INDUSTRY PERFORMANCE

INDUSTRY PERFORMANCE

Writing instruments in the UK faced challenging conditions in 2025, with macroeconomic pressures leading to static volume sales and a low retail current value increase. Despite this, certain categories showed better performances, like pens, which saw retail volume and value growth to stand at 108 million units, and GBP153 million. Writing instruments is expected to continue its low but positive retail volume growth to 2030, driven by the consumer preference for multifunctional, sustainable, and

Writing instruments in the US experienced a modest rebound in 2025, with value sales growth of 2% reaching USD3.3 billion. This was driven by consumers purchasing low-budget essentials in anticipation of increased prices. This growth is expected to continue, with a forecast CAGR of 2% over the forecast period, to reach USD3.7 billion by 2030. The market's attractiveness is enhanced by the continued importance of the back-to-school season and the growing demand for nostalgia-driven products and c

Sales of writing instruments experienced high single-digit growth in value and volume terms in 2024. This indicated a stable recovery in demand in the post-pandemic period backed by increasing educational and professional activity. The growth in enrolment for coaching and competitive exams and university enrolments also contributed towards growth in the use of pens, pencils, and a range of writing accessories. India’s large youth population benefits the category, as there is a sizable target mar

In 2024, writing instruments recorded positive value growth in South Africa. Pens and pencils remained essential stationery staples used in both schools and offices, resulting in a consistent, stable demand. Sales of these items peaked during the back-to-school season, as parents stocked up or replaced essential school supplies for their children. Retailers launched aggressive price promotions to capitalise on this seasonal rush, driving retail volume sales.

Writing instruments has found itself at a crossroads in Brazil in 2024, grappling with a combination of economic challenges, technological disruption, and shifting consumer habits. Writing instruments experienced a significant surge in sales in 2022, as schools and offices reopened after prolonged pandemic-related closures. Brands such as Faber-Castell and Bic reported record sales during this period, with demand for pens, pencils, and markers skyrocketing as students and professionals restocked

Although writing instruments in Germany recorded a positive performance in 2024, the country’s economic landscape continued to evolve, presenting new challenges for businesses, thereby ensuring that overall demand remained below pre-pandemic levels. Consumer confidence remained moderate throughout the year as sentiment changed on a monthly basis, given uncertainty about global geopolitical issues potentially affecting Germany’s economy.

In 2024, writing instruments in Sweden recorded relatively positive retail value and volume growth, compared to the more fluctuating growth rates seen during the review period. Naturally, writing instruments saw a notable decline in 2020 during the COVID-19 pandemic, followed by a resurgence post-pandemic, with people returning to offices, schools, and universities to a greater extent. However, the resurgence was not as notable as seen in other countries due to most schools remaining open throug

In 2024, writing instruments in Romania saw positive retail value growth of 6%, despite facing several significant challenges. The rise of online learning, coupled with the increasing reliance on digital communication tools, has contributed to a noticeable decline in demand for traditional writing products such as pens, pencils, and notebooks. As more educational content and professional interactions shift to digital platforms, the need for conventional writing instruments has lessened, especial

In 2024, sales of writing instruments in Ukraine were significantly impacted by the ongoing demographic changes due to the Russian invasion of the country. The 2022 invasion led to millions of emigrants leaving the country, many of whom have not returned in 2024. This situation was exacerbated by the departure of around 300,000 children of school age prior to the start of the school year in September 2024, which further reduced the demand for writing instruments, an essential product for student

In 2024, writing instruments in Poland recorded retail value sales growth of 6%, with colouring recording the strongest growth of 9%. However, the shift towards digital learning and the use of technology in schools and universities, is a significant challenge for sales. This challenges growth for traditional writing and colouring instruments, as students increasingly use laptops and tablets for in-class and homework assignments, along with the rise of digital art, which is becoming increasingly

In 2024, writing instruments in the Netherlands registered positive retail value and volume growth of 3%, although growth continued to be challenged by both maturity and changes in consumer habits. Digitalisation remains the key factor hampering sales, negatively influencing the category as more consumers use electronic devices for writing and communicating. In response to this significant challenge, manufacturers in 2024 focused on innovation, generating more interest in products. This included

