As schools, universities and offices have seen limited closures in Taiwan during the COVID-19 pandemic, writing instruments has not been strongly impacted in these channels, as per other territories. However, disruptions in overseas supply chains did negatively impact the category in 2020: the lack of supply of raw materials, such as plastic, caused writing instruments like ballpoint pens and mechanical pencils to be out of stock for one month in early 2020.
The growth of all writing instruments will be either small or negative during 2021 due to households having such products stocked already. Some school closures in 2021 have led to reduced use of writing instruments and thus reduced the demand for new items.
Pentel Co continued to lead writing instruments in 2020, thanks to its globally recognised Pentel brand. It is noted that Japanese brands continue to hold the top value shares in writing instruments in Taiwan, with Pilot (from Pilot Corp) and Uni-ball (from Mitsubishi Pencil Co) also in the top four brands (along with the iconic Montblanc brand from Richemont Asia Pacific).
Sales of writing instruments are expected to witness slow growth throughout the forecast period with current value sales set to remain well below pre-pandemic sales even by the end of the forecast period. This is likely due to the increased prevalence of technology in society, with consumers preferring to type on computers or smartphones rather than write with pen and paper.
Over the forecast period, it will be important for players to continue developing the best possible in-store experiences for their customers, as well as providing excellent online customer service. In-store experiences will attract consumers back to the physical stores and, with an ongoing stream of developments, offerings, and promotions, will also ensure repeat visitation.
Personalisation and customisation are trends which are seen to be popular in Taiwan. Therefore, players can approach development of writing instruments with a polarised view.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in Taiwan 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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