Writing instruments is expected to see a sales recovery in 2021, following decline in 2020. Remoted learning due to the COVID-19 pandemic negatively affected demand for pens and pencils as pupils wrote less as they used their laptops or computers when learning at home in 2020.
In France, roller ball pens with a water-based liquid are very popular; however, they have never been popular in Russia because schools forbid their use in lower grades. Also, using roller ball pens with a water-based liquid requires good quality paper, which has only been used in Russian schools for the last 15 years.
International brands continued to lead a highly fragmented writing instruments landscape in 2020. Players benefited from their strong brands, established reputations, quality and affordable prices, limiting the entry prospects for domestic players.
The declining birth rate trend in Russia is expected to negatively impact writing instruments over the forecast period to 2026. Children who were born in 2014 (the beginning of the birth rate decline) will go to school in 2021 and every year thereafter, the number of new pupils will decline.
With legislation passed to enable remote working in 2020 and with many companies adapting to such conditions due to the limitations imposed by COVID-19, it is likely that many will continue to embrace this mode of working where possible. This will adversely affect the B2B sales of writing instruments such as ball point pens and pencils as companies will not need to purchase these items centrally in such large volumes.
Since many transactions for writing instruments are low value in nature, the category looks set to remain an unlikely target for the widespread adoption of e-commerce. As a result, stores are expected to continue to account for an overwhelmingly dominant value share of writing instruments sales over the forecast period.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in Russia 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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