"Writing Instruments in the United Arab Emirates" now available at Fast Market Research

The advent of digital technology has shaped the way in which writing instruments are being consumed within the country, not unlike in the rest of the world. Gadgets are becoming more affordable and multifunctional, and are being heavily promoted, which caused an erosion in value and volume sales growth over the last few years. However, the United Arab Emirates market withstood the proliferation of technology to a certain extent, due to the increasing population. There was an increase in the number of school admissions during the year, along with "Back to School" promotions, which trade sources believe drove sales. The annual Dubai Summer Surprises (DSS) also plays a part in driving sales, as it coincides with the school season, and increases footfall in stores due to the large number of products that are offered on sale.

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Competitive Landscape

Hoshan Pan Gulf led writing instruments in 2014, accounting for a 26% value share. Hoshan represents some of the leading brands in this category in the United Arab Emirates, including Uni-ball, Staedtler, Maped and Pentel. Its writing instruments are manufactured in Saudi Arabia and distributed within the United Arab Emirates through various resellers, including online platforms. Apart from licensed brands, Hoshan also manufactures products under different brands of its own, and has wide distribution coverage, including mass-market retailers, stationers/office supply stores and bookstores. With strong retail coverage and an effective distributor relationship with staple well-known brands, Hoshan Pan Gulf has held onto the leading value share within the United Arab Emirates.

Industry Prospects

With the increase in the population there have been investments in infrastructure in general, including allocations for infrastructure development to support the education system. Reem Island in Abu Dhabi is one such example, with grand expansion plans, whereby 11 private schools are planned to be open during the forecast period to cater for an estimated 22,000 pupils. The island is currently called home by around 20,000 people, but is expected to expand to accommodate around 210,000 people. Value sales, however, are only expected to grow by a CAGR of 3% at constant 2015 prices to 2020, due to the increasing number of hypermarkets providing low-cost pens for the mass-market. It is expected that this category will see more price comparisons through online portals, and sales growth will be concentrated on volume rather than value growth.

Report Overview

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

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