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The Arts and Crafts Consumer - US - February 2020
Overview

This 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.

Overview
Executive Summary

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The Arts and Crafts Consumer - US - February 2020
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.

The Market – What You Need to Know
The Market
Market Perspective
Market Drivers

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The Arts and Crafts Consumer - US - February 2020
Consumer

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

The Consumer – What You Need to Know
Defining Crafters
Project Types
Kids and Crafting
Crafter Motivations
Overcoming Barriers

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The Arts and Crafts Consumer - US - February 2020
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.

Key Trends – What You Need to Know
Arts and Crafts Retail
Craft Trends
Craft Predictions

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The Arts and Crafts Consumer - US - February 2020
Data

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.

Appendix – Data Sources and Abbreviations
Appendix – The Consumer
Appendix – Key Driver Analysis
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What you need to know

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.

Definitions

For the purposes of this Report, “arts and crafts” describe projects made by consumers for recreational or commercial purposes, either using a kit or from base materials. In 2020, Mintel adjusted the categories of arts and crafts evaluated to analyze the most relevant projects in the space. Consequently, arts and crafts categories may have changed or have been removed from previous years’ Reports.

In this Report, a Crafter is defined as having worked on one of the following traditional project types in the past 12 months: drawing/coloring, painting, decorating baked goods, making decorations, paper crafts, jewelry making, woodworking, sewing/quilting, knitting/crocheting or tech-related craft projects.

Respondents saw these parentheticals to help define the following terms:

  • Art or craft supplies (eg canvases, stencils, paint)

  • Baking supplies (eg pans, decorative sprinkles)

  • Craft store chain (eg Michaels, Hobby Lobby)

  • Drug store chain (eg CVS, Walgreens)

  • Fashion accessories (eg hat, belt, bag)

  • Home Improvement chain (eg Home Depot, Lowe's)

  • Making decorations (eg wreaths, centerpieces)

  • Mass retailer (eg Walmart, Target)

  • Online-only seller (eg Amazon, Etsy)

  • Paper crafts (eg scrapbooking, die cutting)

  • Sewing or quilting supplies (eg fabric, patterns)

  • Tech-related craft projects (eg 3D printing, electronics)

  • Year-round home décor (eg candles, throw pillows)

Parents are defined by the presence of children aged 0-17 living in the household. Non-Parent data could reflect parents whose children are aged 18+ or parents who do not live with their children.

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