to 2015. This is replicated as outcome of domestic demand with
growth of 2.5% and demand raised through abroad is of 5% (MGCC, 2016).
The trend of German stationery brands has the best reputation as significant market share
is rising with private labels. On the contrary, products relate to paper such as document folders as
path of decreasing turnover. The category of product is suffering with increment in digitalisation
which had taken place in private life as well. While contrasting this, brand related to this
category had experienced growth rate in positive aspect like writing instruments, office supplies
as they have attained growth about 5% in year 2015.
Spreadsheet on basis of Annual spending
Country Annual spending
Germany 35.2
France 28.3
Austria 35
Italy 18.6
Poland 8.5
Switzerland 35.5
Spain 8.9
Hungary 9.6
1

Interpretation: The above graph is replicating annual spending of counties with context
of stationery. It had been articulated that Switzerland had the highest spending such as 35.5 and
with minimum variation is followed up by Germany as 35.2. In the similar context, Austria is
also showing high spending but on the contrary Poland and Spain has very less spending.
2

REFERENCES
MGCC report, 2016- “Germany – A Potential Stationery Market by Thorsten Schmidt, MGCC”
3