Description

“More than two thirds of adults turn to creative projects to enjoy their free time and express their unique identities, but relatively few of these creative consumers define themselves as “crafters.” This gives brands the chance to serve as partners in creativity beyond the traditional arts and crafts space. The current period of high inflation will make at-home projects an appealing choice for budget-conscious consumers, and brands have opportunities to bring crafters moments of joy in a time of uncertainty through fun brand extensions and innovative partnerships.”
– Kristen Boesel, Senior Lifestyles and Leisure Analyst

This Report looks at the following areas:

  • Types of creative projects that consumers worked on recently
  • Supplies purchased for decorating baked goods, drawing/coloring projects, paper crafts or making decorations
  • Types of retailers at which crafters of different project types purchased supplies
  • Attitudes toward community and personal identity among crafters

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
            • COVID-19: US context
              • Economic and other assumptions
              • Executive Summary

                  • Top takeaways
                    • Market overview
                      • Figure 1: Types of projects consumers did in the past 12 months, 2021
                      • Figure 2: Category outlook, 2022-27
                    • Opportunities and challenges
                      • Few arts and crafts consumers identify as “crafters”
                        • Figure 3: Crafter self-perceptions, 2021
                      • Offering value is always important, but will be essential this year
                        • Figure 4: Motivating factors for choosing one retailer over another, 2021
                      • Keep men engaged
                        • Figure 5: Types of projects consumers did in the past 12 months, by gender, 2021
                      • Appeal to Hispanic and Black crafters
                        • Figure 6: Project frequency, by race and Hispanic origin, 2021
                      • Key consumer insights
                        • Parents living with kids under the age of 18 are a key audience
                          • Most bakers’ decorated creations could use more pizzazz
                            • Craft store chains remain top retailers for most project types
                            • The Arts and Crafts Market by the Numbers

                              • Number of makers is on the rise
                                • Figure 7: Estimated number of adults who worked on a project in the past 12 months, in thousands, 2018-21
                                • Figure 8: Percentage of adults who worked on a project in the past 12 months, by project type, 2019-21
                              • Textile projects are gaining traction
                                • Figure 9: Estimated number of adults who worked on a textile project in the past six months, in thousands, 2019-21
                                • Figure 10: Percentage of adults who did a textile project in the past six months, by project type and age, 2021
                                • Figure 11: Percentage of adults who did a textile project in the past six months, by project type, 2019-21
                            • Market Factors and Current Opportunities

                                • High inflation will shift some consumers’ leisure budgets toward essentials
                                    • Figure 12: Consumer Price Index change from previous year, monthly, 2020-22
                                  • Cost-conscious offerings will be key
                                    • Figure 13: Crafter self-perceptions, by age and gender, 2021
                                  • Supply chain issues persist and frustrate consumers
                                    • COVID-19 continues
                                      • Millennial parents are a key demographic for this category
                                        • Figure 14: Share of households with own children under age 18, by age of householder, 2020
                                      • Vaccines for the youngest kids not yet approved
                                      • Competitive Strategies and Future Opportunities

                                          • Meeting consumer needs through the lens of the Identity Trend Driver
                                            • Move away from terms such as “crafter”
                                              • Figure 15: Perceptions of people who make things by hand, 2021
                                              • Figure 16: Digital creative, Show Off Every Shade of You | Michaels, 2021
                                            • Tapping into common creative interests rather than focusing on a “crafting” identity
                                              • Meeting consumer needs through the lens of the Wellbeing Trend Driver
                                                • Figure 17: Share of knitters who are men and women, 2017-21
                                                • Figure 18: Instagram post promoting new line of knitting kits, 2021
                                              • Meeting consumer needs through the lens of the Value Trend Driver
                                                • Win new crafters with time-saving tools
                                                  • Figure 19: barriers to making things by hand, 2021
                                                  • Figure 20: Instagram post promoting Barilla and Spotify’s “playlist timer,” 2021
                                                • Give aspirational crafters convenient ways to purchase supplies when inspiration strikes
                                                  • Figure 21: Video showing how to use scraps in Cricut machine, 2021
                                              • The Arts & Crafts Consumer – Fast Facts

                                                • 40% of crafters are parents with kids under the age of 18 living at home
                                                  • 53% of crafters describe themselves as open-minded
                                                    • 75% of bakers used icing/frosting to decorate their creations
                                                      • 48% of craft supply shoppers value retailers with good customer service
                                                      • Meet the Arts and Crafts Consumers

