New habits were formed by many during the COVID-19 pandemic, such as increased writing in diaries or journals. These continued in 2021, especially given the associated eye strain associated with increased screen time.
International brands continue to account for most retail value sales in writing instruments, in terms of both mass and luxury brands. The three leading brands, Uni-ball, Staedtler and Faber-Castell, are imported.
While Montblanc saw decreased current value sales growth in 2020, mostly due to the loss of tourists, its losses were tempered by the fact that local consumption increased to a certain degree. Customers, especially local Emiratis, are embracing the fountain pen amid a rediscovery of penmanship.
The COVID-19 pandemic awakened many consumers’ inner child, as adults turned to creative endeavours they could do at home. This trend is expected to continue through the forecast period and as a response, many companies unveiled new product offerings in 2021.
E-commerce marketplaces such as Amazon or Carrefour offer a wide range of stationery supplies that can be purchased with ease on their e-commerce sites. These sites are especially popular as those buying basic writing instruments tend to be brand loyal and are not necessarily novelty-seeking.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in United Arab Emirates 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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