2023
9
US Arts and Crafts Consumer Market Report 2023
2023-03-01T03:09:49+00:00
OX1156377
3695
160959
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Report
en_GB
“New arts and crafts consumers gained during the pandemic are maintaining their interest in the category, driven by a desire to try new things, make things for themselves and enjoy…

US Arts and Crafts Consumer Market Report 2023

£ 3,695 (Excl.Tax)

Description

Unlock the potential of the Arts and Crafts market with our comprehensive report.  With our extensive Arts and Crafts Market Report, you can gain a better understanding of how to respond to changing consumer demands and take advantage of new opportunities to stay ahead of your competition.

US Arts and Crafts Consumer: Current Market Landscape

About half of all arts and crafts consumers consider their project skills to be basic or nonexistent, indicating a need to boost confidence and encourage engagement among less skilled crafters. Meanwhile, high inflation continues to tighten discretionary budgets, giving brands opportunities to help consumers spend their leisure time expressing themselves creatively in fun and affordable ways. Mass retailers and dollar stores are poised to attract casual crafters looking for one-stop shopping at a low price point, but crafting retailers continue to lead the way in offering resources and inspiration online.

US Arts and Crafts — What Consumers Want and Why

  • Gen Z and Younger Millennials represent a highly engaged segment
    At least three quarters of adults under the age of 45 worked on at least one creative project in the past year. Gen Z and Millennials are prime targets for this category, in part due to their frugality, but also because of a desire for personalization and individualization.
  • Half of all arts and crafts consumers get inspiration from social media
    Social media is the top form of inspiration for new creative projects. Among those who use social media for inspiration, YouTube is their top source, with Instagram, Pinterest and TikTok lagging a bit behind in popularity.
  • Four in 10 adults would work on creative projects more often if they had more free time
    A perceived lack of free time is the top barrier for doing creative projects. This means arts and crafts brands must provide crafters and non-crafters alike with ideas for projects that will easily fit into small pockets of existing free time.

Quickly Understand Arts and Crafts Market Trends

  • Types of creative projects that consumers worked on recently.
  • Motivations for working on creative projects.
  • Sources of inspiration for creative projects, including social media platforms.
  • Types of retailers at which crafters of different project types purchased supplies.
  • Barriers to engaging in creative project work more often.

Covered in this Arts and Crafts Market Report

Leading Brands in the US Arts and Crafts Market: Mood Fabrics, Michaels, JOANN, YouTube, Nike, Rit, Ikea, ThredUp, Woobles, Pinterest, TikTok, Shuffles.

Expert Analysis from a Specialist in the Field

This report, written by Kristen Boesel, a leading analyst in the Lifestyles and Leisure sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

New arts and crafts consumers gained during the pandemic are maintaining their interest in the category, driven by a desire to try new things, make things for themselves and enjoy the mental health benefits of creative projects. Continuing inflation will fuel a DIY spirit and keep the category strong, but brands must be sensitive to frugal arts and crafts consumers’ financial limitations.
Kristen Boesel, Senior Lifestyles and Leisure Analyst
Kristen Boesel
Senior Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Estimated number of adults who worked on a textile project in the past six months, in millions, 2019-22
      • Figure 2: Creative project types adults engaged in the past 12 months, 2022
      • Figure 3: Arts and crafts category outlook, 2023-27
    • Opportunities and challenges
    • Four in 10 creative consumers work on creative projects for the mental health benefits
      • Figure 4: Motivations for working on creative projects, 2022
    • Half of all creative consumers feel their skills are basic at best
      • Figure 5: Self-reported arts/crafts skill level, 2022
    • Two thirds of arts and crafts consumers feel the pinch of inflation
      • Figure 6: Agreement that inflation has made it difficult to purchase supplies, by household income, 2022
    • Key consumer insights
    • Gen Z and Younger Millennials represent a highly engaged segment
    • Half of all arts and crafts consumers get inspiration from social media
    • Four in 10 adults would work on creative projects more often if they had more free time
  3. The Arts and Crafts Market by the Numbers

    • Creative engagement continues to rise
      • Figure 7: Estimated number of adults who worked on a creative project in the past 12 months, in millions, 2019-22
      • Figure 8: Kroger three-ingredient pumpkin cake Instagram post, 2022
    • Textile projects remain a small share of the market but demonstrate continued post-pandemic growth
      • Figure 9: Estimated number of adults who worked on a textile project in the past six months, in millions, 2019-22
      • Figure 10: Percentage of adults who worked on a textile project in the past 12 months, 2022
  4. Market Factors

    • Inflation continues to tighten consumers’ budgets
      • Figure 11: Consumer Price Index change from previous year, 2020-22
    • What this means for arts and crafts consumers
    • Consumers’ mental health is suffering
    • Young adults are generally more stressed than older adults
      • Figure 12: Mental health conditions experienced in past 12 months, by age, 2021
    • What this means for arts and crafts consumers
  5. Competitive Strategies and Opportunities

