Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close

Description

Description

"Factors that are motivating purchase in other categories, like sustainability, wellness and nostalgia, are also relevant to the craft category, which helps keep the market engaging for younger consumers. Adults aged 18-34 are some of the most engaged crafters, with more than eight in 10 adults in this age range having worked on a craft project in the past 12 months. Providing novice crafters the inspiration and tools they need, especially on social channels, can help grow this category."

– Kristen Boesel, Senior Lifestyles and Leisure Analyst

This report examines the following issues:

  • Men are engaged in the craft market, but stick to specific project types
  • Lack of interest keeps some from crafting, but others just need some guidance
  • Textile crafters are invested, but isolated

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • Market overview
          • Top takeaways
            • Issues and opportunities
              • Men are engaged in the craft market, but stick to specific project types
                • Figure 1: Project engagement by gender, December 2019
              • Lack of interest keeps some from crafting, but others just need some guidance
                • Figure 2: Barriers to craft making, December 2019
              • Textile crafters are invested, but isolated
                • Figure 3: Median age of crafter, by crafter type, December 2019
              • What’s next
              • The Market – What You Need to Know

                • At least half of all adults have a creative hobby
                  • Crafters aren’t loyal to just one brand
                    • Younger adults are especially interested in knowing new craft trends
                      • YouTube could unlock opportunities for craft-related brands
                      • The Market

                        • Craft market remains stable over time
                          • Figure 4: Adult craft participation in the last 12 months, 2012-2019
                        • Cooking and baking drive creative market
                          • Interest in photography on the decline
                            • Figure 5: Adult craft participation in the last 12 months, by craft type, 2012-2019
                            • Figure 6: Share of adults who own a camera, 2010-2019
                        • Market Perspective

                          • Crafts brands can take advantage of organization obsession
                            • Committed crafters dedicate storage space
                              • Figure 7: Organization items purchased, July 2019
                            • In their own words: Organizing crafts
                              • A quarter of crafters wait to stock up
                                • Brand loyalty not a strong factor for crafters
                                  • Figure 8: Crafter purchase habits, December 2019
                              • Market Drivers

                                • Gen Z adults and Younger Millennials are eager to learn about trends
                                  • Figure 9: Key drivers of interest in learning new crafting trends, December 2019
                                • Crafters look to social media for inspiration
                                  • Figure 10: Agreement that the best ideas come from social media, December 2019
                                • Pinterest stays strong
                                  • Figure 11: Daily Pinterest visitation by age, December 2019
                                • YouTube is a go-to for learning new skills
                                  • Figure 12: Agreement that YouTube is the best place to learn something new, December 2019
                                  • Figure 13: Daily YouTube visitation by age, December 2018-2019
                                  • Figure 14: YouTube visitation by gender, December 2019
                              • Key Trends – What You Need to Know

                                • Craft supplies are sized up in-person
                                  • Mass merchandisers are most popular retailer
                                    • Sustainability and wellness trends enter creative territory
                                      • Seeking the new and relishing the old
                                        • Crafts will both soothe and take a stand in 2020
                                        • Arts and Crafts Retail

                                          • Consumers see the benefit of buying craft supplies in person
                                            • Figure 15: Attitudes toward the cost of crafts, December 2019
                                          • Mass retailers lead sales of arts and crafts-related goods
                                            • Figure 16: Retailer correspondence map, December 2019
                                          • In their own words: Retailers shopped
                                            • Grocery stores lead for baking supplies
                                              • Figure 17: Project materials purchased by retailer type, among total, December 2019
                                              • Figure 18: Michaels Stores Valentine cookie decorating post, January 2020
                                              • Figure 19: Michaels Stores holiday cookie decorating post, December 2020
                                            • Craft store chains draw crafters, but lag behind mass retailers
                                              • Figure 20: Project materials purchased by retailer type, among crafters, December 2019
                                            • In their own words: Craft retailer descriptions
                                            • Craft Trends

                                              • You heard it here first
                                                • Sustainable supplies
                                                  • Figure 21: Agreement that craft supplies are not environmentally friendly, December 2019
                                                • Wellness through crafting
                                                  • Going genderless
                                                    • Nostalgic craft trends enjoy a reboot
                                                      • Figure 22: Caboodles Barbie brand storage container, January 2020
                                                      • Figure 23: Lisa Frank sticker collection, January 2020
                                                  • Craft Predictions

                                                    • Tactile crafts can be “oddly satisfying”
                                                      • Figure 24: How to Make Crayon Slime DIY Activities for Kids, October 2019
                                                    • The future is out of this world
                                                      • Crafting to perfection
                                                        • 2020 color predictions aim to soothe
                                                          • Fabric crafts get around
                                                            • Craftivism will thrive in 2020
                                                              • Figure 25: #DareToDream craftivism instruction video, June 2019
                                                          • The Consumer – What You Need to Know

