In 2020, the COVID-19 pandemic did not have such a severe impact on writing instruments, with the landscape recording a single-digit value decline of 7%, compared to double-digit declines recorded in other areas. Some writing instrument product areas performed better than others, with other writing accessories recording value growth of 7%, with colouring, markers and highlighters all recording double-digit growth.
During the review period, arts and crafts continued to grow in popularity amongst both children and adults in Spain, driving increased demand for colouring items. This trend continued in 2020 and 2021, as ongoing COVID-19 restrictions limited movement during the first half of 2021.
With a relatively strong presence in several writing instrument product areas, including pens, mechanical pencils, markers/highlighters and writing accessories, Pilot Corp retained its leadership position in the category in 2020, despite a decline in both value share and value sales. Second-ranked Bic Iberia, on the other hand, strong in colouring, pencils and writing accessories, amongst other areas, maintained its consistent value share.
Following the start of a recovery in 2021, which is set to lead to value growth of 4%, value sales are expected to improve further over the forecast period, leading to a value CAGR of 5%. Over the strict confinement months and during 2021, Spaniards showed a higher interest in calligraphy and arts and crafts activities benefiting Stabilo and Alpino brands, especially as these companies increased their portfolio of calligraphy offerings.
As a growing number of Spanish schools are increasingly including technical devices in their methodology, this is becoming a growing challenge for writing instruments and will impact growth across the forecast period. This was accelerated by the obligatory home-schooling in 2020.
Traditionally, consumers bought their writing instruments at a wide variety of brick-and-mortar stores, ranging from discounters to grocery retailers to mixed retailers. In particular, many parents bought writing instruments for their children during the back-to-school period when they were shopping for other items, such as clothing and footwear.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in Spain 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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