In recent years, sales of writing instruments have recorded marginal growth, as the shift to digitalisation continues. In 2020, digitalisation was further accelerated, as education moved online.
Continuing to perform as it has throughout the review period, Bic Polska has maintained its leadership in writing instruments, followed by Herlitz and WPC, all of which have nevertheless registered declines in value share in recent years. All of the top three players benefited from their well-known brands and their extensive distribution networks.
The periodic closure of shopping centres during the pandemic affected value sales through brick-and-mortar channels. In particular, office supply stores were negatively impacted, which hypermarkets, supermarkets and discounts stores gained value share from the closure of such shopping centres.
Writing instruments will register low constant value growth over the forecast period and in terms of overall personal accessories, will register the poorest performance. Most of the same issues that players faced prior to the pandemic will be present and will influence sales over the forecast period, i.
In contrast to the anticipated sales performances in other areas of writing instruments, sales of colouring, which recorded relatively strong and steady growth prior to the pandemic, are projected to post the strongest growth over the forecast period. As during the review period, over the forecast period, both adults and children alike are expected to turn to colouring to express their creative impulses.
In recent years, the e-commerce channel has developed at a fast pace but its impact on the distribution of writing instruments has remained relatively insignificant, as most consumers preferred to shop for pens, pencils, etc. in brick-and-mortar stores.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Writing Instruments research and analysis database.
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