                                                            • Drawing, coloring and painting lead in the creative space
                                                              • Makers are driven to decorate
                                                                • Young adults continue to embrace crafting
                                                                  • Woodworking and tech-related crafts offer creative outlets for men
                                                                    • Parents see crafting as a way to build STEAM skills
                                                                      • Non-crafters need education and a confidence boost
                                                                      • Defining Crafters

                                                                        • Majority of adults work on art or craft projects
                                                                          • Fine art-related projects prove most popular
                                                                            • Opportunities to expand market for baking-related projects
                                                                              • Figure 26: Crafter categories, December 2019
                                                                            • Men more likely to gravitate to woodworking and tech projects
                                                                              • Figure 27: Project engagement by gender, December 2019
                                                                            • Maker community reflects a somewhat even gender split
                                                                              • Figure 28: Gender split by crafter type, December 2019
                                                                            • Millennials and Gen Z adults continue to drive crafting engagement
                                                                              • Figure 29: Project engagement by age, December 2019
                                                                            • Younger generations are less engaged with sewing and quilting
                                                                              • Figure 30: Median age of crafter, by crafter type, December 2019
                                                                          • Project Types

                                                                            • Drawing and painting have a broader appeal than other craft types
                                                                              • Sewing and knitting projects are not “one size fits all”
                                                                                • Less overlap within male-dominated project areas
                                                                                  • Figure 31: Crosstab of project types by crafter type, December 2019
                                                                                • Crafters are drawn to decoration projects
                                                                                  • Figure 32: Types of projects made in past 12 months, December 2019
                                                                                • Die cutting projects and DIY kits lack traction
                                                                                  • Figure 33: Types of projects made by crafters and non-crafters, December 2019
                                                                              • Kids and Crafting

                                                                                • Crafting engagement higher among parents
                                                                                  • Figure 34: Project engagement among parents and non-parents, December 2019
                                                                                  • Figure 35: Types of projects made in past 12 months among parents and non-parents, December 2019
                                                                                • Kids’ crafts mirror adult crafting interests
                                                                                  • Figure 36: parent/kid project types by crafter type, December 2019
                                                                                • Parents feel pressure to encourage STEM skills
                                                                                  • Crafting seen as helpful to building STEAM skills
                                                                                    • Figure 37: Attitudes toward crafting and STEAM skills, December 2019
                                                                                    • Figure 38: Traits of those more likely to agree that craft projects help kids learn STEAM skills, December 2019
                                                                                • Crafter Motivations

                                                                                  • Passion for crafting starts in childhood
                                                                                    • Crafters are confident
                                                                                      • Figure 39: Crafter attitudes toward crafting and creativity, December 2019
                                                                                    • Paper crafters and jewelry makers may have better resources to DIY
                                                                                      • Figure 40: Share of crafters who make what they want if they can’t find it, by crafter type, December 2019
                                                                                    • Projects generally motivated by emotional benefits
                                                                                      • Figure 41: Crafter motivations, December 2019
                                                                                    • Some motivations differ by project type
                                                                                      • Paper crafts fuel relaxation
                                                                                        • Sewing and quilting generate the most pride
                                                                                          • Woodworkers are driven by utility
                                                                                            • Yarnwork inspires practical gift projects
                                                                                              • Figure 42: Crafter profile, by crafter type, December 2019
                                                                                          • Overcoming Barriers

                                                                                            • Pricing hinders interest in crafting-related technology
                                                                                              • Figure 43: Key drivers of willingness to pay more for arts and crafts technology, December 2019
                                                                                            • Non-crafters less likely to see themselves as creative
                                                                                              • Figure 44: Non-crafter attitudes toward crafting and creativity, December 2019
                                                                                            • Converting non-crafters starts with education
                                                                                              • Figure 45: Barriers to craft making, December 2019
                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                            • Data sources
                                                                                              • Consumer survey data
                                                                                                • Consumer qualitative research
                                                                                                  • Abbreviations and terms
                                                                                                    • Abbreviations
                                                                                                      • Terms
                                                                                                      • Appendix – The Consumer

                                                                                                          • Figure 46: Craft store chain purchases, by crafter type, December 2019
                                                                                                          • Figure 47: Mass retailer purchases, by crafter type, December 2019
                                                                                                          • Figure 48: Grocery store purchases, by crafter type, December 2019
                                                                                                          • Figure 49: Drug store chain purchases, by crafter type, December 2019
                                                                                                          • Figure 50: Home improvement chain purchases, by crafter type, December 2019
                                                                                                          • Figure 51: Online-only seller purchases, by crafter type, December 2019
                                                                                                      • Appendix – Key Driver Analysis

                                                                                                        • Methodology
                                                                                                          • Interpretation of results
                                                                                                            • Figure 52: Key drivers of willingness to pay more for arts and crafts technology, December 2019
                                                                                                            • Figure 53: Key drivers of agreement that craft projects help kids learn STEM skills, December 2019
                                                                                                            • Figure 54: Key drivers of interest in new crafting trends, December 2019

                                                                                                        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 tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                        Trusted by companies. Big and small.