Writing Instruments Market

Global Market Study on Writing Instruments: Use as Promotional Tools by Brands and Corporates Gaining Popularity

Writing Instruments Market Segmented By Graphite Pencils, Mechanical Pencils, Fountain Pen, Ball Point Pen, Roller Pen, Gel Pen, Coloring Instruments, Highlighters and Markers

About the Report

The global market for writing instruments is estimated to progress at a steady CAGR of around 4% over the forecast period of 2021 to 2031. An sector that was once the exclusive domain of a selected few has now become an extremely fragmented one. Even in today's advanced era, when the Internet and mobile phones dominate the world, writing instruments remain indispensable.

Pencils and pens are commodity instruments. As a result, price becomes a key differentiator. Cost of the instrument is an imperative attribute that determines purchasing choice. When it comes to choosing a pen, price is considered as the second-most vital factor by consumers, the first being shade of the ink.

Brand name and appearance take third and fourth position, respectively. In this category, it's easy to infer that brand loyalty is low. However, it is essential to have a strong brand presence at retail stores. Product visibility and availability are key factors that matter.

Hence, brand and product promotions are vital factors that can fuel the sales of writing instruments. Also, with the trend of writing instruments being increasingly used as promotional tools, demand is set to gradually increase over the coming years.

Many more unique growth factors have been analyzed in detail, while a comprehensive assessment of some of the key challenges for writing instrument manufacturers have also been discussed in the revised report by Persistence Market Research.

The report also has a detailed regional analysis, which points toward East Asia holding a significant share in this highly competitive space. This edition (2021-2031) brings readers up-to-date with key developments, providing analysis on how manufacturers and other stakeholders are reacting to change.

Key industry metrics have been captured, and their impact on writing instrument sales has been analyzed. A detailed COVID-19 impact has also been included in the report, to aid readers in making well-informed business decisions for the present and future. The study also expands on the previous competitive landscape section, and readers will get to know the key strategies of established players as well as new entrants.

Find Out More about the Report Coverage


  • Société BIC SA
  • Faber-Castell
  • Mitsubishi Pencil Co., Ltd.
  • Pilot Corporation
  • Newell Brands, Inc.
  • Shanghai M&G Stationery Inc.
  • Kokuyo Camlin Limited
  • STAEDTLER Mars GmbH & Co. KG
  • Luxor Writing Instruments Private Limited
  • Linc Pen & Plastics Ltd.

Historical Trends vs. Future Market Outlook

In a period filled with digital devices, it might seem as if writing instruments are a thing of the past. Nonetheless, this couldn't possibly be more off-base, as writing instruments can never be replaced by current innovation, in light of the fact that there will consistently be a circumstance where a pen and paper are required or preferred over their digital counterparts.

Furthermore, prominent end users are expected to lead to higher demand growth across the globe over the coming years. A sustainable approach and continuous product improvements are expected to propel writing instrument sales at a decent pace over the forecast period.

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Will Writing Instruments as Promotional Products Drive Demand Growth?

There is increasing demand for promotional products across the globe such as writing instruments, T-shirts, outerwear, calendars, and other products offered by companies to employees and consumers.

For instance, in 2020, Promotional Products Association International (PPAI) conducted a study of writing instruments in U.S. households, and found that, 7 out of 10 people have preferred a pen, which they preferred keeping it to themselves without sharing it with others, in turn, building more affinity towards the brand.

As a result, demand for writing instruments among companies to use them for promotional purposes is expected to increase over the coming years.

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How is Specular Shift in Online Shopping Impacting Sales?

Increasing trend of online shopping in Asia Pacific countries has influenced writing instrument manufacturers to join forces with brand consultants, marketing agencies, and online service providers that offer their products through an online distribution channel. In addition, writing instrument manufacturers such as Kokuyo Camlin Limited, Pilot Corporation, Mitsubishi Pencil Co., Ltd., and others are investing significantly in e-Commerce.

Online retailers have a competitive advantage over other retailers by offering niche products such as luxury and premium writing instruments that aren’t offered at many commercial stores. Moreover, the fact that online retailing offers the service of home delivery is having a positive impact on the online shopping experience.

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In What Manner Has COVID-19 Restrained the Demand Growth of Writing Instruments?

Cessation of educational institutes as well as corporate businesses offices during the pandemic has led to an increase in the use of online learning and working platforms that promoted the use of digital tools for tasks such as writing, in turn, leading to a decline in sales growth for writing instruments.

