Executive Summary

Jul 2019
PROSPECTS
Rising penetration of smartphones and other devices continues to undermine sales

South Korea has one of the world’s highest penetration rates for smart mobile devices. The country’s residents are known for their love of the latest communication technologies and this means that writing instruments are becoming less relevant with every passing year.

Colouring and roller ball pens are the most dynamic categories thanks to their innovation and the trend for adult colouring books

2019 saw colouring lead growth in writing instruments, with roller ball pens also performing well. The main reason for this relatively high sales growth is that the leading players in roller ball pens are focused on constantly launching new products which represent genuine innovation, specifically products with smoother nibs and better ink that are easier and more comfortable to use.

The low birth rate and contracting population of children continue to suppress growth

South Korea’s birth rate remains low. This is mainly due to the pressures that young couples in Korean society currently face, specifically the pressure to develop a strong career and attain a certain level of economic stability, which often takes many years and leads them to delay starting a family and having fewer children when they eventually do.

COMPETITIVE LANDSCAPE
Mitsubishi Pencil Co remains on top of the rankings with a very strong performance

Leading player Mitsubishi Pencil Co Ltd registered the highest sales growth in writing instruments in 2018 as it extended its lead at the top of the rankings in the category. The company’s Uni brand has been particularly successful in South Korea and this is not least because of the recent success of the very popular Uni Zetstream product range.

Local player Mon Ami responds to its falling sales with the opening of Ink Lab

Second-placed Mon Ami is the leading local manufacturer of writing instruments and the company continued to register negative growth in sales and value share in 2018. In response, the company has engaged in stronger efforts to relate more closely to consumers.

Domestic companies vie with international rivals for sales

Domestic manufacturers remain a strong presence in writing instruments in South Korea. While Japanese players such as Mitsubishi, Pilot, Zebra and Sakura are generally the pace setters in writing instruments in South Korea, domestic players have been able to maintain a strong presence.

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Writing Instruments in South Korea

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Overview

Discover the latest market trends and uncover sources of future market growth for the Writing Instruments industry in South Korea with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Writing Instruments industry in South Korea, our research will save you time and money while empowering you to make informed, profitable decisions.

The Writing Instruments in South Korea market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • How have sales of writing instruments evolved over the past few years in South Korea?
  • What’s the potential of writing instruments sales via the internet?
  • Just how dominant are pens compared to pencils, highlighters and accessories?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our writing instruments market research database.

Writing Instruments in South Korea - Category analysis

HEADLINES

PROSPECTS

Rising penetration of smartphones and other devices continues to undermine sales
Colouring and roller ball pens are the most dynamic categories thanks to their innovation and the trend for adult colouring books
The low birth rate and contracting population of children continue to suppress growth

COMPETITIVE LANDSCAPE

Mitsubishi Pencil Co remains on top of the rankings with a very strong performance
Local player Mon Ami responds to its falling sales with the opening of Ink Lab
Domestic companies vie with international rivals for sales

CATEGORY DATA

Table 1 Sales of Writing Instruments by Category: Volume 2014-2019
Table 2 Sales of Writing Instruments by Category: Value 2014-2019
Table 3 Sales of Writing Instruments by Category: % Volume Growth 2014-2019
Table 4 Sales of Writing Instruments by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Writing Instruments: % Value 2014-2018
Table 6 LBN Brand Shares of Writing Instruments: % Value 2015-2018
Table 7 Distribution of Writing Instruments by Format: % Value 2014-2019
Table 8 Forecast Sales of Writing Instruments by Category: Volume 2019-2024
Table 9 Forecast Sales of Writing Instruments by Category: Value 2019-2024
Table 10 Forecast Sales of Writing Instruments by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Writing Instruments by Category: % Value Growth 2019-2024

Personal Accessories in South Korea - Industry Overview

EXECUTIVE SUMMARY

Sales growth driven by younger consumers amidst a general economic slowdown
Polarisation of demand continues to squeeze mid-priced brands
International luxury goods companies and brands continue to lead sales
Department stores remains dominant despite challenges from internet retailing and TV homeshopping
Muted demand among locals to be mitigated by rising spending among foreign tourists

MARKET DATA

Table 12 Sales of Personal Accessories by Category: Volume 2014-2019
Table 13 Sales of Personal Accessories by Category: Value 2014-2019
Table 14 Sales of Personal Accessories by Category: % Volume Growth 2014-2019
Table 15 Sales of Personal Accessories by Category: % Value Growth 2014-2019
Table 16 NBO Company Shares of Personal Accessories: % Value 2014-2018
Table 17 LBN Brand Shares of Personal Accessories: % Value 2015-2018
Table 18 Distribution of Personal Accessories by Format: % Value 2014-2019
Table 19 Forecast Sales of Personal Accessories by Category: Volume 2019-2024
Table 20 Forecast Sales of Personal Accessories by Category: Value 2019-2024
Table 21 Forecast Sales of Personal Accessories by Category: % Volume Growth 2019-2024
Table 22 Forecast Sales of Personal Accessories by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources