Writing Instruments in the US

PROSPECTS

The adult colouring fad is over

Writing instruments posted flat sales growth in retail value terms in 2018. The category recorded strong growth in 2015-2016 and that was mainly because of the adult colouring trend.

Digitalisation has weakened the demand for writing instruments

With technological advancement, many of the traditional physical writing daily tasks have been replaced by electronic functions through portable electronic devices such as tablets and smartphones. As technology has completely made consumers’ lives easier, the usage of and need for writing instruments in everyday life has reduced.

Sales through internet retailing continue to grow

While until recently stationers/office supply stores was the leading distribution channel for writing instruments, it has struggled with the growing competition from internet retailing. Staples and Office Depot have faced low store traffic, which has forced them to close their physical stores.

COMPETITIVE LANDSCAPE

The top five companies maintain their category shares

Writing instruments continues to be dominated by Newell Rubbermaid Inc, Crayola LLC, Bic Corp, Pilot Pen Corp of America and Faber-Castell USA. In 2017, these players maintained their category shares in the diverse and competitive writing instruments category, thanks to their widened product portfolios, which covered multiple writing instruments categories.

Bic Corp stays in a leading position in writing instruments

Bic Corp was the third-leading player within writing instruments in 2017. The company maintained its high position thanks to its strong product portfolio in ballpoint pens, mechanical pencils and other writing accessories (eg, correction products).

Pilot Pen Corp of America posts the fastest growth

Pilot Pen recorded the fastest growth in writing instruments and ranked fourth in 2017. The growth rate was achieved thanks to the strong sales of its G-2 series of retractable-type, gel-ink and roller ball pens.

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