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Luxury Writing Instruments and Stationery in
Taiwan

Country Report

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Executive Summary

Feb 2019
PROSPECTS
Digital devices undermine need for writing instruments and stationery

The rise of digital devices has led to writing by hand almost entirely disappearing from consumers’ everyday lives in both the private and commercial spheres. As a consequence, luxury writing instruments and stationery products are not so much competing with standard alternatives through an emphasis on their symbolic and decorative qualities as relying on those qualities as their primary raison d'être.

Growing emphasis on status to push up prices

With the embattled category having seen unit prices fall towards the end of the review period, this growing emphasis on status is expected to lead to an increase in prices during the forecast period. Nonetheless, the increasingly niche character of products designed for writing by hand is set to lead to a deceleration of growth in luxury writing instruments and stationery in Taiwan in both current and constant value terms over the forecast period.

Businessmen represent key consumer group

Businessmen constitute a key consumer group for luxury writing instruments and stationery. The status associated with such products is a key attraction for businessmen, who will tend to be called upon to write in front of other people more than private consumers.

COMPETITIVE LANDSCAPE
Montblanc remains the leading brand

Cie Financiére Richemont retained a strong lead in luxury writing instruments and stationery in 2017 thanks to the Montblanc brand. As well as having a high-status image, the brand benefits from the fact that its fountain pens and ball pens remain popular amongst businessmen because they are considered to be lucky charms when signing business contracts.

Tiffany & Co sees fastest growth

Tiffany & Co was the fastest-growing major player in luxury writing instruments and stationery in both 2016 and 2017. The relatively strong performance of a player predominantly renowned for its operations in luxury jewellery underlines the growing emphasis on the decorative and symbolic role of luxury writing instruments and stationery products as their traditional writing function is usurped by digital devices.

Opportunity to introduce products for digital devices

The centrality of devices such as smartphones and tablets to consumers’ daily lives presents opportunities for manufacturers of luxury writing instruments and stationery to leverage their established brand images and introduce products such as stylus pens designed for use with digital devices.

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Luxury Writing Instruments and Stationery in Taiwan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Luxury Writing Instruments and Stationery industry in Taiwan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Luxury Writing Instruments and Stationery industry in Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Luxury Writing Instruments and Stationery in Taiwan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Luxury Writing Instruments and Stationery in Taiwan?
  • What are the major brands in Taiwan?
  • How dynamic is the growth of Luxury Writing Instruments and Stationery internet sales?
  • What is driving growth?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply function

Luxury Writing Instruments and Stationery in Taiwan - Category analysis

HEADLINES

PROSPECTS

Digital devices undermine need for writing instruments and stationery
Growing emphasis on status to push up prices
Businessmen represent key consumer group

COMPETITIVE LANDSCAPE

Montblanc remains the leading brand
Tiffany & Co sees fastest growth
Opportunity to introduce products for digital devices

CATEGORY DATA

Table 1 Sales of Luxury Writing Instruments and Stationery: Value 2013-2018
Table 2 Sales of Luxury Writing Instruments and Stationery: % Value Growth 2013-2018
Table 3 NBO Company Shares of Luxury Writing Instruments and Stationery: % Value 2013-2017
Table 4 LBN Brand Shares of Luxury Writing Instruments and Stationery: % Value 2014-2017
Table 5 Distribution of Luxury Writing Instruments and Stationery by Format: % Value 2013-2018
Table 6 Forecast Sales of Luxury Writing Instruments and Stationery: Value 2018-2023
Table 7 Forecast Sales of Luxury Writing Instruments and Stationery: % Value Growth 2018-2023

Luxury Goods in Taiwan - Industry Overview

EXECUTIVE SUMMARY

Growth despite challenges
Slower growth at the end of the review period
Challenge of modernising brands without losing classic appeal
Shopping experience remains key
Constraints on forecast period growth

MARKET INDICATORS

Table 8 Number of High Net Worth Individuals (HNWI): 2013-2018

MARKET DATA

Table 9 Sales of Luxury Goods by Category: Value 2013-2018
Table 10 Sales of Luxury Goods by Category: % Value Growth 2013-2018
Table 11 Inbound Receipts for Luxury Goods by Country of Origin: Value 2013-2018
Table 12 NBO Company Shares of Luxury Goods: % Value 2013-2017
Table 13 LBN Brand Shares of Luxury Goods: % Value 2014-2017
Table 14 Distribution of Luxury Goods by Format and Category: % Value 2018
Table 15 Forecast Sales of Luxury Goods by Category: Value 2018-2023
Table 16 Forecast Sales of Luxury Goods by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources