There was a sharp decline in retail current value sales of writing instruments during 2020. The closure of educational institutions and workplaces played a significant role in this, with demand for other writing accessories particularly weak.
E-commerce emerged as a small, but significant, distribution channel for writing instruments during 2020, as restrictions on movement led a growing number of local consumers to shop online. As these products tend to be relatively inexpensive, some parents purchased them in bulk online.
Faber-Castell International Indonesia PT continued to lead writing instruments in 2020, followed by Staedtler Indonesia PT and Pentel Indonesia PT. All of them are well known international brands with a longstanding presence in Indonesia, a broad range of products across different price points and wide distribution.
The rate of growth in retail current value sales of writing instruments will accelerate during the first half of the forecast period and remain robust for the remainder, with an anticipated post-pandemic economic recovery playing a role in this. Even as the threat posed by COVID-19 begins to fade, it will continue to affect how writing instruments are used.
There are significant opportunities to grow retail current value sales of writing instruments in a post-pandemic environment in Indonesia, largely due to heightened consumer interest in drawing and writing. Manufacturers could launch products specifically targeted at these groups, such as fountain pens for journal writing or sets of materials for different styles of art.
E-commerce will continue grow in popularity in writing instruments over the course of the forecast period. As they are small and lightweight, writing instruments are particularly well suited to this channel, and both retail chains and e-commerce marketplaces like Alibaba Group’s Lazada are increasing their investment in e-commerce, leading to faster delivery and reduced delivery costs for consumers.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in Indonesia 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.
If you're in the Writing Instruments industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Writing Instruments research and analysis database.
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