ARTS AND CRAFTS CONSUMER - CANADA, FEBRUARY 2019 - Mintel
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ARTS AND CRAFTS CONSUMER
CANADA, FEBRUARY 2019
NEXT 
ARTS AND CRAFTS CONSUMER, CANADA - FEBRUARY 2019 2
Overview
What you need to know Definitions
The majority (58%) of Canadians participated in making at least For the purposes of this Report, “arts and crafts” describe projects
one type of arts/craft activity in 2018. Although engagement is likely made by consumers for recreational or commercial purposes, either
more sporadic for most, the process of making arts and crafts meets using a kit or from base materials.
a number of wellness benefits for consumers including relaxation
and bonding with family or friends. Younger and older consumers Relevant items in this category include:
differ in their preference and approach to crafting, suggesting that
the industry is experiencing a shift in the approach and the preferred • Photo crafts (eg photography, scrapbooking)
environment for making arts/crafts. With consumers leveraging the
internet for ideas and inspiration, considerations in reducing steps • Knitting or crocheting
from exploration to purchase will be necessary.
• Sewing crafts (eg quilting, embroidery)
• Painting
• Drawing/colouring (eg calligraphy, colouring books)
• Home/event decorating
• Paper crafts (eg card making, origami)
• Cake/dessert decorating
• Kids’ crafts (eg making slime, nebula jars)
• Tech crafting (eg 3D printing, program-assisted drawing).
Crafters: respondents who have made any type of art or craft
evaluated by the survey within the past 12 months (leading up to
December 2018).
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REPORT CONTENT
Overview
What you need to know
Definitions
Executive Summary
The issues
Figure 1: Frequency of making arts/crafts, December 2018
Figure 2: Preference for making arts craft by oneself vs enjoyment of the social aspect of arts/crafting in a group, by age, December 2018
Figure 3: Store type where arts/craft supplies are purchased, by art/crafting skill level, December 2018
The opportunities
Figure 4: Select attitudes towards making arts and crafts, fathers with under-18s at home vs mothers, December 2018
Figure 5: Select attitudes towards making arts and crafts, December 2018
Figure 6: Online sources used for arts/crafts inspiration, December 2018
What it means
The Market – What You Need to Know
Improved financial confidence means more room for enjoyable activities
Mental wellness is more of a priority for young Canadians
A shifting retail landscape will put pressure on craft specialty retailers
Market Factors
Improved economy sees more willing to spend on personal interests
Figure 7: Perception of financial health, January/February 2016-18
Family fun happens on a budget
Figure 8: Monthly entertainment budget, November 2017
Younger consumers prioritize their mental health
Figure 9: Importance of personal wellness types (ranked 1st), by age, March 2016
Changes in Canada’s retail landscape will put pressure on craft specialty retailers
Key Players – What You Need to Know
Canadians are into card making, paper crafts and home décor
Societal shifts make for all the right ‘materials’ for the sector
The current positioning of the category is limiting
Old trends make a return, possibly so will old skills
What’s Artful and Crafty?
Card making, paper crafts and home décor are hot topics for Canadians
Figure 10: Top arts and crafts topics on Instagram, Canada, January 1 – December 31, 2018
Figure 11: Top arts and crafts topics on Pinterest, Canada, January 1 – December 31, 2018
Societal changes combined with shifts in the category make for all the right ‘materials’
Figure 12: Any arts/crafts made in past 12 months (net), by age, December 2018
Figure 13: ‘To learn a new hobby’ as reason to make arts/crafts in past 12 months, by age, December 2018
What Could Benefit from Colouring Outside the Lines?
The category confines itself inside traditional lines
Figure 14: Any arts/crafts made in past 12 months (net) – men, by age, December 2018
Figure 15: Scott Living Custom Frame Collection at Michaels | Scott Brothers, March 2018
PREVIOUS © Mintel Group Ltd. All rights reserved. NEXT ARTS AND CRAFTS CONSUMER, CANADA - FEBRUARY 2019 4
What’s Next?
