COMPETITIVE LANDSCAPE
Newell and Bic maintain lead due to innovation and bulk sales
In 2025, writing instruments remains moderately concentrated in Australia, with the top two companies, Newell Australia Pty Ltd and Bic Australia Pty Ltd, holding significant shares, of 28% and 19%, respectively. Newell Australia Pty Ltd maintained its lead due to its strong portfolio of brands and innovative products.
Emerging players and product innovation drive competitive dynamics
There were no notable mergers or acquisitions in 2025. However, the changes in the competitive landscape presented opportunities for businesses to innovate and differentiate their products.
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Overview:
Understand the latest market trends and future growth opportunities for the Writing Instruments industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Writing Instruments industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Writing Instruments in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Writing Instruments in Australia?
- Which are the leading brands in Writing Instruments in Australia?
- How significant is tourism in determining sales and demand for Writing Instruments in Australia?
- How are COVID-19 and global recession impacting demand for Writing Instruments in Australia?
- In the wake of COVID-19, how soon can Writing Instruments be expected to recover? Where are the opportunities for growth now?
- Where is future growth expected to be most significant?
Writing Instruments in Australia - Category analysis
KEY DATA FINDINGS
Writing instruments proves resilient
Consumer demand for sustainability drives eco-friendly product innovation
Gen Z demand for personalisation boosts growth of pens value sales
Pens set to remain the largest category, due to tech integration
Sustainability and personalisation expected to boost product innovation
Speciality stationery stores set to drive future omni-channel growth
Newell and Bic maintain lead due to innovation and bulk sales
Emerging players and product innovation drive competitive dynamics
Offline stores remain dominant
Retail e-commerce gains traction
XNote’s AI-powered smart pen emphasises shift towards technology integration
Personal Accessories in Australia - Industry Overview
EXECUTIVE SUMMARY
Economic pressures and consumer preferences deepen market polarisation
AI-enhanced personal accessories reshape the Australian market
Increased tourism in Australia boosts travel gear sales across consumer segments
Polarisation set to deepen, widening the gap between affordable and luxury brands
Sustainability and AI enhancements expected to drive business innovation
While top brands maintain their lead, Erebus Watches gains traction
Jewelers Mutual Group gains competitive edge by acquiring Jewellers Loop
Retail e-commerce continues to gain popularity
Luxury brands expand their networks, while The Volte launches rental platform
Country Reports Disclaimer
The following categories and subcategories are included:
Writing Instruments
- Colouring
- Markers and Highlighters
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- Graphite Pencils
- Mechanical Pencils
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- Ball Point Pens
- Fountain Pens
- Roller Ball Pens
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- Pen Inkwells and Refills
- Pencil Lead Refills
- Other Writing Accessories
Writing Instruments
Writing instruments is the aggregate of pens, pencils, colouring, markers and highlighters and writing accessories.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Writing Instruments research and analysis database.
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