Writing Instruments in the US

PROSPECTS

Digital devices place downward pressure on writing instruments

Writing instruments experienced flat sales growth in current value terms and a decline in retail volume terms in 2019 as the ubiquity of digital devices continued to impact demand. Sales of colouring products, as well as markers and highlighters, continued to fall as a result of the solidification of the end of the adult colouring fad that lifted sales in 2015-2016, as well as children’s increasing use of iPads and other digital devices for recreational colouring as opposed to writing instruments and paper.

Roller ball pens continue to grow ahead of ball point and fountain pens

Pens recorded slower growth than in recent years amid changing consumer preferences and priorities. With consumers drawn to the smooth feel and vivid line produced by roller ball pens, the category continued to grow faster than ball point pens, which consumers are more likely to receive for free through business promotions and from places like hotels and restaurants, making them less likely to purchase themselves.

Mechanical pencils grow ahead of graphite models amid premiumisation

Pencils recorded healthy growth in 2019 as writing instruments continue to remain ubiquitous in schools due to their requirement for scantrons and other tests. While graphite pencils remained popular, their growth was outpaced by mechanical pencils, which attract consumers due to their consistent line and the convenience of refillable lead as opposed to sharpening.

COMPETITIVE LANDSCAPE

Mixed performances among the leaders

Newell Brands Inc, Bic Corp and Crayola LLC continued to be among the leading players in writing instruments in 2018, despite recording mixed sales performances. Leader Newell Brands Inc, owner of brands including Sharpie, Paper Mate and Expo, and Crayola LLC both experienced sales declines as a result of the negative performance of the colouring category and the impact of the Toys “R” Us bankruptcy.

Internet retailing surpasses stationers/office supply stores as largest channel

With every other retail channel posting a decline in 2019, internet retailing continued to be the fastest-growing channel for writing instruments as consumers enjoyed the convenience of purchasing writing instruments in-bulk online as opposed to visiting a physical store. With internet retailing’s share expanding and the share of stationers/office supply stores declining, the former is now the largest channel for writing instruments.

Private label continues to gain share

Seeking new strategies to remain competitive amid a rapidly changing retail landscape that has seen consistent declines in foot traffic to stores in recent years, many American retailers are developing private label lines and products, including for writing instruments, in order to grow sales and improve margins. Satisfying consumers’ desire for a good deal, private label writing instruments are enjoying success as consumers are quick to extend a store’s positive qualities towards its private label lines.

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