What’s old is new again
Figure 16: Water Bottle Flower Paint Pouring, February 2018
Figure 17: The Spring-Summer 2019 Haute Couture Collection Know-how, January 2019
The Consumer – What You Need to Know
Many claim to be crafters though participation is sporadic
Consumers connect arts/crafting to mental health benefits
YouTube is a key resource for crafters
Dollar stores have the edge when it comes to buying arts/crafts supplies
Lack of interest is the biggest barrier to entry
Making Arts and Crafts: Skills and Frequency
Most have partaken, though participation is likely sporadic
Figure 18: Types of arts/crafts made in past 12 months, December 2018
Figure 19: Frequency of making arts/crafts and skill level, December 2018
Current positioning may be hindering engagement amongst young men
Figure 20: Any arts/crafts made in past 12 months (net), by gender and age, December 2018
Figure 21: Acquisition email, Clinique, October 2017
Figure 22: Skincare Tutorial by Kris Smith, October 2017
Parents, regardless of gender, are engaged and want more
Figure 23: Any arts/crafts made in past 12 months (net), parent of under-18s at home vs not a parent, December 2018
Figure 24: Tinker Crate and Kiwi Crate Project Compilation | Monthly Science & Art Projects for Kids, October 2018
Chinese Canadians are keen on photo crafts
Figure 25: Made photo crafts in past 12 months, Chinese Canadians vs overall, December 2018
Arts/crafts more likely to be an interest of the LGBTQ community
Figure 26: Select types of arts/crafts made in past 12 months, LGBTQ vs overall, December 2018
Reasons for Making Arts and Crafts
Relaxation is a key motivator
Figure 27: Select attitudes towards making arts and crafts, December 2018
Making arts and crafts hits many mental health components for women
Figure 28: Reasons for making arts and crafts – women, December 2018
For parents, arts/crafting is an avenue for quality time with the kids
Figure 29: ‘Make something for myself’ as a reason for making arts and crafts, parents with under-18s at home vs those who are not parents,
December 2018
Fathers are happy to share their handiwork online – reward them for doing so
Figure 30: Select attitudes towards making arts and crafts, fathers with under-18s at home vs mothers, December 2018
Figure 31: Entertaining Tray Game Changer, January 2018
Figure 32: Entertaining Tray Highlight of the Night, January 2018
Solo vs Social Arts and Crafting
There is a preference to take on arts/crafting as a solo pursuit
Figure 33: Solo vs social preference for making arts and crafts by oneself (% agree), December 2018
Younger consumers more appreciative of the social side of arts/crafting
Figure 34: Agreement with ‘I enjoy the social aspect of doing arts/crafts’, by age, December 2018
Arts and Crafts Ideas and Inspiration Sources
Consumers are turning to YouTube for ideas and instructions
Figure 35: Leveraging the internet for ideas and instructions for arts/crafts projects (% agree), December 2018
Figure 36: Online sources used for arts/crafts inspiration, December 2018
Figure 37: DIY Gift Boxes & Bags, January 2017
YouTube is a key avenue to connecting with dads
Figure 38: Online sources used for arts/crafts inspiration, fathers with under-18s at home vs mothers, December 2018
Figure 39: John Legend’s “Stinky Booty” Song with Pampers, June 2018
Shoppable posts on Instagram will generate traction amongst 18-34s
Figure 40: Using Instagram for arts/crafts inspiration, by age, December 2018
PREVIOUS © Mintel Group Ltd. All rights reserved. NEXT ARTS AND CRAFTS CONSUMER, CANADA - FEBRUARY 2019 5
Shopping for Arts and Crafts Supplies
General retailers are winning out
Figure 41: Store type where arts/craft supplies are purchased, December 2018
Growing presence of discount stores is putting pressure on specialty craft retailers
Figure 42: Store type where arts/craft supplies are purchased, by art/crafting skill level, December 2018
Figure 43: Frame Game | The Scott Brothers, January 2019
Cost and convenience matter to moms
Figure 44: Store type where arts/craft supplies are purchased, mothers with under-18s at home vs overall, December 2018
Figure 45: Linked Heart Garland, February 2016
Barriers to Arts and Crafting
Figure 46: Barriers to making arts and crafts, December 2018
Consumers today seek new challenges so appeal to their interests
Time is the primary issue for 18-24s
Figure 47: ‘I don’t have time’ as a barrier to making arts/crafts, by age, December 2018
Crafter Consumer Segmentation
Crafters vary on approach and enthusiasm
Figure 48: Crafter consumer segments, December 2018
The Solo Crafter (29%)
The Social Crafter (39%)
The Occasional Dabbler (32%)
Appendix – Data Sources and Abbreviations
