COMPETITIVE LANDSCAPE
Faber-Castell leads through strategic investments and marketing
The writing instruments category in Indonesia remains highly competitive, with a mix of global players and domestic brands. The top manufacturers, including Faber-Castell International Indonesia Pt and Staedtler Indonesia Pt, maintained their leading positions, with Faber-Castell holding a 16% market share in 2025, up from 14% in 2020.
No mergers or acquisitions, but innovation drives future growth
There were no notable mergers or acquisitions in the writing instruments category in Indonesia in 2025, nor are any anticipated in 2026. However, the category is expected to continue growing, driven by increasing demand from students and professionals, as well as a rising interest in colouring among adults.
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Overview:
Understand the latest market trends and future growth opportunities for the Writing Instruments industry in Indonesia 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 Indonesia, 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 Indonesia 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 Indonesia?
- Which are the leading brands in Writing Instruments in Indonesia?
- How significant is tourism in determining sales and demand for Writing Instruments in Indonesia?
- How are COVID-19 and global recession impacting demand for Writing Instruments in Indonesia?
- 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 Indonesia - Category analysis
KEY DATA FINDINGS
A positive year for writing instruments with sales driven by professionals and students
Deli drives growth with strategic expansion and marketing
Sustainability concerns influencing new product designs
New innovations shaping and informing the market
Faber-Castell drives growth with sustainable innovation and education
Pens remain dominant as colouring drives growth
Sustainability and digital innovation set to shape future sales
Faber-Castell leads through strategic investments and marketing
No mergers or acquisitions, but innovation drives future growth
Other non-grocery retailers lead with established presence
Retail e-commerce gains traction through its offer of convenience and variety
No emerging retail brands or concepts identified
Faber-Castell drives innovation with AR-enhanced products
Kenko leads sustainability efforts with eco-friendly products
Personal Accessories in Indonesia - Industry Overview
Sales grow fuelled by digital innovation, sustainability and a strong rebound in tourism
Market polarisation has a big impact on the market
Smaller brands gain market share through digital channels
Bright outlook for personal accessories in Indonesia
Traditional and connected watches lead growth with cultural relevance and innovation
Domestic brands strengthen their market position through localised production
Leading brands maintain share through segmentation and innovation
No significant mergers or acquisitions in 2025
Jewellery and watch specialists lead offline sales
Retail e-commerce grows rapidly with digital platforms
Hybrid shopping behaviour emerges as a key trend
Gen Z drives demand for customisable and affordable products
Local brands innovate with sustainable and cultural themes
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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