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Writing Instruments

Euromonitor International publishes the world's most comprehensive market research on the writing instruments industry. Our reports feature a wealth of standardised and cross-comparable statistics including total market sizes, market share and brand share data, distribution and industry trends and sub-category level information.

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Strategy Briefing

World Market for Personal Accessories

Oct 2017

The personal accessories industry posted another year of positive growth in 2017, after a challenging 2016. The recovery of key categories like jewellery and watches, along with strong growth in several markets in Asia Pacific, are among the reasons ...

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Country Report

Writing Instruments in Romania

Aug 2017

Writing instruments became a considerably more colourful product area at the end of the review period, as players sought to engage consumers and avoid commoditisation. Part of this trend was linked to the adult colouring trend, with colouring books ...

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Country Report

Writing Instruments in South Africa

Aug 2017

Sales of writing instruments in South Africa continue to be heavily influenced by the price discounts offered by retailers during the back-to-school sales season. Volume sales of products in categories such as markers and highlighters and pencils ...

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Country Report

Writing Instruments in Japan

Aug 2017

Writing instruments in Japan remains strong, with it seeing current value growth of 2% in 2017. Despite the declining population and increasing penetration of digital devices, Japanese consumers continued to show a strong interest in writing ...

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Country Report

Writing Instruments in Mexico

Aug 2017

As in previous years, manufacturers of writing instruments invested in marketing activities during 2017, especially in mass media channels, such as television, radio and through bus sponsorship, to promote their brands. The strongest advertising ...

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Country Report

Writing Instruments in the US

Aug 2017

Writing instruments continued to register strong growth in 2016-2017, partly thanks to colouring becoming a popular adult hobby. The adult-colouring trend started in 2015. Given today’s busy lifestyles, adult consumers are finding colouring a ...

US$990
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Country Report

Writing Instruments in Singapore

Jul 2017

Fashion stationery retailers such as Smiggle, Typo and Kikki.k gained popularity among consumers over the review period due to their offering of unique and innovative designed stationery. Moreover, parenting websites such as Honey Kids also ...

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Country Report

Writing Instruments in the United Arab Emirates

Jul 2017

In 2017, a slowdown in demand, an increased dependence on technology and environmental concerns limited usage and dependency on writing instruments. The frequency of purchases slowed as consumers, children and adults increased their use of ...

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Country Report

Writing Instruments in Taiwan

Jul 2017

Retail value growth slowed down over the review period. The declining fertility rate was a major reason, leading to decreases in retail volume sales of writing instruments. According to rankings conducted by Euromonitor International, Taiwan had one ...

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Country Report

Writing Instruments in Thailand

Jul 2017

Writing instruments registered current retail value growth of 5% to reach sales worth THB14.6 billion in 2017. Schools, universities and offices are major sources of usage of writing instruments. The support by the higher education industry ...

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Country Report

Writing Instruments in the Philippines

Jul 2017

The review period witnessed a sudden interest in colouring activities. Interestingly, this involved not only children, but also adults. The current trend is not moving away from this trend of artistic activities as a hobby, but rather widening to ...

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Country Report

Writing Instruments in Malaysia

Jul 2017

In 2017, the price war between major writing instruments brands such as Faber-Castell, Stabilo, Staedtler, Paper Mate and Pilot remained intense. These players engaged in price discounts as a crucial marketing strategy to attract sales, as consumers ...

US$990
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Country Report

Writing Instruments in Australia

Jul 2017

Fashion stationery has redefined writing instruments in Australia, with consumers making more frequent purchases particularly from brands such as Smiggle, Kikki K and Typo. The demand for fashion stationery has posed a threat to the sales of writing ...

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Country Report

Writing Instruments in India

Jul 2017

There was growing demand for colouring books for adults which acted as a key growth driver for writing instruments in India. These colouring books are generally positioned as fun and educational. Due to the intricate designs, acting as a stress ...

US$990
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Country Report

Writing Instruments in South Korea

Jun 2017

Writing instruments in 2017 posted slow but steady growth, and at a slightly higher rate than in 2016. Colouring, graphite pencils, fountain pens, roller ball pens and pen inkwells and refills recorded higher value growth in 2017 than in 2016, which ...

US$990
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Country Report

Writing Instruments in the Netherlands

Jun 2017

Current value sales of writing instruments remained stagnant in 2017, with sales trends of negatively influenced by the general shift towards the use of consumer electronics devices as means of communication, with a consequent decline in demand for ...

US$990
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Country Report

Writing Instruments in Poland

Jun 2017

Digitalisation has partially restricted writing instruments in Poland. Nevertheless, there only certain categories that have noticeably suffered from this trend. The most affected were advanced specialised writing instruments dedicated to ...

US$990
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Country Report

Writing Instruments in Sweden

Jun 2017

Sweden is one of the most digitalised countries in the world. As a result, writing instruments have been disappearing from schools and workplaces. This has led to a decline in the quality of handwriting, with the handwriting of many Swedes being ...

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Country Report

Writing Instruments in Russia

Jun 2017

The growing penetration of electronic devices, particularly smartphones, posed the clearest threat to writing instruments in the review period. Most adult Russians use writing instruments only when communicating with or working within state and other...

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Country Report

Writing Instruments in Germany

Jun 2017

As digitisation becomes increasingly prevalent in everyday life, German consumers largely approve of new time-saving and convenient innovations and products. However, digital innovations and new devices are not well received or immediately adopted in...

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