Market overview
Crafistas and elephants drive the creative market
Handicrafts belong to yesterday! Today, “creative” is in the hands of “crafistas”, and life-size elephants adorn the living room wall. People are becoming creative as an expression of their individuality.
Glass design, the renaissance of silk painting and that old favourite home design are all promising themes for the trade to pursue. Furniture and DIY stores are recognizing the potential too.
Twelve per cent growth in the first half of 2009. This encouraging result is a brilliant achievement by the arts & crafts and creative design industry in Germany. In the “Arts & Crafts” category, the market researchers at NPD Group, Inc. record everything sold by the retail trade for handicrafts and creative design.
The importance of these product ranges for the toy markets varies from country to country. In the USA, the arts & crafts segment accounts for as much as 13.7 per cent of the total toy market (plus six per cent, projection based on consumer surveys), whereas in Spain the figure was only 3.9 per cent in the first half of 2009 (plus five per cent).
In Great Britain the sales of paint, brushes etc. fell by 10 per cent. This is hardly surprising bearing in mind that the total market declined by 13 per cent. The market share there is 8.2 per cent. In the first half of 2009, the French spent two per cent more on their hobbies in the arts & crafts and creative design segments (market share: 5.2 per cent).
In Italy, sales of materials for arts & crafts and creative design grew by 8 per cent. The 8 per cent share of the Italian market for this category is also well above the international average.
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