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US writing instruments market led by Newell Rubbermaid with more than 30% of the value share

Press Release   •   Oct 19, 2012 10:58 BST

The US writing instruments market continues to remain vivid and active, even through the current electronic age. While computers and electronic typewriters handle a substantial percentage of documentation in high-tech offices, the pen remains the preferred and portable choice for note-taking and other means of instant written communication.

Having lived through one of the most severe economic recessions in US history, many consumers now remain focused on value. In addition, the 2012 back-to-school shopping season - which is the most important for the US writing instruments market - was marred by negative economic news regarding the financial struggles of the Euro-Zone and a stagnating labour market in the US.

Newell Rubbermaid Inc further solidified its position atop the US writing instruments market during 2011, growing its value share to reach more than 30%. Through a combination product innovation, advertising and strong relationships with retailers, the company ensures that its brand names are well-known by consumers.

The closest competitor to Newell Rubbermaid is Bic Corp, which holds a retail value share of almost 15%. Like the market leader, Bic manufactures a wide range of products, including pens, pencils, markers and highlighters, and writing accessories, under its eponymous brand.

In the US, pens are being used more as gifts and luxury items, and are increasingly being perceived as fashion-accessories, similar to high-priced watches.

Growth within the US writing instruments market is likely to be modest over the next five years, with the industry set to record a compound annual growth rate (CAGR) of less than 1% in constant value terms. Consumers are likely to remain value-focused in their back-to-school shopping, using promotions, price comparisons and coupons to limit their spending.

For more information on the US writing instruments market, see the latest research: US Writing Instruments Market

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