Data sources
Abbreviations and terms
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DATABOOK CONTENT
Standard demographics you can expect to see tracked in our Databooks:
• Age and income
• Age
• Area
• Born in Canada
• Children in household
• Education
• Employment
• Family structure
• Financial situation
• Gender and age
• Gender and marital status
• Gender
• Generation
• Household income
• Household size
• Housing situation
• Language primarily spoken in the home
• Marital status
• Mobile device ownership
• Number of children of any age in household
• Number of children under 18 in household
• Parental status by gender
• Parental status
• Race and origin
• Race
• Region
• Sexual orientation
• Social media
• Visit social media websites daily
• Visit social media websites weekly
Consumer Research
Q1 Types of arts and crafts made in past 12 months
Q1 Types of arts and crafts made in past 12 months, by demographics
Q2 Barriers to making arts and crafts
Q2 Barriers to making arts and crafts, by demographics
Q3 Arts and crafting skill level
Q3 Arts and crafting skill level, by demographics
Q4 Store types where purchase arts and craft supplies
Q4 Store types where purchase arts and craft supplies, by demographics
Q5 Reasons for making arts and crafts
Q5 Reasons for making arts and crafts, by demographics
Q6 Attitudes towards making arts and crafts (NET - any agree)
Q6 Attitudes towards making arts and crafts (NET - any agree), by demographics
Q7 Online sources for arts/crafts ideas and inspiration
Q7 Online sources for arts/crafts ideas and inspiration, by demographics
PREVIOUS © Mintel Group Ltd. All rights reserved. NEXT ARTS AND CRAFTS CONSUMER, CANADA - FEBRUARY 2019 7 Q8 Number of separate art/craft projects worked on in the last 12 months (NET) Q8 Number of separate art/craft projects worked on in the last 12 months (NET), by demographics Demographics By Demographics Demographics by demographics Further Analysis F1 Arts and crafts segments - cluster analysis PREVIOUS © Mintel Group Ltd. All rights reserved. NEXT
8 RESEARCH METHODOLOGY PREVIOUS NEXT
CANADA RESEARCH METHODOLOGY 9
Canada Research Methodology
Mintel is an independent market analysis
research has been conducted using a Female, 18-24 6.9 139
company that prides itself on supplying
device agnostic platform for online surveys
objective information on a whole range of Female, 25-34 8.8 177
(ie respondents can now take surveys from
markets and marketing issues. Female, 35-44 9.4 188
a smartphone in addition to a computer or
There are six main sources of research that tablet). This methodology change may result Female, 45-54 8.7 174
are used in the compilation of Mintel reports: in data differences from previous years; any
Female, 55-64 8.6 172
trending should be done with caution.
• Consumer research Female, 65+ 8.5 170
Sampling
• Social media research Total 100 2,000
Online Surveys
• Desk research
Lightspeed
• Trade research Region % N
Founded in 1996, Lightspeed's double Ontario 40.2 804
• Statistical forecasting opt-in U.S. online consumer panel contains Quebec 22.1 443
approximately 1.27 million U.S. consumers. British Columbia 13.3 265
Mintel reports are written and managed by Lightspeed recruits its panelists through
Alberta 10.7 214
analysts with experience in the relevant many different sources including web
Saskatchewan 3.0 61
markets. advertising, permission-based databases
and partner-recruited panels. Note: Manitoba 4.8 95
Consumer research Lightspeed GMI was re-branded as Atlantic Provinces
Lightspeed in September 2016. (New Brunswick,
Newfoundland/
Exclusive and original quantitative 5.9 118
Labrador, Nova
consumer research is commissioned Mintel sets quotas on age and gender,
Scotia, Prince
for almost all Mintel reports. In addition, region, and household income. Specific Edward Island)
qualitative research is also undertaken for quotas for a sample of 2,000 adults aged
a large proportion of reports in the form of 18+ are shown below. Total* 100 2,000
online discussion groups. Mintel invests a
considerable sum each year in consumer Please note: these quotas are only *Mintel does not include rural regions such as the Yukon
research, and the purchaser of a Mintel representative of a standard General or the Northwest Territories (including Nunavut) in its
report benefits, as the price of an individual Population survey sample of 2,000 internet research. Thus the consumer research data does not
report is less than the cost of the original users aged 18+. Sample size, targets, and reflect opinions and behaviours of the population living in
research alone. The research brings an quotas may vary per report. Please see the those areas.