In 2024, retail value sales of writing instruments in Taiwan recorded growth of 2%; however, retail volume sales declined. The rise of paperless technology has significantly reduced the demand for traditional pens, with business environments increasingly moving away from paper-based processes. As such, pens are primarily used for specific, formal occasions, as the need for writing and recording information is increasingly fulfilled by electronic devices. This shift towards digitisation has force

Writing instruments in Turkey witnessed a steep decline in volume sales over 2024 due to high costs of living and inflation. Consumers switched to cheaper options when buying writing instruments, especially for items used in educational settings. Private label was a standout performer in this context as they are cheaper and deemed to be just as effective as other branded products. Affordable prices were important due to the unstable economic environment and high inflation.

The market for writing instruments in the Philippines continued to expand in 2024, driven by population growth, which resulted in more children attending school and adults entering the workforce. However, the rate of volume growth slowed compared to 2021 and 2022, primarily due to the increasing integration of hybrid digital and offline set-ups in schools and workplaces post-pandemic. Additionally, government efforts to provide digital tools, such as tablets, particularly to children from lower-

Writing instruments in Thailand continued to see support from steady demand from educational institutions and office environments in 2024. Dynamic growth was seen in segments such as colouring and markers and highlighters, which were bolstered by a variety of product innovations. These innovations include acrylic markers designed for diverse art styles, markers available in neon or pastel colour ranges and glittering watercolour options. Such developments cater to the creative and functional nee

Writing instruments saw a rather disappointing year in 2024, which failed to see a boost from the back-to-school period in August to early September. Indeed, as witnessed in bags and luggage with schoolbags, the back-to-school period also failed to meet its hoped-for momentum in 2023, as parents continue to display price sensitivity and re-use existing school supplies instead of purchasing new ones. Even though inflationary pressures eased in 2024 compared to 2023, this improving situation has n

The market for writing instruments in Singapore experienced positive growth in 2024, driven by a rising interest in indoor hobbies, a trend significantly amplified by the pandemic. During this period, activities like journaling and colouring gained popularity as individuals embraced these mindfulness practices for relaxation and wellness, fuelling greater interest in creative and therapeutic pursuits. Consequently, demand for products such as ballpoint pens, markers, and highlighters has expande

Writing instruments in Malaysia saw mass value products lead growth in 2024. Rising living costs are putting pressure on consumers to reduce spending on non-essential items or to seek out more affordable alternatives. This has led to increased demand for value-driven mass writing instruments, which offer functionality at a lower cost. By contrast, premium and luxury brands, such as Parker and Montblanc, have been facing challenges in the current economic climate as consumers prioritise affordabi

Writing instruments in South Korea is expected to see a static performance in retail volume terms in 2024, although low growth is anticipated in retail current value terms. The era of writing instruments as daily necessities may be coming to an end, along with the rising use of smartphones, computers, and tablets; a trend common across all countries. In particular, as online classes have expanded, the proportion of electronic devices used in schools instead of notebooks and writing instruments h

In 2024, writing instruments in Canada recorded a decline in both current retail value and volume terms.

In 2024, the retail value of writing instruments in Switzerland grew by 1%, primarily driven by a modest increase in average unit prices. Mechanical pencils recorded a notable 3% in retail value growth and 2% rise in retail volume, although from a relatively low sales base. This growth was propelled by the introduction of new product lines, innovative designs, and an increasing consumer preference for more sustainable alternatives. Markers and highlighters also saw a strong performance, with ret

In 2024, retail value sales rose by 175% in current terms, while retail volume sales also saw a positive uplift of 25%, making writing instruments the only category to record positive retail volume in 2024. The writing instruments segment saw a significant concentration of sales during the back-to-school season, with major brands reporting that between 70% and 80% of their annual sales occurred during this time. However, in 2024, high prices and reduced consumer purchasing power limited growth a