Writing instruments in Japan was already seeing current value decline prior to the COVID-19 pandemic, due to a shift to paperless operations and a declining birth rate. COVID-19 further had a heavy impact as schools closed during the state of the emergency in 2020.
Given such a challenging environment, writing instrument manufacturers in Japan are putting extra effort into capture new areas of demand in the COVID-19 era. Antibacterial pens are seeing increased demand against the background of heightened awareness of virus prevention.
Under the state of emergency in April/May 2020, the government requested that consumers stay home and minimise the number of outings. Catering to consumers seeking to fill time while at home, colouring gained traction.
While direct-to-consumer sales are growing in many consumer goods industries, writing instruments continues to see a sales chain based on traditional manufacturers selling to distributors who in turn sell to retailers. However, manufacturers are working hard to reform this structure.
Traditionally, writing instruments were seen as essential items for writing on many occasions in daily lives, being viewed as essential products similarly to phones for talking, scissors for cutting and chopsticks for eating. However, the rapid lifestyle shifts seen towards the end of the review period prove that writing, studying and working can be fulfilled without using writing instruments.
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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.
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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