    • Meeting consumer needs through the lens of the Identity Trend Driver
      • Figure 13: Mintel’s Identity Trend Driver
      • Figure 14: DIY farmers market tote on TikTok, 2022
    • Meeting consumer needs through the lens of the Value Trend Driver
      • Figure 15: Mintel’s Value Trend Driver
    • Danish home retailer expands app offerings to include DIY suggestions
    • Meeting consumer needs through the lens of the Wellbeing driver
      • Figure 16: Mintel’s Wellbeing Trend Driver
    • Art journaling gains momentum
      • Figure 17: Art Journaling 101, 2016
  6. The Arts and Crafts Consumer – Fast Facts

    • 66% of all adults worked on a creative project in the past year
    • 42% of arts and crafts consumers work on creative projects for the mental health benefits
    • 48% of makers say their skill level is basic at best
    • 52% of arts and crafts consumers get inspiration from social media
    • 66% of arts and crafts consumers say inflation has made it difficult to buy all the supplies they want
    • 41% of adults say they would work on creative projects more often if they had more free time
  7. Meet the Arts & Crafts Consumers

    • Two thirds of adults engage in creative projects
      • Figure 18: Creative project types adults engaged in the past 12 months, 2022
    • Women continue to drive the market, but majority of men participate too
      • Figure 19: Creative project types adults engaged in the past 12 months, by gender, 2022
      • Figure 20: Meet the Maker | Etsy, 2019
    • Gen Z and Younger Millennials represent a highly engaged segment
      • Figure 21: Percentage of adults who engaged in any creative project in the past 12 months, by age, 2022
    • Parent segment overlaps with younger adults
      • Figure 22: Creative project types adults engaged in the past 12 months, by presence of kids in household, 2022
      • Figure 23: Celebrate Together: kids craft kits from Hobby Lobby, 2022
    • Opportunities to engage Asian consumers in the creative space
      • Figure 24: Percentage of adults who engaged in any creative project in the past 12 months, by age, 2022
  8. Motivation

    • There’s an appetite for novelty among makers
      • Figure 25: Motivations for working on creative projects, 2022
      • Figure 26: Online Class: Intro to easy Dried Flower Resin Jewelry! | Michaels, 2023
    • End products are more likely to be kept than gifted
    • Mental health is a top reason for project work
      • Figure 27: Motivations for working on creative projects, by gender, 2022
    • Tufting takes off in China
    • Most Millennials would rather make something than buy it new
      • Figure 28: Attitudes toward working on creative projects, by age, 2022
  9. Mastery

    • A substantial share of arts and crafts consumers consider their skills basic
      • Figure 29: Self-reported arts/crafts skill level, percentages, 2022
    • Men are more confident in their skills than women are
      • Figure 30: Self-reported arts/crafts skill level, 2022
      • Figure 31: The Woobles Instagram post, 2022
  10. Inspiration

    • Target Trendsetters and Early Adopters to generate word of mouth
    • A third of makers get inspiration just from browsing
      • Figure 32: Sources of inspiration for creative projects, 2022
    • Social media is the top source for maker inspiration
      • Figure 33: Social media sources of inspiration for creative projects, 2022
    • Parents rely on a variety of digital sources of inspiration
      • Figure 34: Sources of inspiration for creative projects, by parental status, 2022
    • Most female makers turn to Pinterest
      • Figure 35: Social media sources of inspiration for creative projects, by gender, 2022
    • TikTok not the top source, but has traction with Gen Z makers
      • Figure 36: Makers who use TikTok for inspiration for creative projects, by age, 2022
      • Figure 37: Instagram post promoting Supreme-branded Singer sewing machine, 2022
    • Consumers can offer inspiration for brands too
  11. Shopping Habits

    • Most makers want to buy their project supplies in person
      • Figure 38: Attitudes toward shopping for project supplies (any agree), 2022
    • Two thirds of arts and crafts consumers are impacted by inflation
    • Inflation impacts equally across incomes
      • Figure 39: “Inflation has made it difficult to purchase supplies” (any agree), by household income, 2022
    • Mass retailers and dollar stores threaten dominance of craft store chains
      • Figure 40: Retail purchase locations by project type, 2022
    • Dollar stores appear to have made gains in the paper crafts category
      • Figure 41: Top retail purchase locations for paper crafts, 2022
  12. Barriers

    • Lack of time and high price tags are top barriers to project engagement
      • Figure 42: Barriers to working on creative projects more frequently, 2022
    • Mothers are especially likely to see time and money as barriers
      • Figure 43: Barriers to working on creative projects more frequently, by parental status, 2022
    • Men can be taught to enjoy the process more
      • Figure 44: Barriers to working on creative projects more frequently, 2022
    • Women and Gen Z are especially sensitive to price
      • Figure 45: Barriers to working on creative projects more frequently, 2022
  13. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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