With demand for writing instruments still under pressure due to the lingering impact of the COVID-19 pandemic during 2021, many of the category’s leading brands looked to promotional activity to boost sales, with some interesting and innovative approaches emerging as a result. Pre-ordering services for instance became a major trend in pens during 2021, with Pelikan, Caran d’Ache 849 and Paul Smith among the parties offering pre-ordering for some of the more exclusive pens.
With the COVID-19 pandemic having interrupted commercial activity in key sectors of the Thai economy during 2020, many Thai consumers have adopted a very circumspect approach to spending. Faced with low demand as a result of this, many of the leading brands and specialist retailers in writing instruments engaged in heavy price promotions during 2021.
CSR programmes came to the fore in writing instruments during 2021 as the category’s leading brands sought to improve their public image whilst doing good deeds that make a valid contribution to Thai society. Staedtler Thailand for example donated some of its products to the Autistic Thai Foundation via the World Kids Colouring Day celebrations, enabling the brand to strengthen its consumer recognition and contribute to Thai society.
The major changes that were seen in the retailing of writing instruments towards the end of the review period are expected to remain in effect during the forecast period. Indeed, it is likely that further changes will be seen in the retailing of writing instruments, a category in which e-commerce has particularly strong opportunities to develop.
As mentioned above, innovation is a constant presence in writing instruments in Thailand and this is unlikely to change during the forecast period. In particular, limited editions, special collections and premiumisation are expected to be central to new product development in the category during the forecast period.
As already noted in this report, skilfully combining online and offline sales and marketing channels is likely to remain an important aspect of the promotion and distribution of writing instruments in Thailand during the forecast period. Omnichannel retailing is set to emerge as central to the operations of all of the category’s leading players, with Line official accounts, Facebook pages, websites, mobile APP and the leading e-marketplaces Shopee and Lazada all set to play a role in the categories of distribution during the forecast period.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in Thailand 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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