Luxury writing instruments and stationery saw a notable current value decline in 2020, and this trend continued in 2021, although at a slower rate. This was due to the non-necessary nature of these products, which limited spending by domestic consumers.
Writing instruments and stationery found it easier to convert to sales via e-commerce than other types of luxury products. Montblanc, for example, had its online channel readily available even before the pandemic, thus the company was able to deal with the temporary closure of store-based retail outlets.
The competitive landscape of luxury writing instruments and stationery is fairly consolidated, with Richemont Luxury (Montblanc, Cartier) and Hermès Singapore dominating value share in 2020, together accounting for nearly three quarters of value sales. Although Richemont maintained its strong lead, Hermès saw a better performance, increasing its value share, with smaller well-known players such as ST Dupont and Visconti also performing well.
Luxury writing instruments and stationery is expected to return to growth from 2022, with a slow but accelerating rate of increase over the forecast period. As the economic environment becomes more positive and consumers feel more confident in spending, domestic consumers are likely to return to purchasing such products, leading to a release of pent-up demand.
The pandemic created the opportunity for growth for some writing instruments, as home seclusion drove consumers to explore writing as a craft or a hobby. Therefore, players in luxury writing instruments might want to look into how to tap into this opportunity, by launching more products that are related to arts and crafts.
Despite returning to growth in the forecast period, luxury writing instruments and stationery is expected to see one of the slowest current value growth rates within personal luxury. This is also one of the smallest personal luxury categories, which will therefore offer players fewer opportunities.
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Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This includes luxury writing instruments – pens and pencils – and luxury stationery. Excludes colouring, markers & highlighters and writing accessories. Pen inks and refills are also excluded from this category along with all industrial or specialist pens (such as pottery pens, etc.). Luxury stationery includes personal organisers, diaries, notebooks, address books, writing paper, envelopes and greetings cards.See All of Our Definitions
This report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
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