How the Global Highlighter Market is Evolving in the Digital Age

Despite the growing reliance on digital tools, the global highlighter market remains resilient and continues to evolve, adapting to changing user preferences and technological advancements. From traditional neon markers to innovative erasable ink and eco-friendly designs, highlighters are experiencing a quiet revolution—blending functionality with creativity and sustainability.

A Steady Demand in a Digital World
At first glance, one might expect digital note-taking apps and e-readers to have diminished the role of physical stationery. However, highlighters continue to hold their ground. According to a 2024 report by MarketWatch Insights, the global highlighter pen market is projected to grow at a CAGR of 3.8% from 2024 to 2029. This growth is largely fueled by educational institutions, creative professionals, and corporate users who still value the tactile engagement that highlighters provide.

In schools and colleges, the shift back to hybrid learning post-pandemic has reignited demand for physical stationery. “Students still rely on printed study materials,” says Priya Desai, a senior analyst at Edustation Research. “Highlighting text physically enhances cognitive retention in ways that digital tools haven’t fully replicated.”

Expanding Applications in Art and Design
Beyond academics and office use, highlighters are finding their place in the art world. Designers, bullet journal enthusiasts, and creative hobbyists are increasingly incorporating highlighters into their work due to their vibrant hues and translucent textures.

“Highlighters have become essential in our toolkit,” shares Manuel Ortiz, a graphic designer based in Barcelona. “I use them for sketching quick layouts and adding emphasis in mood boards. The pastel ranges especially are a hit among my clients.”

In response to this trend, many stationery brands have expanded their product lines to include aesthetically pleasing options—pastel tones, dual-tip designs, and brush-tip highlighters that appeal to the artistic community. The convergence of functionality and creativity has opened new market opportunities.

Innovation Driving Consumer Interest
Manufacturers are responding to changing consumer expectations by introducing features that add value beyond the basics. Recent innovations include:

Erasable highlighters: Using thermosensitive ink technology, these highlighters allow users to remove marks cleanly without damaging paper. This appeals particularly to students who need to revise their notes frequently.

Scented highlighters: With aromas ranging from lavender to citrus, scented variants offer a sensory twist, making study sessions more engaging and pleasant.

Refillable and sustainable options: In line with the global push for sustainability, brands like Pilot, Stabilo, and Zebra are offering refillable highlighters made with recycled materials. These products aim to reduce plastic waste while maintaining the durability and vibrancy users expect.

Eco-conscious consumers are showing increased loyalty to brands that demonstrate environmental responsibility. According to a 2025 Statista survey, 62% of consumers under 30 prefer to buy stationery products that are either recyclable or made from sustainable materials.

E-commerce and Customization Trends
The online stationery retail space has expanded rapidly, with highlighters being among the top-selling categories. Platforms like Amazon, Etsy, and stationery-specific retailers such as JetPens and Goulet Pens have enabled customers to explore a broader variety of products than what's typically available in physical stores.

Moreover, personalization is gaining traction. Some brands now allow customers to customize highlighters with names, logos, or messages, making them popular for corporate giveaways, student welcome kits, and event merchandise.

“Custom stationery is not just a novelty—it’s become a branding tool,” notes Linda Zheng, marketing director at WriteGlow, a stationery startup that specializes in custom highlighters. “Clients use personalized highlighters in everything from promotional events to HR onboarding kits.”

Challenges and Opportunities
While the highlighter market remains strong, it is not without challenges. Rising raw material costs, especially for plastics and inks, have put pressure on manufacturers. Additionally, competition from low-cost imports has intensified, particularly in regions like Southeast Asia and Eastern Europe.

However, premium and niche segments are providing a cushion. The demand for highlighters with unique finishes—metallic, glitter, or UV-reactive—is growing among younger demographics and the crafting community. Social media platforms like TikTok and Instagram continue to fuel trends in stationery aesthetics, often to viral demand for new product lines.