Writing instruments in the US is expected to see challenges in both retail current value and volume terms over the forecast period, although the former is set to return to slight growth. In addition, the volume performance has slowly been improving, from a high-single digit decline in 2022, to a marginal decline expected in 2024, signalling some normalisation may be on the horizon, with only a negligible decline anticipated in the forecast period overall.
Apart from consumer trends, writing instruments in the US will also have to contend with unfavourable demographic trends, which may moderate growth in the forecast period. Looking at the total US population, it is expected to grow at a moderate 0.
The development of e-commerce and omnichannel strategies will be essential for writing instruments in the forecast period. Similar to other categories, writing instruments saw a pandemic-induced bump in sales via retail e-commerce in 2020, with normalisation of distribution following soon afterwards.
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Writing Instruments
Writing instruments is the aggregate of pens, pencils, colouring, markers and highlighters and writing accessories.
See all of our definitionsThis report originates from Passport, our Writing Instruments research and analysis database.
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