                                                        • Two thirds of adults engaged in creative projects in the past year
                                                            • Figure 22: Types of projects consumers did in the past 12 months, 2021
                                                          • Consumers’ need for frugality offers brands and retailers new ways to economize
                                                              • Figure 23: Make and Mend Instagram post promoting mystery supply boxes, 2022
                                                            • Majority of crafters are women, though gains to be had by targeting men
                                                                • Figure 24: Types of projects consumers did in the past 12 months, by gender, 2021
                                                              • Modern fatherhood offers opportunities to draw men to creative projects
                                                                • Spotlight: Dr. Oetker facilitates STEM learning via baked goods
                                                                    • Figure 25: Dr. Oetker Spectacular! Science Crazy Colour Changing Icing Cupcake Mix (UK), December 2020
                                                                  • In general, crafters skew younger than the general population
                                                                      • Figure 26: Percentage of adults who worked on creative projects in past 12 months, by age, 2021
                                                                    • But ages vary by crafter type
                                                                        • Figure 27: Average age of crafters, by type of crafts worked on in past 12 months, 2021
                                                                      • Spelling out the holistic benefits of crafting will draw in younger audiences
                                                                          • Figure 28: Instagram post lion brand yarn, 2022
                                                                        • Hispanic crafters could be an underserved market
                                                                            • Figure 29: Worked on creative projects at least once per week, by race and Hispanic origin, 2021
                                                                          • Spotlight: Crafty Chica helps celebrate Hispanic culture
                                                                              • Figure 30: Maker’s Movement Crafty Chica Heartful Card Kit, 2021
                                                                            • Parents: a smaller, but mighty segment
                                                                              • Parents represent a smaller share of crafters
                                                                                • Figure 31: Percentage of crafters by gender and presence of children in the household, 2021
                                                                              • Families tend to have higher household incomes
                                                                                  • Figure 32: Crafters who did any project in the past 12 months, by gender and presence of children in the household, 2021
                                                                                • Drawing, coloring, painting and paper crafts appeal to parents
                                                                                    • Figure 33: Types of projects consumers did in the past 12 months, 2021
                                                                                • Crafter Identity

                                                                                  • Majority of crafters do not describe themselves as “crafters”
                                                                                    • Figure 34: Crafter self-perceptions, 2021
                                                                                  • Open-mindedness resonates with creative consumers
                                                                                    • Figure 35: Crafter self-perceptions, by gender, 2021
                                                                                    • Figure 36: Crafters describing themselves as “open-minded” and “traditional,” by age, 2021
                                                                                  • Younger creative consumers want to express their individuality
                                                                                    • Figure 37: Interest in customizing basic items to suit personal style, by age and gender, 2021
                                                                                  • Opportunity: cater to pet parents’ identity
                                                                                    • Figure 38: Instagram post featuring custom portrait cookie cutter, 2022
                                                                                  • Encourage creative communities
                                                                                    • Home improvement retailers can build connections among painters and woodworkers
                                                                                      • Figure 39: “I identify as part of a larger creative community” (any agree), men aged 18-54 vs total crafters, 2021
                                                                                    • Crafters of color enjoy community connections as well
                                                                                      • Figure 40: Instagram story promoting Eddie Bauer’s One Outside Program, 2020
                                                                                      • Figure 41: “Crafting communities welcome people with diverse backgrounds” (any agree), by race and Hispanic origin, 2021
                                                                                      • Figure 42: Percentage who feel like part of a larger crafting community, by race and Hispanic origin, 2021
                                                                                    • Spotlight: Crayola recognizes skin tones beyond “flesh”
                                                                                      • Figure 43: Instagram post promoting Crayola’s Colors of the World crayons, 2022
                                                                                  • Project Supplies

                                                                                    • Pens and markers serve as gateway supplies
                                                                                      • Figure 44: Project supplies used, 2021
                                                                                    • Companies have opportunities to extend their brands via color
                                                                                      • Figure 45: Instagram post featuring Supreme’s Skittles collection, 2021
                                                                                    • “Painters” prefer walls
                                                                                      • Figure 46: Surfaces painted in past 12 months, 2021
                                                                                    • Spotlight: Behr partners with Spotify for color inspiration
                                                                                      • Figure 47: BEHR x Katy Perry – Katy in Color, 2021
                                                                                    • Most bakers keep it simple
                                                                                      • Figure 48: Supplies used for decorating baked goods, 2021
                                                                                    • Appeal to male consumers with challenging, skill-based projects
                                                                                      • Figure 49: School of Chocolate Season 1 | Official Trailer | Netflix, 2021
                                                                                    • Parents use kits; other bakers use cutters
                                                                                      • Figure 50: Supplies used for decorating baked goods, by parental status, 2021
                                                                                    • Spotlight: Baketivity subscriptions make projects easier for parents
                                                                                      • Figure 51: Baketivity Instagram post, 2022
                                                                                  • Shopping Habits and Preferences

                                                                                    • Craft store chains remain top source of supplies for most projects
                                                                                      • Mass retailers could consider joining forces with craft store brands
                                                                                        • Figure 52: Project supply purchase location, by type of project, 2021
                                                                                      • Relatively few bakers seek supplies outside of grocery or mass retailers
                                                                                        • Customer service must combat price and selection
                                                                                          • Figure 53: Motivating factors for choosing one retailer over another, 2021
                                                                                        • Older shoppers expect customer service and low prices
                                                                                          • Figure 54: Motivating factors for choosing one retailer over another, by age, 2021
                                                                                        • In-store elements alone are unlikely make a retailer a top contender
                                                                                          • Figure 55: Motivating factors for choosing one retailer over another, by gender, 2021
                                                                                      • Appendix – Data Sources and Abbreviations

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

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