The most important commercial period for writing instruments is the back-to-school months, which in Brazil falls between December and February, when students prepare for the start the school year. Under normal circumstances, the mainstream players in the category see approximately half of their annual sales concentrated into this period.
The growing penetration of digital devices (such as smartphones, tablets and laptops) in Brazil is limiting the ambitions and growth prospects of the mainstream manufacturers of writing instruments. Consumers are increasingly taking digital notes and this is undermining demand for writing instruments.
The therapeutic appeal of colouring books for adults and the aesthetic language of scrapbooks with elaborated letterings emerged as a growing trend in 2015. Having grown in popularity during the review period, these activities went through a slowdown, but are now enjoying a renaissance once again since the outbreak of COVID-19 and are reaching a wider audience of consumers.
Brazil has not only suffered among the highest global death tolls from COVID-19 but its economy has also been severely disrupted, placing large numbers of families into poverty. According to Euromonitor´s system of Economies and Consumers, the unemployment rate jumped from 12% in 2019 to almost 15% in 2021, with a return to the previous level not expected until at least 2023.
Important manufacturers such as Bic and Faber-Castell have seen their e-commerce sales grow significantly since the outbreak of COVID-19. Nevertheless, the process of digitalisation is not restricted to their sales ambitions since these players have also been investing in digital initiatives to better engage with consumers.
In recent years there has been a rise in lower-priced writing instruments being imported from China that have led to increasingly an aggressive competitive environment. However, at the beginning of 2021 the Brazilian government announced a tax increase of 50% on pencils imported from China, as part of its anti-dumping measures that are designed to protect local manufacturers.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in Brazil 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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