up-to-date and unique insight into topical Report Appendix for further details.
issues of importance. Household income % N
Age groups by Less than $25,000 14.0 281
Consumer research is conducted among a % N
gender $25,000 - $49,999 20.8 416
nationally representative sample of internet
$50,000 - $69,999 15.0 300
users in Canada and is carried out by Male, 18-24 7.9 158
$70,000 - $99,999 17.8 356
Lightspeed. The results are only available in Male, 25-34 9.1 181 $100,000 and over 32.4 647
Mintel reports. Note that Mintel’s exclusive
research is conducted online in both English Male, 35-44 10.4 207
and French. Male, 45-54 8.1 163 Total 100 2,000
Male, 55-64 6.1 123
Starting in July 2017, Mintel’s consumer Secondary Data Analysis
Male, 65+ 7.4 148
PREVIOUS © Mintel Group Ltd. All rights reserved. NEXT CANADA RESEARCH METHODOLOGY 10
In addition to exclusively commissioned This is a statistical visualisation method for TURF (Total Unduplicated Reach &
surveys, Mintel gathers syndicated data picturing the associations between rows Frequency) analysis identifies the mix
from the most respected consumer (image, attitudes) and columns (brands, of features, attributes, or messages that
research firms. This allows Mintel analysts products, segments, etc.) of a two-way will attract the largest number of unique
to form objective and cohesive analyses contingency table. It allows us to display respondents. It is typically used when the
of consumer attitudes and behaviour. brand images (and/or consumer attitudes number of features or attributes must be
Qualitative Research towards brands) related to each brand or should be limited, but the goal is still to
covered in this survey in a joint space that reach the widest possible audience. By
Revelation by FocusVision is easy to understand. The significance of identifying the Total Unduplicated Reach,
the relationship between a brand and its it is possible to maximize the number
FocusVision provides Mintel with qualitative associated image is measured using the of people who find one or more of their
bulletin board software. This allows the Chi-square test. If two brands have similar preferred features or attributes in the
creation of Internet-based, ‘virtual’ venues response patterns regarding their perceived product line. The resulting output from
where participants recruited from Mintel’s images, they are assigned similar scores TURF is additive, with each additional
online surveys gather and engage in on underlying dimensions and will then feature increasing total reach. The chart
interactive, text-based discussions led by be displayed close to each other in the is read from left to right, with each arrow
Mintel moderators. perceptual map. indicating the incremental change in total
reach when adding a new feature. The final
Further Analysis CHAID analysis bar represents the maximum reach of the
total population when all shown features are
Mintel employs numerous quantitative data CHAID (Chi-squared Automatic Interaction offered.
analysis techniques to enhance the value Detection), a type of decision tree analysis,
of our consumer research. The techniques is used to highlight key target groups in a Social Media Research
used vary form one report to another. Below sample by identifying which sub-groups
describes some of the more commonly used are more likely to show a particular To complement its exclusive consumer
techniques. characteristic. This analysis subdivides the research, Mintel tracks and analyses social
sample into a series of subgroups that share media data for inclusion in selected reports.
