In 2021, sales of writing instruments are expected to improve compared to 2020 when the COVID-19 pandemic caused a substantial decline in retail sales. After seeing slow current value growth in 2018 and 2019, the category saw a substantial double-digit decline in 2020.
The most dynamic product area in writing instruments in 2021 is expected to be fountain pens. Having ranked as the worst performing product area during the COVID-19 pandemic, the moderate growth projected for fountain pens in 2021 will mark the beginning of the product area’s recovery in Italy.
In 2021, brands are looking to their iconic products for inspiration for new product launches, developing new, updated variants of some of their most popular lines. Writing instruments leader Bic Italia SpA, for instance, launched the new BIC Cristal Re’NewTM which maintains the design of the iconic Cristal Original adding a modern and premium twist thanks to the matt aluminium barrel and the redesigned cap.
Over the forecast period, writing instruments is expected to maintain positive growth rates as the category continues to recover from the impact of the COVID-19 pandemic. The category is expected to make a full recovery during the forecast period, exceeding 2019 retail current value sales in 2025.
Despite rising digitalisation in Italy, writing instruments are expected to remain popular over the forecast period as they are perceived as stimulating creativity. Products such as colouring and markets and highlighters are mainly purchased for children, and parents are likely to prioritise spending on their children where possible.
Over the forecast period, stationers/office supply stores will continue to dominate sales in writing instruments, whilst grocery retailers is also expected to remain a key channel for the category. Going into the forecast period, there are around 11,000 outlets in this distribution channel in Italy.
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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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