Luxury Writing Instruments and Stationery in Sweden

PROSPECTS

Swedes’ lack of interest in writing instruments hampers category growth

Luxury writing instruments and stationery remained a niche in Sweden in 2018. Swedes in general have little interest in fountain and rollerballs pens, which account for the majority of sales in luxury writing instruments and stationery.

Calligraphy one of the key factors supporting sales

The popularity of calligraphy is growing slightly in Sweden, in turn having an impact on luxury writing instruments and stationery as consumers seek higher quality calligraphy pens and materials. This trend helped to support category growth in 2018.

Swedes becoming more picky about luxury writing instruments

The importance of quality will increase in the future and have some impact on the category over the forecast period. With Swedes increasingly giving up pens due to the use of computers and other devices, when they do buy pens they will seek higher quality instruments, with design and comfort becoming key features.

COMPETITIVE LANDSCAPE

Richemont remains the leading player

Richemont continued to dominate luxury writing instruments and stationery in 2017 thanks to its well-established Montblanc brand, which is recognised for its high quality craftsmanship. For Swedes, quality is inherently important when it comes to the decision making process as, unlike those in Southern European countries, they rarely purchase these products and in general are not particularly knowledgeable about brands.

Dual threat to luxury writing instruments

Competition in the luxury segment could potentially increase over the forecast period, with the first threat coming from high quality mid-priced products and the second from internet retailing. With the increasing quality of mid-range writing instruments, especially in roller ball and ball point pens, there is a possibility that consumers will see little difference between products except for their price.

Computers and technology negatively affect writing instruments

The rise of consumer electronics has led to a decline in the use of writing instruments. With younger generations being brought up with computers rather than writing instruments, and with computers increasingly being used in Swedish schools, interest in writing instruments could wane.

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