Writing instruments is expected to display only modest growth in constant value terms (2023 prices) during the forecast period, coupled with a stagnant volume performance. The commodified nature of the category, with such products regarded as “throwaway” items by a large share of consumers will continue to limit the potential for more dynamic growth.
The aforementioned preference for digital devices, primarily laptops, for everyday work and study, will result in writing instruments exhibiting the weakest performance within personal accessories in both volume and constant value (2023 prices) terms over the forecast period. With sustainability and conscious consumption being highly important to Swedes, the use of pen and paper is in many cases considered unnecessary.
Well-known brands such as Bic and Pilot, with their extensive distribution networks, are present in all types of stores, including grocery retailers, and will therefore continue to account for the majority of sales. These brands are affordable and also benefit from a certain degree of recognition, meaning they often get chosen at the expense of cheaper alternatives.
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Understand the latest market trends and future growth opportunities for the Writing Instruments industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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