What is at stake in the outlook for low-cost and mid-priced writing instruments is the tricky question of what French consumers will dedicate to school supplies. This household budget is one of the most affected by soaring prices – it has to be noted that Oxford, a leading brand in notebooks (not included in the data) could not avoid a price increase of 30% in 2022 due to the skyrocketing cost of paper and carton.
Let there be no mistake: other than the peak of 2020-2021 due to the atypical success of writing, colouring, and craft activities at home during the lockdowns, sales of writing instrument usually/structurally slowly declined during the review period and are likely to wane again. Admittedly, as well as the dramatic rise in arts and crafts activities seen during the COVID-19 crisis, there was also a notable comeback of writing, spanning the keeping of journals and diaries, and the writing of biographies and novels.
The expansion of e-commerce is expected to forge ahead on an ongoing basis, as consumers initially moved online in the context of the closure of non-essential physical stores and concerns about exposure to the COVID-19 virus in public places over 2020-2021 and have thus become to value to convenience and benefits the channel offers. With consumers having come to appreciate the convenience of online shopping, a factor that will only increase in importance as they return to busy lifestyles as the immediate threat from COVID-19 wanes, e-commerce has potential for further development during the forecast period – mainly in upmarket/luxury writing instruments.
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Writing instruments is the aggregate of pens, pencils, colouring, markers and highlighters and writing accessories.See All of Our Definitions
This report originates from Passport, our Writing Instruments research and analysis database.
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