Report Overview

Asia Pacific back-to-school market is growing due to innovations in back-to-school products, an increase in government expenditure, greater importance placed on primary education, and China's elimination of the one-child policy in conjunction with a decrease in infant mortality rates in the region. With the popularity of online shopping and the rise in demand for social media and digital marketing, there will be more opportunities in the industry.

Asia Pacific Back-to-School Market Size - Industry Trends & Forecast Report 2027

Asia Pacific back-to-school market was worth USD 27.1 Billion in 2020 and is further projected to reach USD 40.7 Billion by 2027, at a CAGR of 6.0% during 2021-2027 (forecast period). Several factors contribute to the growth of the Asia Pacific back-to-school market, including innovations in back-to-school products, government expenditures, a greater focus on primary education in China, and a decline in infant mortality rates in the region. There will be more opportunities in the industry as online shopping becomes popular and social media and digital marketing become more popular.

Source: BlueWeave Consulting

Asia Pacific Back-to-School Market Overview

The items that fall under back-to-school products are backpacks, pens, pencils, erasers, sharpeners, uniforms, shoes, and letterheads. The majority of the products mentioned above are conventional; however, many different ideas are incorporated into these products, influencing market expansion. For instance, children's notebooks are making a substantial impact on the market with fancy covers, 3D covers and several other cover textures. Thus, innovative methods used in back-to-school supplies are contributing to the growth of the Asian market.

Growth Drivers

Government involvement

Major countries in the Asia-Pacific region are in the developing phase. Education of the youth is essential to the development of these regions. Thus, the governments of many APAC countries are focusing on primary education and other education initiatives to boost their literacy rates. However, a large number of the population in the area still lives in rural areas with no schools or education sources present in the region. In the Asia-Pacific region, the governments are spending significant amounts of money and resources on developing educational infrastructure and education sources with an emphasis on education and skill growth.

Frequent changes required in school supplies

Backpacks have seen noticeable changes over the last few years.  For example, memory foam shoulder pads are used nowadays on school bags to provide ultimate comfort and support. Additionally, backpacks are designed to evenly distribute the load so that they don't burden the shoulders. In recent years, similar improvements have emerged in pens, such as leak-proof cartridges, smooth flow ink, and vibration drop technology that reduces vibration. With buyers evolving and premium products being introduced to satisfy consumer needs, the value attached to features such as better paper, minimalistic designs, pigmented paints, and crayons, and environmentally friendly materials is rising.

Restraints

The biggest challenge facing the Asia-Pacific Back-to-School market is toxic ingredients. Moreover, children may choke on small movable or removable parts in stationery items, posing a choking hazard. There are high chances that small kids that go to preschools and playschools are more likely to put small objects in their mouths. Accidentally swallowing one of these objects can result in choking. Additionally, several low-quality crayons, colors, paints, and erasers contain chemicals that can be toxic for children.

Impact of COVID-19 in the industry

COVID-19 outbreak began in late 2019, which in early 2020, had spread throughout the world.  Major countries announced a complete lockdown since this disease was declared a pandemic. This has resulted in the school and other institution closure. Because classes were shifted online, the demand for clothing, shoes, lunch boxes, water bottles, and arts and crafts supply decreased. A significant setback in the growth of Asia Pacific’s back-to-school market was the closure of schools across the region. As students are taking classes at home and sharing their study materials through the internet, the demand for stationery brands witnessed a slump. Schools were closed periodically for alternate days or a few weeks every month, depending on the severity of COVID-19 cases in a particular region. Closures of schools in the Asia Pacific contributed significantly to a decline in the back-to-school market.

Asia Pacific Back-to-School Market: By Product Type

Based on product types, the Asia Pacific back-to-school market is divided into backpack, electronic, stationery, clothing, shoes, and other. Among all of these, the stationary market segment has the largest share since it is the main tool for education. Stationery is forecast to remain the leading segment at the end of the forecast period. Additionally, online platforms are gaining popularity for premium stationery products and in-office stationery. Online channels are usually preferred for buying premium products like Novels, Magazines, and expensive writing instruments. Many new players in the Indian stationary market have significant growth opportunities through online sales.

Asia Pacific Back-to-School Market: By Sales Channel

Based on sales channels, the Asia Pacific back-to-school market is divided into hypermarket/supermarket, e-commerce, dollar stores, specialty stores, and others. Typically, back-to-school products are purchased at specialty stores, but e-commerce is expected to grow fastest during the forecast period. The term specialty store refers to a store that offers a wide array of brands, models, or styles within a relatively narrow market. Online shopping is increasingly popular among consumers for quality products like novels, magazines, and luxury writing instruments. A wide variety of office stationery products are also being sold through e-commerce channels.

Asia Pacific Back-to-School Market – Regional Insights

The Asia Pacific back-to-school market is segmented into China, India, Japan, Australia, South Korea, Indonesia, Malaysia, Singapore, Vietnam, Rest of Asia-Pacific based on the region. India leads the Asia Pacific back-to-school market among all countries. A rising literacy rate and government spending on education contribute to the enrolment of new students and the demand for stationery, which ultimately contributes to the market's growth. There is intense competition from local unorganized players in the Indian stationery market for low-cost and low-quality products, which is a major obstacle to growth. Some of these players sell products at lower prices by importing goods from China.

Recent Developments

• In October 2020, Cello Group re-entered the stationery business after five years. BIC Group acquired Cello Pens, the largest maker of writing instruments in India, for Rs 540 crores in December 2015.

Asia Pacific Back-to-School Market - Competitive Landscape

Key players in the Asia Pacific Back-to-School Market are Adidas AG, Harlequin International Group Pty Ltd., Kokuyo Camlin Ltd., ITC Limited, Mitsubishi Pencil Co., Ltd., Zebra Pen Corp., Pelikan International Corporation Berhad, Acco Brands, Puma Se, and Wh Smith Plc. and other manufacturers.

Scope of the Report:

• By Product Type

• Backpack
• Electronic
• Stationery
• Clothing
• Shoes
• Other

• By Sales Channel

• Hypermarket/Supermarket
• E-commerce
• Dollar Stores
• Specialty Stores
• Others

• By Region

• China
• India
• Japan
• Australia
• South Korea
• Indonesia
• Malaysia
• Singapore
• Vietnam
• Rest of Asia-Pacific