Repertoire Analysis similar characteristics towards a specific Using Infegy’s Atlas software, Mintel ‘listens
response variable and allows us to identify in’ on online conversations across a range
This is used to create consumer groups which combinations have the highest of social platforms including Facebook,
based on reported behaviour or attitudes. response rates for the target variable. It is Twitter, consumer forums and the wider
Consumer responses of the same value commonly used to understand and visualise web.
(or list of values) across a list of survey the relationship between a variable of
items are tallied into a single variable. interest such as “interest in trying a new Atlas provides rich consumer insight via
The repertoire variable summarises the product” and other characteristics of the the analysis of commentary posted publicly
number of occurrences in which the value sample, such as demographic composition. on the internet. The system performs
or values appear among a list of survey comprehensive and broad collection of
items. For example, a repertoire of brand Key Driver Analysis data from millions of internet sources,
purchasing might produce groups of those working to ensure a faithful and extensive
that purchase 1-2 brands, 3-4 brands and 5 Key driver analysis can be a useful tool in sampling of feedback from the widest
or more brands. Each subgroup should be helping to prioritise focus between different range of individuals. The dataset contains
large enough (ie N=75+) to analyse. factors which may impact key performance commentary posted in real time, as well as
indicators (eg satisfaction, likelihood to a substantial archive dating back through
Cluster Analysis switch providers, likelihood to recommend 2007.
a brand, etc). Using correlations analysis
This technique assigns a set of individual or regression analysis we can get an Trade research
people in to groups called clusters on the understanding of which factors or attributes
basis of one or more question responses, of a market have the strongest association Informal
so that respondents within the same cluster or “link” with a positive performance on
are in some sense closer or more similar to key performance indicators (KPIs). Hence, Trade research is undertaken for all reports.
one another than to respondents that were we are able to identify which factors or This involves contacting relevant players
grouped into a different cluster. attributes are relatively more critical in a in the trade, not only to gain information
market category compared to others and concerning their own operations, but also
Correspondence Analysis ensures that often limited resources can be to obtain explanations and views of the
allocated to focusing on the main market strategic issues pertinent to the market
drivers. being researched. Such is Mintel’s concern
with accuracy that draft copies of reports are
TURF Analysis sent to industry representatives, to get their
PREVIOUS © Mintel Group Ltd. All rights reserved. NEXT CANADA RESEARCH METHODOLOGY 11
feedback and avoid any misrepresentation as Statistics Canada and the Canadian forecast are collated in Mintel’s own market
of the market. These comments are Grocer. Other information is also gathered size database and supplemented by macro-
incorporated into reports prior to final from store and exhibition visits across and socio-economic data sourced from
publication. Canada, as well as using other databases organisations such as Statistics Canada,
within the Mintel Group, such as the Global The Bank of Canada, The Conference
Formal New Product Database (GNPD), which Board of Canada and the Economist
Internally, Mintel’s analysts undertake monitors FMCG sales promotions. Intelligence Unit.
extensive trade interviews with selected
key experts in the field for the majority of All analysts have access to Mintel’s Market Within the forecasting process, the model
reports. The purpose of these interviews Size and Macroeconomic Databases – searches for, and analyses relationships
is to assess key issues in the market a database containing many areas of between, actual market sizes and a
place in order to ensure that any research consumer spending and retail sales as well selection of key economic and demographic
undertaken takes these into account. as macroeconomic and demographic factors factors (independent variables) in order to
which impinge on consumer spending identify those predictors having the most
In addition, using experienced external patterns.. influence on the market.
researchers, trade research is undertaken
for some reports. This takes the form of The database is used in conjunction with Factors used in a forecast are stated in
full trade interview questionnaires and an SPSS forecasting program which uses the relevant report section alongside an
direct quotes are included in the report and weighted historical correlations of market interpretation of their role in explaining the
analysed by experts in the field. This gives a dynamics, with independent variables, to development in demand for the product or
valuable insight into a range of trade views produce future spending scenarios. market in question.
of topical issues.
