Growing Consumer Interest In Personalized And Handcrafted Products Will Drive The Arts And Crafts Market: Cognitive Market Research

United States and Canada Arts and Crafts Market Overview 

Product Overview and Scope of Arts and Crafts

Arts and Crafts refer to a wide range of creative activities that involve producing handmade or decorative items. Craft also refers to products of artistic production or creation that need technical knowledge, specialized equipment, and facilities for production. It involves manual labor or a blue-collar work ethic and is constructed from materials with histories that extend beyond the boundaries of art history, such as glass, ceramics textiles, metal, and wood. It largely referred to handcraft, such as architecture, furniture, textiles, pottery, metal, and glasswork. These also include various forms of visual arts, crafts, and DIY projects. The Arts and Crafts market encompasses products and materials used by artists, hobbyists, and individuals engaged in creative endeavors.

Arts and Crafts became popular in the United States at the end of the 19th century, starting in Boston and spreading across the country. Most Arts and Crafts buildings in the U.S. are houses, some churches and chapels were also built in this style. The arts and crafts field involves aspects like visual arts, sculpture, textile arts, pottery & ceramics, paper crafts, DIY crafts, and others. Pottery and ceramic include shaping clay into various forms and firing them in a kiln to create pottery and ceramic pieces. Further, textile arts are creating artworks or functional items using fabrics and fibers while in sculpture art artists create three-dimensional artworks using a variety of materials, such as wood, metal, stone, and clay.

In recent years the popularity of art and craft products has increased owing to the growing popularity of handcrafted and customized products. The flourishing tourism and travel industries are anticipated to provide lucrative opportunities for market growth in the United States and Canada. Further, the personalization of art supplies and escalating demand for handicrafts are projected to facilitate the art and craft product demand.

United States and Canada Arts and Crafts Market –Industry Analysis

Market Drivers

Growing Consumer Interest in Personalized and Handcrafted Products

As people become more affluent the demand and popularity of personalized and handcrafted products is increasing continuously in the United States and Canada. Customization and made-to-order products have become the new standard in today's fashion sector. Consumers are no longer satisfied with picking products off store racks; they want personalized looks that represent their personal style or experiences that are fully unique and created just for them. Consumers can attain varying degrees of influence over personalizing the things they buy, depending on the platform. For instance, according to studies, 80% of consumers are more likely to make a purchase when brands offer personalized experiences and 50% of consumers believe customized products make great gifts. In addition, the following graph represents the share of Americans interested in DIY and arts & crafts as of March 2023, by age, with 60,054 respondents.

Furthermore, handicraft companies for paintings and sculptures, handmade pottery to unique jewelry, in the United States are becoming increasingly important, owing to factors like the rise of online shopping, increased demand for handmade goods, and a growing appreciation for craftsmanship. Some of the popular retailers and manufacturers in the United States for handcrafted products include Creative Expressions Company, Jo-Ann Fabric and Craft Stores, Hobby Lobby, Jo-Ann Fabric, and Craft Stores, Creative Expressions Company, and others. 

These personalized and handcrafted things frequently make use of a diverse range of arts and crafts materials, tools, and techniques to create one-of-a-kind and meaningful items. The combination of these factors enables artists and producers to tailor products to particular tastes and add a personal touch. So, the growing popularity of personalized and handcrafted products is increasing the demand for arts and crafts products.

• The Rising Popularity of DIY (Do-It-Yourself) Culture

United States and Canada Arts and Crafts Revenue (2018-2023)

United States and Canada Arts and Crafts Revenue and Market Share (%) (2018-2023)

United States and Canada Arts and Crafts Revenue (USD Billion) (2018-2023)

	2018	2019	2020	2021	2022	2023
United States	XX	XX	XX	XX	XX	XX
Canada	XX	XX	XX	XX	XX	XX
Total	XX	XX	XX	XX	17.49	XX

United States and Canada Arts and Crafts market was valued at USD 17.49 Billion, in 2022 and is expected to grow at a CAGR of 5.9% over the forecast period, from 2023 to 2030.

United States and Canada Arts and Crafts Market Segmentation Analysis

United States and Canada Arts and Crafts Market Segmentation Analysis by Type

•    Painting & Drawing
•    Sewing & Fabric
•    Paper Crafts
•    Kids Crafts
•    Arts & Crafts Tools
•    Others

United States and Canada Arts and Crafts Market, by Product

Source: Cognitive Market Research

Based on type, the painting & drawing segment accounted for the largest market share. Painting and drawing are often considered more accessible and beginner-friendly compared to other types of art. People of various skill levels can engage in these activities without requiring extensive training or specialized equipment. This wide accessibility contributes to a larger consumer base. 

Painting and drawing are commonly taught in schools and educational institutions as part of the curriculum, especially at early stages of education. This exposure can lead to a lifelong interest in these art forms, driving demand for art supplies and materials. These several factors dominated the market share throughout the forecast period.

