Writing instruments sales did not decline as strongly during 2020 as other categories within personal accessories as it relies a lot less on international tourism. Instead, sales largely depend on school activities.
Fountain pens and pen inkwells and refills, two complementary product categories, are seeing strong growth in 2021 in Germany. This is partly because the steep decline seen in 2020, due to the sudden drop in demand from both local consumers and tourists, as well as store closure across the year created favourable market conditions for them to rebound strongly in 2021.
E-commerce looks like it will not only defend the gains it made in 2020, but even see a further boost to its share in 2021. The extended lockdowns and restrictions imposed on bricks-and-mortar stores gave online retailing further opportunities to cement its importance in writing instruments, which was still below that of other industries prior to the pandemic.
Per capita consumption decreased substantially in all areas of writing instruments as a consequence of the sudden drop in demand in 2020. In spite of the gradual volume recovery forecast for the coming years, values will still remain below those of 2019, as the industry loses sales to other competing products.
The recent events and shift towards online sales are creating a trend that will continue to develop over the forecast period and which will benefit the already well-established brands. Writing instruments, in most of its product areas, sees irregular and almost spontaneous purchases, with consumers having little awareness of a particular brand’s prices and how these relate to its respective quality, and are therefore often unable to make rational decisions as to which options to choose.
In Germany, the stationers/office supply stores channel has held the leading position for distribution of writing instruments for a number of decades, and, even throughout the digitalisation of society, this retailing channel has been able to maintain its leadership in category sales. However, with the latest technological developments, improvements in delivery infrastructure and ever widening access to the internet, consumers have been increasingly turning to e-commerce alternatives – with the pandemic only exacerbating the struggles of bricks-and-mortar stationers/office supply stores and boosting online sales.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in Germany 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.
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This report originates from Passport, our Writing Instruments research and analysis database.
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