The European Market for Crafts: read the report made by the WCC Europe
The WCCE (World Crafts Council Europe) has released a comprehensive study commissioned under the EU co-funded CRAFTING project, examining the European crafts market. The study estimates the market to include approximately 153 million people and be worth around 50 billion euros. Conducted by Ohayō Brand Curation, this is the first of five reports scheduled for release between 2023-2025.
The report offers insights into crafts consumers and experts, presenting an overview of the European crafts market; it is open to the public and can be downloaded for free below in two versions:
The study, encompassing 820 respondents across 8 European countries, reveals that the market is predominantly composed of female buyers making 1-4 annual purchases, with ceramics, textiles, woodworking, jewelry, glass, and leather goods being popular. Craft fairs, design shops, online platforms, and workshops are identified as key purchasing channels. Motivations for purchases include traditional production techniques, uniqueness, natural materials, and support for the local economy.
In-depth interviews with craftspeople and experts from 12 European countries highlight challenges such as competition, lack of skills, high production costs, decreased purchasing power, and rigid tax systems. Despite challenges, optimism is expressed about new opportunities in the sector, driven by growing interest in crafts as a sustainable alternative, image renewal by younger craftspeople, and the rise of quality crafts fairs.
The study underscores the lack of official statistics on the European crafts sector, emphasizing the need for increased support from policymakers at national and European levels. The WCCE president, Nicky Dewar, sees the craft sector as offering distinctive solutions for sustainable and competitive models. The study concludes that the sector’s future relies on factors like education, training, and a supportive framework at local and European levels. The WCCE aims to disseminate and utilize the findings to guide stakeholders and decision-makers in supporting and protecting the craft sector.
Additionally, a special edition report titled “The New Consumer of Crafts for 2025” is referenced, available for download. It is an adaptation by Ohayō Brand Curation for WCCE in the context of the European Market for Crafts report.
The special edition report of “The New Consumer of Crafts” can be downloaded directly below:
→ The New Consumer of Crafts for 2025 Report – Special Edition for WCCE
For more info visit:www.wcc-europe.org
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