In response to the COVID-19 pandemic in 2020, writing instruments recorded current value and volume decline. This was in response to the switch to remote working and online schooling which drastically declined the demand for writing instruments.
Unbranded products have traditionally played a significant role in writing instruments in Turkey, with parents often purchasing these products for their children due to their lower prices. However, media coverage of the inclusion of potentially dangerous substances in these products, particularly in products used by children, such as pencils and colouring products, has encouraged many parents to switch to higher-quality, safer, branded products in order to safeguard their children.
Adel Kalemcilik maintained its strong lead in writing instruments in 2020. The company represents the Faber-Castell, Graf von Faber-Castell, Adel, Adeland, Atlas, Max, and Panfix branded products.
Stationers/office supply stores held the majority share of sales of writing instruments in Turkey prior to the COVID-19 outbreak. However, these outlets were regarded as non-essential during the pandemic and were forced to close, thus driving sales to modern grocery retailers such as supermarkets and hypermarkets.
Over the forecast period, consumers are expected to be more focused on sustainable and eco-friendly products, especially as the COVID-19 pandemic has led many to become more aware of such issues. As a result, consumers will choose brands that are more “responsible” whilst also limiting consumption, particularly of products containing plastic.
Customisation has been a trend in many personal good and accessories categories and will continue to be observed within pens towards in 2021. To cater to this demand, leading pen manufacturers are offering pens inscribed and personalised with a particular logo or name.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in Turkey 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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