Writing Instruments in Thailand - New Market Study Published

Writing instruments continued to post retail volume and value sales growth in 2014. Children are key consumers of these products whereas parents are key buyers. Colourful designs featuring, for example, cartoon characters, can attract a lot of demand from young children, whereas adults tend to select plainer designs with a dominant style. Retail volume sales growth slowed down in 2014, partially due to the transition period of the government, which affected the education budget. This meant that some children and their parents were unable to receive normal education support, including tuition and writing instrument fees.

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Competitive Landscape

In 2013, the top three players in writing instruments were Nan Mee Co Ltd, DHA Siamwalla Ltd and Newell Rubbermaid Co Ltd. Horse, Nan Mee’s key brand, enjoys strong recognition and a long relationship with Thai consumers. The company also offers other writing instrument brands, such as Nan Mee and Max, as well as Silpakorn Pradit (water, oil and acrylic colours) and Wichitrong (water colours). In addition, it offers many licensed brands, such as Doraemon, Tinkerbell, Marvel Heroes and Classic Pooh, among others.

Industry Prospects

Writing instruments is expected to continue see positive development over the forecast period. Although high-tech devices like tablets, computers and smartphones have gained popularity, the majority of consumers will have to rely on traditional writing instruments. According to key players, the demand for writing instruments is expected to move towards higher-priced products, thanks to new designs and innovative products. Consumers are unlikely to wait until their pen runs out of ink, before upgrading to a new pen. A similar trend is anticipated for colouring pencils and other writing instruments. Therefore, consumers will own more than one type of writing instrument and more than one of each.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Writing Instruments industry in Thailand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Writing Instruments industry in Thailand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Writing Instruments in Thailand market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth

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