Writing instruments has struggled to remain relevant to consumers in the context of the increasing digitalisation of every area of modern life. The COVID-19 crisis further enhanced consumers’ digital engagement with the shift towards remote work and distance learning, as well as increased use of social media and streaming services.
At the end of 2020, Pentel targeted the rise in consumer hygiene-consciousness resulting from the COVID-19 pandemic with the launch of an antibacterial pen that helps to prevent the spread of microbes. Both the barrel and the cap of the Superb Antibacterial contain silver ions that have antibacterial, biocidal properties capable of inhibiting the growth of bacteria and preventing them from spreading on the surface of the pen.
AW Faber-Castell (Australia) Pty Ltd overtook ACCO Australia Pty Ltd to gain the lead in writing instruments in 2020. Faber-Castell has benefited from growth in the colouring segment, as the player has responded quickly to satisfy consumer demand for colouring materials and pencils.
High standards of customer service and experiential marketing are key elements in the strategies of luxury writing instruments players in areas such as fountain pens, and this is a marketing method which is generally becoming more popular amongst high-end brands.
Another trend seen across a number of categories, is that for personalisation, and this also applies to personalised stationery. Whilst traditional stationery is declining as companies move to paper-free environments, fashion-based and personalised stationery is becoming more popular.
Faber-Castell’s online art lessons offering is another marketing tool which players can use to re-stimulate sales in writing instruments, particularly in the art-related segment. This ties in nicely with the increase in hobby art and colouring seen as a result of COVID-19 related restrictions and home seclusion and, being an online offering, it also complements e-commerce sales.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in Australia 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 Writing Instruments industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Writing Instruments research and analysis database.
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