Statistical Forecasting Qualitative insight
Desk research
Statistical modelling At Mintel we understand that historic data is
Mintel has an internal team of market limited in its capacity to act as the only force
analysts who monitor: government statistics, For the majority of reports, Mintel produces behind the future state of markets. Thus,
consumer and trade association statistics, five-year forecasts based on an advanced rich qualitative insights from industry experts
manufacturer sponsored reports, annual statistical technique known as ‘multivariate regarding past and future events that may
company reports and accounts, directories, time series auto-regression’ using the impact the market play a crucial role in our
press articles from around the world and statistical software package SPSS. post statistical modeling evaluation process.
online databases. The latter are extracted
from hundreds of publications and websites, Historical market size data feeding into each
both Canada and overseas. All information
is cross-referenced for immediate access.
Data from other published sources are the
latest available at the time of writing the
report.
This information is supplemented by
an extensive library of Mintel’s reports
produced since 1972 globally and added
to each year by the 500+ reports which are
produced annually.
In addition to in-house sources, researchers
also occasionally use outside libraries such
PREVIOUS © Mintel Group Ltd. All rights reserved. NEXT CANADA RESEARCH METHODOLOGY 12
As a result, the Mintel forecast allows for fall within these outer limits, which we call Weather analogy
additional factors or market conditions the best and worst case forecasts. These,
outside of the capacity of the data analysis based on the statistically driven forecast, To illustrate uncertainty in forecasting in
to impact the market forecast model, using are the highest (best case) and lowest an everyday example, let us assume the
a rigorous statistical process complemented (worst case) market sizes the market is following weather forecast was produced
by in-depth market knowledge and expected to achieve. based on the meteorologists’ current
expertise. knowledge of the previous weather condition
Over the next five years, the widening during the last few days, atmospheric
The Mintel fan chart bands successively show the developments observations, incoming weather fronts etc.
that occur within 95%, 90%, 70% and 50%
Forecasts of future economic outcomes probability intervals. Statistical processes Now, how accurate is this forecast and how
are always subject to uncertainty. In order predict the central forecast to fall within the certain can we be that the temperature on
to raise awareness amongst our clients darker shaded area which illustrates 50% Saturday will indeed be 15°C?
and to illustrate this uncertainty, Mintel has probability, i.e. a 5 in 10 chance.
introduced a new way of displaying market To state that the temperature in central
size forecasts in the form of a fan-chart. A general conclusion: Based on our current London on Saturday will rise to exactly 15°C
knowledge of given historic market size data is possible but one can’t be 100% certain
Next to historical market sizes and a current as well as projections for key macro- and about that fact.
year estimate, the fan chart illustrates the socio-economic measures that were used to
probability of various outcomes for the create the forecast, we can assume that in To say the temperature on Saturday will
market value/volume over the next five 95% of the time the actual market size will be between 13°C and 17°C is a broader
years. fall within the purple shaded fan. In 5% of all statement and much more probable.
cases this model might not be correct due
At a 95% confidence interval, we are saying to random errors and the actual market size In general, we can say that based on the
that 95 out of 100 times the forecast will will fall out of these boundaries. existing statistical model, one can be 95%
certain that the temperature on Saturday
will be between 13°C and 17°C, and
respectively 50% certain it will be between
about 14.5°C and 15.5°C. Again, only in
5% of all cases this model might not be
correct due to random errors and the actual
temperature on Saturday will fall out of
these boundaries and thus will be below
13°C or above 17°C.
(To learn more about uncertainty in weather
forecasts visit: http://research.metoffice.gov.
uk/research/nwp/ensemble/uncertainty.html)
PREVIOUS © Mintel Group Ltd. All rights reserved. NEXT Disclaimer Terms and Conditions of use Any use and/or copying of this document is subject to Mintel‘s standard terms and conditions, which are available at http://www.mintel.com/legal If you have any questions regarding usage of this document please contact your account manager or call your local helpdesk. Published by Mintel Group Ltd www.mintel.com email: info@mintel.com Help desk UK +44 (0)20 7778 7155 US +1 (312) 932 0600 Australia +61 (0)2 8284 8100 Japan +81 (3) 5456 5605 China +86 (21) 6386 6609 Singapore +65 (0) 6653 3600 © 2019 Mintel Group Ltd. All rights reserved. Confidential to Mintel. PREVIOUS
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