Luxury writing instruments and stationery saw demand pick up in 2021 as consumer confidence improved in line with the rollout of COVID-19 vaccines and the easing of public health restrictions. However, it still registered a comparatively steep decline in volume sales, and was one of the weakest performers among the main personal luxury categories in current value growth terms.
Gifting is traditionally an important driver of demand for luxury writing instruments in Turkey. For example, these products are often purchased as gifts for individuals to celebrate work promotions, educational achievements etc.
Beyond the negative impact of COVID-19, luxury writing instruments and stationery faces a long-term challenge in the form of the growing ubiquity of electronic communication methods. Rather than writing information down on paper, many Turks now exclusively use smart devices and digital tools such as e-mail and instant messaging to communicate with friends, colleagues and other correspondents, take notes, plan their schedules etc.
While overall demand for luxury writing instruments and stationery will continue to improve from 2022, the category is unlikely to register a positive performance in volume terms until 2024, and growth thereafter looks set to be modest. Accordingly, by the end of the forecast period it is expected volume sales will still be well below pre-pandemic levels.
With Turks likely to remain conservative in their spending habits for some time, the forecast period should see many players in luxury writing instruments and stationery launch more affordable and entry-level products. Manufacturers will also try to broaden the consumer base for the category and mitigate the threat from electronic communication methods by stepping up efforts to target younger demographics.
Montblanc has long been the top brand in luxury writing instruments and stationery in Turkey by a wide margin, and this is not expected to change over the forecast period. Together with its strong heritage value, wide distribution network and the trusted reputation for quality and craftsmanship it enjoys among local consumers, this brand’s frequent launch of new collections and limited edition products should ensure its leading position remains unchallenged.
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Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in Turkey 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 DefinitionsThis report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
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