Demand for writing instruments was declining even before COVID-19. The use of electronic devices is largely seen as the main factor hampering demand for writing instruments: with the use of smartphones and tablets for communication, consumers have less need for pens, pencils, and other writing instruments.
During the pandemic, Dutch consumers have had to spend more time at home. This included children, as school closures were implemented to restrict the spread of the virus.
During the pandemic, demand for luxury pens suffered due to the lack of foreign tourism from countries such as China or India. As such, specialist retailers geared their marketing efforts towards strengthen bonds with domestic consumers.
Despite the challenges faced by the pandemic, specialist retailers in luxury writing instruments still see opportunities for growth in the coming years. Promotion offered on luxury pens at set to continue with the introduction of new products and special editions also expected to boost interest in the category.
Over the forecast period, the distribution for writing instruments is expected to continue witnessing a fast shift towards e-commerce. Extended closure periods for retail chains like HEMA, which specialised in campaigns such as ‘Back to school’, have normalised the behaviour of purchasing writing instruments online during the pandemic.
Dutch consumers are becoming increasingly concerned over the environmental impact of products they purchase and are increasingly willing to demand products that address sustainable practices. This issue is set to influence the development of writing instruments in the coming year, with consumers more frequently eschewing those that are not eco-friendly.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in Netherlands 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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