The demand for luxury writing instruments and stationery weakened during the pandemic. People reduced their purchases on products that were perceived as non-essential.
2020 saw flagging demand for luxury writing instruments and stationery as the uncertain and unfavourable economic situation that emerged during the COVID-19 pandemic discouraged consumers from spending money unless absolutely necessary. In response, some of the leading category players decided to attract the attention of consumers via the launch of unique products that would spur them to invest in luxury writing instruments and stationery.
One of the most significant threats to luxury writing instruments and stationery is the growing use of digital devices. While this trend was already being seen prior to the pandemic, digital disruption created even more volatility in demand for luxury writing instruments and stationery in both 2020 and also in 2021.
Digital disruption is expected to continue hindering demand for luxury writing instruments thanks to developments in new digital devices expected to be seen over the forecast period. As a result, the sales performance of the category is expected to be rather conservative.
A move towards more environmentally-friendly concepts is likely to come to the fore in the marketing campaigns of the category’s leading players during the forecast period, a trend which is set to be in line with the general increase being seen in the importance of environmental consciousness among the Thai population. This was already being seen towards the end of the review period with the launch of Caran d’Ache’s Nespresso collection, all items of which are manufactured using recycled aluminium Nespresso capsules and coffee grounds.
One of the major positive factors for the category over the forecast period will be the expansion of the retail distribution of luxury writing instruments and stationery. In particular, Montblanc recently expanded its distribution to include Siam Premium Outlet, where it offered special promotional pricing on its products, including discounts of 30-50% on some of its products, including limited editions and special collections.
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Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Luxury Writing Instruments and Stationery industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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