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Although sales of writing instruments are already relatively high among young adults, teenagers and children, the category’s leading brands continue with their attempts to support flagging growth by extending their consumer bases to include younger segments. Several of the category’s leading brands are actively launching new pencils and pens for even younger children.
With sales of writing instruments increasingly dependent on demand among children, leading brands increasingly seek tie-ins and crossovers with popular animated characters through licensing deals with the owners of the character’s image. This is indeed becoming a common strategy integral to driving demand among the key segments of primary and secondary school students.
Despite the increasing popularity of computers and other digital equipment, sales of writing instruments are set to continue increasing steadily over the forecast period. This is mainly due to consistent demand among schoolchildren and those working in office environments.
With growth remaining modest in writing instruments in 2018, the competitive landscape was relatively stable and there was little in the way of changes to the competitive positions or value shares of the leading players. The main reason for suppressed activity in the category is that demand for manual handwriting tools is now much lower than it was in the past.
Within the mass segment, Japanese brands Pilot, Mitsubishi, Pentel and Zebra remain the leading names. These players all offer wide ranges of pens, markers and pencils, with regular new launches, including limited edition that are able to generate strong demand.
Internet retailing gained ground as a retail channel for writing instruments over the review period and this trend is likely to continue building over the forecast period. With their low unit prices, small size and low weight, writing instruments make the ideal online purchases.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Writing Instruments industry in Hong Kong, China with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Writing Instruments industry in Hong Kong, China, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our writing instruments market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.