Furthermore, manufacturing and trade constraints in place across the world due to the pandemic resulted in demand drop for most non-essential businesses. This has invariably upset the temporary demand growth of writing instruments.

Sales growth is expected to pick pace over the coming years as trade, manufacturing, and demand pick up simultaneously. Store closures have further dented the sales of writing instruments, especially in small- and middle-income countries.

Writing Instruments Market

Country-wise Insights

Why are Multifunctional Writing Instruments Popular in the U.S.?

To compete with advanced technologies, writing instrument manufacturers in the U.S. are offering innovative products such as a combo of a ballpoint pen and a stylus or a highlighter and a stylus. These two products offer an advantage to use one common writing instrument for tablets/smartphones and for writing purposes.

Demand for highlighters and markers is also expected to increase due to product innovation, as companies are offering multiple colors in one single product, such as markers with four different color nibs in the form of star-shaped products. Thus, product innovation is expected to positively facilitate demand growth and sales of writing instruments across the U.S.

What is the Growing Sales Potential in India?

India consists of consumers belonging to various classes and categories who respond differently to various provocations. Ease of availability of material, low manufacturing costs, and highly economical labor in India are major driving factors leading to the growth of the writing instruments sector. In addition, these factors also lead to increased establishments of small and medium enterprises in the country.

Increasing population, increasing literacy level, and improving education standards are some key economic factors driving sales growth of writing instruments in India. Increasing number of educational institutions is also expected to surge demand for writing instruments across the country.

What is the Investment Strategy of Players in China for Writing Instruments?

Education has long been a priority in China’s culture, and the country's educational system is seeing increased inflow of investments. Pre-school education in every community by 2020 was one of the government's 13th Five-Year Plan's development goals, as was attracting private capital to invest in the country's education industry.

Responding to this goal, Shanghai M&G Stationery Inc. expanded its reach in both, store-based and online platforms in 2019, extending its already strong lead in writing instruments in order to contribute to the government’s development goal. The business has opened its own branded stationery stores, intending to provide diverse product selection and a pleasant shopping experience.

How Has Demand for Writing Instruments Changed in Recent Years in the United Kingdom?

Keeping a journal is still a common trend in the U.K., as it encourages imaginative jotting down of memories, ideas, and time management. The technique has several beneficial results, including improved mental health, efficiency, and work/life balance. Owing to the need for journal writing, demand for writing instruments has experienced significant growth in the country.

Furthermore, environmental issues and the movement toward reducing one's carbon footprint are gradually shaping the operations of the U.K.'s largest writing instrument manufacturers. While their commitments vary, they share the same aim of reducing plastic consumption and taking on reusing and recycling, thus leading the pathway for eco-friendly writing instruments.

Category-wise Insights

Will Pens Remain a Prominent Selling Category?

As per the analysis, pens will account for a noteworthy revenue share of 60% by 2021-end. Based on need and type of usage, pens, as compared to pencils, have eased the product category to grasp a substantial share. The pens segment is anticipated to register high growth during the forecast period of over 4% CAGR.

Are Students Likely to Remain Prominent End Users?

Rapidly growing educational institutes across the globe and promotional activities using writing instruments are major factors projected to drive adoption among end users. However, as per analysis, in terms of end user, the student category is likely to hold a notable value share.

Adoption of writing instruments among students is expected to register a growth CAGR of over 4% during the forecast years. Increasing adoption of luxury writing instruments among professionals is expected to fuel the sales of these instruments across regions over the coming years.

Will Online Sales of Writing Instruments Register Substantial Growth?

Based on sales channel analysis, hypermarkets/supermarkets account for a significant market share of 28.6%. However, with an enhanced digital ecosystem, online sales are expected to register high growth during the forecast period. Rapidly increasing online penetration and growing number of payment systems are likely to play a significant role in driving the sales of writing instruments through online channels.

Competitive Landscape

Players operating in the sector are finding new ways to minimize operating costs and enhance output. These measures and efforts are being undertaken due to rising input costs and retailer power. Well-established firms are considering their operational chains and examining them from both, output and input perspectives.

In light of this, building new strategic relations with essential players or suppliers to achieve new levels of efficiency is likely to help players cut down operating costs.

