The back-to-school season, which is the critical driver for writing instruments, is expected to make a recovery in 2021 after being disrupted by the pandemic in 2020. However, the return to school is also heavily contingent on the rate of vaccination in the country as back-to-school shopping starts as early as May with some retailers.
Much like in 2020, work-from-home policies for employees in 2021 continue to help sustain demand for writing instruments. Indeed, Canadian employers such as RBC extended their work-from-home policies into 2021, with others, such as the technology company Shopify, announcing a permanent shift to remote working moving forward.
After already gaining value share pre-COVID-19 due to offering a wide range of products at competitive prices, e-commerce is set to continue growing as a distribution channel for writing instruments in 2021. Indeed, the lockdown in Canada saw parents move online to purchase a range of creative tools to help engage their children whilst they were forced to remain at home.
Following the gradual start of recovery in 2021, writing instruments is set to see double-digit current value growth in 2022 before slowing to nearly static growth by 2026. The anticipated return to in-person classes and the return of the regular back-to-school shopping period, which was significantly disrupted in 2020 and affected by uncertainty in 2021, will drive recovery in the forecast period.
The pandemic has temporarily disrupted many aspects of consumers’ daily lives, although the concept of working-from-home likely to stay moving forward. Indeed, expectations are high that many businesses will transition to flexible working models for employees, allowing for more remote work with reduced in-office attendance in the forecast period.
Demand for more expensive and less regularly-used writing instruments, such as fountain pens, is expected to bounce back later in the forecast period as the Canadian economy recovers from the pandemic. Since most consumers view fountain pens as a discretionary item, the category deeply suffered during the pandemic.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in Canada 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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