Students’ adoption of digital devices will weigh on demand for core writing instruments such as pens and pencils, resulting in slowing category growth over the forecast period. The significant expansion of remote learning is expected to have a long-term effect, with schools at all levels, but particularly university level, offering more remote or hybrid options.
While increased use of digital devices and some sustained level of remote working and e-learning are expected to moderate demand in the future, players could find opportunities in value-added products targeted towards more specific consumer groups. Indeed, a level of premiumisation is expected in 2022, as demand is being driven by artistic or creative endeavours, leading to declining sales for private label.
While digitalisation threatens the future of traditional writing instruments, some players are leaning into the change and setting themselves up for success in the long term. For instance, Bic expanded its “core stationery” offerings to now include creative and digital expression.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Writing instruments is the aggregate of pens, pencils, colouring, markers and highlighters and writing accessories.See All of Our Definitions
This report originates from Passport, our Writing Instruments research and analysis database.
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