Persistence Market Research has profiled the following prominent manufacturers in its report:

  • Société BIC SA
  • Faber-Castell
  • Mitsubishi Pencil Co., Ltd.
  • Pilot Corporation
  • Schwanhäußer Industrieholding GmbH & Co. KG
  • Newell Brands, Inc.
  • Shanghai M&G Stationery Inc.
  • Schneider Schreibgeräte GmbH
  • Kokuyo Camlin Limited
  • C. Josef Lamy GmbH Srl
  • STAEDTLER Mars GmbH & Co. KG
  • Luxor Writing Instruments Private Limited
  • Linc Pen & Plastics Ltd.
  • Hindustan Pencils Private Limited

*The list is not exhaustive, and only for representational purposes. Full competitive intelligence with SWOT analysis available in the report.

Report Scope



Forecast Period


Historical Data Available for


Market Analysis

  • USD Million for Value
  • Units for Volume

Key Regions Covered

  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia
  • Oceania
  • the Middle East & Africa

Key Countries Covered

  • US
  • Canada
  • Germany
  • U.K.
  • France
  • Italy
  • Spain
  • Brazil
  • Mexico
  • China
  • Japan
  • South Korea
  • India
  • Thailand
  • Malaysia
  • Indonesia
  • Australia
  • New Zealand
  • GCC Countries
  • Northern Africa
  • South Africa

Key Segments Covered

  • Product
  • User
  • Sales Channel
  • Region

Key Companies Profiled

  • Société BIC SA
  • Faber-Castell
  • Mitsubishi Pencil Co., Ltd.
  • Pilot Corporation
  • Schwanhäußer Industrieholding GmbH & Co. KG
  • Newell Brands, Inc.
  • Shanghai M&G Stationery Inc.
  • Schneider Schreibgeräte GmbH
  • Kokuyo Camlin Limited
  • C. Josef Lamy GmbH Srl
  • STAEDTLER Mars GmbH & Co. KG
  • Luxor Writing Instruments Private Limited
  • Linc Pen & Plastics Ltd.
  • Hindustan Pencils Private Limited

Report Coverage

  • Market Forecasts
  • Brand Share Analysis
  • Competition Intelligence
  • DROT Analysis
  • Market Dynamics and Challenges
  • Strategic Growth Initiatives

Customization & Pricing

Available upon Request

Market Segmentation by Category


  • Pencils
  • Pens
    • Fountain Pens
    • Ball Point Pens
    • Roller Pens
    • Gel Pens
    • Others
  • Coloring Instruments
  • Highlighters & Markers
  • Others


  • Writing Instruments for Students
  • Writing Instruments for Independent Professionals
  • Writing Instruments for Institutions
  • Others

Sales Channel

  • Writing Instruments Sold at Hypermarkets/ Supermarkets
  • Writing Instruments Sold at Specialty Stores
  • Writing Instruments Sold at Multi-brand Stores
  • Writing Instruments Sold by Online Retailers
  • Writing Instruments Sold through Other Sales Channels


  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia
  • Oceania
  • Middle East and Africa (MEA)

Key Questions Answered in Report

  • What is the market size of writing instruments?

    The global market is expected to witness a CAGR of around 4% during the forecast period of 2021-2031. As per Persistence Market Research, the market is estimated to be reach US$ 21.6 Bn in 2021.

  • Which is the most lucrative region for writing instruments?

    East Asia currently leads the global market. In terms of value sales, the region accounts for a notable share.

  • Which are some of the leading companies offering writing instruments?

    Persistence Market Research has profiled some of the most prominent companies manufacturing writing instruments, such as Société BIC SA, Faber-Castell, Mitsubishi Pencil Co., Ltd., Pilot Corporation, Schwanhäußer Industrieholding GmbH & Co. KG, Newell Brands, Inc., Shanghai M&G Stationery Inc., Schneider Schreibgeräte GmbH, Kokuyo Camlin Limited, C Josef Lamy GmbH Srl, STAEDTLER Mars GmbH & Co. KG, Luxor Writing Instruments Private Limited, Linc Pen & Plastics Ltd., and Hindustan Pencils Private Limited.

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    Yes, the research has been conducted by expert analysts at Persistence Market Research, through a combination of primary research and secondary research. To know more about how the research was conducted, you can speak to a research analyst.

  • What research methodology is followed by Persistence Market Research?

    The company follows a methodology that encompasses demand-side assessment of the market, and triangulates the same through supply-side analysis. This methodology is based on the use of standard market structure, methods, and definitions. Request a detailed methodology.

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