Griglione explains that the innovations are worked on in two main segments. The first is that of the felt pens, where they did not have a product offer, and which now seeks to have diversity in colors. The second is the down segmenta school category in which there are products such as erasable pens or that change the color of the ink.
“Teenagers and young adults are getting on board with these color trends, and what we’re trying to do is work on design as well. The consumer is evolvingadopting the trends that are being incorporated”, declares the director, without revealing the amount that the company spends on creating new products.
beyond the feathers
The stationery market has become more sophisticated over the years. In specialized stores there is a variety such as washing crayonsand that are specific for painting on surfaces such as textiles.
The company has also gone beyond school classics, such as a smart notebook under the Rocketbook brand that it bought in 2020. The information written in these notebooks is scanned to be stored in the cloud, and can be erased later with a damp cloth .
BIC also manufactures and markets lighters, razors and pens for temporary tattoos on the skin, although this product is not yet sold in the Mexican market.
Maximize sector recovery
The recovery of the sector will allow the companies that participate in the stationery industry to have a boost in this return to school, which is already fully face-to-face. For Paula Griglione this stability is an opportunity for her differentiated products.
The size of the world market for writing instruments had a value of 17,080 million dollars in 2022 and is expected to grow at a compound annual growth rate of 4.3% from 2023 to 2030, Grand View Research estimates. One of the characteristics that will push the market is the attractiveness of the culture that surrounds calligraphy.
“Although digital devices have revolutionized communication, the art of writing has not lost its charm,” says the Report on trends, participation and market size of writing instruments, from the consultancy.
“The market is already more recovered and it allows us to show more of the innovation that we bring so that the consumer can try these products. That is why we also work a lot on the promotional offer to guarantee that the product can have an attractive price”, declares Griglione.