2021 saw sales of writing instruments still under pressure due to the negative impact of the COVID-19 pandemic. Specifically, the repeated closure of all of the country’s schools during 2020 and 2021 meant that many children had much less reason to use writing instruments for an extended period of time.
Although sales of writing instruments came under pressure generally due to the impact of the COVID-19 pandemic during 2020 and 2021, some categories were less negatively affected than others. In particular, colouring and markers and highlighters benefited somewhat from the closure of all Argentinian schools for extended period towards the end of the review period.
As mentioned above, one of the few positive influences on sales of writing instruments during 2021 was the greater use of markers and highlighters and colouring among children forced to stay home from school due to the social distancing protocols enforced by the Argentinian government. Within this context, one of the key activities that boosted demand for a wide variety of writing instruments was the customisation of face masks by children.
With sales of pens and pencils expected to remain under pressure due to the increasing use of digital devices rather than pens and paper in everyday life, markers and highlighters is poised to emerge as a more important category for writing instruments companies. With this in mind, it is expected that the category will become more competitive over the forecast period, with the leading brands likely to turn to innovation to remain relevant and offer consumers a genuine point of difference.
Another major opportunity to generate stronger sales in the category during the forecast period is expected to derive from the ongoing development of erasable roller ball pens. Recent years have seen the use these products begin to replace the use of both graphite pencils and various types of pens among Argentinian children, many of whom are learning to write, which makes the option to erase text and also among older children, due to the possibility of being easily erased without leaving a trace.
The forecast period is expected to see further development of e-commerce in Argentina after 2020 and 2021 saw a huge surge in consumer demand for e-commerce as online shopping became much more attractive within the context of the COVID-19 pandemic. Writing instruments are often seen as ideal products for purchasing the e-commerce as their light weight and small size makes them suitable for home delivery.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Writing Instruments research and analysis database.
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