United States and Canada Arts and Crafts Market by Application:

•    Personal Use
•    Commercial Use

United States and Canada Arts and Crafts Market by End-User:

•    Households
•    Educational Institutes
•    Offices
•    Others

United States and Canada Arts and Crafts Market by Age Group:

•    Children
•    Adults
•    Seniors

United States and Canada Arts and Crafts Market by Distribution Channel:

•    Offline
o    Convenience Stores
o    Supermarkets & Hypermarkets
o    Specialty Stores
•    Online

United States and Canada Arts and Crafts Market Players

•    Newell Brands
•    Crayola
•    Westcott 
•    Epiphany Studios
•    Arteza
•    FILA Group
•    Faber-Castell
•    BIC
•    Pentel of America
•    Others

United States and Canada Arts and Crafts Market Related Reports

•    Global Handicrafts Market
•    Global Art & Craft Tools Market 
•    Global Craft Market

United States and Canada Arts and Crafts Manufacturers Profiles/Analysis

Newell Brands

Newell Brands Basic Information, Manufacturing Base, Sales Area, and Competitors

Sr. No.	Item	Description
1	Company Name	Newell Brands
2	Website	www.newellbrands.com
3	Established Date	1903
4	Headquartered	United States
5	Market Position/ History	Newell Brands was founded by Edgar Newell in 1903 and is headquartered in the United States. In 1992, the company acquired Sanford. In 2000, Newell Brands acquired the stationery products division of Gillette Company, gaining the Paper Mate, Parker, Waterman, and Liquid Paper brands. Further, in 2002, the company acquired American Tool Companies, Inc., a maker of hand tools and power tool accessories. In 2014, it opened its state-of-the-art Design Center in Kalamazoo, Michigan. The company has over 100 brands operating in more than 227 sites across the globe. Newell Brands has a presence in North America, Europe, Asia, and South America.
6	Sales Area	Worldwide
7	Manufacturing Location	United States
8	No. of Employees	Over 28,000 employees
9	Competitors	Crayola Westcott Epiphany Studios Others
10	CEO	Chris Peterson
11	Ownership Type	Public
12	Contact Information	655 Peachtree Dunwoody Road, Atlanta, GA 30328 Tel: (770) 418-7000

 

 Business Segment/ Overview:

Newell Brands is US based consumer goods company. Its strong portfolio of well-known brands, including Reynolds, Rubbermaid, Sharpie, Graco, Coleman, Rubbermaid Commercial Products, Yankee Candle, Paper Mate, FoodSaver, Dymo, EXPO, Elmer’s, Oster, NUK, Spontex, and Campingaz. The company provides writing instruments with a product portfolio including Sharpie markers, pens, highlighters and pencils, Paper Mate pens and pencils, Prismacolor art supplies, Elmer's, DYMO labeling tools, Parker fine writing tools, and EXPO dry erase markers and accessories. The company has over 100 brands operating in more than 227 sites across the globe.

The company operates in three segments including Learning & Development (Writing, baby), Home & Commercial, and Outdoor & Recreation. Furthermore, Elmer's brand offers various arts and crafts including Batik-Style Crafts, Craft-Stick Picture Frames Tutorials, sun catchers, Elmer’s Glue Sun Catcher, Faux stained glass craft projects, Faux-Stained Glass, and others.

Arts and Crafts Product Types Specification

Product	Description
Batik-Style Crafts	Elmer’s glue brand offers a batik-style crafts bag. Supplies: Plain fabric bag Elmer’s Liquid Glue (Gel or White) Assorted colors of acrylic paint (watered down) Assorted sizes of paintbrushes This project may take a day at certain steps to fully dry (up to 3 days total)
Pom-Pom Code Art	Elmer’s glue brand offers Pom-Pom Code Art Supplies: White canvas Elmer’s Extra Strength Glue Stick 3 colors of pom-poms Use Elmer’s Extra Strength Glue Stick to create a line of glue on the canvas. Stick pom-poms to the canvas in order.
Craft-Stick Picture Frames	Elmer’s glue brand offers Craft-Stick Picture Frames Supplies Needed: Elmer's Glue-All Elmer's 3D Washable Paint Pens Craft Stick Beads Buttons Scissors Ruler Paint   Instructions: Glue four craft popsicle sticks together to form a square. Repeat step one to make a second square. Let the glue dry completely. Paint both squares. Let the paint dry completely. Decorate the squares using Elmer's 3D Washable Paint Pens. Glue on buttons and beads. Let the paint and the glue dry completely. Glue the two squares together back-to-back. Measure a photograph or picture with a ruler. Then, measure the picture frame. Use a pair of scissors to trim the photograph to fit inside the picture frame. Insert the photograph or picture, stand back, and admire your craft-stick picture frame.