In the forecast period, volume sales of writing instruments are expected to return to the pattern of slow and consistent decline, as seen before the pandemic disruption. Meanwhile, current value growth is set to remain in positive territory, although this will be driven by inflation, with sales at constant 2022 prices also set to decline.
With the unfavourable conditions in writing instruments overall, adaptation is essential for companies. After a controversial ownership war between Kokuyo Co Ltd and PLUS Corporation over Pentel Co Ltd, PLUS Corp and Pentel jointly announced progress on joint projects, with overseas distribution one top priority, but also building domestic sales, with themes such as cooperation in e-commerce, activation of retail channels for writing instruments and reinforcement of school writing instruments.
The current major channels for writing instruments are expected to remain important in the forecast period, such as grocery retailers, variety stores and other non-grocery retailers. Although the retail e-commerce channel did expand its value share in writing instruments in the first year of the pandemic, share gains were low, and no further increases have since been seen.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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